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The Maltings has been on the Codicote Road since 2005, and in business since the 1990s. Most of the places that were open when we started are not open now, and we have thought a fair bit about why we still are.
The therapists stay
This is most of it. Somewhere between half and two thirds of the people who walk through the door ask for a particular person by name, and a good number of those relationships are over a decade old.
That only works if the therapists stay, and ours do — years rather than months. It is not something we engineered with a loyalty scheme. It is what happens when people are treated properly and have an equal say in what they will and will not do.
Nobody is sold anything
There is no course of six, no membership, no product on a shelf by the door, and no conversation at the end about what you should book next. You have an hour, you pay for the hour in cash, you leave.
It sounds like a small thing. Ask anyone who has been to a spa that works the other way.
It is private, and it always has been
Off-road parking in signed bays. Bookings spaced so people do not meet. Cash only, so nothing appears on a statement. Nobody is put on a list for coming here, no marketing texts, nothing passed to anybody.
Thirty years of that has built up a customer base that mostly arrived because somebody they trusted mentioned us.
And it is just a good massage
Underneath everything above, people come back because the massage is good. Trained therapists, unhurried hours, no towels breaking up the work. That is the product. The rest is just not getting in its way.
More on this: what people say.