Are men's treatments on the menu in your Valentine's Day promotions? The International Spa Association (ISPA) reports that men make up one third of all spa goers, so if you aren't actively marketing to men, you are missing a great opportunity.


You already may be well along promoting special Valentine's Day packages and treatments for your largely female clientele, but it's not to late to reach out to the men in their lives for the holiday. Often the best way to reach the first-time male customer is through existing female customers. This year, suggest a special Valentine's Day appointment as the perfect gift for that special guy.


When it comes to massage, keep in mind that it's important for men to feel that 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. Make the massage even more effective by using a cooling analgesic lotion that contains menthol, eucalyptus or peppermint to spot treat sore muscle and joint areas.


For guys still not quite comfortable with the idea of a spa visit, tie a treatment to a sport activity. For golfers, you might want to try The BIOTONE On-Par Pressure Point Back Treatment. 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 pressure point work is applied by using warmed golf balls in a fashion similar to hot stones.


And don't forget the feet. After a hard day's work, what man wouldn't love to have a nice long relaxing foot massage? A complete foot treatment begins with BIOTONE Marine Therapy Pedi-Scrub to exfoliate dry skin on the feet and legs. Next use Marine Therapy Pedi-Balm on tired, aching and swollen feet and ankles to deeply moisturize the feet and legs, leaving them smooth and soft. The products are available in retail, too, should your clients want to add a foot massage at home as part of their special Valentine's Day time together.