Spa Habits of Hairy He-Men

The International Spa Association agrees with Conde Nast Traveler magazine in estimating that 35% of spa goers are male, a trend that continues to grow. Interested in attracting the male market? Valentine’s Day is the perfect time for it.

While most women need no convincing to have a spa day, men might need a little TLC: tender loving convincing. Valentine’s Day spa packages can be a great way to introduce reluctant men to spas – and in doing so, give women a Valentine’s Day gift they’ll absolutely love. How do you do it? Create a couple’s package that offers couple-friendly treatments like side-by-side Endermologie relaxation massages. Make it more romantic by adding a little candlelight, chocolates, fruits and champagne. If you have a fireplace, use it! Market these couple packages to your female clients – offering free or hugely discounted treatments if they bring their man.

Now that you get the men there, how do you make them want to come back? First of all, you have to make sure your treatment offerings are positioned as necessities. You see, hairy he-men simply don’t do ‘pampering.’ But they will do relaxing. Today’s men are under more pressure on the job than ever before, so if you create a sanctuary of health, wellness and relaxation, you’ll rub men the right way. Offer deep tissue rehabilitation treatments and therapeutic sport massages with LPG’s Endermologie Technology. It’s FDA cleared for D.O.M.S. (delayed onset muscle soreness), the relief of aches, pains and muscle spasms. Leave the aesthetic treatment offerings to the missus’ powers of persuasion – at least until they feel more comfortable with your spa and services. By aesthetic care, I mean not only Endermologie’s Lipomassage body contouring treatments (love handles, double chins, abs, etc.), but also body waxing treatments or manicure and pedicure combos.

And for men’s sakes, don’t direct men to a room that’s pretty in pink… Or pretty in any other pastel color, for that matter. Create a gentleman’s area with masculine décor –and don’t panic –this can be done relatively inexpensively. A few details with wood and leather, a smattering of plants, a serving tray of cognac and espressos, newspapers and men’s magazines should do the trick. Add large spa robes and sports sandals and you’re set! And here’s something really important: no ladies. Make sure men have hours or days exclusively dedicated to them. That’ll put the kibosh on any leftover inhibitions.

Some spas also carry men’s grooming products. If you choose to, here’s what to look for: simple, functional products that are fuss-free and feasible. Don’t have big claims on the products – just what it does and how. Avoid perfumes, dyes and colorful packaging – it’s perceived as feminine. Try to keep the products under $25 - men are frugal creatures. So what products should you offer? The basics: shaving gear, skin cream, sunblock and eye cream should be fine to start; you can expand if you need to. And don’t up-sell men or pressure them on products – they hate that. Just let them know it’s there and maybe hand them a sample or two.