It’s a NEW YEAR!
Last year, the ISPA annual survey reported that over 30% of spa visits in the US are being made by men. The majority of these visits occur when men are at resort vacations, which makes sense given any man’s inclination NOT to try a new ‘treatment.’ On vacation, all the rules change and pampering becomes the number one priority. Men, despite the industry ballyhoo, are not flocking to spas in the cities that they reside in, with a few exceptions. Some men’s spas are popping up with more and more frequency. I’ve been to a few and though expensive, you feel like a million bucks when you leave. Some of my favorites include:
State Street Barbers (Boston) - Best haircut I’ve ever had, hands down. The BIG surprise was that not a stylist, but an actual licensed barber gave me the cut. No clippers, just scissors and a masterful technique left me with a salon-looking cut that was much more enjoyable than any actual salon cut I’ve had in the past.
Gentleman’s Quarters (Denver) - Built on a solid salon foundation, hair provides the entree, and this is where the spa market really begins to get accessible for men. Of the spa services, massage is the most popular choice. I was fortunate enough to receive a 2 hour Thai massage which was UNBELIEVABLE. This place is proof that in the right hands, under the right conditions, men can be persuaded to explore ’spa-like’ service options.
The Art of Shaving (New York) - This is a shaving-based men’s spa that capitalizes on the retro appeal of a traditional straight-razor shave. One of the challenges of this concept is the fact that shaving is a rare skill among barbers today, and a bad shave with a straight razor is substantially worse than than a lousy massage (or bad nails for women). Shaving, when performed skillfully in a place that specialize on it, is an outstanding experience. This is one of the best shaves around.
In general, the luxe caring for the male appearance outside of major cities definitely does not carry the premium it does in sophisticated urban markets. However, spas that create men’s only enclaves are more successful, in all cities. Men who like spas are often accustomed to the privacy and comforts of the club environment. Successful ‘mens zones’ include the ubiquitous flat-screen TV with sports or business programming, bars, and billiard tables. If you haven’t been, it’s worth a visit to see why women love their ’spa days’ so much.