The number of men visiting spas exploded in the past 12
years, creating a thriving niche.
Just four years ago, men questioned by the International SPA
Association’s (ISPA) as to why they didn’t visit spas stated it
was too indulgent (11 per cent), they were too embarrassed (17
per cent) and spas were for women (19 per cent).
Fast forward to 2017 and male spa attendance is on the rise.
According to ISPA’s ongoing research through Consumer Snapshot
Studies, the proportion of spa-goers who are male has shot up
from 29 per cent in 2005 to 49 per cent and growing.
The same study found that men are going to spas because they
are stressed out and tired. Most use the spa as a break from
their hectic lives. To quote the study: ‘Compared to his
non-spa-going counterpart, the male spa-goer is more likely to
report higher levels of stress; a feature that appears to be
correlated to higher levels of professional responsibility.’
For men, it’s ‘not as much the pampering or the time out,’ says
Lynne McNees, the president of ISPA. ‘It’s more about, I want
to be better, I want to make something better, I want results,
I want to improve something, and really being able to see a
A raft of men-specific spas have popped up in the US, such as
Living Fresh Men’s Spa in New York and The Shays Lounge Men’s
Spa in Los Angeles. The most requested spa treatment for men is
massage at 83 per cent, followed by pedicures (37 per cent) and
facials (31 per cent).
Although British men are slower on the spa uptake, the UK is
slowly following suit ““ the male prestige grooming market in
the UK was worth £449.5m in the 2015, which grew by 2.6 per
cent on the previous years’ total of £438.2m. Spas such as
Gentleman’s Tonic and COMO Shambhala in London are
accommodating this growing niche.
How can the UK spa market appeal to more male customers?
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