resort or destination spas , that may include reaching out to men on the property by seeking them out in other activities within the resort .

“ We have a robust marketing strategy that includes internal efforts such as speaking to men on property via in-room flyers or plasma screens located within the Borgata Poker Room and other areas of the casino ,” says Aarons .

Riemer at Sabila Spa also uses other areas of the resort to attract male spa guests , and even goes as far as crosstraining employees in other departments on the spa ’ s offerings and incentivizing them to send guests to the spa . “ We offer in house training where an employee from another department gets a massage and our therapist can practice new techniques ,” she says . “ It ’ s a win-win situation and allows other staff the

TODD HEWITT n Corporate Director of Spa , Health Clubs and Recreation Shangri-La Hotels and Resorts n Hong Kong

Pulse : Why do you think male spa attendance is on the rise ? Hewitt : Men are realizing the importance of looking good and feeling good . I think there has been enough press out there ( and the significant women in their lives ) that has educated them to the benefits of massage and other spa treatments .

P : Should spas consider adding male-directed or specific treatments to their menus ? Please explain . H : I think spas should consider not necessarily adding male-directed treatments but add wording that will appeal to male clients . We found a significant increase in our deep tissue massages when we renamed it Deep Tissue Sports Massages and when our description said that it was highly recommended for active individuals .

P : What are some unique ways for spas to reach the male market ? H : ‘ Invite a male friend ’ promotions are a great way to bring someone in . They increase traffic flow and awareness of what services your spa offers , plus it will build up your database .

ROBERT VANCE n Managing Director Well & Being Spa at the Fairmont Scottsdale Princess n Scottsdale , Arizona

EDITOR ’ S NOTE : As I took a second look at the sources for our Men in the Spa article , I couldn ’ t help but notice they were all women . So I asked myself , would a male spa director have a different perspective on what men are looking for in a spa ? See for yourself and check out their responses below .

Pulse : Why do you think male spa attendance is on the rise ? Vance : I would attribute it to three A ’ s : acceptance , accessibility and adaption . Acceptance by men of the tangible physical and mental benefits of what the spa has to offer . Accessibility through value programs like Travelzoo or Groupon allow more men to dip their toe into the luxury resort spa experiences without the sticker-shock . Once comfortable with the benefits and the process , they will gravitate to an environment that has adapted to the needs and motivations of men .

P : Should spas consider adding male-directed or specific treatments to their menus ? Please explain . V : Absolutely . Unless your spa has identified itself as a gender-specific environment I believe it is my responsibility as the director to sculpt a menu of services that speaks to the needs of my diverse clientele and their motivations .

P : What are some unique ways for spas to reach the male market ? V : We have found wonderful success in subtly integrating the spa into events that would seem out of the norm . This includes setting up massage stations at the Waste Management Phoenix Open ’ s Clubhouse and VIP areas for both golfers and enthusiasts to enjoy , offering minimassages in the foyer of group breakout business sessions or even adding personalized hands-on services to the experience of a new tequila launch . Once we have established trust and a professional reputation with these men in an environment they are comfortable in , we have seen a strong conversion into our true spa experiences within the facility .

44 PULSE ■ June 2017