ISPA has released the findings of its 2013 research into the behaviours and attitudes of the male US spa-goer, revealing that of the 28 per cent of the US population that visit spas, men make up a healthy 47 per cent.

The research, Male Consumer Insights, carried out by PricewaterhouseCoopers (PwC), polled a sample of 1,005 people using self-reporting techniques and did not target spa-goers in particular.

Forty nine per cent of men who choose not to visit spas said cost is the biggest deterrant, with 29 per cent saying they don’t see any perceived benefits and 19 per cent that spas are for women.

Eighteen per cent said there were no spas in their area, indicating potential for further infrastructure development, while 17 per cent didn’t have enough time or said they wouldn’t feel comfortable visiting a spa. Interestingly 14 per cent said “none of my friends go”, indicating that once critical mass is reached, it could unleash further attendance as groups of peers become accustomed to using spas together.

The most requested treatment was massage at 83 per cent, with a further 16 per cent saying they’d like to try one. This was followed in popularity by fitness classes (43 per cent) pedicures (37 per cent), manicures (33 per cent), facials (31 per cent), aromatherapy (24 per cent) and body scrubs (23 per cent).

Only 15 per cent have tried wrinkle relief, with 34 per cent interested in doing so and a resounding 52 per cent having no interest. The fact the average age of male spa goers in the report is 25-44 years old may have something to do with this result.

PwC found the average male spa-goer lives in a household that earns over US$50,000 per annum and is most likely to be at manager level or above. Sixty-seven per cent who use spas stay for two hours or less, which is consistent with their treatment choices. Sixty-four per cent visit to reduce stress.