Planet Beach recently launched its first all female spa, though not in a typical tourist destination. Planet Beach, which is the world’s first and largest automated spa franchise, opened a storefront in Saudi Arabia. Master Franchiser of Saudi Arabia, Makarem Batterjee, also plans to open several Gold’s Gyms adjacent to the spas, which he says will promote the ultimate goal—a comprehensive one-stop location for wellness in the Middle East. Eventually, he plans to add fifty Planet Beach spas in the region.
Of course, the segregation of sexes can create a few complications. Because men weren’t allowed on the premises of the female only spa, the male manager couldn’t oversee the building, which caused several delays and miscommunications. The next Planet Beach spa in the area is slated to be men only, so this should no longer be a problem. Still, the female only spa will create a few new jobs too. Female patrons can leave their hijabs—or head scarfs—at the door, and an attendant will hang it up for them, sidestepping the Saudi Arabian religious doctrine that forbids women from removing their hijabs in public.
According to Planet Beach founder Steve Smith, the first store vaguely resembles the Taj Mahal. “They go over the top on everything,” he said, about Middle Eastern developers. The men only spa will also feature a pool and cinema room, in addition to a heavier emphasis on massage and relaxation, as opposed to weight loss. There were talks of a cigar room, which the Planet Beach branding team nixed, because, let’s face it—cigars don’t exactly mesh with rejuvenation and wellness.
The franchise’s opening in the Middle East is more than just money, according to Batterjee. It’s also about empowering the younger generations in the region, the female demographic especially, who wouldn’t have had access to an all women spa in the recent past. A recipient of the Global Young Leader Award by the World Economic Forum, Batterjee was given a 1.5 billion dollar initiative for a full cycle wellness project ranging across the Middle East. The all female spa in Saudi Arabia is the largest Planet Beach facility so far, with more to come in cities in Dubai and Turkey.
"I am a big believer that only business and commerce will set humanity free. It's the only safe and productive bridge," Batterjee said. The Planet Beach spa marks one of the first and largest bridges in the region.
