The male spa market is growing and even the most "manly" of men are beginning to realize the benefits of regular spa visits. Once reserved for women and the socially elite, regular spa patronage is becoming increasingly more mainstream and a large part of the new visitors are men. These men often begin their regular spa routine by visiting with a loved one (usually a girlfriend or wife) and usually enjoy a massage their first time. Spas that offer basic therapeutic and Swedish massage are gaining the patronage of these first-time visitors who are often wary about the "fluff" involved in many untraditional spa treatments.

Riverside Spa in Calgary, Alberta is one spa who has succeeded in building a significant list of male guests. Says guest services supervisor Jolene Haws "Men are often reluctant to visit a spa at first, but once they give it a try they're hooked! Giving them a gift certificate or booking a couple's massage is a great way to get them started on a path to healthy living. Couples often visit Riverside Spa together and enjoy a romantic afternoon together. With corporate life more stressful and the opportunities for couples to truly relax, spas provide a great solution to deal with hectic lives!" Many spas, also offer their other spa services (other than just the male-specific ones) to men. A body wrap or raindrop therapy massage are other great ideas for the more spa savvy male.

Once men have visited the spa, for the first time, they're more open to trying other types of treatments. A facial is a great way to introduce men to skincare and a pedicure provides an excellent addition to their day. Some spas also offers spa packages for men, which are often sold as gift certificates and make an excellent birthday, Valentine's Day or Christmas gift.