From “surfing” on mashed potatoes to floating in neonatal water pods, besotted parents are splashing out to ensure their babies stay ahead of the development curve.
Newborns are being signed up for treatments at baby spas, music classes, swimming lessons, sign-language classes and more.
It’s all a bid to strengthen muscles, reduce colic, enhance mental development — and promote bonding. But it comes with a hefty price tag.
A 10-minute float in heated, sterilised water, followed by a baby massage, will set parents back about R600.
Though baby-business owners say global studies show the benefit of such activities, paediatrics expert Wiedaad Slemming says what infants need most are responsive carers, eye contact and skin-to-skin contact — all of which is free.
Vicky Massia, the owner of Johannesburg-based spa Life Baby, said celebs who had brought their babies to the spa included fitness dancer Nkateko “Takkies” Dinwiddy, singer Loyiso Bala, DJ Zinhle, rugby players Elton Jantjies and Franco Mostert, and singer Brenden Praise Ledwaba.
Mothers taught to give a baby massage say it calms babies and improves bonding.
Johannesburg dad Sheldon Donovan said his four-week-old baby Grayson was “a different child”, who cried a lot less after two sessions in the neonatal water pod at Brackenhurst Baby Spa.
Grayson’s mom, Ashley Black, said she was convinced the water helped with the infant’s indigestion. “If I could afford it, I would come every week,” she said.
Former Idols finalist Ledwaba said on Instagram that taking his baby to the spa created daddy-and-daughter time. “As a father ... most times mommy gets the shine because she has ‘the boob’ ... but taking her to aquatics and flotation classes has become our ‘us’ time.”
At Brackenhurst Baby Spa, massage and floating costs R350. It’s just over R590 at Life Baby in Fourways. Five swim and massage sessions cost R2,360.
Another trend is teaching babies sign language so they can communicate basic needs. Shannon Ross, a high school teacher from Vanderbijlpark, taught 11 signs including up, food, water, sleep, bottle, dummy, more and change (nappy) to her eight-month-old daughter Charlotte using South African website Signing Baby.
Ross said she was initially “sceptical”, especially when for two weeks her daughter didn’t respond. “Then it was a light-bulb moment and Charlotte realised she could communicate. It was incredible, and even surprised me. I can’t believe it works so well and so few moms know it is available.”
The site is run by Gaelyn Cokayne and the online course costs R550.
Cokayne, who taught her own daughter to sign, said: “Signing with your pre-verbal baby has so many benefits. It reduces the frustration that comes from not understanding what your baby wants, and the tantrums that they have when their needs are not being met.”
At Bub Hub & Company centres in Fourways and Greenstone in Johannesburg, parents and nannies can attend sign-language classes, learn baby massage with their infant, attend baby development classes and do cardiopulmonary resuscitation.
One activity includes standing baby on a tray to “surf” in the mashed potato. Teacher Lauren Staples said messy play exposed them to different textures, making weaning easier. Prices range from R680 to R900.
Lyndell Stewart, who attends classes with her six-month-old son, said the classes created support. “I think moms enjoy it more than babies.”
Johannesburg mother Cheryl Mojapelo said: “Westernised society has lost touch with ‘the village’, and a sense of belonging ... and these activities create some modern form of ... support for moms going through a massive life change.”
Kirsty Savides, founder of Cape Town’s Wriggle and Rhyme music school for children and babies from the age of six months, said research had shown that music-based activities had a lasting impact on brain development and language.
“I think moms enjoy it more than babies.”
— Lyndell Stewart, who attends classes with her six-month-old son.
Blogger Shanèy Vijendranath said she had taken her firstborn for Clamber Club stimulation classes. “I think the pressure as a new mom is insane. As a first-time mom, I felt I needed to do everything that was recommended and the truth is you don’t. There’s so much content available online on how you can stimulate your little one at home.”
Slemming, a lecturer in the division of community paediatrics at the University of the Witwatersrand, said parents who were afraid they were not doing the right thing were usually the ones doing enough to stimulate their children.
“Infants require skin-to-skin contact and eye contact, which is why the department of health likes to promote breastfeeding. The best toy is the carer who helps babies make sense of the world.”
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