SwimSpa engaged Leonard Design to envisage a new aquatic health concept to disrupt the day spa and gym market. Their accessible alternative integrates physical health, mental well-being, and education, empowering members and guests toward healthier, less stressful lives.
The health market is seeing a decline in gym memberships, and interest in holistic wellness and outdoor aquatic activities like wild water swimming is growing. Research shows that thermal treatments like saunas and ice baths reduce heart disease, stimulate pleasure, boost health, aid circulation, regulate pH, and improve recovery, sleep and stress levels. SwimSpa emerges from this, holistically blending aquatic activity and well-being. Bookable swim pods offer tailored exercise, avoiding the problems of sharing a lane with swimmers of varying abilities. Hydro pools, saunas, ice baths, and relaxation spaces focus on recovery, detoxification and stress relief.
Central locations with high footfall, public transport access and a frequent-use membership model where you can drop in before work, unwind during lunch, or socialise after hours, transform a rare indulgence into an accessible part of your routine and daily experience.
Booking and entry is controlled via an App to enhance member convenience and reduce operational overheads. It is also a medium through which the SwimSpa community connect and shares the science behind well-being.
Our challenge is to create an approachable design that embodies a unique offer in the health and well-being market and is flexible to work across several models as different market opportunities emerge.
We used a stripped-back aesthetic with elevated features to create a contemporary, youthful, cost-effective design, distinct from the health spa aesthetic. Facilities are intentionally modular to allow flexibility and scalability. Swim pods are carefully zoned to minimise disturbance to relaxation spaces. Our branding team also developed the brand logo, identity, and investment packs, aligning with our approach.
As investment and sites are secured, we look forward to working closely with SwimSpa to apply and develop this proposition through a series of pilot sites and a subsequent rollout.
Client
SwimSpa
