Don’t worry, we’ll be gentle. Unless you request a bit more pressure. After all, that’s the beautiful thing about spa menus in the age of the metrosexual — there’s definitely something for everyone. And that means men as well as women. From facial treatments utilizing art of shaving products to good, old-fashioned massages that work the kinks out of your tired, golf-weary muscles, more guys are skipping that post-round brandy or beer and heading straight from the 18th hole to the steam room, salon or treatment table. Haven’t tried it? Here’s why you’ll be hooked once you do.

Michelle Adams, spa director
WOODSTOCK INN & RESORT
Woodstock, Vermont
“Spas are not just for women anymore — we focus on wellness not just pampering. We’re about taking care of yourself, and men really do care about this. Once they understand how massages can help them to stay flexible and help eliminate joint pains, they become believers.”

What are spas, especially at resorts, doing to attract more men to the experience?
“Treatments, even décor, can be designed to appeal to men. Our spa visually appeals to both men and women with lots of wood, including hardwood floors and colors from the outdoors like pale yellow and soft sage enhanced by natural light which filters in. Our lounges are very comfortable with large chaises and chairs and a wood stove. Very Vermont.

Treatments like our Signature Deep Forest Treatment, which includes a scrub, wrap and massage, appeal to both men and women, and we have services specifically targeting the guys. For example our Golfer’s Delight Massage helps loosen tired and tight muscles. We also offer a Men’s Total Body Treatment and manicure or pedicure. At first, men book a massage, but once they feel comfortable with this, they branch out to steam facials, manicures and pedicures. With the Men’s Facial, steamed towels are wrapped around their face followed by a deep cleanse and exfoliation, finishing up with a neck, shoulder and face massage. Men love it.”

Tips for first-timers, especially men?
“We tell them to come early so they can get a tour of our facilities. We have a male host who shows them around — it’s important to have another man around.”

Don Weintraub, director of marketing
RANCHO DE LOS CABALLEROS
Wickenburg, Arizona

“To those who say a spa’s just for women, I say, ‘Pal, you couldn’t be more wrong. Maybe you’re not interested (yet) in getting a facial or getting your nails done (even through all those things are so relaxing), but if you’ve done some heavy-duty activity, you’ll discover a deep tissue massage really loosens everything up.”

Spas are traditionally associated with women. Why should men even bother?
“Generally speaking, men need to know how getting a massage can really help you. They have to take their preconceived notions off the table. Truth is, a lot of men go to spas because they help you feel better, learn better grooming and aid in keeping your skin looking good. Women have known this for years — why shouldn’t men?

I’m also into the labyrinth behind the spa. At first I thought it was way too “out there” for me, but now I use it at least twice a week. I tell friends they have to try it. It clears your mind, and it’s very calming and gives you a sense of spirituality.

As a western, ranch-style resort, what are some of the things you’re doing to entice more men into the spa experience?
“We’re pairing some of our activities like golf and horseback riding with spa treatments, and also taking some of our gentlemen-oriented treatments like the Golfer’s Relief, the Ranch Hand Manicure, Sports Massage and Los Caballeros Grooming Facial and putting them in a special men’s section on our spa menu.”

Tips for men who are scared of spas?
“I told my brother-in-law (who thought spas were just girlie stuff), ‘I can’t believe you’re up tight about this. Just go in there and let the masseuse tell you what to do. Give yourself up to the therapist.’ This is not scary stuff.

Then he comes out, sees there’s not a bunch of guys waiting to razz him outside the spa, sees he didn’t turn into a girl, feels great and says, ‘Gosh, I don’t know why I never did this before.”

I think stigma is the largest thing that keeps men from going, but once you do it and see other men do it too, you will find yourself branching out to other treatments.”

Jackie Moyers, spa director
ELIZABETH ARDEN RED DOOR SPA AT DOLCE SEAVIEW RESORT
Galloway, New Jersey
“We are seeing golfers come into our spa for help in improving their range of motion and flexibility. A massage can help with these issues as well as aid in improving circulation and promoting tissue regeneration, which in turn helps them relax. Honestly, today’s spa is a lot more than just pampering. Men are also finding having a treatment can be the ultimate way to detoxify, to get rid of impurities in their systems from food, air alcohol — anything. Kind of a ‘morning after’ recovery plan.”

Tips for newbies?
“A lot of first-timers come in stressed. We make sure we hand them off to a male attendant who will take them to the men’s locker room and give them a tour of the spa. He’s like their tour guide. We tell them to wear whatever they are comfortable with — including nothing.”

Do men prefer a male or female therapist?
“Many initially prefer a man, partly because they feel a man will be stronger and be able to apply more pressure, but a woman can be just as strong. Others want a woman because they ... well ... just don’t want a man.”

