Walk around Mid Valley and you might see more people looking for a foot massage rather than a Fendi bag. Take a look at Plaza Damas in Hartamas and you'll find this block of shop lots transformed into an oasis of relaxation with establishments such as Spa Maharani, The Wellness Sanctuary and BodhiSense spanning the walkway on your left and right.

These are the signs of a burgeoning spa industry. The practice of going to a spa, however, has been in existence since the beginning of time. Things like soaking in a hot spring, being wrapped in seaweed and using volcanic mud to deep cleanse are not new. So why this sudden surge in spas and alternative healthcare?

Baby boomers

"It's the baby boomers," says Kyan Yap, 27, a preventative healthcare entrepreneur from Global Partners Network . According to him, the baby boomers are that group of people born between the years of 1946 to 1964. They make up one third of the world's population and control two-thirds of the world's wealth.

In theory, they've caused every industry they've moved through to boom. Think baby clothes and food in the 50s. Levis in the 60s (when they were teenagers). Cars in the 70s. Houses in the 80s. Computers in the 90s. And now, in the 21st century, these people are between the ages of 40 to 60 - and looking for health. More precisely, ways to feel younger and look younger. "That's why I'm in this industry," says Yap.

Studies show that the move towards preventative healthcare is a global trend. According to Professor Gerard Bodeker in Spa Asia August 2005, more than half of the British public use complementary medicine. Australians and Americans spend more on complementary medicine than they do on pharmaceutical drugs and visits to the doctor. And in Malaysia, there seems to be a growing number of people (especially among the more affluent classes), who are interested in traditional healing, nutritional supplements, and, of course, spas.

However due to a history rich in massage parlours combined with entertainment and escort services, spas tend to draw a negative response in Malaysia. As one popular KL escort and massage agency states on their website, "All the (masseuses) are hiding in the secret place. As a foreigner, it is not easy find them. If you know how to find them, you might not know where to get the good quality one." And they promise, "We lead you to search deep inside the industry for the most beautiful girls in town no one ever did before."

As such, it's not surprising that some people are wary about going to spas. Puan Nik, owner of Rumah Tanjung (a traditional Malay spa in Damansara Heights), says that there are men out there truly seeking the benefits of a good massage - nothing more. Male customers have told her, "We want to go to a place that's clean. Not somewhere where people will think we're going there for something else."

Need for certification

Ramona Suleiman, president of the Association of Malaysian Spas (AMSPA), which will be officially established soon, agrees that the problem exists. "One bad apple spoils the whole cart," she says. "The problem is that there is no licensing for spas." These days, spas can only be classified under Rumah Urut or Beauty Centres. That's why one of the objectives of AMSPA is to make the authorities have a specific licensing for spas.

Despite the existence of these less than credible establishments, public perception seems to be changing for the better. At the 2005 ISPA Asian Conference in Singapore, Spa Management Journal (Aug 2005) quotes Hong Kong-based educator, Federique Deleague as saying, "The Asian spa experience crosses a spectrum from the excellence that Asian resort spas are famed for to the frankly, rather dubious. But clients are savvier and more discerning."

Suleiman attests to the existence of a more informed consumer. "People are traveling much more now and they are exposed to spas around the world." The result is a new breed of spa-goers who appreciate the benefits of pampering and relaxation a spa offers.

In Malaysia, spa-goers constitute about 70% women and 30% men. But Suleiman predicts that this ratio will change as more and more men accept the concept of being pampered, and will perhaps even crave for it.

One establishment that is catering to this growing niche is Senja Kala in Pudu, KL. They are the first spa, by men and for men, offering manicures, pedicures, facials, steam room and a complete menu of massages ranging from traditional Thai to advanced Swedish, the most popular being the Tantric Discovery which claims to tease and tantalise for 'new levels of enjoyment'. The Tantric Discovery goes for about RM180 and the equally popular Twilight Touch Massage is RM150.

Of course, spas and baths are not restricted to the metrosexual male, or female, for that matter. "There is a growing demand for extreme skiing or trekking followed by some serious pampering," states the Conde Nast February 2005 Spa Special. In Malaysia, spas and massages are becoming a regular routine for sports people. For example, Fitness First has spa and massage facilities in their three main centres at The Curve, John Hancock and Menara Maxis. It's also not uncommon to find rock climbers, golfers and other sports enthusiasts seeking remedies for sports injuries at Malay spas, Thai massage centres and Chinese bone setters on the weekend.

Despite the increase in new customers, the majority of spa-goers are still women. "Most of our customers are working professionals in managerial postitions," says Emi Yamazaki, part owner of Energy Day Spa, which won Best Day Spa in the Asia Pacific Spa Asia Crystal Awards 2004. "These days people have less time to go on holiday, so people need an outlet to destress," she explains.

It can't beat taking a two week holiday in the Riviera, but the experience of soaking in rose petals, coconut milk and healing herbs can certainly take you away from the worries of the world, at least for a couple of hours. Packages range from RM100 to RM250. And the most popular is a 2 hour session comprising steam bath, body scrub and massage.

