1. SPA INDUSTRY
Rising Male Consumers

2. Overview
 The spa industry has discovered that the spa market is not only
filled with women who want to receive pampering but men as
well.
 “Men are becoming increasingly comfortable with frequenting
spas for rejuvenation and see it as an overall investment into their
well-being. Those catering to this audience best are the ones who
tailor their products and services to men specifically and don’t
treat them as an afterthought,” states Clare Matthews, director and
co-founder, VitaMan

3. Significant Numbers
70%
30%
Clientel Gender
Women Men
60%20%
20%
Men who will go to a Spa
Yes No Maybe

4. The Power of Deduction

5. Research Questions
 There are 34 questions that provide a wealth
of information regarding men's personal
opinion of themselves.
 Their opinions on how they view themselves
provides insight on what kind of man will go
to a spa and how they can be targeted.
 “Who is going to spas?” “Why are they
going?” “How can they be targeted?” “When
should they be targeted?”

6. Who is going to Spas?
 The study shows that over half said that they
would attend a spa or receive spa like
services.
 These men also categorize themselves as
being travelers, learned, and want to have a
more physical physic.

7. Why are they going?
 In the open ended questions all of the men
were asked why would they go to a spa and
what would they expected. Many of the
responses had key words like the following:
Acne
Knots
Relaxation
Steam
Sona

8. How can they be target?
 Our research shows that men can be target
by using key phrases such as:
Gentleman's
Sona
Fitness
Facial
Sports
Massage
Couples
Health
Package

9. When should they be targeted?
 Research has shown that the growing trend
of male spa goers are in generation Y.
 The sample survey taken showed that out of
the 4 younger surveys 3 said they would go.
 The one who was part of Generation X
stated he would not attend a spa under no
circumstances.
 The one Y generation stated he would only
go if a girlfriend asked him.

10. Summary
 Men should be targeted because supply 30%
of the whole spa industries revenue.
 Steps should be taken to ensure the men
feel comfortable with receiving spa like
services by offering men only services.
 We should target men that work hard
 We should educate men about the health
benefits of spa’s to target men that believe it
is only for women.