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MACHO NO MORE:
Men Nurture Their Softer Side at Spas

“By far, the easiest and most luxurious route to take to achieve inner peace is a long visit to the spa. The supremely relaxing effects of being pampered from head to toe have made the spa experience the new church of the modern, metrosexual man. Fair warning to the uninitiated: It’s all very addictive.”
--Michael Flocker, author of The Metrosexual Guide to Style

It’s no secret that more men than ever are going to spas. But getting their business isn’t as simple as strategically adding the word “Male” to the massage menu or carrying a few products targeted at men. It takes research, specific marketing efforts, training, and much more to get guys in the door (and coming back for more).

The term “metrosexual” is often included in a discussion of the growth of guys going to spas. In The Metrosexual Guide to Style, Michael Flocker says the term was coined by writer Mark Simpson in the mid-90s. Loosely defined, a metrosexual is a young, urban, and straight man who has appropriated elements of grooming, style, and culture from the gay community.

Queer Eye for the Spa Guy

The trend of more men going to spas had definitely started before “Queer Eye for the Straight Guy” ever hit the airwaves, but the hit show has certainly done more to make men aware of spa offerings than any other single influence.

Bravo’s director of publicity, Bill Brennan, says, “Based on viewer response and published reports, the show appears to be influencing the daily lives of men. Spas with services and products for male viewers have seen the benefits of the recommendations by Kyan Douglas and the rest of the Fab Five.”

Men used to come to spas for occasional single treatments or small packages, but now many male clients are regular and repeat spa visitors. Men are even coming to spas and asking about particular spa treatments and products recommended by “Queer Eye” grooming guru Douglas.

With the release of the book, "Queer Eye for the Straight Guy", as well as a very popular abridged audio book, the “queer eye for the spa guy” phenomenon is sure to expand. Douglas, who was trained at the Aveda Institute, continues to have a huge influence on spa services and products for men. In the book and CD, he specifically recommends that men get a facial ever six weeks or so, saying, “There are lots of gender-neutral spas for it. And it’s a great opportunity to get product recon from an aesthetician.”

Many ISPA member spas are reporting a major increase in male services and product sales due to the show, the book, and CD. In addition, spa employees are finding it’s much easier to get men on some sort of skin care regimen, compared to women. Men simply take advice and buy the products, whereas some women might leave a spa and try to buy similar products at their local drugstore.

However, the “Queer Eye” phenomenon has simply publicized what was already a growing niche market for ISPA members. To take advantage of this healthy addiction, a sampling of how members are riding this male wave can provide new business possibilities to virtually any spa--unless you happen to be female-only!

ISPA Members Court Males

A majority of ISPA members are successfully courting males in a big way. A wide variety of services, marketing techniques, products, and more mean virtually all spa personnel can learn from the success stories of others.

“We have a large clientele, but our entire spa experience and menu is non-gender specific,” says Carla Ciuffo of New York City’s StoneSpa. Long a haven for metrosexuals, Ciuffo continues by saying, “I think the secret to our success in bringing guys to StoneSpa is the legacy of our intensive therapeutic treatments, combined with forward-thinking couples treatments.

Ciuffo says they never advertise, but that their point-of-purchase marketing and email blasts reflect the philosophy of the spa--often featuring photos of male clientele receiving a massage or facial. She says that female clients often send their male partners in for treatments, knowing they’ll be comfortable. “Then they become the client,” she confirms.

“We had Queer Eye film here [and] they chose the ‘couples’ stone massage for Kyan and the straight guy. They gold us they chose StoneSpa because they knew we were popular with male clientele,” says Ciuffo. “We’re very conscious of the guys coming in and make sure their comfort level remains high.”

Down at Atlantic City’s Borgata Hotel, Casino & Spa, Spa Toccare and nearby Shaving Grace Barbershop have become male magnets for visitors to the resort (and Atlantic City in general). The men’s treatment menu at Spa Toccare (creatively called “Work Your Mojo”) includes: “Yo Rock Facial;” “Classic Man Body” (scrub and body rub); “Executive Soak” (Pacific Noni and seaweed extract); and “Borgata Buster” (deep massage).

