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They’ve Got Male
Polish-free pedis, sports massage, manscaping and other XY-friendly menu options are commonplace at most day spas these days. And with good reason: A recent survey by the International Spa Association reports that male clients, who constitute approximately 30% of spa-goers, are more loyal than women, racking up considerably more return visits. And no evidence lends that finding more credence than the man-exclusive spa model. New York City alone counts more than a dozen males-only day spas; cities like San Francisco, Los Angeles and Chicago are seeing their fair shares as well.
We spoke to principals at three thriving men-only day spas to find out what makes their businesses uniquely successful in catering to the male market.—By Heather Wood Rudúlph