How to Best Understand What Your Male Clients Need

According to the latest statistics from the International Spa Association (ISPA), 49% of spa customers are men. This number is up from just 29% in 2005, so it’s clear that men’s interest in health and wellness is on the rise. In order to keep up with this rising trend, spa owners must find ways to attract and keep more male customers and, in doing so, boost their bottom line.

Health and wellness isn’t just for women. In fact, men are more prone to stress and, more importantly for spa owners, they are less cost-averse. Adjusting your spa menu to appeal more to male clientele can help you expand your business and boost revenue. Here’s what you need to know.

Why Spa Owners Should Cater to Male Clients

The men’s grooming market in 2018 was worth $50.4 billion and has risen to $60.7 billion 2020. For the most part, men seem to prefer professionally recommended skincare products to over-the-counter products, a market that is expected to hit $166 billion in 2022. With so much potential revenue on the line, spa owners should consider what adjustments they can make to take advantage.

The key thing for spa owners to understand is that men don’t visit the spa for the same reasons women do. While women often visit the spa to destress, men are more interested in tackling specific skincare issues or regaining vitality. That being said, every man is unique and each male client should be treated as an individual but certain techniques may help spa owners attract male clientele.

Tips for Attracting More Male Clients

As a spa owner, it’s your primary objective to make your clients feel welcome. According to the ISPA, men are less likely to visit a spa if they don’t feel comfortable or familiar with the spa environment. Fortunately, there are a number of things you can do to attract male clients and make them feel welcome. As your male client base grows, you can collect feedback and adjust accordingly.

Here are five simple tips for appealing to male clients:

  • Offer education and custom recommendations. Many men who visit the spa are looking for solutions rather than relaxation, so it’s important to cater each treatment to the individual and provide appropriate education and relevant product recommendations.
  • Adjust the language on your spa menu. When designing your spa menu, try to avoid overly feminine terms like “pampering.” Men like to know the specifics of what they can expect from the treatment.
  • Be clear about the benefits. Male clients tend to want to know more about the technical details that go into a treatment and the specific benefits that they’ll receive from getting it.
  • Make it as convenient as possible. From scheduling and intake to checkout, men are looking for a convenient and straight-forward experience.
  • Create a memorable customer experience. Every client wants to enjoy a customized experience. Staff should take their cues from individual clients to create a tailored, welcoming, and memorable spa experience.

According to American Spa’s 2020 Trend Report, gender-neutral skincare is a rising trend. In adjusting your spa menu to cater more to male clientele, make sure you don’t sway too far in the other direction. Take an objective look at your spa menu and look for opportunities to use more universal verbiage.

How to Retain Your Male Clientele

The key to success for any spa is to create a loyal customer base. While no spa will survive without bringing new customers through the door, the majority of your revenue comes from repeat clients. In fact, it costs roughly five times more to attract a new client than to keep an existing client coming back. As a spa owner, you already know what works for your female clients but you may need to adjust your mindset to improve retention of male clients.

As a general rule of thumb when it comes to dealing with male clientele, it’s a good idea to keep things as simple as possible. Be straightforward with the wording on your spa menu and clearly communicate the details of each treatment. Train your staff to take cues from your male clients to create a positive experience for each individual. Collect feedback from your male clientele as well so you can make appropriate adjustments to your spa menu and services.

Male or female, a loyal customer is like gold to any spa owner. Get to know your clients as individuals and work alongside your staff to create a unique and memorable experience for each one.

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