2023 is the Year of the Spa Man

In the ever-evolving landscape of modern wellness, there is an enchanting shift taking place, one that transcends traditional perceptions and celebrates the liberation of self-care. As the tendrils of relaxation and rejuvenation spread far and wide, a remarkable phenomenon has emerged: men, with unyielding confidence, are embracing the serenity of spas like never before. Leading spa experience and booking agency Spabreaks.com reveal men across the country are turning to spas to support both their physical and mental wellbeing. The insights, derived from booking and platform data, show a staggering 346% increase since 2018 and follow a hugely successful campaign by the brand to support Men’s Health Week.

Spabreaks.com have been on an active mission to get more men into spas and to highlight all the amazing benefits that the spa has to offer. As a result, Spabreaks.com have seen a definitive shift in their audience, with 25% being male in 2018/2019 to now seeing 40% of their audience being male. Spabreaks.com have also seen a change in website sessions in which total sessions from men has increased 89% since 2018 meanwhile bookings have increased an outstanding 346% by men.

In June of this year, Spabreaks.com launched their Real Men Relax campaign across Men’s Health Week to highlight the benefits of spa to men of all trades and backgrounds. Featuring local champions from across the country including famous pie and mash chef, Tony Lane, who star alongside leading Gallagher Premiership rugby players including Cadan Murley. The campaign saw an outstanding 73% increase in revenue driven by voucher purchases by men across the week with a voucher conversion rate increase of 65%. In comparison to the week prior to the campaign landing, booking conversion rate for men increased 12%. 

Father’s Day also fell in the same week which saw Spabreaks.com offering a 10% discount when using the code DAD. The code saw an exceptionally high usage rate compared to last year. Code ‘DAD’ was used 307 times for online bookings and 93 vouchers across just 3 days between the 15th and 18th June. These record numbers compare to just 22 uses of the code in 2022. 

Spabreaks.com founder Abi Selby says “Throughout my time in the spa industry, it’s become clear that both men and women face barriers when it comes to health. We all face both personal and general wellbeing challenges, they’re just different. When it comes to men in spas, the challenge across the years has been changing the way we think about spas and making it clear that they’re a space for everyone to enjoy, men included.”

“I think men feel pressure to push through when they’re struggling, particularly when it comes to stress and anxiety. While it’s not the solution to all things, taking time to relax and proactively doing things to relax the body and its corresponding impact on mental and emotional health, it can make a huge difference. The spa industry is here for you” Abi adds.

This year’s campaign alongside the previous years of work to encourage men into spas has been a huge success to the spa and wellbeing industry. Highlighting the many benefits of the spa and breaking the stigma of men in spas has been one of Spabreaks.com many goals which they continue to campaign for.