Mom's the Word

November 1, 2008 By: Polly Johnson American Spa

Spaequip's Polly Johnson explains how offering services for pregnant women and new moms can give birth to increased sales and blissed-out clients.

Pregnancy can be a euphoric experience for moms-to-be. It is a time when pregnant women and new moms deserve to have attention lavished upon them. Where better to do that than a spa? Massage techniques for expectant and new mothers can make all the difference through the emotional and physical complexities of pregnancy and childbirth and can help your spa become a mecca for moms.

"Prenatal and postnatal massage have gained in popularity as women have become more spa-savvy," says Denise Haug, sales consultant for SpaEquip (Calistoga, CA) and a former spa director. "Before the baby is born, pregnancy massage provides support for moms-to-be by easing the effects of physical and emotional strain on their bodies. It also increases circulation, reduces the stress on weight-bearing joints, and improves the overall experience of labor. After the delivery, postnatal massage helps the body to recover from the stress of childbirth and also helps tissues to constrict more quickly."

Massage during pregnancy also helps relieve muscle aches and pains, increases circulation and reduces stress, which is great for moms and their unborn babies. "A thorough massage with special attention to the neck, shoulders, and lumbar is effective in reducing the muscle tension associated with pregnancy and childbirth," adds Peggy Francis, a Napa, CA-based spa consultant.

Fitness-oriented offerings, such as yoga, are ideal for expectant clients.

The popularity of prenatal and postnatal massage is on the rise. Due to increased spa accessibility and affordability, women view the spa experience as less exotic and more just a normal part of their self-care, especially when their bodies and their lives are going through this momentous change. Luciana LoPresto, a licensed massage therapist and spa consultant for SpaCasa (Palm Springs, CA), is a living example of how beneficial prenatal massage can be. "Throughout my pregnancy, my ob-gyn was constantly surprised by my lack of discomfort," she says. "I attributed it to regular prenatal massage and daily yoga practice."

A Word of Caution

While there are many benefits to offering pregnancy massage, there are some special considerations to keep in mind. The liability of an error justifiably limits many spas from even considering services for pregnant guests. As LoPresto explains, "Prenatal and postnatal spa treatments require that the massage therapist is well-versed in side-lying massage techniques and ideally certified in prenatal massage." Most massage schools have a short course in this modality. If you decide to feature such services, it is important to review and offer specific technique training to your staff. Strict training should always be verifiable. Should a problem or any issue arise later, it will be important to show you have carefully prepared your staff for pregnant guests.

Pillows are important to ensure clients in their second and third trimesters remain comfortable throughout prenatal massage.

Your training should show exact protocols for each service. Also, be sure to get a signature from each therapist on the training materials. The therapist should be trained in pregnancy massage and know the contraindications for both prenatal and postnatal massage. He or she should also ask about any special conditions and what the client's goals are for the session. If products are being used, it is very important to check for contraindications.

Saunas, mud baths, wraps, and other treatments that raise the body's temperature should never be performed on a pregnant woman—they can be very dangerous to both mother and baby. Laser hair removal and electrolysis should also be avoided, as it is not clear what effect electrical currents used in these procedures have on the baby.

Maybe Baby?

Support for the body is essential for the comfort and safety of the client, as well. "It is important to explain to moms-to-be and nursing mothers that they will be more comfortable (and it is safer for their babies) to be side-lying," says LoPresto. "Being nestled in pillows makes them feel nurtured and pampered, and most moms-to-be are grateful to be off their feet and getting some attention of their own. Also, nursing moms may feel uncomfortable or leak from compression in a prone position."