A growing number of men are going to spas -- with their wives or girlfriends, with their male partner, or on their own. Men now make up nearly a third of all spagoers, according to the International Spa Association. And they're not just signing up for sports massages and manicures. They're getting facials, Vichy showers, and body scrubs.
The reason? Spas have learned how to create a gender-neutral atmosphere where both men and women feel comfortable, with treatments that are named specifically for men like the "Gentleman's Facial." And culturally, spas have gone so mainstream that they don't seem like something for women anymore.
Willow Stream Spa at the Fairmont Scottsdale Princess has gone a step further, creating a treatment room where men can multi-task as they get worked on. Called the MVP room, it has a wide-screen TV, newspapers and business magazines, and an executive-like decor.
There are even men-only spas, like Nickel Spa For Men in NYC , The Grooming Lounge in Washington, D.C.,and The Absolute Spa at the Fairmont Hotel Vancouver.