Top Spa Services for Male Clients

It seems that the pandemic led some people to put their health and wellness on hold, while others put it at the forefront of their lives. Many men seem to fall into the latter. According to Mindbody’s 2021 Wellness Index, a trend forecast based on consumer behavior, 64 percent of men have increased their focus on health and wellness since the beginning of the pandemic compared to 56 percent of women. An increase in male clientele could lead to major changes in the wellness industry as spas increase their offerings tailored to men. What’s more, the data found that on average, men spend more than women on health, with the potential to be a spa’s most profitable customer base. “Men are more likely than women to say that beauty and grooming is a big part of their lives, 45 percent versus 39 percent, and are more likely to say they started spending more time on it during the pandemic, too,” says Katherine Wernet, senior spa and salon marketing manager at Mindbody. “Their number-one reason for doing so? They want to look and feel good.” 

“I find that it depends on the person and what their skincare goals are. With more and more men having facial hair, I’ve seen an increase in treatments for the eyes. Many men also request deep-cleansing facials to work on enlarged pores and oiliness.”—Nicole Landon, training director, Guinot

“When it comes to any spa treatment, men are going to be interested in addressing a direct need. For most men, they are going to be interested in anti-aging treatments. The typical client for this is a late 20s-early 30s man that is beginning to see signs of aging and wants to tackle them early. As men's skincare becomes more normalized, we will see more preventative treatments in the industry, as well.”—Michael McGuire, CEO, GM Revolution

“The number-one service category men are adopting is massage. This is more than likely due to the need to alleviate stress and receive fitness recovery. Men want to feel better physically, and massage treatments fulfill that demand. Facials are also gaining popularity. Men are looking to address skincare concerns, including acne, sun spots, and aging skin.”—Serena Slade, business development manager, Moor Spa

“Today, boomers and aging men want to live their best lives well into their 70s and 80s. Men have a hard time letting go of their idea of what it means to look and feel fit, which is still tethered to the identity of their 30s and 40s. Therefore, the sports-minded and athletic male likes to treat his now-aging body to a massage or body treatment. He also sees his face not keeping time with his physical endurance and is even forced to consider face treatments. Younger men have no problem indulging in a face treatment.”—Michael Bruggeman, CEO, One Well World

“Men are more eager to try low-touch spa services than women. These services are decidedly less mainstream, including cryotherapy, salt caves, and infrared saunas.”—Katherine Wernet, senior spa and salon marketing manager, Mindbody