Real men don’t eat quiche – and real men also don’t go to the spa and have a massage or a facial.   You must be gay if you are a male and like spas.  That seemed to be the prevailing attitude especially in North America - more from ignorant males then females.  Interestingly I have heard from many female friends and colleagues over the years who say, “Going to a spa – now that’s a real man.”   Well dammit I’m a real man as I laze in my fluffy white robe!

A few weeks ago I made an appointment with Bodé Studio.   The owner Daniel Francoeur is a pioneer in Canada in developing and educating the spa industry about spa services for men.   He doesn’t mince words and happy to offer his opinion of what should be done for male spa enthusiasts and the general lack of knowledge for male focused treatments.

Let’s face it – men are neglected when it comes to spas.   I’ve been going to spas around the world in close to 70 plus countries for about 30 years.  I’ve had treatments in conservative religious countries like Qatar, Oman and United Arab Emirates to more liberal countries like France, Switzerland and Germany.

I believe strongly that Asian and European countries are so far ahead of North America when it comes to a spa lifestyle and incorporating the benefits of wellness in our everyday life.

When it comes to men going to spa resorts in many countries in Europe and Asia the ratio is higher for men than women going to the spa.   This is changing though in North America – women were going to the spa primarily for pampering.   Men see the pampering as somewhat “girly” and just not cool!

Men (beat your chests and pump your fists) want to feel the reason they go to the spa is for therapeutic reasons.  It’s a rat race out there.  Survival of the fittest.  Okay Charles Darwin didn’t advise going to the spa but he may have if he knew how therapeutic it could be and it would make you stronger, healthier and fitter.

I find it ironic that many so called macho guys see no problem with professional athletes like sprinters, football players, tennis players, hockey stars get massages if not daily then weekly. 

Years ago when working with Arizona tourism I remember taking a group of male Canadian golf writers.  A round of golf and beer was the usual routine. One of the golf resorts was offering up free massages – a golf ball massage in fact.  Warm dimpled golf balls being massaged into your back. Well I convinced a couple of them to try it – and at the time they had never gone for a spa treatment – “not manly enough, that’s for girls” would be a comment.  Lo and behold they loved it and have been since going to spas.

The problem today and in past decades is the spa industry is way behind in addressing treatments and services just for men.  Our bodies are different, how we react to certain chemicals and ingredients, muscle development, circulation, skin type, etc.

It’s my biggest pet peeve when I see spas just insert the word “Men” in a description or treatment menu.  It is now a Men’s facial, a Men’s body wrap, a Male Deep Tissue Massage (or Athletic Massage).   The treatment isn’t any different and most of the time neither are the lotions, oils and other ingredients.   I have been known to call spas on this – I ask the therapist what are the ingredients.  I find out the facial she just did on me was using the same ingredients to the woman she did an hour earlier.

Daniel Francoeur is a licensed aesthetician and orthotherapist for almost 20 years.  He had a “Little House Spa” outside of Toronto which appealed to men and women spa enthusiasts.   In 2004 he opened up the well known Bodé  Spa for Men in Ottawa.   It was one of the first spas dedicated to male focused skin and body care.

Francoeur says, “I want to help others create a welcoming, relaxed space for men, and be able to back it up with educated services and effective products that work.”

I checked out Francoeur’s newest venture – Bodé Studio in Toronto on the outskirts of tony Yorkville.  The space is smaller than I expected but very much feels like a home not a sterile therapy centre.   In fact it is in a home – think studio apartment.   One treatment room equipped with fireplace, touches of a real home, candles.   My one complaint – no shower, just a little change room and bathroom.

What did impress me was his product knowledge.  He was one of the first people to confidently outline ingredients, treatments and what is good and not good for skin particularly around where men shave.

He has been critical of the spa industry and states quite clearly the spa industry really needs to be educated on male focused care.  It may be taught for only a couple of hours in a two year RMT massage therapist program.   Is that all the male clientele is worth?   Male clientele in most spas now measures about 40 percent if not more of the spa’s clientele. Another pet peeve - I’m not much into all the floral scents – I don’t want to smell like a rose when I come out of a spa.  Why not a burger with bacon instead! 

Seriously, I wish more spas would incorporate scents either appealing to men – like wood based, cinnamon, citrus or more neutral scents.

Use ingredients especially with facials that won’t have our neck and skin break out – ones designed for our rougher skin.   Creams for the bags under our eyes.   Remove those awful floral prints off the wall.  Lastly throw some men’s magazines into the mix.  Oprah Magazine isn’t calling my name.

Asian spas I think do the best job at all when it comes to male appeal.  More neutral colours, treatment scents and ingredients that appeal and no frilly decor.   Treat men as men and women as women and let each discover well-being bliss.

Oh it’s time for my waxing – the only waxing I am going to do is wax poetically about my latest male spa treatment.