Men, like women, experience the everyday grind, stress, aches, and fatigue from long days at work. They want to unwind, heal, and feel refreshed. However, spas have often been marketed as spaces primarily for women. Times are changing. Men are beginning to understand the benefits of wellness services and are actively seeking solutions for better health, stress relief, and relaxation. If your spa can tap into this demand, it could be the key to unlocking a growing market segment.
In fact, studies show that nearly 40% of men between the ages of 25-34 are now using grooming and skincare products weekly. According to Allied Market Research, the global men’s grooming market is projected to reach a staggering $276.9 billion by 2030. The interest is real. The demand is rising. The time to adapt is now.
How can you speak to men through your spa’s branding?
The key to attracting more men lies in your messaging. If your spa’s branding feels too “feminine” or overly delicate, men may not feel it’s the right space for them. Words like “radiance,” “glow,” and “pamper” may sound inviting, but they don’t resonate with a man’s mindset. Instead, consider adjusting your language to make it feel more goal-oriented and results-driven.
For example, replace terms like “Aromatherapy Massage” with “Stress Relief Massage” or “Brightening Facials” with “Deep Clean Facial.” Consider adding a “For Men” section on your website or service menu to specifically cater to male clientele. These small changes make men feel seen, without losing your spa’s core charm.
What packages will draw men into your spa?
Men want solutions. They seek treatments that fix problems—whether it’s a sore back, dry skin, or stress from a busy week. Packaging your services into clear, results-driven packages can make all the difference.
Examples of Men’s Wellness Packages:
- The Fixer-Upper: Deep tissue massage + scalp treatment + quick detox facial.
- Weekend Recovery: Hot stone massage + sauna session + foot scrub.
- The Groom’s Kit: Beard trim + back cleanse + shoulder massage.
When you present services as problem-solving packages, men are more likely to book, enjoy the results, and return for more. Keep it simple, clean, and effective—no fluff, just results.
How to create a comfortable spa environment for men?
The environment matters more than you think. Men may feel out of place in a spa that seems exclusively designed for women. The good news? You don’t have to overhaul your entire spa aesthetic. Small changes can go a long way in making your space feel more neutral and welcoming for male clients.
Here are a few simple tips:
- Swap floral scents for fresh or woody aromas.
- Choose earth-toned towels and robes instead of soft pastels.
- Replace soft pop music with ambient or instrumental sounds.
- If space allows, consider creating a separate male-only lounge where they can relax privately before or after treatments.
These subtle adjustments will make your male clientele feel more at ease and at home in your spa.
How to train your staff to welcome men?
For many men, this may be their first experience at a spa. It’s important to make them feel comfortable without drawing too much attention to the fact that they’re in unfamiliar territory. Your staff should be warm, welcoming, and non-judgmental.
Training your team to greet men with phrases like “Is this your first visit?” or “Is there any area that feels tight today?” will make a huge difference in their comfort level. Offering the choice of a male or female therapist, especially for services like massage or grooming, can also go a long way in ensuring they feel in control of their experience.
How do barber and recovery services help attract men?
Barber services like beard trims, hot towel shaves, or quick haircuts are great entry points for attracting male clients. Many men already understand and value these services, making them a familiar gateway into the spa experience.
Once they’ve visited for grooming, many men will consider trying additional treatments, such as massages or facials. You can go one step further by offering sports recovery or performance-based services like:
- Infrared saunas.
- Cupping therapy.
- Assisted stretching.
- Cryotherapy.
These services are appealing to men who lead active lifestyles, whether they’re into gym workouts, running, or simply experiencing the need to recover from the daily grind.
Should you offer membership plans that cater to men?
Men love simplicity and value. Offering a Men’s Wellness Membership could be the perfect way to keep them coming back. For example, include one massage per month with additional discounts on grooming or skin treatments. A Club Card program that offers loyalty points for each visit, redeemable for discounts or free add-ons, could also work wonders.
These plans offer clarity and encourage commitment, making your spa an ongoing part of their wellness routine.
Can referrals help bring in more men to your spa?
Men trust their friends and peers, especially when it comes to trying new things. A referral program can drive word-of-mouth marketing, where both the referrer and the new client benefit. Try offering:
- Refer a Bro: Both the referrer and the new client get 10% off.
- Book Together, Save Together: A two-for-one massage deal for friends.
With referrals, once a man has a good experience at your spa, he’ll be eager to spread the word to others.
How does spa management software help you attract more men?
The logistics of running a spa can be overwhelming, especially as your clientele grows. Spa management software makes it easier to track male clients, manage their appointments, automate referrals, and streamline loyalty rewards programs.
With software, you can:
- Create custom referral codes.
- Automate loyalty rewards.
- Track which client referred whom.
- Send follow-up reminders.
- Build targeted male-focused marketing campaigns.
By leveraging software, you can focus on providing the best spa experience for your clients while technology takes care of the rest.
Final thoughts
The key to attracting and retaining male clients is to provide a space and experience that speaks directly to their needs. Offer clear solutions, a neutral and comfortable environment, and results-driven services. With the right marketing, service offerings, and an understanding of what men are looking for, your spa can become the go-to spot for wellness, no matter who walks through the door.