Current trends

In the US (based on the 2004 Spa Intelligence Report), there seems to be an increased trend of children introducing their parents to the benefits of spas. The same trend is happening in Malaysia with many adult children buying gift vouchers for their parents instead of the usual fruit, chocolate or dining ware gift.

Going to the spa is also becoming a social event. Art director, Khoo, 28, enjoys going with her girlfriend. "We chat, catch up and get pampered at the same time," she says. Khoo started going to spas two years before, attracted by a discount promotion. "Once you try it, it's very nice. There's finger food, health food, salad For me it's about total relaxation, a day off from work." Now Khoo goes to the spa about once every 2 months, a growing group of young urban women, who make going to the spa part of their lifestyle.

As for what spa-goers are looking for specifically, it depends on what the treatment is. If it's facials, people look for effective solutions. "Not so much of the 'papaya stuff,'" says Suleiman. "People want cell treatment and anti-aging technology." When it comes to massages, people are more willing to try new things. For those who want a softer touch, there's the Swedish massage. For those who prefer Acupressure, there's Shiatsu. And for those who like something harder, they can go for deep tissue massage.

Others vouch for Chinese acupuncture, Japanese Shiatsu, traditional Malay massage and the list goes on. But at the end of the day, the objective is to feel better. So if you manage to achieve that it doesn't matter whether you do it through hot stones, biotechnology or a seaweed mud bath.

The future of spas

Malaysia is doing quite well in the international scene. In the 2005 Conde Nast Spa Special, The Mandara Spa at The Datai, Langkawi was voted No. 7 in the world. No.1 was Ananda Spa in the Himalayas. Does Malaysia have what it takes to draw foreign spa enthusiasts? "Yes," says Suleiman. "Malaysian people are very caring people so that's a plus." Malaysia also has natural resources mountains, hills and rivers, lots of traditional treatments and a rich cultural heritage, which can all work to our advantage. "What we need, however, is to have better training to create professionals in the industry," she adds. In this respect, AMSPA plans to set industry standards and create a training syllabus for people who want to get into the spa business.

So how lucrative is this business? Energy Day Spa at Mont Kiara broke even after a month. Others, after a year or two. But with the current rage in food supplements and alternative healthcare, it's not surprising if more wellness centres come up to ride the wave.

In terms of brand ownership, Malaysia may be slightly behind its neighbours. "Thailand has Thai massage, Bali has Balinese massage," says Suleiman. "But Malaysia doesn't have such a thing yet." All that may soon change with places like Rumah Tanjung, an aromatherapy-based traditional Malay spa set up in February 2005. Rumah Tanjung manufactures their own blend of essential oils under the name Tanjung and hopes to market it commercially. Some of their more popular blends contain ingredients such as minyak kelapa, melur, kenanga and other fresh fruit.

According to spa industry surveys done in the region, people want treatments that will reduce their stress, they want natural products and spas with an indigenous or cultural flavour. There is an increase in 'couple' treatments, male clients and younger clients. Generally, spas are becoming a way of life. "We want people to understand that going to the spa is about wellness," says Suleiman. "Not just beauty or fitness."

With no shortage of options around, day spas are no longer reserved for the rich and privileged. As the manager of Senja Kala put it, "Spas are becoming more mainstream. It's as common as dining out."

Meanwhile, the masseuses in Brickfields are wondering where all their customers have gone. "Business is so bad these days," says Mr Low, a blind masseuse who has been working in Brickfields for the past 4 years. "Last time we used to have so many customers on Sunday, now we are lucky if we get one."

Spa Review

Zen Soul
11am-11pm
No 7-1, Jalan 22A/70A, Desa Sri Hartamas,
50480 KL
(O) 03-62012777
Rates: Arometherapy (1 hour) RM70/ (1.5 hours) RM90
Traditional massage (1 hour) RM55/ (1.5 hours) RM70
Foot, neck and shoulder massage (1 hour) RM50

Another spa has opened! Nestled behind the latest fitness centre to hit the city True Fitness and among small boutiques and restaurants, is Zen Soul. You may complain, not another spa!, but Zen Soul does have its charms.

It's a quick walk-up to the spa, and you're greeted by the spa's friendly manager, Joan. You're seated and offered a drink. Your feet are washed by a spa assistant, and within seconds you are summoned to a private room for your massage. There are very few choices of massages, but perhaps it is as well, as the masseurs are experts in a particular treatment and you won't end up confused as to what to choose. There are only three types (though Joan did say more would be added later) Aromatherapy, traditional and foot, neck and shoulder massages.

Like all massages, this was restful and reassuring. According to the masseur the massage I had was a blend of Malaysian, Swedish and Hawaiian treatments. Truly a round-the-world trip!

If you're looking for a quick pick-me-up, Zen Soul is a good place to go. Great things come in small packages, as they say.

Photos are of Zen Soul Studio.