Spas and spa treatments for men vary. Smart spas understand that men want to look and feel good as much as they ever did. A man should spend some time choosing a spa that feels and sounds right for him, and whether he wants to stand up straight again after years of back pain, lie back and give some heavy thought to his golf swing, or get an edge over his peers in the work place he'll definitely enjoy the reduced stress environment.

Spas in the United States have helped usher in this new attitude towards male primping by going out of their way to help men feel comfortable and secure when receiving spa services. Spas have helped men feel more confident and secure by innovating new male-focused treatments and incorporating men only products and revising their marketing strategies to include men. Spas are no longer using the floral aromatherapy oils and pink fluffy robes, but making their environments more masculine, with black gentleman robes, casual tees and shorts and gray towels.

Keeping in mind that men respond more to:

• The idea of luxury and benefit
• Want treatments that are quantifiably and physically effective
• Being treated as a leader in everything that he does, and understands that his grooming and appearance are vital to his professional and personal success.
• Passive relaxations where they can lie back and let someone else do all the work.

Spas are responding to testosterone-charged demand with separate facilities that offer plasma TVs and “express” services, including hand treatments for computer/BlackBerry overuse, sports specific and jetlag revival massages, facials that soothe razor burn and hair removal.

These masculine treatments and packages include old-school barbershop specials like wet shaves, hair cuts and head massage. Some really are tailored to men in terms of the smell and purpose of the products used. Most of the genuinely man-specific services seem to be themed around sports, business, and masculine terminology.

Examples of some of these new terms translated into masculine themes are: