Continuing its quest for innovative retail concepts, BAA is set to open Rejuve, a new ?Airport Wellbeing Club? at London Heathrow Terminal 1 this May.

Unveiled to the press yesterday the 4,500sq ft space will be located on an airside mezzanine level that is visible as soon as you enter from security. Described as a unique concept that aims to re-energise, refresh and relax business and holiday travellers.
Rejuve was founded by former USB managing directors Andrew McCaffery and Grant Thompson, both frequent flyers. Together with BAA they identified the need for health-oriented services at the airport to boost the wellbeing of travellers on long and short haul flights.
The first area a traveller will enter is the retail area, selling nutritional food and drinks as well as wellbeing travel goods such as noise cancelling earphones from Bose. A walk-through four metre high door opens into the smart, plush clubroom, which incorporates WiFi capabilities, healthy foods and snacks and a therapist on hand to give advice on any wellbeing issues.
A fitness zone incorporates equipment by Technogym ? the company that also supplies the likes of Chelsea Football Club and chains such as Holmes Place. Trainers will also be on hand to help users if required and secure lockers are provided.
A Barbershop is also provided, run by barbers trained by the traditional Geo. F. Trumper of Mayfair and using Trumper products. This provides services, including wet shaves, haircuts and hand maintenance.
Eight treatment pods offer treatments ranging from 15 minutes to an hour and 15 minutes and anything from a facial or manicure to a full body massage. The products used for treatments are all by Jurlique ? a brand that uses all natural, organic ingredients.
In the centre of the area, an innovation pod is located and this will be used for such things as light therapy and an oxygen bar. In the future this area could be used as a stylist area and can be used for private activities such as viewing a corporate video.
Four personal wet rooms with all necessary accessories (toothpaste, toothbrush etc) are located at the end of the club, described as a dressing room, bathroom and bedroom in one, where one can shower and dress in privacy without being rushed.
BAA says the onus is not on it being a spa, but a club and somewhere that businessmen and women can go instead of the airport lounge. Other services such as a regular e-newsletter on wellbeing subjects and what is taking place in the innovation pod, will also be incorporated along with the education of corporations on the benefits of investing in the wellbeing of their business travellers.
The focus is on giving the traveller what they want in a smart setting with attentive but discreet staff. A sliding scale of membership that ranges from approximately ?25 for day membership to ?2500 for an annual membership will cater for all travellers, whether sporadic or frequent, irrespective of airline or ticket type.
Trevor Pereira, Retail Director, Heathrow comments: ‘Rejuve is another example of the fantastic services and innovation offered by BAA Airports, we already have the world?s first Omega and Jo Malone airport stores at Heathrow and are thrilled to be opening the first airport Wellbeing Club in the world. Over seven million passengers travel through Heathrow Terminal 1 in a year and will benefit from the opportunity to use this great service.’
Jon Jeeves, Director of Marketing Rejuve said: ‘We are leading a busier lifestyle that includes a hectic working schedule and frequent travel. Rejuve is a great investment for business travellers and holiday makers that want to revitalise, recharge and stay sharp for their journey and beyond.’