Massage at the Grocery Store

I was in Austin, Texas last week and came across the newest experience in grocery shopping -- full body-massage. A huge new Whole Foods Market just opened there and one of the amenities is a private, sound-proofed treatment room where you can get 50-minute or 80-minute massages. "The reality of people's lives is they don't always have time to go to the spa," says Alicia Goldberg, spa director at The Crossings, an overnight spa and learning center about 30 minutes northwest of the city. "If what they can do is 50 minutes in a Whole Foods, we should make it available to them." The idea is that people don't have time to go to the spa, but everyone has to make time for the grocery shopping -- and at $85 for 50 minutes, it's a lot cheaper than most spas, which have high overhead. The room is fully booked, so apparently they're on to something.