Dubai's Spa Resources International in Champneys marketing and training accord

Under the agreement the two organisations will cross-sell each other's facilities to their customer base and exchange staff and students to broaden the experience of both and further raise industry standards.

"Champneys has sustained a reputation for excellence for the past 75 years and is now a legend within the industry," said Daniella
Russell, Director, Wafi Health & Leisure division, which owns SRI. "This link will help us promote both brands within the Middle East and Europe and will give us an edge in the training of our staff and students."

The agreement was announced at Arabian Travel Market, the Middle East's premier travel and tourism show, which is running at the Airport Expo Dubai. Spa Resources International is exhibiting at the show as part of the Dubai pavilion.

"We see a great market for Champneys within the Middle East," said Stephen Purdew, Managing Director, Champneys.

"We envisage the agreement encouraging more people from this region to visit our facilities in Europe, and likewise, our European clients will be made fully aware of SRI's Cleopatra's brand and services. Vacationers are now, more than ever, seeking a wellness element in their holiday packages and the expansion of the spa industry worldwide is indicative of this demand."

SRI is the Gulf's premier spa development consultancy and its activities include spa consultancy, concept and design and operations management to recruitment, training and product distribution.

SRI is the exclusive regional distributor for Ionithermie, the world-leading, anti-cellulite inch loss treatment and equipment and is also the exclusive Middle East distributor for Elemis beauty products and Light Wave treatments.

The Champneys Group is Europe's leader in health and fitness. Its unique reputation for excellence has been sustained by the single-minded pursuit of a unique and evolving philosophy. The organisation now comprises: one of the world's leading health resorts & spas; Europe's most exclusive private members health and fitness clubs and the internationally recognised leading CIDESCO College of Health and Beauty.

Wafi Health & Leisure, which is part of the MKM Group, has under its umbrella, Spa Resources International (SRI), the Gulf's premier spa development consultancy, Pyramids Health & Leisure - comprising Pharaohs' Club and Cleopatra's Spa - and Cleopatra & Steiner Beauty Training Centre (CSBTC), the Middle East's only
internationally-endorsed beauty and holistic training institute.