Move over ladies, the men are taking over! At the spa that is. According to ISPA statistics on male spa-goers:
- 47% are male
- The average male spa goer is 25-44 years old
- Holds a management position
- Makes at least $50,000
- Places a high premium on ambiance, amenities, expertise of staff, and cleanliness
It is becoming more socially acceptable for men to frequent spas, as grooming and wellness are merging. Men need and want to relax and look their best. Professional men want to present their best selves, therefore keeping their skin, nails and body looking great. With expendable dollars to be spent, how can you capture the male clientele into your business.
Here are some important areas to market your spa services to men:
Environment: Men typically do not want to see flowers and fluff. Consider creating a “male space” where male clients will feel at home. If space allows, a male relaxation space with sports memerobelia, male focused magazines, flat screen TV and massage chairs for relaxing. Now not all men love sports, so creating a comfortable space where any man would feel comfortable. Think smell, sight and sounds when creating your “male space”, re-evaluate your colors, music and smells.
Services: If you do not have services that are designed for the male client, now is the time. Men can be sensitive to smell, therefore select products that are not flowery and more herbal in nature. Services need to incorporate different modalities and add-ons, such as starting with a back treatment and then a facial treatment, or foot massage with facial. Special touches, like scalp massage and use of hot stones are nice additions to male treatments.
It’s all in the Name: Men want to know that the service they are buying is designed just for him; therefore, spend time in how you craft your message. Be as creative as you want- “Man Cave” Facial, The Sports Fan Package, Executive Facial, and Men’s Sports Massage.
Comfort and Convenience: Men shy away from spa services because they don’t know enough to feel comfortable. It is extremely important that men are fully informed of spa procedures and expectations before they arrive and with the pre-consultation. Be sure that you offer the right sized slippers and robes, always have over-sized robes available for male guests. Men want to be educated on their service; give them the features and benefits and anticipate their needs before they need to ask, as it should be for all spa guests.
Marketing/PR: Keep abreast of whats happening in your local market. Do you have any local sports teams, special events that may be happening? If you have enough time you can market or possibly be a sponsor to an event that with expose you to future male clients. Offering chair massage at a half marathon and offering a discount off first treatment is a great way to get clients. Additionally, be sure that you are marketing for fathers day and for the holiday season.
Market to Women: Your female clients are one way to reach the men. Market your services and products to your female clients, with incentives on services or gift certificates.
If you already cater to men, fantastic, we would love you to share your story with us. If you have not yet tried to capture the male market, now is the time. 28% of men have visited a spa in the past 12 months, which is a significant number and moving up year over year. A great first service introduction is massage and once you have won your male client over, you will have them for life.
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