Welcome to the era of the gyno spa

If this wasn't in the NY Times I'd think it was made up:

First came the “medical spa,” or medi spa, offering dermatology services in a retail setting. The medi spa begat the dental spa, bringing tooth bleaching to storefronts nationwide. The dental spa begat the podiatry spa.

And now comes the first medi spa wholly dedicated to strengthening and grooming a woman’s genital area. Phit — short for pelvic health integrated techniques — is now open in Manhattan.

Dr. Lauri Romanzi, a gynecologist who performs pelvic reconstruction surgery,developed her own concept of “pelvic fitness” for healthy women. She said that Phit will help women get “in shape from the inside out.”

Dr. Romanzi likes to call the vaginal workouts she prescribes “personal training.” Clients could also use an in-office electrostimulation machine to improve pelvic muscle tone or buy a device for home use. Dr. Romanzi said that such treatments are intended to improve bladder control; she said pelvic training may also lead to more intense orgasms.

With the ubiquity of pornography, the pelvis had already become a marketable area for modification, ranging from the Brazilian bikini wax to genital surgery referred to as vaginal “rejuvenation.” Doctors have even coined a term for such genital “beautification”: cosmetogynecology or cosmogynecology.

The advent of the pelvic spa, however, takes body fixation to a new level, furthering the idea that there is no female body part that cannot be tightened, plumped, trimmed or pruned.