Men, an underestimated clientele in most spas

Today, a spa client can just as easily be a man or a woman. After all, women are not the only people who believe in taking care of their appearance and skin. And, to nobody’s surprise, those 3-in-1 body and hair products marketed to men are waning in popularity and a growing number of men are treating themselves to spa sessions!

Adapting to new trend and taking your male clientele into consideration will be important from now on. If you haven't already taken steps in that direction, we have a few tips on how to include men in your service offering.

One is good, many is better

For some this will come as a surprise, for others it will be a given: men have increased their presence in the spa market by 29% in the last decade, and the number is growing as time goes by.?Historically speaking, sports-related services have always been separated from spas. To get a sports massage, men would go only to a sports centre. Now, demand for these services is growing, opening the door to a large male clientele in spas.

This market segment is not the same as women, either. Men come alone more often and are more likely to buy a product than women. Surprising, right? On average, however, men spend less on services compared to their female counterparts.

Men, women or spa clients?

Many spa menus remain tailored to a primarily female clientele, whether that be in terms of design, aesthetics or services.

To start the year 2023 on the right foot, it would be a smart move to add services for men to your treatment menu, if you haven’t already done so.?Men are generally more likely to book skincare treatments or sports massages. This will also give you an opening to recommend products for their specific needs.

Inside the spa, it's time to drop the “feminine” décor and colours. Everyone, regardless of gender, should be wooed by your marketing strategies and drawn to your treatment menu. It would be better to go with a more "neutral" colour palette in the spa and to address all clients in a way that makes them feel welcome and comfortable booking an appointment in your establishment.

Two approaches, same treatment!

Men have certain preferences on how they like to receive their treatment. Start by explaining the steps involved in a treatment and finish by offering beauty tips.

You’d be surprised by how many men appreciate suggestions that help improve their physical appearance. So be sure to emphasize tips and recommendations at the end of the process!

Also, remember that male clients appreciate skincare routines that are quick and simple. And don't hesitate to recommend the men's collections in your product lines or any other products that meet their requirements.

A new trend, a new pace!

All you need to do now is jump in and ride the new aesthetics wave and be bold in adapting, rethinking and adjusting your treatment menu and services. Men seek well-being, are eager for pampering and quality products, and are looking to you for guidance!