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In case you didn't know it, this week is National Men's Health Week. The purpose is to heighten the awareness of preventable health problems and encourage early detection and treatment of disease among men and boys. So it's no coincidence the week is celebrated leading up to Father's Day - after all, keeping dads healthy both in mind and body is what we all want.


The good news is that more and more men are discovering the advantages of massage and spa treatments for their health and to maintain a youthful appearance. In fact, the International Spa Association (ISPA) notes that men now make up one third of today's spa customers. If you haven't been reaching out to men yet, then this is a perfect week to start. Your female customers are often the best way to reach first-time male customers. So talk to your clients about a Father's Day gift certificate for a special dad in their life - husband, father, uncle or friend - to enjoy a massage or body treatment over the coming months.


What men want?

There are a few things to keep in mind as you start to expand your business with the male client in mind. Overwhelmingly, the number one treatment for both men -as well as women as far as that goes - is still massage. Because it is particularly important for men to "feel the treatment is working," they generally prefer deep tissue and sports massage to relax and soothe muscles that have taken a pounding from sports and exercise. Such massages can be even more effective by using BIOTONE's cooling analgesic Polar Lotion to spot treat sore muscle and joint areas.


Consider tying the treatment to a sports activity. The On-Par Pressure Point Back Treatment is popular. It begins with a sports back scrub followed by a targeted application of warmed Black Baltic Body Mud to detoxify, soothe and relax sore muscles. Next comes the deep tissue or sports massage on the legs and back, after which the client receives pressure point work using warmed golf balls in a fashion similar to hot stones.


Finally, keep in mind that even though men may be warming to the idea of a day at the spa, they still need to be educated about the world of professional esthetic care. Men generally want fast and simple skin care routines. This means, you'll need to make sure you add education to the process when you are treating men so they understand not only what you are doing but also the long-term benefits.