Pulse Legacy Archive January / February 2012 | Page 57

wellness gaming or offline through one-on-one coaching, both
trends identified by SpaFinder President Susie Ellis as top trends
to watch out for this year (see sidebar feature on page 56).

Male spa-goers visit spas
more frequently than
female.
HIGHLIGHTS: According to the study, while more women
(nearly 54 percent) classify themselves as “spa-goers” or have
been to the spa at least once in the past 12 months, men
have been to the spas more often than women. In total, 58
percent of male spa-goers claim to have visited a spa at least
five times in the past 12 months.
OPPORTUNITIES: This data supports what many business owners have known all along—men are highly likely to
become loyal customers. There are multiple opportunities to
draw in male clients into the spa, including creating a dedicated space that looks and feels masculine, incorporating
men-exclusive products and treatments, offering complementary outdoor activities and training staff to speak the “male
language.”
More men are also expected to visit spas—whether for
grooming or to de-stress—as they feel the need to maintain a
competitive edge in today’s cutthroat workplace.

Cost is the biggest
barrier for non spagoers to visit a spa.
HIGHLIGHTS: The cost-prohibitive factor
of spas remains the number one
reason why non spa-goers have
not visited a spa in the last 12
months. In fact, cost is the
biggest barrier for many, with
three out of five indicating that
spas are “too costly.” In contrast,
“discounting” emerged as the
biggest incentive that would likely
encourage non spa-goers to visit
a spa.
OPPORTUNITIES: While
the spa indu