Four Services to Grow Your Male Clientele

Here are four trends that will bring your spa more male clients. // Photo credit: DjelicS/iStock/Getty Images Plus

Understanding what makes male spa-goers tick has long been an objective of spa owners, directors, marketers, product manufacturers, and more. As men have come to enjoy and embrace spa products and treatments—much like their female counterparts—the industry has discovered new ways to curry favor with this growing demographic. As with any spa industry trend, however, it is important spas stay up to date with the latest requests that men are looking for during their spa visits. Here, our experts share their insights on some of the changes they’ve noted in male spa-goers over the years.

“Requests for anti-aging treatments have grown as well as different modalities of bodywork. We have also added a few services, such as microdermabrasion, LED light therapy, Thai massage, and reflexology, over the years to accommodate the wants and needs of our client base.”
—Markus Zbinden, spa director, Sir Spa (Chicago)

“Today’s male spa-goer has a better understanding of the many health benefits of visiting a spa. Spa services are not just seen as a nice thing to send the ladies in their lives to for a holiday or anniversary. Gentlemen deserve a day of rest and relaxation, too. I have many couples who come in together to experience the spa and quite a few gentlemen who come in alone for a day of rejuvenation.”
—Gina Layland, spa manager, The Spa at Harrah’s (Funner, CA)

“We’re seeing that as the number of men using spa services increases, the notion of male spa-goers being effeminate is being debunked. The desire to reduce or relieve stress remains the number one reason both men and women visit spas. Men are going to spas more often seeking tools to improve stress reduction not just during their sessions, but also for use in their day-to-day lives, as well.”
—Lynne McNees, president, ISPA

“Men want more than deep-muscle massage today. They want head-to-toe rejuvenation. They want to go to a spa, but what they are really looking for is a comfortable doctor’s office where they can get Botox, hair-loss treatment, and skincare, in addition to a deep-tissue massage”
—Norman M. Rowe, M.D., F.A.C.S., owner, Rowe Plastic Surgery (multiple locations) and The Club House (New York City)


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