Stax have adopted a holistic approach when developing the Amida brand which is most succinctly defined by their strapline ”total wellbeing”.  The most significant element of this approach is the positioning of the wet spa and therapy areas at the heart of the club.  This has proved extremely successful at Beckenham.  This success reflects the shift in demand for a broader, more holistic offering illustrated by the number of Amida members who regularly compliment their more traditional and habitual fitness and/or racquets activities with mind/body exercise, wet spa usage and spa therapies.