Spa recruitment and retention continues to be an issue in the industry – but could employing male therapists be the answer?

For many years spas in the UK and Ireland have shied away from recruiting male therapists for fear it may upset guests. But this appears to be changing, ever so slightly.

In the past year European Spa has encountered several enthusiastic spa managers who are great advocates of recruiting men to their teams. They celebrate the benefits, which include bringing a new dynamic to the team, offering new perspectives and ideas.

Boosting diversity and inclusion, men aren’t just limited to offering massages and many are trained in the entire treatment menu, with some specialising in the delivery of high-quality facials.

Incorporating men into therapist roles

There are some challenges, as the spas we spoke to noted, but it seems that communication is key, ensuring guests know in advance that the spa offers male and female therapists, then offering them a choice. The reception team play a vital role in this. In many instances guests have opted for a male therapist as their first preference, particularly those from the US.

Across continental Europe and globally, it is more common to find male members of the treatment team. One leading property in this respect is Preidlhof in Italy (pictured above).

Perhaps with some forethought and strategic planning, spas could actively recruit male therapists to their teams, not only to increase treatment availability and improve their bottom line, but to expand the pool of talent in an industry facing a requirement crisis.

CASE STUDY 1: Fota Island Resort, Ireland

Spa manager: Gosia Newall

Male therapists: Three

Treatments they offer: Massages, body rituals and baths

What are the benefits of employing male therapists?

Employing male therapists obviously attracts a wider pool of talent and expertise. It also impacts the general diversity and inclusion in the workplace which in turn boosts staff morale.

How long have they worked at the spa?

Our three male therapists bring a wealth of knowledge and talent to our spa team. Liam has been with us for a year and has over eight years’ experience as a massage practitioner. Tim joined us in April this year, previously working as a massage and physiotherapist for 15 years. Jose is newly qualified, and we are delighted that he chose Fota Island Spa as his first therapist job.

What are some key considerations when employing male therapists?

When clients book treatments online there is an option to request a female or male therapist, or if the client books over the phone we always ask if they have preference. That’s all really – female or male therapist, female or male client – all procedures are the same.

What if clients refuse?

Since we reopened last year in June, we have barely experienced it. Before the Covid-19 pandemic we also had three male therapists working with us and it was the same.

How would you handle this, though?

We don’t question clients about it and ensure that we continue to offer them the five-star service we are known for. We are lucky enough to always have a female therapist on hand to take over, however this has only happened a couple of times so it’s not something we as a team worry about often.

What would you say to spa managers thinking of increasing the number of men on their staff?

Don’t wait any longer – go for it! There is no reason not to have male therapists in the spa. I would love to ask the spa manager why they don’t have male therapists already? My advice then would be based on their answer.

www.fotaisland.ie

CASE STUDY 2: Lucknam Park Hotel and Spa

Director of spa and wellness: Jessica Grant Sloyan

Male therapists: One

Treatments he offers: All body and most face treatments

How long have you had a male therapist at the spa? 

Over a year. Didi started as a junior therapist from Bath College and was promoted to full-time spa therapist in October 2022.

What are the benefits of having a man on your staff?

Male therapists tend to have bigger and stronger hands, which is preferred by some guests looking for a firmer/deep tissue massage. It brings a nice balance and more diversity and inclusion to the team. We love having Didi with us and we encourage more male therapist to apply.

What are some key considerations when employing male therapists?

Our reservations team make all guests aware that we have fantastic male therapist in our team and ask them if they have a preference. It’s all about making it a positive fact rather than an inconvenience or a caveat on a confirmation email.

Have you had clients refusing to have a male therapist?

Yes, we have, but we have also had guests requesting them.

How do you handle this situation? 

It is never an issue as long as its discussed before the visit and alternatives can be offered. If no alternative can be offered at the time, we encourage the guest to try, and we reassure them that they are in good and expert hands.

What would you say to spa managers thinking of increasing the number of men on their team?

Do it! I have always had at least one male therapist in my teams. I am finding that more guests are open to try a treatment with a male therapist. Most American guests actually prefer it and some guests choose a male therapist for their partner as a preference when booking for them.

It will give you the ability to offer options to your guests, and at the same time embrace equal opportunities and attract a wider talent pool.

My advice is to make sure your reservations team check prior arrival and that they upsell their skills.

