“If you build it, they will come,” is not a hard-and-fast rule when it comes to day spas and men. Getting the guys generally requires a pretty strong marketing message, one that demonstrates a keen understanding of who they are and what they want. Enter Haven in New York City, a unisex establishment that’s attracting more male clients, due in no small part to the spa’s Geek Massage (60 min./$145), an intense, upper-body-focused treatment designed to counteract those long hours hunched in front of a computer screen. The massage even employs a set of rubber massage balls called “t-spheres” that clients can take home for their own trigger point use. (P.S. The service fee drops to $135 if the client brings back his t-spheres.) Clients are encouraged to arrive early to “take a steam” in the spa’s luxurious yet understated blue-tiled sauna prior to their appointment.
“The Geek and our Deep Tissue massage are probably the most popular choices for our male clients,” notes Leah Link, the spa’s assistant manager. However, for clients who prefer to remain dressed and upright, the spa’s Scalp Treatment ($30), an optional add-on to hair services, has wooed many a male. The stimulating service is customized to address common issues, such as thinning hair and excessive product buildup (and, no doubt, makes a dent in some of that built-up stress as well).
Any special spa packages for men? So far, Haven hasn’t been able to entice the guys to hang out for that long. “We find that most men don’t have the attention span for spa packages,” Link admits. Still, with a 30-percent male clientele, the spa is clearly doing something right.
[Image: Courtesy of Haven]