The popular Shaving Grace Barbershop is much more than a place for men to get a haircut. This palace of pampering is easily cross-marketed with Spa Toccare, with a laundry list of options that includes: haircut; straight razor shave (with varying spa-like add-ons, including exfoliation, toning, pre-shave balm, hot towel, light facial massage, cleansing mask, and re-hydration); manicure, pedicure, waxing; hot towel treatment; shoe shine; and packages like “The Whole Nine Yards,” which includes a luxurious “Shaving Grace” shave, haircut, sport manicure, and shoe shine.

Across the country, adjacent to the Radisson Resort & Spa Scottsdale, The Mist Spa is successfully targeting today’s men with the “Mist Spa Metro Man” program. Spa director Terry Kramer says, “At The Mist Spa, our entire staff understands and appreciates the premise that men have their own needs, concerns, and stresses. That is why our staff has designed an array of treatments for all men.”

The Mist Spa Metro Man menu includes a deep-cleansing “Olympiad Facial,” an athletic pedicure utilizing a healing blend of eucalyptus and peppermint, a “Bacial” for the back, a medicated dandruff treatment, and a variety of sports-specific therapeutic massages. “Whether he is a fireman, CEO, waiter, athlete, or truck driver, he deserves to relax, unwind, and forget about life’s pressure. Some men need a little encouragement, but once they try [a spa], they are sold.”

“Spa Shiki approaches the male market from two perspectives,” says Ann Brown, spa director at Spa Shiki at the Lodge of Four Seasons back east in Lake Ozark, Missouri. “First, most men are relatively new to the spa experience and may not understand that the spa is not a gender-specific arena. Second, they may need a more masculine point of entry into the spa experience.

“We address these two points in our marketing by providing a guide to spa services for men in the front of our brochure. Men can quickly find treatments that are not fluff, but that are targeted toward male concerns and needs. We also keep our targeted media contacts aware of how men fit into the spa through new product offerings, the connection between spa and sports performance, specials for men, and events addressing the media's interest in the growing metrosexual environment and again reinforcing the fact that men are welcome and do visit the spa.” The Kohler Waters Spa in Wisconsin has certainly seen a flow of more men coming through their doors. “We’ve seen a steady increase in the number of men enjoying spa experiences over the past three years,” says spa director Jean Kolb. “Three years ago, a gentleman might only choose a massage if they must go to a spa, but we have seen him become more proactive and adventurous with treatments.”

Revealing a European-style and preference for the comfort and warmth male guests like, the Kohler Waters Spa provides male visitors with a restorative and relaxing getaway as part of the Destination Kohler experience. Because that experience often includes golf for the resort’s male visitors, several of the spa’s services are golf-oriented. This includes “Golfer’s Massage” and “Golfer’s Foot Renewal.”

“Once taboo for a man to have a facial, it is now very acceptable and has become part of his grooming routine,” Kolb continues. More “adventurous” treatments now include the “Gentleman’s Facial,” the “Clay Back Treatment,” and one of many “Water Experiences”--like the “Tsunami(TM),” a powerful water massage that Kolb says men love.

At the corporate level, Fairmont Hotels & Resorts and their line of Willow Stream resort spas have been addressing the male market for years--with treatments and ambiance designed to put men at ease in the spa world. Fairmont Spas, Inc., a subsidiary of Fairmont Hotels & Resorts, operates Willow Stream spas at properties including The Fairmont Scottsdale Princess, The Fairmont Empress, The Fairmont Southampton Princess, The Fairmont Acapulco Princess, The Fairmont Banff Springs, and The Fairmont Dubai, as well as the recently added Fairmont Turnberry Isle Resort & Club.

Fairmont’s attention to treatments, décor, and even spa wear have resulted in a spa experience that is extremely inviting to men--whether they are spa lovers or neophytes.

Fairmont consulted with a cultural anthropologist to help uncover what makes a man tick--in a spa. For many men, the idea of pampering themselves didn’t resonate. Instead, a number of men stated that a massage was acceptable to them if it were somehow a reward for a job well done--or perhaps even helped improve their physical being. In addition, many men were uncomfortable in the spa setting--many disliked wearing robes throughout the spa experience.

The team at Fairmont looked at these concerns and decided to address them while developing the hotel company’s branded spa, Willow Stream. One of the first packages created, which became a Willow Stream signature experience, was the “Keep Your Shorts On” package. The package allows men to enjoy the spa in clothing that is, to them, a bit more comfortable. Men receive a pair of Willow Stream jersey athletic shorts and a T-shirt to wear in the spa and then take home. While in the spa, they recover from their sports activities with a 60-minute sports massage, concentrating on feet, legs, hips and lower back--and then relax in the lounge or pool.

