Guest Post by Isla Knight, founder of JustUWellness
The wellness industry has faced at least as many challenges as other industries during Covid-19, if not more.
And, it’s been hard for consumers, too. From manicures to hairdressing, from physical therapies such as osteopathy and massage, to physical and mental health care in the form of exercise or counselling, people have had to forgo the treatments they used to undertake regularly in order to feel, well… well.
To my mind, wellness has adapted in three main ways since the beginning of the pandemic: It has become more flexible, more technology driven, and more hygienic. All of this is positive for both consumers and businesses.
Photo by Thoa Ngo on Unsplash
FLEXIBILITY
As users of well being services, we have had to be flexible.
A huge amount of uncertainty has led to a lot of worry and stress. I think we all need to focus on how we can take control. We need to look after ourselves. One way to do that is to create a self-care plan and make sure you are thinking of self-care on a daily basis.
As we look at tougher tier systems and the possibilities of further lockdowns, make a commitment to put one self-care item into each day, even if it’s just a warm bubble bath to relax in. I would also advise including the people in your bubble. Ask your daughter to help you colour your hair, or your partner to give you a massage, and offer to do something in return. Giving can be as beneficial as receiving.
The wellness industry has adapted quickly to help consumers. It has had a massive learning curve forced upon it. Physios and osteopaths, for example, have been able to offer advice over the phone, video and via email to help clients keep fit and mobile, so, when they restart their physical treatment they can do so from the best possible place.
Counselling, arguably more important than ever these days, has also adapted and there has been an increase in remote counselling to help people who are at home but in dire need of someone to talk to. It can even be done via text for people who do not want to be overheard by other household members.
As we navigate the twists and turns of changing regulations, many people in the wellness industry have become more flexible in how they work, for example by being more willing to visit customers’ homes to provide treatments.
When we finally head into a post-Covid world, I believe flexibility is one of the things that will help the industry prosper. Therapists will have changed their mindsets on the way they work, no longer simply sitting in their premises waiting for people to arrive for their treatment. They will be more responsive to the needs and requirements of their clients, more willing to give advice over the phone or via video call between formal treatments and better prepared to visit people at home. This is all positive for consumers and will give them greater choice on how they access the treatments they want.
As clients there is no doubt we will continue to want and expect the flexibility we’ve become accustomed to and providers are aware that being adaptable is important.
TECHNOLOGY
Online communication and working together has blossomed over the last year and this will continue post-Covid to the benefit of consumers and practitioners alike.
You can now workout on Zoom, you can speak to your counsellor on video call, your beauty therapist can provide online tutorials or one-to-one advice sessions on things such as maintaining your hair extensions, grooming your own brows and looking after skin, to name but a few.
Of course, many consumers will be desperate to go back to their favourite salon, class or therapist as we emerge from the end of the Covid tunnel but think of the advantages all round of continuing online wellness support.
For example, if fitting an exercise class into your routine was always a juggling act and now you only have to find the time for a workout and not the travelling to and fro, you’ll probably manage to squeeze in more exercise than before, or at least feel more relaxed about the whole thing. And imagine an exercise or dance instructor who can give a percentage of their lessons from a space in their own home. They can save money on hiring premises and not be limited on the number of participants based on the size of those premises. This means a potential increase in income, which will undoubtedly be passed to the participants over time. Even leisure centres and gyms could run Zoom classes alongside traditional ones.
This could apply to so many arms of wellness; counselling, nutritional advice, meditation guidance, art and music therapy …
I also think people will rely much more on technology when researching and booking treatments, reading reviews of providers online, rather than relying on word-of-mouth, and using the internet or apps to book a variety of treatment quickly and easily. Digital booking systems will become more and more important in the industry; saving time and money for both therapists and consumers, and making everyone’s life easier.
Again, another positive for the consumer.
HYGEINE
Even when the vaccine has been fully implemented and we are technically able to go back to the way we were before Covid-19 appeared, I believe people will continue to be far more conscious of hygiene. We have been made all too well aware of how quickly a virus, or indeed any other bugs and nasties, can spread. I do not see the world being complacent about hygiene any time soon.
Of course, more people accessing wellness services remotely will be a big step in itself, but I also believe that where treatments are happening in-person – which, of course, many really do have to – hygiene will stay at the top of the agenda.
Consumers will want to check what providers are ding in terms of hygiene and will want to be reassured that everything is cleaned between clients. As a consumer – don’t be afraid to ask.
In turn, wellness providers will definitely have hygiene and social distancing as a priority, even following widespread vaccination. This will provide peace of mind for customers who are currently keeping their distance and keeping contact to a minimum.
Although hygiene has always been important in this industry, extra vigilance is never a bad thing. After all, we are all now hyper-aware of the importance of looking after each other!
Photo by Anastasia Solohub on Unsplash
Support and investment
On a separate note, the Government has not really looked at support for wellness to date. This seems counter-intuitive when wellness means preventing illness and ill health. This is the time to be considering ways to support people’s physical and mental health. We all need it, and it will take as much pressure as possible away from the NHS.
Whether or not support becomes available further down the line, I believe the industry will survive, and thrive. In part this will be because it will be supported by investment. Investors will see the value of the industry. They will understand that consumers are seeing wellness as an essential service, not just a treat to indulge in when they have free time. Indeed, I believe the industry is going to see a massive boom, post-Covid and investors will be keen to be involved.
Overall, I think wellness has a very bright future ahead. We are all more aware than ever that we need to look after ourselves. And the industry has changed over the last year – bringing improvements for both consumers and providers. So, let’s make the most of it in 2021!
ABOUT THE AUTHOR
Isla Knight is the founder of JustUWellness. JustU is a booking service, accessed online or via the JustU App, that gives you the power to book a wide range of wellness treatments with the click of a button. JustU links users with professional salons and lifestyle providers.
Facebook: www.facebook.com/JustUWellness2019
