SPA INDUSTRYRising Male Consumers

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

Significant Numbers

70%

30%

Clientel GenderWomen Men

60%20%

20%

Men who will go to a SpaYes No Maybe

The Power of Deduction

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?”

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.

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

RelaxationSteam

Sona

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

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.

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.