Men. We always want to know what they're thinking. Just what about day spas appeals to them? What turns them off? Now that male grooming and personal care is more popular than ever, why do some men still have reservations about the spa experience? What treatments and promotions can you offer to earn their loyalty?
    We asked a selection of professional men to describe their recent spa experiences and their perceptions about day spas in general. Not surprisingly, we found that most of the men we surveyed enjoy treatments including massage and pedicures. They want more, but it's up to you make them feel comfortable and secure enough to come back.
    We condensed the best of their answers below to inspire you with ways to attract men to your client rosters. Finally—we get them to talk.

"I've had a few full body massages at a couple of different day spas, and the experience was very relaxing and enjoyable. I'Il continue to get spa services. I think more men are getting in tune with their bodies, and they're not afraid to try more physical/healthy experiences to keep their bodies in shape and minds active."
—Rick, customer service manager

"Pedicures and massages are pleasant, relaxing and satisfying on a spiritual plane. Men are beginning to recognize the benefits that women have known forever."
—Ward, geologist

"The massage I had was great, and I would go more if it were more affordable. The older male population with more money can treat themselves more [frequently]."
—Robert, entrepreneur

"I've never received services at a spa. I've wanted to, especially to enjoy a good massage and now perhaps a good pedicure before the summer starts. Honestly, I've been a bit embarrassed that perhaps it's not a guy thing to do. It would help if spa employees went out of their ways to make me feel comfortable. Maybe a men's special or men's night? I'm also concerned about the cost. What's a fair, decent price? Will I get ripped off?"
—Marc, editor

"Massages and facials are enjoyable, relaxing, rejuvenating and refreshing. I feel renewed and healthy after a session. Dermabrasion, waxing and laser hair removal are more like pain and modern torture. I think spas mostly appeal to men who are more concerned with their appearance and more health-conscious than the average male. The new man."
—Ben, web art director

"I've had a massage and Swedish shower, and both were fun and relaxing. Day spas are great for any man open to new experiences. Why should women have all the fun?"
—Michael, attorney

"I've never been to a spa. I've noticed one on my way to the gym, but I've never been tempted to investigate further. I think there's been a cultural shift in the last decade—a mainstream acceptance of sensitive, stylish males. As a man who has been known to take yoga classes and shave his lower back, it would be disingenuous to pretend that I haven't been affected by this change. But I would be very surprised if I ever end up at a day spa."
—Erik, web designer

"I had a 45-minute massage that I found relaxing and serene. There are men like myself who have no negative connotations attached to massage, but I know for a fact that some men see it as a gender divide— women go to the spa for massage; men go to a physical therapist for rehabilitation. It all depends on how the 'massage' is sold to the particular man."
—David, writer

"I haven't enjoyed the massages I've received because they hurt. But spa amenities like the steam room, whirlpool and sauna are fun and relaxing."
—Rick, jewelry salesman

DAYSPAMAG.com

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