No longer must his romance-seeking wife or partner drag a man into the spa. Men have become acclimated to this once-mysterious world, and they are having a growing influence over the way spas are planned, including its service menu. However, men do not have the long cultural history of multi-step personal grooming habits that women do. Men, in general, prefer fast and simple skin care routines to more complex, time-consuming methods. He is sensitive to scent, color, product design and names. It should not be assumed that he automatically recognizes or understand the types and uses of personal care products that are commonly familiar to women clients.
More and more resorts are finding that men like a little intensity added into their spa treatment. In fact, adventure-driven spa treatments are what attract men to some spas. Canyon Ranch offers hiking, biking, golf and basketball with strength training, and workshops/presentations on contemporary issues for men. Occasional “Men Only” weeks are scheduled at the Golden Door Spa where men can tackle the trails with the aid of night-vision goggles in the Golden Door’s version of boot camp.
ISPA's (International Spa Association) study reports that massage is the most frequently purchased treatment among males (62 percent), followed by steam bath or sauna (47 percent), and exercise classes (35 percent).
Top 15 Items a Man Wants from a Spa
- Men typically gravitate to more physical treatments.
- Men go to reward themselves, to improve their skills or give them an edge.
- Men like the combination of playing golf, working out and then getting a sports massage.
- Men want Healthy, Vibrant, Smooth, Clean skin.
- Men want to get in and out.
- Men, don't want any fuss or attention, they just want some discreet help.
- Men prefer the professional confidence of a well-planned recommendation.
- Men want a Game Plan: they want to be told how often to return for treatments, before they leave the spa. They are very loyal and frequent spa goers.
- Men don't want to add steps to their routine. Keep It Simple!
- Men want to be provided with written suggestions for proper home skin care and products. Keep product regimens compact—3-4 items max on the first visit.
- Men want their initial visit to be followed up with a phone call within 48 hours. They appreciate the concern, the extra service, and that it allows them an opportunity to report the results of both the treatment and the products they may have purchased.
- Men feel more comfortable in men only lounge areas.
- Men want exclusivity, seventy-five percent of Menaji's, a skincare company for men; business is done online because men are comfortable with the confidentiality and prefer not to be surrounded by women in the store.
- Men often prefer treatments with limited touching, people in the business say. Hot stone or Thai massage which involves wearing loose fitted clothing rather than being nude, are popular. And men generally don't like other men to massage them.
- Men like to have a clear men’s menu which fully explains the process of the treatment so they know what to expect.
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