The International SPA Association, or ISPA, has been tracking the spa industry through a partnership with PricewaterhouseCoopers for over a decade. The overall industry has grown significantly—today it’s worth $16.8 billion, compared to only $4.2 billion ten years ago. GQ dove into the impact men are having on the growth of the spa industry. The increase in the number of male spa-goers has created a niche, but thriving, industry, grounded in marketing into their hangups on masculinity and creating spaces that make them comfortable.
According to GQ here are the drivers:
- According to ISPA, in 2005 only 29% of spa-goers were male. Today that figure has increased to 49%, which is attributed to the changing male attitude toward grooming.
- A 2013 ISPA survey listed the following reasons men didn’t go to spas: 11% said it’s “too indulgent,” 14% said because “none of my friends go,” 17% said they were embarrassed to go, and 19% said “spas are for women.”
- Men need “safe spaces” when it comes to spas.
- The design and decor of the physical space needs to make men comfortable—think man cave for spa services.
- The unwritten rule of “man-space” must be honored. There needs to be discretion, privacy, and physical space when it comes to providing services.
- Health and wellness messaging resonate with men.
For men it’s “not as much the pampering or the time out,” says Lynne McNees, the president of ISPA. “It’s more about, I want to be better, I want to make something better, I want results, I want to improve something, and really being able to see a difference.”
Read the full article in GQ.
Photo: Clem Onojeghuo via Unsplash