BY JOSH CORMAN

The Rita-Carlton Toronto is a favorite of locals who live and work in the heart of the city .

THERE WAS A TIME IN THE NOT-TOO-DISTANT PAST when men made up a much smaller portion of the overall spa-going population than they do today . Those days , however , now seem to be firmly in the past , as ISPA ’ s 2019 Consumer Snapshot Report indicates that men now make up just under half ( 49 percent ) of all spa-goers . There are a number of factors which may have contributed to the growth of the men ’ s spa market , including changes to spas ’ marketing and menus , but spa leaders have also cited a broader shift in the way that spa services and their benefits are perceived by men in recent years as playing a role as well .

Whatever the exact combination of reasons for their increased presence in the spa , men represent an opportunity for the industry , an opportunity to continue broadening the definition of who a spa-goer should be and what brings them through the doors in the first place . Pulse spoke with leaders at three member spas that are getting creative around their men ’ s menus and marketing plans to do exactly that .

24 PULSE ^■ FEBRUARY / MARCH 2022