Secret Men’s Business: Getting Men into the Spa

The secret is out: Men go to Spas!

Jeffrey Slater

For the busy man, a spa offers a place to ease away stress. The perfect place to escape when they need time from daily routine. In fact, according to the American Spa Association men's spa servicing is up 35%.

But how do we get the Man into the Spa?

Catering to the Male Client takes some strategy. If you want to grow your Spa clientele and move into the lucrative male market it is important to develop a strategy.

Thinking Like A Man:

Spa owners need to think like Men. Men like straight talk, and they expect the therapist to explain products in plain language. This means getting right to the point, as men want results and want them right away.

Hobart’s leading Day Spa, Savoy Baths use “couples experiences” to introduce a man and his partner to share time together in their therapeutic baths followed by treatments in their Couples Room. This “safety in numbers” approach has led to a 50% male to female client ratio.

Savoy Baths employs a stealth approach. Owner, Neil Molloy says "Men are comfortable coming for a plain massage but won't try body treatments, hence we launched a “Body Release Massage for Men” which disguises a spa treatment in a massage! It includes a herbal deep tissue back massage using a herbal oil formulated for Men, followed by an exfoliating back scrub & mineral clay wrap using Victoria's Essentials Professional Men's Range. Once they try this they come back for other body treatments and even facials!"

Some Spas, like Melbourne’s first exclusively Male Spa, Zipt Grooming for Men, have introduced Swedish style cold splash showers, male grooming services, masculine waxing rooms, larger spa robes, shoe polishing services, and sports sandals. Many Spas also feature lounges furnished in wood and leather stocked with a variety of newspapers and Men’s Magazines. Recently, we have noticed American Spas feature “Men Only Periods”, for example 9am-7pm daily for women and 7:30pm – 11pm for men.

Men and spa treatments:

Spa Treatments for men can be as varied for men as they are for women. Most men can now enjoy a relaxing facial, therapeutic sport massage, rice-based body scrubs and herbal wraps, an express manicure and pedicure or even a body waxing treatment. Men have different requirements and skin types the Women and therefore should contain ingredients formulated for them. Male-oriented Scrubs and Wraps formulated with natural, charcoal based deodorisers, betel nut leaf and ground rice with masculine aromas of citrus and herbs are proving extremely popular.

Products for Men:

Most Spas and Salons provide a wide array of retail Spa Products. This is a healthy income earner and extends the treatment into the Home, however most products are geared towards Women, and many “Men’s” products are thinly disguised Women’s Products. We have found that Men prefer products without fuss, frills or the exaggerated claims found in women's cosmetics. Products that are reasonably priced and masculine in their presentation with a masculine aroma and formulated for the men’s skin.

With the economy tightening, it is more vital now then ever to bring new clients to the Spa. With the right strategies and products the male market awaits. Will it be your spa or your competition?