Over and over we read it: men are still the untouched client wealth for day spa operators. According to various news reports and industry surveys, men represent anywhere from five to 30 percent of the day spa market. While these statistics are often unclear about the exact types of services and products to which men are primarily attracted, it is clear that there is business…

Move over baby boomers! There is a new BOOM in town and it has nothing to do with combat boots or camouflage visages, and it is more virile than John Wayne desert galloping in the Old West! I am talking about today’s modern man who has made a handsome boom in the last 10 years. When savvy marketing companies unveiled the word metrosexual,  our grade…

With more men becoming active participants in the youth revolution, it is not uncommon to see facial treatments geared toward the male clientele commanding equal space on the spa services menu. But just because you build it, does not mean they will necessarily come. Different messages, services and images resonate with men than women, and the slightly different makeup of their skin will impact how…

From the gym to the grocery store, men are becoming more conscious of what they eat and how they take care of their bodies. This amplified awareness has also fueled a noticeable increase in the number of men heading to spas and physicians’ offices to further polish their appearances. The International Spa Association reports that nearly one-third of spa clients are now men. If you…