Not all men are created equal. Nor are they equally attracted to spas. The concept of trying to lure "the average man" to your treatment rooms is obsolete. Today you have to recognize the different types of men who are potential spa clients and what it will take to draw and keep them. To make things even trickier, even within these types of men there's wide variation on customer service and treatment preferences. Who do these guys think they are, women?

Experts say we should stop fishing for that stereotypical guy's guy-the one who thinks spas are for girls or sissies and wouldn't think of paying more than $10 for his haircut. Sure, he exists, but you're not likely to reel him in. Focus instead on the more open-minded fellows, the ones comprising 31% of all spa-goers, according to the International Spa Association. These guys range from Gen Y-ers to seniors and they want a variety of services. Their common thread is, they're willing to see the advantages of spas. Like women, some are looking for stress relief, some for healthier skin and bodies, some for a youthful appearance and many for a combination of these.

Unlike women, however, they tend to prefer shorter treatments, fewer bells and whistles, and a gender-neutral environment, according to a recent online survey by KSL Resorts.
Conclusion: To cultivate a greater male clientele, first find out what they want as individuals, just as you would your female clients.

Then, make sure you don't treat them like they're female!
To learn more about the men frequenting spas today, see "How to Get a Man" in the June issue of DAYSPA and on dayspamag.com.

DAYSPAMAG.com

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