For decades, wellness routines like spa visits, yoga classes and skincare regimens were often marketed to women.
Today, more men are stepping into those spaces, challenging stereotypes and redefining what self-care looks like.
In 2019, the International SPA Association reported that 49% of U.S. spa-goers are men. Spabreaks.com said there has been a 346% increase between 2018 and 2023 of men booking spa treatments and experiences.
Changing Beliefs
Wellness professionals note men once viewed practices such as facials or yoga as indulgent or unmanly. That perception is shifting as younger generations embrace a broader definition of health and reject many old gender stereotypes. Gyms now advertise recovery services, spas highlight treatments for men and yoga studios attract participants seeking both flexibility and stress relief.
Industry reports show steady growth in male participation across the wellness sector. Men are booking massage and skincare services more often, and products such as beard oils and moisturizers are now staples in retail stores. Wellness tourism is also expanding, with resorts and retreats tailoring programs for men who want to balance physical activity with restorative practices.
Benefits Beyond the Surface
Engaging in self-care offers benefits that extend well beyond appearance. Regular massage can reduce muscle tension and support athletic performance. Yoga and mindfulness practices can help lower stress, improve sleep and boost overall mental health. Skincare routines, long dismissed by some men as cosmetic, can prevent issues such as razor burn, dryness and premature aging.
Wellness experts emphasize men who adopt these practices often experience better productivity, improved mood and stronger resilience in daily life. By normalizing routines once considered off-limits, the wellness industry is helping dismantle stigma while supporting healthier lifestyles.
Access and Inclusivity
Many wellness centers are adapting their offerings to be more welcoming to male clients. Spas now feature neutral design and menu options geared toward men’s needs, such as deep tissue massage for sports recovery or facials that address shaving-related concerns. Fitness centers and yoga studios promote inclusivity, highlighting strength, mobility and stress management rather than appearance alone.
Workplace wellness programs also play a role by normalizing stress-reduction techniques and encouraging employees of all genders to participate. Online platforms have further expanded access, giving men the opportunity to explore practices privately before stepping into group settings.
The shift toward wellness for men reflects broader cultural changes in attitudes about masculinity and self-care. As more men embrace the idea that health involves both body and mind, the industry is responding with services designed to meet them where they are.