Spa Dudes Welcome!

February 10, 2010

Break free from the stereotype that spa treatments are just for women. Today’s men understand the business edge of taking their personal care to the next level, creating a bolder expression as the Modern Urban Man.

As I was event-organizing for our client HRG, they expressed hesitancy in adding a spa component to their conference, uncertain of the interest level it would generate among male attendees.

The organizing team decided, “let’s go for it” and we tailored a spa buffet experience during the day’s 90-minute lunch break. On the menu: great food and fabulous mini-manicures, blackberry hand massages, chair massages and chair yoga.

Our plan not only worked, it created a buzz of energy and positive feedback that thrilled the organizing team. More than 40 per cent of spa participants were men, who walked away from their treatments feeling fantastic…and let everyone know it.

As a planner, it’s important to understand that today’s businessmen rely on spa services to help them manage stress and look and feel their best, making spas the first pit-stop on their fast-track to wellness.

Here’s a few suggestions to maximize a “male friendly” spa experience during your next event:

1. Rev-up the strength of the treatments’ names. Try Grooming Manicures, Power Facials and The Metro Pedicure.

2. Keep the decor simple: Asian-inspired props, with a gender-neutral atmosphere. Bright colors and traditional feminine spa accents should be minimized, if they’re present at all.

3. Use natural botanical scents, avoiding heavy scents and florals. Choose essential oils from the citrus family or try one of my favourites, lemongrass, a definite crowd pleaser.

4. When sending out the invites/registrations, ensure you capture men’s attention with the message, “This Spa’s For You,” through words and photos emphasizing that the spa experience is being created for them.

5. Make it fun! Include quotes from male and female celebrities who are addicted to spas.

6. Make sure to add robes and spa slippers made with a man’s size in mind.

7. If you want to incorporate a spa service within an event that is targeted 100-per-cent to men, deck the room with a wide-screen TV showcasing sports or the TV series Mad Men; display newspapers and copies of Sports illustrated; and have blues music piped-in on the sound system.

Whether your event is taking place at a spa resort or you’re bringing the spa into your conference room, it will be welcomed and praised by all those enthusiastic spa dudes!