More frequently we are seeing men enter the spa domain. Recent statistics show a 50% increase in male spa attendees. This incredible jump in spa history needs to be taken seriously.

Throughout my learning curve of 30+ years of providing men with hair, skin and body care, I have seen the need to destroy stereotypes, adapt services and educate men on what they need. Time and time again I have heard salon owners say: “I never had a request for that service, so why should I offer it?” My answer is: “Because men themselves do not know what to ask for, and need to be educated in their spa service needs, but this doesn’t make them mindless apes!”

I find it quite amusing hearing that some spas and professionals call their male spa areas “Man Caves.” It reminded me of my Ottawa University days studying Physical Anthropology. This so-called term of endearment may sound cute, but having this inappropriate and disrespectful nature will have your highly evolved and intellectual clientele look elsewhere for his spa treatments.  Maybe you want your spa to represent a beer commercial… If not, I strongly suggest you keep a Darwinian approach and evolve with current demands for your male clientele with these missing link practices:

1. Know Your Male Demographics: Decide on which target group that best suits your spa. Such groups are Boomers – Generation XY or Z. Then design your spa packages accordingly for Blue collar/White collar, Metrosexuals/Ubersexuals, or possibly all of these groups. This will show your clientele you are seriously committed to male spa services.

2. Visual Presentation: What he sees is what he gets.. n’est-ce pas? Having one photo of a man getting a massage on your website is not adequate or male welcoming.  A creative way to accomplish your visual needs is to get at least 3-4 men of various ages and income to do a walkthrough of services and your spa space using a check list of a scale 1-10. Example questions: Is the space male friendly? “1” would be least…”10” would be WOW! Have them do the same to review your menu services and on your spa website.

3. Education Of Services: Men are just entering into their spa experience and MOST men (and even estheticians) don’t know what to book or how to book it. Over the years I have listened attentively to my clients’ experiences going to spas.  Their number one challenge was the lack of interest in having them call or enter the spa. The second challenge was lack of confidence in educating and providing the service. To correct this, highly committed staff will explain “in detail” what will be taking place, why it should take place, how long the service will be and what to do before and after the service. Nobody wants to feel foolish, or embarrassed in addressing or undressing the male client.

Begin your evolutionary journey and walk with your male clientele out of the Neanderthal cave and into an evolved “Male Spa Experience”!