Spa marketing for your male members.

It wasn't long ago when we were designing new health clubs that we had to make sure that they did not appear intimidating to women. We went through great lengths to make sure that their experience was a pleasurable one. Now, with the burgeoning spa market, it's just the opposite. You have to make sure that you do not alienate the male clientele.

One estimate from ISPA (the International Spa Association) put the male clientele at a third of all spa users. It was not too long ago that men were put into the same robes as the women, and were seated in a relaxation lounge to drink herbal tea and then have overly fragrant lotions slathered all over them.

That is all changing. Now, the trend is focusing on the male clientele. In the relaxation lounge you now have plasma TVs showing their favorite sporting event, with peanuts and all. I was in one lounge the other day that even had Starbucks coffee right next to the herbal tea. Beer and single malt scotch have made it into some spas as well. Extra large robes (some spas offer shorts and t-shirts to make them more comfortable), slippers that fit, pre-and post-shaving products, face, and body products specifically designed for men's skin are all the rage now. Today you are now seeing spas that are for men only, such as Nickel in NY and Paris, as well as specialty retailers such as "The Art Of Shaving" popping up all over.

That is just part of the equation in making spas more comfortable and attractive for men. Another item you may want to consider is the menu. You need to make it short and concise. Men don't want to look over 50 different massages and facials and try to pick one out (some menus are like wine lists, very difficult to make a choice, and very intimidating). Make the list small, with one to three treatments, along with an explanation, in each category. They also need to be named appropriately, something masculine. The words that are used to describe the treatment need to be in "men speak" as well. Also add some express treatments, such as express facial, 30 mins. This will help them sample a treatment without investing a lot of time. Additionally, they may be in a rush to back to the office or home.

As for music, in the more luxurious spas you have a selection of music to choose from while you're having your treatment. That preference will be noted in the CRM software program for your next visit. When attempting to sell retail products to men, they all have to be very simple to use. We don't want a product that has "five easy steps." We want to put it on and forget about it.

One other aspect of the spa design that I have been spending a lot of attention on lately is the couple room. We want to make them fun and interactive. One room I recently put into a spa had a small rasul room (warm tiled room) where a couple would lie on a warm/heated the bench, with a slight steam coming in and candles strategically placed, and apply/rub "mud" on each other.

Once the mud has taken its course, they would rinse each other off with a hand shower, and cross over into the next area which is a double (made for two) swiss shower. Then proceed to the two massage tables in the room for their treatment. Marketing to couples is a great idea. They use it as a way to reconnect, or on a very unique date. It shows they care and can enjoy it at the same time.

The locker room is another important aspect. Make sure it is luxurious and has plenty of room to relax. Saunas, steam room, whirlpool--all are necessary. As for the sinks, choose ones that are large and usable versus the unique design. Men like to "shave" and use quite a bit of water. Those sinks with the small glass bowls look nice in photographs but are not very "user friendly."

Once you have perfected the physical plant, you still need to persuade the men to book appointments. Just by pure statistics, you will certainly have a few male members that are regular "spa goers." You need to seek them out and have them sample the treatments so that they can 'champion' the cause and spread the word.

Your marketing efforts should stress the performance, or the results of treatments. More men are learning what women have long realized: that a day or a week among loofah scrubs and aromatic oils not only can make a person feel better and look younger, but may also boost energy and reduce aches and pains.

Incorporate articles about the male-featured services in your newsletter, along with an endorsement or quote from some of the current male users. You may also want to include facts and research into your newsletter. For instance: "According to a new survey commissioned by KSL Resorts, 73.3 percent of American men think spa treatments help relieve the stress of business travel. Forty-six percent of surveyed men also said that over the last year business travel has become even more stressful with flight delays and security concerns. About a quarter of the respondents visited a spa at least once, and 20 percent of the spa-goers had their first spa visit with the last year."

Stress the fact that so many professional athletes make use of spas and most professional teams have their own squad of massage therapist to rub down the athletes after each game. Some pro golfers and tennis players travel with their own personal massage therapist as well.

Schedule a free demonstration of a sports massage, or have someone get a professional shave. You might also want to approach the "wives" and market through them. Have a couples' night where you open the entire spa to couples, serve some champagne and light hors d'oeuvres, have something entertaining on the TVs, and rotate everyone through the treatment rooms.

Have some pictures and information about the spa at the reception desk so that each member is exposed to it. In the golf carts you can have a small ad or price sheet in a frame attached to the inside. Give away some golf balls with the spa logo.

Make sure your golf pros are very familiar with the spa and the treatment offerings. Get them hooked, and the word will spread!

Glenn Colarossi is the president of Colarossi Spa & Health Club Consulting & Management. He has worked on projects throughout the world for five star clients such as The Four Seasons, Mandarin Oriental, Fairmont, and Starwood, to name a few. He owns and operates his own facilities as well. He can be reached at [e-mail], 203-357-7555, or by visiting his website at www.healthclubandspa.com.