Wellness has a positioning problem. As longevity, clinical care, restoration and hospitality increasingly share the same vocabulary, brands and operators need a clearer way to understand what they offer, and what a change of direction would require.
In this practical 20-minute keynote, I will share research that reveals what I call the ‘Wellness Gap’ and then introduce Pippa – the Positioning Instrument for Perception, Practice and Ambition, a free diagnostic for wellness brands and operators. Through eight operational questions, it maps a spa or wellness operation along two independent dimensions: its dependence on clinical judgement and intervention, and its orientation towards treatment pathways or guest experience.
A live demonstration will reveal the relationship between three positions: where an operator believes they sit, where their answers place them, and where they want to go. No territory is inherently better – the value lies in understanding the differences and asking better strategic questions.
Delegates will leave with a shared language for positioning, a tool they can use with their teams, and a clearer basis for deciding which opportunities fit their business, including, but certainly not limited to, longevity.
