A few years ago, the words "men" and "spa" were rarely heard together in the same sentence. But the times have a-changed.

Today, according to the magazines and associations that bother to measure such things, men account for 35 percent of day spa-goers and slightly under half of all resort, destination, and cruise line spa customers. That, by the way, is an increase of more than 300 percent in less than 10 years — remarkable growth, by any industry measure.

Despite this astonishing surge in male interest, only 68 percent of North American spas offer men's services — fewer still in a relaxed, gender-neutral environment — while an anemic 12 percent use treatment products designed specifically for men's tougher, thicker skins.

"All of the sights, sounds, and smells of the typical spa are for women," says William Morris, an orthotherapist and Reiki master who practices in Ottawa, Canada. "Men feel as if they don't belong, and this can be very stressful. The spa experience is supposed to eliminate stress."

Mr. Morris finds himself happily on the front lines of the Canadian men's spa revolution. He has seen the number of his male customers multiply sharply over the last few years, and he knows what it takes to make them feel at ease in unfamiliar territory.

"Guys come to the Carmichael to buy spa gifts for their wives or girlfriends, and they selflessly tag along when the woman gets her treatment" says Mr. Morris. "They see that the treatments are frivolous, yes, but also that there are important benefits."

The Carmichael reassures men with treatment products that aren't too oily or laden with perfumes (a strict no-no in men's skin care); double-sized robes that cover the man's entire body; and an inviting interior of earth tones, exposed brick, and rich wood trim. "Once men see that the spa is a retreat and not a salon," says Mr. Morris, "they relax and enjoy themselves."

Men's Treatments
Treatment is a fancy name for a spa service like a massage or body wrap. Where women's treatments promise to pamper, true spa treatments for men focus on therapeutic results.

Men's treatments typically fall into three categories:

1. Massage. Includes various techniques like Swedish, deep tissue, and acupressure. You'll find reflexology (an ancient foot massage technique) and aromatherapy massage in this category, as well.



2. Body Work. Body wraps, polishes, and scrubs; facials; foot treatments; and nail care. Hot and cold stone therapy (the laying on of basalt and sedimentary stones) also qualifies as a body treatment. If you have an interest in skin care, then a professional body job will blow your mind.



3. Bath. Just as it sounds: herbal baths, mud baths, steams, showers, and hot springs (if the spa is near volcanic activity).

Which treatment you choose is, of course, up to you. According to most spa owners, men invariably select massage with a bit of body work thrown in for good measure. Couples packages usually offer one of each treatment, plus a continental breakfast and light lunch, with wine for two during the bath.

A single treatment can take at least an hour, and start at around $70. An executive spa package or couples retreat could consume the entire day, and cost several hundred dollars.

Uninitiated, But Interested?
If you'd like to have a positive first spa experience, but don't know how to go about it, then follow these useful pointers.

• Be sure the spa you choose isn't a beauty salon in disguise. There are many such businesses that add a facial or manicure to their service menus, then market themselves as spas.



• Check the spa's credentials. It should maintain a membership with a professional association, like iSpa. In fact, the association web site is an ideal place to start your research.



• If heavy perfumes make you gag, call around to find a spa that uses men's (or unisex) fragrance-free products in its treatments.



• Ask about clothing and furniture. If the spa doesn't offer man-sized bathrobes and treatment tables that'll keep your feet from dangling uncomfortably, then it's not really interested in your business.



• Watch for feminine buzzwords like "pedicure" in the spa's sales literature. They're a fairly reliable indicator that the spa has quickly repackaged its women's services to accommodate the growing men's market. True men's services read like they were designed specifically for men, by people who understand men's needs.



• If you have a problem with the idea of a male therapist, mention it when you call for your appointment. The spa experience is about relaxation. You won't relax if your therapist makes you uneasy.



• You may get an erection during your treatment — even if your therapist is male. Understand that this is a normal response to being touched, and has absolutely nothing to do with sex. Experienced therapists are trained to handle such situations with dignity and compassion. There's no cause for embarrassment.

Still Feel Awkward?
If you don't want to visit a spa by yourself, William Morris offers this suggestion. Buy a couples package and go with your wife or girlfriend. You'll feel more at ease. And you'll score major brownie points for sharing her interests.

Recommended Spas
Click here for a list of MenEssentials-recommended spas that offer products or spa treatments designed specifically for men.