When you own or operate a spa, gaining a loyal base of clients is a must. It’s wonderful to know that a steady stream of clients consider you an expert and trusted partner in helping them look and feel their very best. As a business owner, loyal clients also mean a reoccurring revenue stream that you can rely on for the financial well-being of you and your employees. So how do you expand this loyal base and bring more traffic to your spa? Look to untapped markets!
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When you own or operate a spa, gaining a loyal base of clients is a must. It’s wonderful to know that a steady stream of clients consider you an expert and trusted partner in helping them look and feel their very best. As a business owner, loyal clients also mean a reoccurring revenue stream that you can rely on for the financial well-being of you and your employees. So how do you expand this loyal base and bring more traffic to your spa? Look to untapped markets!
You've probably noticed that your most loyal clients have some things in common. For example, are they in the same age group or phase of life? Do they come from similar backgrounds or have similar interests? Traditionally, most spa-goers identify as women1, and this is probably a trend you’ve noticed within your client base. Regardless of who’s currently patronizing your spa, you have the power to convert new targets, like men, into active spa-goers. But how do you get started?
Inform Yourself
You already know that no two spa clients are the same. Aside from their gender, consider your target's other demographics and psychographics, including their motives, goals, interests and beliefs. All of these can play an important role in why they may choose to visit your spa. With market research on your side, you should be able to find patterns that help solicit and sustain business.
Oftentimes business owners make the mistake of guessing what their target market wants rather than doing a little research or simply asking a few questions. Gathering data will help you widen your perspective by opening you up to ideas you may not have considered. You can investigate the needs of male clients by searching online, sourcing industry market reports, reading industry journals (like WellSpa 360) and reviewing client feedback (more on that later).
Statistics show that men are more open to exploring the wellness world than we think. In fact, men have grown from 29% of all spa-goers in 2005 to nearly 50% in recent years2. This is an excellent sign that many spas in your market are already seeing more male patrons; but if your business isn’t one of them, invest the time in research to discover why this is and what you can do to address those missing pieces.
Representation in Advertising
Make it easy for prospective clients to picture themselves in your spa. If you are including any photography in your advertising or social media channels, make sure that you show a diverse range of male models and even real clients. Leveraging social media is a great way to build a more personal connection with your target audience. By using diversity in your online presence, you’re likely to help men who are undecided about patronizing your spa feel comfortable seeking your services.
Related: Six Popular Services for Spa-Going Men
Customize Messaging
In the world of spas, we often focus on self-care, indulgence and relaxation. However, this messaging may not appeal to everyone. Some people respond better to utility. In targeted marketing, emphasize the practical benefits of a spa visit. Think about the post-workout perks associated with massage, how facials can improve skin's look and overall health while boosting confidence and the many wellness benefits of any in-spa treatment. Consider specific pain points or challenges that men in your market might be dealing with and create clear, precise and thoughtful language that addresses this. Remember that what motivates one person’s decisions may be different from someone else, so experiment in how you communicate with your prospective audience and learn from the results.
Tailor Treatments
It should come as no surprise that unique people have unique needs. Men sometimes avoid spa visits because they don’t feel that businesses offer treatments for their skin. Compared with other clients, men often have thicker, oilier skin, greater collagen density, and a steady collagen decline over time3. Of course, many men also manage issues related to their facial hair4, which can be addressed in the treatment room. Consider how your spa treatments can better cater to these needs and be sure to make information on these treatments easily accessible.
Make Your Space Comfortable
Ensure that your space is welcoming. Review what your spa looks like and assess what changes can be made to make your spa comfortable for all. Make sure your business is accessible and that clients have private bathrooms and changing areas where they feel safe and comfortable. You can also assess your décor for any necessary changes. Consider what type of environment would allow your clients to feel comfortable when they spend time in your space. Ask if the colors, décor, lighting, aromas and even welcome beverages convey what you are trying to achieve.
Optimize Your Retail Offerings
Already have men patronizing your spa? Fantastic! Now it’s time to create a section in your retail space for products ideal for men’s skin. Home care products help bring the benefits of a spa treatment home. They also boost your sales and encourage repeat visits. Exfoliating products and options with age-defying retinoids and peptides are popular with male clients. Home-friendly solutions similar to what you use for your treatments also make great recommendations!
Solicit Feedback
Who better to tell you what they need than your clients themselves? Make it easy by providing clients with surveys, follow-up emails and review requests. This is great for all clients, but you can also ask specific questions about your diverse clientele's wants and needs. Consider asking clients about how welcoming your spa feels or how their experience is when booking an appointment.
Regardless of how you make your spa more accessible to men, the solutions above are worth your consideration. If you fail to look beyond your typical clientele, you could miss out on revenue and valuable experience with unique clients. Start by assessing your business and do your best to be impartial in your review. Doing this lets you see what you’re already doing well and, more importantly, where you can improve. Remember, an untapped market means an untapped opportunity.
References:
- Mak, A, Wong, K & Chang, Richard. (2009). Health or self‐indulgence? The motivations and characteristics of spa‐goers. International Journal of Tourism Research. 11. 185-199. 10.1002/jtr.703.
- New York Post (2019). More men are going to spas as males embrace wellness industry. Retrieved from: https://nypost.com/2019/08/13/more-men-are-going-to-spas-as-males-embrace-wellness-industry/
- National Library of Medicine, International Journal of Women’s Dermatology (2018). Male versus female skin: What dermatologists and cosmeticians should know: https://www.ncbi.nlm.nih.gov/pmc/articles/PMC6116811/
- American Academy of Dermatology Association (2011), DIY Treatment for 5 Common Beard Problems: https://www.aad.org/public/everyday-care/skin-care-secrets/face/diy-treatment-common-beard-problems#:~:text=When%20you%20grow%20a%20beard,your%20hands%20off%20your%20face
