Canyon Ranch (Massachusetts)

Real men love spas. They may not be clamoring for vegetable-based face masks or the perfect mani-pedi (at least that's what they say), but as male baby boomers enter middle age, increasingly they are having their own epiphanies as they discover a "spa" vacation can include such fare as golf, hiking, biking, strength-training, racquetball, great food and one-of-a-kind opportunities to turn their health around while looking their best.

Trendsetting guys
A significant number of men have their first spa experience reluctantly, usually at the urging of a loved one. All that can change, though, once they arrive. More and more men are going to spas, and many spas now offer a package geared specifically towards the needs and interests of men.

Healthy bonding
Men often find that a health resort or spa atmosphere provides natural opportunities for socializing and camaraderie. Something like a tribal culture develops among men. Someone may talk about an activity he enjoyed, and someone else decides to try it. It's a great way for men to connect with one another and to revise their views about healthy living.

Just say ahhhh .
It's not only about exercise. Ask most men if they would be interested in wrapping themselves in seaweed like a piece of sushi and they'll laugh. However, tell them the treatment could help improve their golf game or three-point shot, and they could be talking it up around the water cooler first chance they get.

Traditionally, men will spend money on a haircut to look their best, but suggest a manicure or a facial and most will roll their eyes - but that perception seems to be changing. In business, as well as everyday life, looking your best is an asset that can give you a competitive edge.

While the basic massage is the most popular choice for both men and women, male spa-goers particularly seek options that can improve sports performance and reduce aches, such as deep-tissue massages or treatments tailored for golfers or tennis players. The right facial can even repair and soothe the aftermath of shaving.

Away from it all
Many men feel more comfortable trying spa services, such as a men's facial, when they're away from their usual turf. It's a stress-free, private environment where no one's watching what you do. Also, men who were afraid they would starve at a spa are learning otherwise. Spa cuisine has risen to amazing heights in taste and nutrition. Spa-goers enjoy great food on vacation and take home a new appreciation for healthy eating every day.

Healthy at work and play
Another factor in the changing trend is the adaptation of healthy workplace policies in many companies. Where a holiday bonus once meant a bottle of booze, now spa products have entered the mainstream as the ideal corporate gift to give and receive. In addition, many corporations now hold their meetings at health resorts where they can conduct morning business meetings and still have the rest of the day for team-building activities.

More and more corporations recognize that their employees are their most valuable assets. They understand that maintaining health and enhancing productivity will offset the time spent promoting healthy living.

Men are catching on to the time-honored, exciting, life-changing power of healthy living and spas. It's a trend that should become tradition: Good health is for everyone.

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