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A few years ago, the words "men" and
"spa" were rarely heard together in the same sentence. But the
times have a-changed.
Today, according to the magazines and
associations that bother to measure such things, men account for 35 percent
of day spa-goers and slightly under half of all resort, destination, and
cruise line spa customers. That, by the way, is an increase of more than 300
percent in less than 10 years -- remarkable growth, by any industry measure.
Despite this astonishing surge in male interest,
only 68 percent of North American spas offer men's services -- fewer still
in a relaxed, gender-neutral environment -- while an anemic 12 percent use
treatment products designed specifically for men's tougher, thicker skins.
"All of the sights, sounds, and smells of
the typical spa are for women," says William Morris, orthotherapist and
Reiki master at the Carmichael Inn and Spa in Ottawa, Canada. "Men feel
as if they don't belong, and this can be very stressful. The spa experience
is supposed to eliminate stress."
Mr. Morris finds himself happily on the front
lines of the Canadian men's spa revolution. He has seen the number of his
male customers multiply sharply over the last few years, and he knows what
it takes to make them feel at ease in unfamiliar territory.
"Guys come to the Carmichael to buy spa
gifts for their wives or girlfriends, and they selflessly tag along when the
woman gets her treatment" says Mr. Morris. "They see that the
treatments are frivolous, yes, but also that there are important
benefits."
The Carmichael reassures men with treatment
products that aren't too oily or laden with perfumes (a strict no-no in
men's skin care); double-sized robes that cover the man's entire body; and
an inviting interior of earth tones, exposed brick, and rich wood trim.
"Once men see that the spa is a retreat and not a salon," says Mr.
Morris, "they relax and enjoy themselves."
Men's
Treatments
Treatment is a fancy name for a spa service like
a massage or body wrap. Where women's treatments promise to pamper, true spa
treatments for men focus on therapeutic results.
Men's treatments typically fall into three
categories:
1. Massage. Includes various techniques like
Swedish, deep tissue, and acupressure. You'll find reflexology (an ancient
foot massage technique) and aromatherapy massage in this category, as well.
2. Body Work. Body wraps, polishes, and scrubs;
facials; foot treatments; and nail care. Hot and cold stone therapy (the
laying on of basalt and sedimentary stones) also qualifies as a body
treatment. If you have an interest in skin care, then a professional body
job will blow your mind.
3. Bath. Just as it sounds: herbal baths, mud
baths, steams, showers, and hot springs (if the spa is near volcanic
activity).
Which treatment you choose is, of course, up to
you. According to most spa owners, men invariably select massage with a bit
of body work thrown in for good measure. Couples packages usually offer one
of each treatment, plus a continental breakfast and light lunch, with wine
for two during the bath.
A single treatment can take at least an hour,
and start at around $70. An executive spa package or couples retreat could
consume the entire day, and cost several hundred dollars.
Uninitiated,
But Interested?
If you'd like to have a positive first spa
experience, but don't know how to go about it, then follow these useful
pointers.
- Be sure the spa you choose isn't a beauty
salon in disguise. There are many such businesses that add a facial or
manicure to their service menus, then market themselves as spas.
- Check the spa's credentials. It should
maintain a membership with Spa Canada or the International Spa Association (iSPA).
In fact, these association web sites are ideal places to start your
research.
- If heavy perfumes make you gag, call around to
find a spa that uses men's (or unisex) fragrance-free products in its
treatments.
- Ask about clothing and furniture. If the spa
doesn't offer man-sized bathrobes and treatment tables that'll keep your
feet from dangling uncomfortably, then it's not really interested in your
business.
- Watch for feminine buzzwords like
"pedicure" in the spa's sales literature. They're a fairly
reliable indicator that the spa has quickly repackaged its women's services
to accommodate the growing men's market. True men's services read like they
were designed specifically for men, by people who understand men's needs.
- If you have a problem with the idea of a male
therapist, mention it when you call for your appointment. The spa experience
is about relaxation. You won't relax if your therapist makes you uneasy.
- You may get an erection during your treatment
-- even if your therapist is male. Understand that this is a normal response
to being touched, and has absolutely nothing to do with sex. Experienced
therapists are trained to handle such situations with dignity and
compassion. There's no cause for embarrassment.
Still
Feel Awkward?
If you don't want to visit a spa by yourself,
William Morris offers this suggestion. Buy a couples package and go with
your wife or girlfriend. You'll feel more at ease. And you'll score major
brownie points for sharing her interests.
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