ORANGE COUNTY, CA—From cryotherapy practices to new spins on old exercise crazes, retail centers are attracting new, modern tenants with highly sought-after consumer services, Westwood Financial Corp.'s VP of asset management Katrina Nadres-Hurtado tells GlobeSt.com. Sometimes called "demo-driven retail," this genre of tenants targets a specific demographic of customers who choose to spend their disposable income on these services. We spoke exclusively Nadres-Hurtado about this genre and why it's gaining ground in the Orange County retail arena.

GlobeSt.com: Tell us more about the demo-driven retail trend you're noticing.

Nadres-Hurtado: This is one of those things where there's a shelf life with these uses. For example, cryotherapy has generated a huge increase of interest, and it's something professional athletes have been doing for years—sitting in a cold bath or a metal tub of ice after a game. There's a machine that does this now, and a lot of people are getting into it. Chiropractors are buying the machines themselves and people are opening up cryotherapy spas. We haven't been able to make a deal with them yet, but we've been talking with people who want to do it. They tend to target areas that have elite high-school athletic programs—these have kids who may eventually want to play college or pro football or basketball and are on that track. So, they look at the demographics that have elite football or basketball teams. Also, a lot of people are weekend warriors—30 is the new 20, right?—and everybody is exercising, running and competing in sports events in their spare time. They have disposable income and want to live a healthy lifestyle, so these businesses are targeting this demographic as well.

GlobeSt.com: What other unique niche services are Orange County residents craving?

Nadres-Hurtado: There are unique fitness services and concepts being offered out there. There's a new spin on yoga, Pilates and barre. Aerial yoga, where you hang on to suspended fabric and do yoga poses, is a new twist on an old form of exercise. Some of these old forms have become rote, so the fitness industry tries to put a new spin on them to draw people in. For example, stationery cycling has been around forever, but Soul Cycle creates an atmosphere where you follow your teacher because they have a unique playlist. These are ways to motivate people. It's a class environment that the teacher creates, and each teacher provides a different experience, so companies are trying to devise a way to market that to a certain demographic.

GlobeSt.com: Are these services all non-essential?

Nadres-Hurtado: What's non-essential to one person may not be to another. Hair and nail salons are coming back, and so is massage. These are all things we make do without when times are tough. They're coming back, but a little different than before. Everybody is still a little price conscious, but they still want to get their hair and nails done. Restaurants are also going strong, but people still use Groupon because they want more bang for their buck.