How about some ‘spa insider’ secrets?
“We have a really lovely outdoor pool area, very private. If you book any spa treatment, you get to use the pool all day. You can also use the spa bar for light lunch and snacks. Couples also can hang out together in the Mineral pool area.

And, a lot of times, men don’t realize we have customized treatments just for them.”

Randy Pierce, director of spa and recreation
RITZ-CARLTON HALF MOON BAY
Half Moon Bay, California
“Men don’t know what they’re missing. The fact that going to the spa is associated just with beauty is a complete myth. Getting massages is great for your health and is an important preventative measure to keep you limber and relaxed. This is especially true for athletes or those who are highly stressed.”

How do massages help overall wellness?
“Getting a massage before or after golf helps your game, relieves muscle fatigue and prevents injury. It’s a no-brainer. And a massage is also excellent for reducing stress. Men have just as much stress as women, so why shouldn’t they take advantage of what a spa has to offer. Stress can be reduced not just through massage but also by using our other facilities like the steam room and saunas. My job is high stress, and I get a massage each week. And I would suggest everyone get a massage at least once a month.

Probably 60 percent of your spa-going men are first-timers. What do you do special on their first visit?
“We tell them not to be afraid to ask questions. It’s so important we understand their comfort level. We encourage them to communicate with us. We tell them not to be afraid to speak to the masseuse and let him or her know what they want, if the pressure is all right and anything else they might have concerns about.

And we tell them they don’t have to go nude into any service if it makes them uncomfortable. If they want to wear gym shorts or a bathing suit, that’s fine. If they ask about shaving prior to a facial, we suggest they do it at least two hours prior to their treatment.”

Loretta Taylor, director of spa operations
TURNING STONE RESORT CASINO
Verona, New York
“After 18 holes, golfers are pretty worn out, their energy is depleted. Our treatments replenish this energy and promote good health. Spas give men a sense of well-being. With our four golf courses, along with our entertainment options, our guests have a lot of different interests pulling at them, so they look for a place to relax. We find men especially like to rebalance, renew their strength, so they look to the spa.”

What are some of the treatments men seem to enjoy the most?
“We find many men who have not been to a spa are introduced through women. Sometimes they book a couples’ massage.

We advertise special services like our Arnica Muscle Repair Massage. This treatment energizes the senses, promotes circulation and relieves muscle soreness. And Arnica really does a great job loosening up stiff joints.

Men also like our Sage and White Pine Hot Towel massage — it’s great for aching muscles. Sometime golfers come in before their round to get more relaxed and feeling good.

The Lanukwé for men helps relieve skin conditions men have like razor burn. Men also go for the Customized Pedicure Experience. We use all sorts of natural ingredients like pomegranate and lime scrubs and handcrafted lotions. Men also get a lower leg massage — it’s so soothing.

Also, the attendant tells them about the ‘order rituals’ — you start with the steam room followed by a cool shower, sauna, cool shower, and mineral whirlpool — explaining the benefit of using this sequence to relax muscles before the massage that follows.”

Since many men are introduced to the spa by women, what happens when the men start liking the spa just as much as them?
“Women often like the spa so much, they want to share it with the man in their life. After the first couples massage, many men start visiting the spa on a regular basis, happy to be in a room of their own. Women can be funny about this — finally they get their husbands to try the spa, then the men ask what else is on the menu and the women say, “Hmmm, I’ve created something here.”

Gina Kateliedla, spa director
THE MAUNA LANI BAY HOTEL
The Big Island, Hawaii
“You’re in Hawaii, which is such a romantic beautiful place for anyone to relax and be rejuvenated, so it shouldn’t be just for women. Men need to relax too. Out spa is not just your typical indoor spa — it’s set outside like a little village with thatched hales (huts), two natural lava saunas, a meditation pavilion and a watsu pool, so it creates a sense of place.”

How do you attract more men to the spa?
“Women are some of our best advocates. Typically when men go to the golf course and women go to the spa, the women talk up the spa so much, the men think maybe they should try it too. We have coed areas as well as men- and women-only areas. In the men’s area, they can sip tropical iced tea and read men’s magazines as well as enjoy the sauna and steam room.

Since many of our guests come as couples and have never been to a spa before, they think, ‘We’re in Hawaii, why not?’ Our promotions continually feature the romance of the island, and our website photos include a wonderfully inviting picture of a person getting a massage in a hale.”

Favorite treatments for men?
“Besides the sports massage, men and couples often ask for the Lomi Lomi because of its roots to authentic Hawaii intrigue them.”

How do you make men feel comfortable?
“When they arrive, we ask if they want a quiet experience or to talk about the island and have somewhat of a learning experience. We don’t rush them, but ask that they come early enough to be able to chill out before their treatment and make the most of their time.”

www.woodstockinn.com
www.ranchodeloscaballeros.com
www.dolce-seaview-hotel.com
www.reddoorspas.com
www.ritzcarlton.com
www.turningstone.com
www.maunalani.com