When Kelly Kockos, 38, drove past Barefoot and Pregnant, a maternity spa in Sausalito, California, she knew it would be the perfect gift for her newly pregnant girlfriend. What she didn’t know was that she would soon be enjoying maternity spas as well.
After Kockos got pregnant a few months later, she returned to Barefoot and Pregnant for a facial and belly massage. She also returned during her second pregnancy.
“It’s fantastic,” she said. “They put me next to me with all these pillows and it’s probably the most comfortable I’ve had in nine months. They know where to put the pillows and where to put the pressure, which makes me so relaxed and glad the time gives Be yourself and be pampered.”
Kockos is one of a growing number of expectant mothers who spend their pregnancy — or part of it — in luxury. Whether it’s pregnancy massages, facials, private yoga classes, or the more traditional “mani-pedi” (manicure-pedicure) combo, women across the country are indulging in maternity spa treatments. Waxing ranges from $15 to $75, and $195 for a “tummy cast” — a mold for a pregnancy stomach. Belly massages at most spas start at around $70.
“When you’re pregnant, your body goes through all these weird changes, so massage gives you a chance to celebrate it,” Cocos says. “It’s something everyone should be doing.”
Stacy Denney, CEO of Barefoot and Pregnant, Spa Mama: Pampering for the Mother to Be says that maternity spas are increasingly seen as a necessity rather than a luxury.
“A lot of people see it as a pamper,” she said. “But we’re not in our mother’s time. We’re a different society and a different environment. We’re older and we’re working 40 and 50 hours a week — before and after the baby is born.”
The average age of mothers has increased steadily over the past 30 years, according to the Centers for Disease Control and Prevention. In 1970, the average age of all new mothers was 24.6 years. By 2002, the number was 27 – a national all-time high.
“The trend toward delayed delivery is widespread—observed across the country and across all population groups,” the 2002 report concluded.
Because older women tend to have careers, which means more disposable income, they are more likely to go to maternity spas.
In suburban Cincinnati, women can enjoy the recently opened Be a Mom, a maternity spa dedicated to pampering expecting and new mothers. In New York City, expectant mothers head to the Edamame Spa for a full range of maternity care. The company has now expanded to multiple locations, including neighboring cheap sweatshirt wholesale and Massachusetts and Charlotte, North Carolina
Denney believes there are only a handful of maternity spas, but traditional spas across the country Both centers offer pre-postnatal treatments such as abdominal massage. She operates Barefoot and Pregnant in Sausalito, California, and Carefree, Arizona, and says she’s licensing the trade name to other spas. She is in talks with several hotels and will also launch an online social network.
“We want to create a community where women can help other women,” she explained. “As we did, we found a need for a variety of other comprehensive spa services specifically for expecting mothers – not just prenatal massages, but also acupuncture, facials, pregnancy-friendly weekly massages that vary symptoms ranging from migraine to carpal tunnel syndrome.”