research by the International Spa Association (ISPA), has revealed that more men are going to spas than ever before, with stats indicating that 49 per cent of spa customers are now men, a 20 per cent increase from the 29 per cent reported in 2005.

According to ISPA president Lynne McNees this shift, which began two years ago in 2017, has had a knock-on effect on spas, with operators having to rethink their treatment and relaxation areas and changing facilities to become more male-friendly spaces.

"Spas are really having to evolve to accommodate that male spagoer," she said. "Typically, your back-of-house for males would be smaller because historically its been very heavy female. Now they're having to shift that."

Garrett Mersberger, board chairman of ISPA, added: "We're seeing a lot more men going to spas. It used to always be a female-driven thing but we're now seeing 50-50, if not swinging more toward the males."

"They're more aware that it's not just a thing I go to to get pampered. It's an actual lifestyle choice with benefits to my body, to my wellness. It's part of my routine now. It's not just about going for relaxation," he added.