Six Essential Steps to Attract and Retain Male Clients

Although the spa industry is evolving and men are visiting spas; they still only represent a little over 20% of spa visitors.  It’s a pity that we are only capturing a small segment of this target market. How about your facility? What is the ratio of women to men in your business and what are you doing to capture more male clientele?

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Men should go to spas more often!

As a consulting firm, we visit spas all over the world and the reason spas don’t capture more men is due to current positioning.  From the menu, the website, the décor, to the experience: let’s face it, most spas cater to women and not so much to men.  Let’s say you have a clothing store and it’s filled with women’s clothing and you have one rack for men. How many men do you think will come in to shop there?  Not many…  However, that’s what is happening in the spa industry.  When you look at a spa menu, you’ll be lucky to see a picture of a man… and then you might see one facial for men.  Why would they come?  If you want to increase your male clientele, you’ve got to make some changes.  Read and implement Six Essential Spa Changes to Attract & Retain Men and experience exponential growth.

1. Male Menu

Create a separate male menu and give it its own identity.  It should have male images, a manly design. Simple treatment descriptions focusing on men’s concerns and the benefits they will gain from the experience.  Use language that is appealing to men and explain how to spa.

2. Web Site

Millions of consumers are surfing the internet and are finding you online. You may be investing in Google Adwords and SEO to drive people to your website but once men get there, are they feeling welcomed?  Probably not…  In most cases, you won’t find many male images and there is not a men’s web page on your site.  Instead of having a button that just says “menu”, try dividing the menu in parts. Have a button for Men, for Women and for Teens.  This allows you to improve your communication to each target market and customize your offerings to suit each individual’s needs.

3. e-Marketing

Get sophisticated with your database and segment it by female, male, age, and so on.  Once it is segmented, instead of sending just one email blast to everyone; create at least two email messages:  one for men and another for woman.  By doing this, you will increase your conversion rate and increase revenue.

4. Product Mix

Fortunately, there are many spa professional brands who offer male specific products. If you want to attract more men to your spa, you’ve got to have a male line.  Go beyond offering only skin care products. You want to include other product mix items that will appeal to men.  Also, be aware on how you merchandise male products.  Designate a separate area in your boutique specific for men.

5. Male Spa Guest Experience

If you want to attract men to your spa, your facility must be decorated to please both men and woman.

The male guest experience must be delivered with men in mind.  From robes to slippers that are designed for men to reading material and treatment protocols and rituals.  To improve your male guest experience, send in a couple of male secret shoppers. Get their feedback on what their experience was like and what needs improvement.  This will give you male insight into what needs to change to attract and retain male clients.

6. Team Training

Recently, I was speaking with one of my mentors and he shared his recent spa experience with me.  He went for a massage and liked his experience but no one bothered to ask him to come back!  Men need reminders, ask any married woman.  Part of your team training should include how to retain your male clients and what communication methods men prefer.


There are many things you’ll need to train your team on to attract and retain your male clients such as; How to communicate with male clients, discover concerns, discuss treatments and products, reserving the next experience, signing up for a membership program and so on.

We can do a lot to attract men to the spa; but to effectively do so, we need to change how we do things.

encourage you to implement these six steps to increase your overall capacity and elevate your success!


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