Whole Foods to Launch Health Resort
US-based natural and organic food supermarket chain Whole Foods Market has announced plans to open a health resort in Austin, Texas. The facility will focus on teaching healthy living practices and is predicted to open within the next three years. Whole Foods already offers health and wellness amenities to employees, and the resort will extend these services to a wider audience.
Plans for the resort are not yet finalised. The firm is currently looking for a hotel brand to operate the centre, as well as a location for the site. The resort’s success is likely to determine whether further facilities will be introduced in the future.
The venture is not Whole Foods’ first attempt to introduce health and wellness services to US consumers. The company previously introduced Wellness Clubs in the US in 2011 but with little success, with Whole Foods co-founder John Mackey telling American newspaper USA Today: "It wasn't a total bomb, but we couldn't reach critical mass."
Whole Foods also launched a travel company for food lovers in November 2012. Whole Journeys will offer group tours that focus on the cultural and culinary traditions of destinations such as the Italian Dolomites and the French region of Provence. The inaugural trip is an eight-night trek around the Aegean coast in April 2013.