Whole Foods planning a health resort

USA Today reported last week that Whole Foods plans to open an upscale health resort where guests could stay and learn about a healthier lifestyle. The resort would most likely open in Austin, Texas, where the company plans to expand its headquarters.

The story says Whole Foods co-founder John Mackey is negotiating for real estate and searching for the right hotel chain to operate the resort, and that additional resorts would depend on the success of the first one.

Mackey is hoping the health resort concept turns out better than the education-focused wellness clubs that opened in stores in the last year. "It wasn't a total bomb," he said, "but we couldn't reach critical mass."

"To move from natural foods to natural spas works," says brand guru Robert Passikoff, who pointed out that Whole Foods ranks first in brand recognition in the natural foods category. "Whole Foods is really a category unto itself."

Whole Foods opens first membership-only wellness club

Back in February we learned that Whole Foods was planning to open Wellness Clubs in select stores. Last week, USA Today reported that the first club opened in Dedham, MA, and additional sites are coming soon at Whole Foods locations in Princeton, Manhattan (Tribeca), Chicago and Oakland.

The membership-only clubs will cost $45 per month plus a one-time fee of $199. Members will have access to lifestyle evaluations (I assume shopping at Whole Foods will garner initial high marks) and access to nutrition, cooking and health classes. They will also get discounts on 1,000 "better-for-you" foods sold in the stores.

Whole Foods Founder and Co-CEO John Mackey says 10 additional Wellness Clubs could be rolled out in 2012 if the first five are successful, and the program could go national in 2013.

There is no doubt other retailers will pay close attention. If Whole Foods finds the program successful - meaning that thousands of customers forked over $739 for the service in year one - similar programs are bound to pop up at other retailers who are health conscious, or at least want to be.