Also, always aim to add more to their skillset if you feel their column is not as populated as others. We are currently looking at developing Didi as a fitness trainer and to train him in pool operations to expand his toolbox, as he has shown an interest in the leisure area as well as therapy. A multi-disciplinary and diversity approach will futureproof your team.

www.lucknampark.co.uk 

CASE STUDY 3: Manor House Alsager, UK

Spa manager: Hannah Swain

Male therapists: One

Treatments: Temple Spa and Tribe517 body massages and facials except pregnancy massage

How long has your male team member worked at the spa?

Over six months.

What are the benefits?

Recruitment for good, reliable spa therapists is a challenge, so to open up the roles to a male member of the team means we are able to offer more availability to guests. I really don’t perceive him in any different light than our female therapists – he provides great character to the team and also shows how diverse we are to our guests and other staff.

He brings a different pair of eyes, perspective and new ideas which may not necessarily be given from a female, which in turn makes our offering greater and more realistic to what both genders would like to achieve from a spa visit.

What are some key considerations when employing male therapists?

We have a note in our spa confirmation email and on the FAQ page on the website to inform guests we have a team of both male and female therapists. They can request to have a female only therapist if they wish.

Have you had clients refusing to have a male therapist?

Yes on one occasion.

How did you handle this? 

I discussed with the guest privately why they wish to refuse treatment with this therapist, to understand their expectations, then I looked into a suitable solution whether it be a different therapist available to swap at that time, or an alternative time for the treatment within the same day with a female therapist.

The most important thing for me is to gain the feedback from the guest as to why they wish to refuse a treatment performed by the male therapist, so I can provide reassurance to both the guest and the staff member and ensure our transparency of our offering is correct.

What other advice would you give?

I would view recruiting male therapists in the exact same light as employing a female therapist. The most important thing is their mindset, their passion and the overall vibe they bring to the team and the guests. If they are skilled and provide high quality treatments their gender is irrelevant. And in turn the additional treatment availability for guests and revenue stream for business owner can only be a bonus!

www.manorhousealsager.com

CASE STUDY 4: The Spa at Ardencote, UK

Spa manager: Holly Glynn

Male therapists: One

Treatments: All treatments except pregnancy massage

How long have you had a male therapist at the spa?

Pete joined us at The Spa at Ardencote in 2020 and is a senior member of the therapist team. He has had seven years of spa experience before joining us.

What are the benefits of employing a man on the team?

Pete truly is a breath of fresh air in The Spa at Ardencote and I feel having him as a male therapist brings a wonderful dynamic to our team. In fact, our clients absolutely love him and he has a strong book of regular clients – people are constantly rebooking with him.

What are some key considerations when employing male therapists?

On booking, our terms and conditions are sent over to our guests, stating that we have both male and female therapists. We also mention here that should our guests require a female therapist to let us know in advance.

Have you had clients refusing to have a male therapist?

Yes, unfortunately this has happened on two occasions at The Spa at Ardencote. This was upsetting for our therapist as he was not able to show the guest how amazing his treatments are. However, we do understand guests have preferences and some women are not happy with a male they do not know performing their treatment.

How did you handle this situation?

At the Spa at Ardencote we move the treatment where possible and we are always understanding and accommodating with our guests. We reassure our guests and also provide that same support in house to our therapist.

What would you say to spa managers thinking of employing men on their staff?

Absolutely do it! Although some spa managers still have reservations on whether to have a male therapist on their team, I really do believe that the positive out way any negative reactions. Pete is a delight within our team and his regular returning clients and excellent feedback prove this.

www.ardencote.com

CASE STUDY 5: Crerar Hotels, Scotland

Group spa manager: Kirsty MacCormick

Male therapists: Two

Treatments: All treatments – but mostly massage

How long have you had a male therapist at your spa?

Six months.

What benefits do male therapists bring?

We find that employing male therapists balances out the team – they have both brought different experience and knowledge to the team.

What advice would you offer to spa managers thinking of employing more men as therapists?

I would advise spa managers to give equal consideration to all applications, whether they are male or female. A lot of spa managers tend to not consider male therapists as they are worried that guests will complain, I have never known this to be an issue. I would love to employ some male nail artists for The Nail Yard.

www.crerarhotels.com 

What are some key considerations when employing male therapists?

You do need to advise the guest if it’s a male therapist. Most guests are fine with it and give great feedback on the treatment.