DAYSPA is the magazine of spa management. Spa owners and spa managers turn to DAYSPA for spa management trends, spa management tips and more.
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REFINING THE MAN HUNT Behold simple ways to lure guys using all of your menu. The secret? Learn to speak his language, then spin and position your offerings accordingly. By Russell A. Jackson Photography by Armando Sanchez G one are the days of the OUR PANEL: Denise Dubois, owner, Complexions Day Spa, Albany, New York Laurie Knowlton, owner, Zen 3 Spa and Bodyworks, Spring���eld, Missouri Leah Komaiko, marketing strategist, author and speaker Debbie Patterson, owner, Namaste Spa, Talent, Oregon Enrique Ramirez, owner, Face to Face New York Day Spa, New York City Rianna Riego, principal, Global SpaVantage With special thanks to Pampered People Spa of Studio City, CA, owner Stacy Cox and Rick Lindland, pictured throughout. dated ���Real men don���t eat quiche��� attitude���today���s spas are helping to preen and relax more than the occasional husband, boyfriend or stylish gay dude. In fact, men of all ages, tax brackets, backgrounds and lifestyles are increasingly seeing spa services as part of an overall wellness and grooming plan. But of course, men are still different animals. Luring them in for any service���be it massage, or facial, body treatment or nail care���requires spa pros to speak a speci���c language. Salon folk have long known that when it comes to XYs, you offer a ���haircut,��� never a ���hairdo,��� so it���s high time spa pros wise up to males��� unique receptors, too. And the same goes for fashioning man-friendly facilities. While creating an instant ���man cave��� is no short order, there are simple ways to tailor your spa space to all the young (and old) dudes. (Think strong showers, superhot steam rooms and well-spaced-out seating in your lounge.) For more insider intelligence, we grilled six experts���from consultants and marketing experts to seasoned spa owners��� about the best ways to pitch all types of services to attract male takers. Turn the page to get in on these pros��� courting know-how. dayspamagazine.com | MARCH 2013 65