Spas aren't just for the fairer sex. According to the International Spa Association, nearly half of visitors in the U.S. are now men, and the change is happening fast. “The number of male clientele at our spa has increased significantly in recent years,” confirms Viviana Quesada, Senior Spa Director at the Apuane Spa at Four Seasons Resort Punta Mita. “Over the last 12 months, close to 40 percent of our clientele were male, compared to just 26 percent the previous year.”
The rise in male guests has also given way to an increase in treatments and experiences aimed at the demographic (see: Brotox), and luxury hotels ranging from the Four Seasons chain to The Venetian in Vegas are adding just-for-men services. The demand is real, says Catherine Warren, Director of Spa and Leisure at the Eau Palm Beach Resort & Spa, which offers such services as The Big Daddy (a four-hour extravaganza that includes a body scrub, massage, mani/pedi, and facial) and the Men’s Muscle Melter (a deep sports massage). “The world is going faster and faster, and the expectation is that these guys are on call at all hours,” says Warren. “Therefore, the chance to tune out and find respite is increasingly important, especially on vacation.” Think of it not as something you want, but something your body really needs. Here, our top picks.