Day spas: not just for women

Making room for men

Because of men's growing interest in spa treatments like massages, facials?and yes, even manicures and pedicures?the nation's more than 300 day spas are striving for ways to better serve their testosterone-laden customers. Gone is the "for women only" atmosphere and pink, frilly d˝cor. You'll now discover that you're a welcome guest, not an interloper.

"There's an acknowledgment across the spa community that men have specific needs, and we're looking to address those in a variety of ways," says Sharon Ullrich, sales and account development manager for Spa Finder, the world's largest spa travel marketing and reservation firm.

"Just for men" packages

Some spas, such as Montana for Men in Stamford, Connecticut, are going whole-hog and catering exclusively to men. Well-known resort spas like Elizabeth Arden's Golden Door and Cal-A-Vie, both in California, have special men-only programs, says Ullrich.

And even those establishments that maintain a coed client base are beefing up their male appeal with separate dressing rooms and sometimes steam and sauna areas, as well as a whole menu of treatments tailored specifically for him.

At Amadeus Spa, there's the "Gentleman's Quarterly," four hours of treatments including deep tissue massage, time in the steam room, a facial designed especially for men's skin needs, a scalp massage and a haircut, for $249. Those with less time?or thinner wallets?can opt for the "Take Two," a massage and facial, $140 for two hours and fifteen minutes.

Prices vary with services and location. At Las Rocas Spa in Baja, Mexico, executive spa director Elaine James says $249 will buy a "Just for Him" weekend, including manicure, pedicure, aromatherapy massage, facial and two nights' stay at the 74-room ocean-side resort.

The spa experience

At these prices, you may be wondering why you should head for a spa instead of signing up for a massage at your gym or health club. It's all in the atmosphere.

While many health clubs now provide health and fitness services such as massage therapy, full-service spas offer something more. They provide a relaxing environment where customers can de-stress and take advantage of treatments such as deep-cleansing facials, essential oil baths and aromatherapy services in private rooms, without the distraction of noisy racquetball courts, pounding aerobics classes or smelly locker rooms.

"[Day spas] usually have a total environment, and they have very extensive menus," says Ullrich. "Day spas feel that men want the same type of relaxation that women want." And if relaxation is your primary goal, the spa experience is well worth the investment.

A good spa will treat every client as an individual, making you feel welcome and helping to assure that your visit is precisely suited to your unique wants and needs. From determining what type of facial your skin calls for to meeting your request for a female or male masseuse, spas will strive to make you feel like "king for a day."

Amadeus Spa's Adams says that her male customers warm to the individuality and privacy a day spa provides. "They can really let their guard down," she says.

Choosing a spa

Selecting an establishment can be a tricky proposition for those unfamiliar with the spa world. Spa Finders's Ullrich suggests that men take advantage of their free referral service, which can help them target spas that meet their requirements. She says the key to selecting a spa is to figure out what you're looking for first. "The important question is, what are your expectations?" she says.

Determine first if you want an all-male environment. Then think about what services you'd like to start with. For those new to the spa scene, it's hard to go wrong with a massage and facial. "Men love facials," says Las Rocas's James. "They love someone to touch their face." In addition to the relaxation benefits, facials can also help clear breakouts and soothe rashes and redness from shaving.

If you are a golfer or tennis player, you might want to experiment with reflexology. "Reflexology is a wonderful after-sport treatment," says Ullrich. Focused around massaging the pressure points of the foot, reflexology is said to enhance circulation, boost your immune system, and relax the whole body.

The more adventurous can opt for aromatherapy treatments, where essential oils are added to your massage, facial, bath or steam room to produce relaxation, invigoration, or other benefits. There are also a variety of body wraps and scrubs that exfoliate and help tone the skin.

Give it a go

Hesitant to try something new without a partner in crime? Fear not. Many spas offer "duet" treatments where you and a friend?a very good friend?can have simultaneous massages, facials, baths and more, in a single room.

Once you're signed up and ready to go, leave your troubles behind on the big day. In fact, leave everything behind?you don't even need to bring a swimsuit, unless you're the modest type. Says Amadeus Spa's Adams, "The only thing men have to bring is themselves."