More Men Are Hitting The Spa. Is That A Good Thing?

New and innovative ways to relax are always brewing in the wellness world, but this time, it's not just us women indulging in a little self-care.

As multiple surveys suggest, more and more men are stepping into the spa scene, which they call anything but, including an ice bath, sauna, steam room, or hyperbaric oxygen chamber, or simply chilling in their own masculine way.

However, with a social stigma surrounding men and spas still reigning supreme, it's interesting to explore what exactly is fueling this freshly reborn trend. So let’s discuss this intriguing development and why men are returning (yes, returning) to the spa experience.

A Trend in Disguise

Gone are the days when a spa day was the sole territory of women looking to unwind. Now, in the heart of cities like Los Angeles and New York, men are embracing wellness with open arms – and wallets. According to Remedy Place, a luxury social wellness club and a hotspot for all things relaxation, half of their clientele in 2023 were millennial men, with some spending upwards of $27,000 a year in pursuit of zen.

Numerous other spas, including the leading industry group for spa professionals, the International Spa Association, have reported that, while spas have always been a female-driven activity, the U.S. is now seeing an equal balance of male and female clients. This trend took off as early as 2017, when the association reported that 49% of spa customers were men, compared to only 29% in 2005.

This trend shows that more men are recognizing the benefits of relaxation and recovery methods and seeing these activities as essential components of a balanced lifestyle. This enlightenment may partly be fueled by social media, where the normalization of self-care among men is dismantling long-held stereotypes, a shift that could indicate a growing awareness of mental health and the importance of taking care of yourself that transcends gender boundaries.

Ancient Traditions with Modern Twists

Looking back at the history of men and spas, it's clear that the bond between them is as old as civilization itself. From ancient Roman baths to traditional Japanese onsens, Turkish Hammams, and Native American sweat lodges, men have always had their ways of seeking relaxation and rejuvenation.

Besides hygienic purposes, such visits were deeply intertwined with social, cultural, and spiritual practices. For instance, Roman baths served as communal hubs where business and politics were discussed amidst the steam. These houses, which sometimes accommodated up to 3,000 bathers, were also used as places to work out, practice fighting arts, and build athleticism, similar to a modern-day gym.

Similarly, Japanese onsens were not just about cleanliness; they were, and remain, a crucial part of Japanese social life, offering a space for relaxation and sociability, often accompanied by food, drink, and communal bathing.

In the case of Turkish Hammams and Native American sweat lodges, these environments facilitated not only physical purification but also spiritual rejuvenation, allowing men to connect with themselves, their health, and their community on a profound level.

These practices underscore the significance of such rituals in fostering a sense of camaraderie, well-being, and spiritual grounding among men across different cultures. Fast-forward to today, and while the settings might have changed, the essence remains the same for many cultures – with a tad more technology thrown into the mix.

Challenging the Masculine Ideal

While the world of wellness has historically been dominated by men, things have changed quite a bit since the days of Roman baths. Men no longer visit spas to socialize and discuss business and politics, but besides the necessity for sharing a bath disappearing, you could argue that they have also become conditioned to suppress the feel-good aspect of their lives and focus on being strong, tough, and unemotional, which apparently also means foregoing relaxation and self-care. This, combined with a decrease in interest in the wellness world, has led many men to shy away from spas, giving rise to the woman-dominated wellness industry we know today, which is often deemed "feminine" or "girly."

But in an age where we're all striving for mental and physical well-being, pigeonholing relaxation as gender-specific can probably be compared to saying men can't enjoy chocolate, which does seem pretty silly, right?

In fact, destination spa group Champneys conducted a survey in 2021 examining the misconceptions surrounding men, self-care, and spas. The survey, which included 1,000 UK men, found that, while male grooming is on the rise and more men are incorporating some sort of wellness routine – through nutrition, fitness, or spa visits – into their daily lives, more than a third of the participants believed there is a stigma attached to men visiting a spa. The same number felt that spas were too feminine, while 29% of the participants felt spas don't cater to men, with men aged 35-45 seemingly being the most apprehensive about visiting one due to believing there is a stigma attached to men going to the spa.

On the other side of the world, New York-based spa owner Julien Farel says that an increased number of men are interested in visiting spas and indulging in more elaborate grooming services as "men today have an image, and want their hair to always look nice and make sure their skin does not age" while "before, it used to be just going to the barber."

Additionally, you could say that with the rise of social media and dating apps, everyone is starring in their own movie all day long, so should men be blamed for wanting to look good in order to improve their chances of getting their happily ever after? The answer is no, and spa owners around the world have taken notice of this growing trend, with many now making an effort to offer a variety of treatments with thoughtfully chosen names that won't alienate their male clientele and creating gender-neutral spaces that won't make the stronger sex feel out of place.

The "Ick" Factor

Yet, as progressive as we'd like to think we are, a social media phenomenon coined as the "ick" factor by TikTok users has struck a chord with men. The term describes the uncomfortable feeling that creeps up in relationships when someone does something the other party deems unattractive, off-putting, or gross.

While there is no denying that self-care and wellness are crucial for mental and physical health, some men might still shy away from traditional spa treatments due to this factor, seeing them as too feminine, pampering, or indulgent, and worrying that it might give a potential love interest in their lives "the ick."

But let's be real – if a man can spend hours in the gym lifting weights, eating healthy, and investing in his physical appearance, why can't he spend an hour at the spa taking care of his well-being? Have we not finally reached a point where self-care, relaxation, and personal well-being are no longer seen as gendered activities but rather societal necessities? Or should we, as women, who are arguably the more judged and stereotyped gender, return the favor and judge men for wanting to take care of themselves?

The Good, the Bad, and the Uplifting

At its core, the spa is about self-care, and self-care knows no gender.

The increasing trend of men embracing wellness practices is not just good, it's fantastic! It signifies a shift toward a more holistic understanding of health and well-being, where mental relaxation and physical care are prioritized by everyone. By stepping into the spa, or whatever they choose to call it, men are not only modernizing traditionally masculine habits but also taking a stand for their own health.

Additionally, let's consider the fact that this move could also benefit personal relationships – when we feel good about ourselves, in body and mind, it's only natural that we are better partners, friends, colleagues, and role models.

So, let's encourage the men in our lives to take a break from the daily grind and indulge in some much-needed pampering without allowing silly social media jargon to dictate our personal relationships.

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