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Men's interest in their overall health and wellbeing is growing, and the spa is an important part of it – whether it is relaxing, self-medication, or taking care of their skin with the occasional professional facial. In the past, spa treatments were mainly marketed to women. But the idea that only women are interested in the spa is out of date and, frankly, a little short-sighted. If you are a spa professional, it may be time to learn how to bring men and clients with masculine identities into your spa space to increase your bottom line. Let's explore the ideal men's spa day treatments and find out what makes an extraordinary experience.

Are Men Interested in Spa Treatments?

Are you limiting your spa's customer base by not targeting men? According to ISPA's Consumer Snapshot Study, almost half of all spa visitors are men, at 49% (up from 29% in 2005). If your clientele doesn't, you could be missing out on a huge slice of a lucrative cake.

Health and wellness are not just for women – and men know it! Spa treatments are a great way for men to get into this self-care. Indeed, ISPA President Lynn McNees says the desire to relieve or reduce stress is the number one reason people visit a spa – regardless of gender. How can you attract more men to your spa?

4 Ways To Attract Men To Your Spa

1. Create a sense of belonging

According to ISPA's Consumer Snapshot 2016, men visit a spa less often if they are unfamiliar with or uncomfortable with the spa environment. There are several ways that you can help men feel welcome at your spa. First, examine your spa atmosphere and ask yourself who it might appeal to. Do your space, treatment menu, and marketing target all genders? If not, it might be time for an update. American Spa's 2020 Trend Report lists “gender neutral” skin care as one of the top trends of the year. And this category will only keep growing!

To capitalize on this development, consider swapping out an overly or traditionally gendered decor in your space and opting for a clean, modern aesthetic that feels inviting to everyone. It is also a good idea to replace the gendered language in your marketing communications with a more universal and gender neutral language.

Another option is to segment your email list to target specific demographics in your customer base. For example, Dori Soukup told by InSPAration Management DAY WELLNESS Magazine: "You should approach men separately for certain promotions." She suggests segmenting your email database so that you can target men and women separately, but also group them all together in your broader marketing newsletter if needed.

2. Let customers know what to expect

Another way to create the ultimate men's spa day is to give clear directions and let them know what to expect. For anyone new to the spa experience, a little extra communication goes a long way in helping them relax. That is why they came to you in the first place! DAYSPA Magazine suggests "easing the fear of the first time beforehand by answering questions beforehand about what to expect during your spa visit". For example, make sure you have clear, concise descriptions of each service on your spa menu or website. Posting spa etiquette guidelines in waiting areas or locker rooms can also help.

Finally, make sure your beauticians give clear instructions on how to prepare their clients for a treatment. This includes keeping customers informed throughout the service and even explaining what to do when they leave the room. We promise – it is better to provide too much information than not enough!

3. Make participation in the spa and booking convenient

To encourage men to visit your spa, remove any barriers (mental or physical) that cause them to take a break. Spa owner Tracy Whynot says DAYSPA that comfort is important for men who visit their spa. Think of: simple online booking systems, introductory skin care options, a men’s specific service menu or pre-set spa packages for men to avoid overwhelming choices. Convenient services will remove potential barriers and allow a new spa-customer relationship to grow and prosper.

4. Customize your spa treatments

Like all customers, men want their spa and facial treatments to be tailored to their individual skin problems! And while many of men's skin care needs are the same as women's (we see them every day, SPF!), There are some differences. For example, men's skin tends to be thicker and produce more sebum (oil) than women's skin. This means they can usually handle more physical exfoliation and may be the reason why men often prefer lighter moisturizers.

Not to mention the fact that facial hair requires special care and maintenance, regardless of whether the man is shaving or not. Because of this, it is a good idea to offer a wide range of skin care treatments and product options to help solve any skin problems you may encounter. Because, as American Spa puts it, "The truth is, we all need to take care of our skin regardless of gender."

Customer loyalty

Now that you have these welcoming strategies for attracting men to your spa, how do you keep them long term? The good news is that the most effective way to retain new customers who are men is the same way to retain every customer: providing a great experience. Still not quite sure what men want? Just ask! After all, loyalty is about getting to know your customers as individuals (regardless of gender) in order to successfully address their underlying needs and skin issues. Chat with customers face-to-face or send an occasional customer feedback survey if you have an email database. This may help you learn more about the needs of all of your customers!

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