You’ve Got Male!

by Glenn Reynolds

Attract more male clients to your spa

Thanks to Rose at The Land of Spa for bringing this article to my attention…

The Cover Feature of Dayspa magazine (US Trade Journal) for this month is about attracting men to spas. I’ve taken the opportunity to post it below…

Point to note: ISPA claims that more than 30% of all spa-goers are men.

Tell me what you think of the article!


How to Get a Man

How many men have walked into your spa today?
Chances are it could have been a lot more.

By Liz Barrett

When it comes to selling beer, electronic gadgets or the newest sport utility vehicle, it isn’t too difficult to attract a man’s attention. The media have had a lot of practice in training their target audiences to respond subconsciously to the messages they’re receiving, and that seems especially true when the target is men. However, when you want those same beer-drinking, gadget-buying, Jeep-driving men to come into your spa to sample a massage or the latest facial cleanser, things can get a little tricky. The notion of men visiting spas is a fairly new concept in the grand scheme of things, and marketing to them is still going through a trial-and-error period. New tactics are being tested every day in an attempt to find the ones that are the most fruitful.

With the International Spa Association (ISPA) reporting that 31% of today’s spa-goers are male—up from just 24% four years ago—it’s obvious that men are showing more interest in taking care of themselves. What has happened in the past decade to make some men go from “no way!” to “OK!” when it comes to spas? Could it be the widespread acceptance of metrosexuality and well-kempt but masculine role models like Brad Pitt and George Clooney? Maybe it’s reality TV shows like Queer Eye for the Straight Guy, Extreme Makeover and What Not to Wear telling guys that it’s now acceptable to spend more time on themselves.

However, let’s not lump all men into one category—it doesn’t work for them any more than it works for women. Individual men’s needs and desires vary. Just like women, men might visit spas to alleviate their acne issues, receive waxing services, relieve stress or try to look younger. There’s a plethora of theories on why men turn to spas, but we’ll try to nail down how to get them into yours….

Read the rest of the article from Dayspa here (look for PDF link).

{ 2 comments… read them below or add one }

Rose June 23, 2007 at 12:01 am

Andrew,

As far as the ISPA stat goes, I think it’s an accurate estimate. However, as the article concluded, I also believe they came up with that number by including those men who go to venues that offer such treatments as acne care, etc. I wouldn’t describe those places as “spas.” (Maaaaybe a MedSpa?) Too many business, those that provide such services as nail mani-pedis and hair salons are describing themselves as spas, which is stretching the term but is a great marketing ploy. Anyone else feel that way?

Reply

Andrew Moorhouse June 25, 2007 at 12:39 pm

Hi Rose,
I agree that too many businesses are calling themselves spas for marketing purposes. Yes, the lack of definition is definitely a problem.
For me, a day spa must have at least massage, face/body/hands/feet treatments and probably hydrotherapies.

Reply

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