SPA EXPERIENCES
Re:SPA at the Reebok Sports Club has a 35–40 per cent male clientele
HEALTH CLUB SPA
Men’s wellness
Luxury health club spas are increasingly offering more wellness services just for men. Kate Corney takes a look at this growing trend
Men’s wellness and grooming is a hot topic. Research highlights that men are getting more interested in visiting spas and wellness centres across the world, and so these businesses are tapping into this trend and reaping the benefits. Research carried out in Thailand and
revealed at the World Spa & Wellbeing Convention (WSWC) in September 2013 indicates that – in that region at least – the numbers of male spa consumers have increased over the past few years. Carried out by Stenden Rangsit University with the Thai Spa Association and based on answers from 463 male current and potential spa-goers, the study also reveals a growing demand for back-to-basics, authentic wellness treatments such as massage. Hilton Hotels’ Emerging Global Spa
Trends 2012 research also highlights that wellness for men is a strong emerging trend – something health club spas would do well to take note of. Evidence-
Men’s grooming product launches rose 70 per cent from 2007 to 2012, says Mintel 46 Read Health Club Management online at
healthclubmanagement.co.uk/digital February 2014 © Cybertrek 2014
based treatments will be key in tapping into this audience, as Louise Moore, the company’s director of spa operations and development in Europe, explains:
“Men buy primarily based on facts and results.” However, she continues: “The male market is deeply loyal. When they fi nd something they like, they’ll stick to it, which is fantastic. But they’re also impulsive and don’t typically pre-book, so it’s a challenge for operators.” The Hilton research also found that
the way wellbeing centres communicate with male clients is important. Jargon is to be avoided and communication needs to be clear, concise and uncomplicated. The study found that most men – 80 per cent – opt for massage, usually sports/
deep tissue therapy treatments. But interestingly, research conducted for ISPA in 2013 suggests that the second most popular reason men go to a spa is to attend a fi tness class – an important fi nding for health clubs wanting to cross- sell their spa offering. Meanwhile, retail sales-based research
from Mintel reveals that men’s grooming product launches have increased 70 per cent globally from 2007 to 2012. The US men’s grooming market has grown almost 20 per cent, and the UK market 12 per cent, with 59 per cent of US men saying using personal care items boosts self-esteem. In China, 82 per cent of men in cities think using men’s toiletries makes them more sophisticated.
©
WWW.SHUTTERSTOCK.COM / TYLER OLSON
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