Marin Independent Journal
Monday, September 19, 2005
Fellas, you look mahh-velous!
LISTEN UP, men: Job got you stressed? Suffer from soreness or chronic pain? Feel like you're aging too fast? All common symptoms of today's complex, pressurized lifestyle.
So how do you relax, stay healthy and vital, and look and feel better? Maybe it's time for a visit to the day spa.
How about some 3-D slimming and detox body care, ocean thermo body resculpting, four-hands Ubvartan massage or an ionzyme anti-aging facial? Perhaps you prefer a seawaters negative-ion inhalation therapy, Ayurvedic herbal exfoliating body mask or an aromatherapy and hot stone massage.
These are just a small number of the invigorating holistic and high-tech spa treatments available today, and studies show that more and more men are taking advantage of these services. Once seen as an exclusive haven for women of leisure to spend hours being buffed, cleansed and pampered, spas are experiencing a significant increase in male clients and making a concerted effort to market to them.
Patrick Vandeweg, co-owner of Stellar Spa in Corte Madera, confirms this growing trend. "Many men in Marin, especially those in the 40 to 49 demographic, have disposable income, and they see the value of spa service. They not only want to maintain their personal and professional appearance, but they see going to the spa as a way to reduce stress and enhance an active lifestyle."
John Liviakis, 48, of San Anselmo makes weekly visits to Stellar for deep tissue massage and facials. The owner of a financial public relations firm, he sees his regular spa treatments as a kind of personal investment.
"Dealing with the stock market, I work long hours under constant pressure, and I don't even take time for lunch," he says. "I'm also not the type of person who goes away on traditional vacations, so going to the spa is my way of getting away."
"I look at it like I'm doing this not just for myself, but also for the good of my family, as well as my employees and clients. Staying healthy and vital has a positive effect on my professional life because when I feel better, my productivity at work improves, and in a very competitive industry, I need to be at my best. In our firm, we even have contests that when people achieve certain goals, they're treated to a trip to the spa."
Most men still primarily visit a spa for some form of massage, while women tend to utilize a wider range of other spa services, such as facials, aromatherapy and body treatments. But that dynamic is changing as male clients go through a learning process, usually facilitated by a positive experience with their massage therapist.
"Once your clients see that you really understand what's going on with their bodies, they begin to trust you and become more open to new ideas and recommendations," says Tanja Godden, an advanced body therapist. "The biggest shift is to get men to see that they need to do more than just fix their bodies when they're injured."
"Nurturing oneself requires a shift in awareness about what well-being really means," she says. "For example, the skin is the largest organ in your body, and the high-quality essential oils we use in facials, aromatherapy and body treatments are a form of nourishment that promote healing on a different level. The oils relax the muscles and help the body detoxify, and most men are surprised at the results because it doesn't involve deep-tissue work."
In a very competitive industry, spas are always looking for services that will set them apart. In addition to traditional treatments, such as massage and facials, they are branching out into alternative healing modalities from India and Asia and constantly introducing new products and technology.
Liviakis, who characterizes himself as a "spa hound," is a big fan of fresh oxygen facials. "Exfoliation takes away the layers of dead skin cells and stimulates new growth, and the oxygen treatment gives my skin a real glow," he says.
"Women are used to caring for their skin, "says LeeAnn Cave, a massage therapist who sees educating clients as an essential facet of her job, "whereas men tend to think of skin care as an indulgence. But when they have a facial or body treatment, they become more informed about the products and benefits and they see that skin care is more about maintenance than indulgence."
Some men also turn to spas for help with medical issues. Rich Manterer, 48, of Mill Valley was in dire need of relief from acute lower-back pain. His doctor recommended either cortisone shots or spinal fusion surgery, but the fine-furniture maker was opposed to those options and decided to pursue a more holistic approach.
"My wife suggested I try the advanced body therapy. I've had lots of massage, but this was different." he says. "My practitioner recognized there was an emotional, as well as physical element to my back pain and combined massage with some intuitive healing work that used imagery and visualization. She figured out what was happening in my body, and it really worked. When you're dealing with pain, that's all you care about. But I would never have believed I would find that kind of deep healing at a day spa."
There's a saying that when it comes to age, it's not the years but the mileage that counts. Men tend to treat their bodies like machines, but wear and tear adds up.
--- Paul Gilbert
(A selection from the section)
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