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Macho Macho Spa: Why the Spa Industry is Partially at Fault for Fewer Men Enjoying Massages, Facials and other Spa Treatments
Macho Macho SpaWhy the Spa Industry is Partially at Fault for Fewer Men Enjoying Massages, Facials and Other Spa Treatments
by Susie Ellis
The spa industry has attracted more women than men here in the U.S. ever since I can remember. When I started in the industry in 1975, although there weren’t statistics, my guess is that the ratio of women to men was likely 95% to 5%. The industry figure is currently 70% to 30% although if broken down by resort/hotel versus day spas, there are more men at resorts/hotels (approximately 60% to 40%) than at day spas (approximately 80% to 20%).
In my opinion, part of the reason we haven’t reached 50%/50% yet is our own fault.
Here is why – illustrated by some recent spa visits.
Peter and I visited the beautiful new spa in Bedford Springs, PA. As we were driving home, we compared notes. I loved the spacious locker room and beautifully tiled wet area…the experience showers, the steam room, soaking pool, cool plunge mineral pool, etc. Peter said “What do you mean spacious?” The men’s room was so crowded I couldn’t undress without knocking into someone and I didn’t even bother getting into the Jacuzzi.” We discovered that the men’s area was much, much smaller than the women’s. And this is a brand new spa!
Also on our way home, we stopped to see the Hershey Spa, also in PA. During our tour we were told that because they have a great deal of female business, they had just turned their men’s locker room (which was smaller to begin with) into a second women’s locker room and relocated the men into an even smaller facility down the hall. Peter was so disappointed – on top of the “downgrade,” the men’s steam room was out of order too.
Rancho La Puerta in Mexico is another example. Amazing facilities for women….and a very small and much older facility for men. Even though Rancho La Puerta is a fabulous place for men (my husband loves it), I am sure men are continually reminded that the welcome mat seems favor the women.
Fortunately, there are examples of spas which have given men and women equal facilities. One is the new Lodge at Woodloch in Hawley, PA. If this were standard for the future, my prediction is that we would get to a 50/50 ratio of men to women spa-goers much sooner.
Labels: Bedford Springs, Hershy Resorts, Lodge at Woodloch, men and spas, Rancho La Puerta
posted by Susie Ellis at Sunday, November 11, 2007
4 Comments:
Hi Suzie & Peter,
As you know, I was the consultant at Springs Eternal Spa and can not agree that it is "our" fault for less men usage in spas. Many times I am the only woman at the table & the only one with any spa experience at all. The comments from the men - architects, owners, operators, etc. - usually go like this. " Oh, men don't really need private changing rooms, enclosed showers, all of those wet features. They like straight forward amenities and are used to simple locker rooms, etc."
Then , no matter how much one disagrees or pushes for a more luxurious arrangement, they make the decision, because, of course, they KNOW what men want. So many times it is their own fault , not those of us in the industry that keep pushing for equity between men & women in spas. Thank goodness John Lopis is an enlightened man and had the good sense to create equal facilities at Woodloch. All the best to both of you!
Eva Jensch
Spa Concepts International
Thanks for your input Eva...I think we are really on the same page as those of us in the spa industry generally do push for spacious facilities for both men and women. When I said "our fault", I am including the owners, architects, and builders - actually anyone who isn't the consumer. It sounds like that is what happened at Bedford Springs.
I just returned from ISPA in Florida and was at a dinner where I sat next to Gordon Taretta of Hyatt. You may know Gordon....he oversees 65 spas all over the world and will be opening another 60+ for Hyatt. We spoke about this very issue...size of facilities and in particular locker room and wet areas for men and women. He mentioned that in a few places in the world their men's spaces are actually larger than the women's. (I believe India and Japan, for example.) And in some cases their women's are larger. However that in general Hyatt numbers are moving more toward 50% men/50% women in the U.S. so vast differences in size of facilities is likely to be a thing of the past.
I thought that was a good omen for us - and for the industry in general. People like my husband are apt to go back to spas which give men spacious facilities...and if there are many others like him we will be welcoming more and more male spa goers!
And by the way Eva, you did a marvelous job with that spa. I loved the exfoliation mud scrub in the experience showers - and I know both the men and women's facilities had it because my husband bought 2 bottles to take home!
Speaking as a physician with expertise in weight loss (Trimcare program in Las Vegas) and frequent spa goer, men want the same services as women. I am seeing a definite increase in men wanting anti-aging, weight loss and cosmetic services. It would only seem natural that the same trends should be seen in the spa industry. Men want to be pampered too! Dr. Ivan
as a physician in las vegas with an emphasis on weight mgt (trimcare weight loss program), i am definitely seeing an increasing number of men requesting cosmetic and weight loss services. I would only surmise that the same trend must be occurring in the spa industry.
men want to be pampered too. many times the wife leads the way by encouraging the husband to partake in the same services.
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