Because golf plays such a key role at many Fairmont properties (and men’s vacation time), the company incorporated golf into the spa in many ways. With award-winning courses at resorts in the United States, Canada, Mexico and Bermuda, Fairmont knows that golfers love the game--often more than is good for them.

To help guests relax and re-energize, they created a unique spa program of products and treatments to ensure golfers are up to par for another round on and off the fairways. The exclusive in-spa experience includes a “Golf Facial,” “Golf Performance Treatment,” and “Up to Par Body Experience,” all available at Willow Stream.

In addition to customized treatments, the spa setting plays a key role in providing a balanced, enjoyable spa experience for men. The men’s locker rooms have a distinct look and feel, resembling high-end health or golf locker rooms. Different grains of wood and furniture, such as leather chairs in the Living Room, contribute to the club-like environment.

Long a popular South Florida resort and spa, Turnberry Isle’s changeover to Fairmont and Willow Stream provides a perfect example of the growth in the male market. The spa is adding specific Willow Stream treatments, products, and amenities (including those specifically targeted at men), while still keeping local favorites on the menu.

Also down in South Florida, The Westin Diplomat Resort & Spa is catering to men with a variety of treatments. The resort’s Michelle Le Vous-Shulman says The Spa at the Diplomat presented as “An Elegant Garden Courtyard Spa,” which men find less intimidating. Specific massages, a facial, and packages called “Everglades Signature Rituals” are all popular with the resort’s male visitors. She adds that, after visiting the spa, Westin’s immensely popular “Heavenly” program--including bedding, bathroom amenities, and much more--is an extension of the spa experience for all guests.

The spa menu specifically features the unique “Par for the Course Massage,” which is a hydrotherapy massage designed to alleviate sore and fatigued muscles. Its 150 jets are positioned to hit key trigger points. Targeted at male guests, it’s a full-body massage with high-powered "water wand" to penetrate deep into the muscle tissue.

Product Proliferation

Spa treatments for men have definitely become bigger and better revenue streams, but so have product sales. One area of particular interest to spas (and product manufacturers) is that of products specifically designed for (and marketed to) men.

Many ISPA affiliate members are reaching the male market with specific product offerings, including Elemis, Aveda, Jack Black, Nickel for Men, and many others.

What was once a quick shave and (maybe) some after shave or moisturizer is now much more both in and out of spas. “The grooming routine for the 21st century man includes exfoliators, face washes, anti-wrinkle creams, and even hand lotions to smooth those rough knuckles,” says Lucy Wheeler, public relations manager for Elemis.

Elemis is typical of the product proliferation for males, with a wide array of offerings for spas to recommend (and sell). The possibilities in their “no-fuss” product line include: Dual Action Cleansing Wash, Herbal Lavender Repair Mask, Skin Survival Cream, S.O.S. Emergency Cream, Energising(note to Julie--this is the correct spelling) Skin Scrub, and Aching Muscle Super Soak.

Jack Black and other companies specializing in the male market are specifically targeting men with a wide array of “manly” spa favorites that include shaving products (Electric Shave Enhancer, Face Buff Energizing Scrub, Beard Lube, Post Shave Cooling Gel, and a popular “Shave-in-a-Bag” set), trouble shooters (Eye Balm Age Minimizing Gel, Double Duty Face Moisturizer, and Line Smoother Face Moisturizer), body maintenance (All-Over Wash and Industrial Strength Hand Healer), sun protection, fragrances, branded treatments, and even Jack Black hats.

“Since joining ISPA in 2002, our client base has tripled” says Jeff Dandurand, executive vice president of sales for Jack Black. “ISPA members like The Phoenician, Miraval, Canyon Ranch, and The Ritz-Carlton--nationwide--all sell Jack Black products.”

Thus, whether it’s a quick massage or a man’s day at the spa (with follow-up product sales), the growth of guys going to spas doesn’t look to slow anytime soon. From metrosexuals to queer eyes for spa guys, this is a trend on which to capitalize!

North Carolina-based writer and photographer LYNN SELDON often covers spas and spa travel.  He has written and photographed for hundreds of publications and has published a dozen books.  Learn more at www.lynnseldon.com