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"They don't want to look like they've ever been in, and they don't even talk about it. "You've got men that come in, and they don't talk about it," she says. And sometimes that is the language of silence. So, adds Walsh, the key is to not only offer services men want, but to speak the language of men. Sometimes, it keeps them from coming in." "‘Do I keep my clothes on? Do I take my clothes off? Am I draped? Am I not draped? What's going to happen? Are they going to tell me what to do?’ All of these things play out in a man's mind. If they've never had a massage before, and they don't know what the expectations are, and they don't know what to do, they will just avoid it altogether rather than getting a massage: "Or you've got men, and I'm not saying all men, who are uncomfortable having to ask questions. I'm not going to go in and get a pedicure,’" she says. "For regular everyday guys, there was always this unspoken stigma like, ‘I'm a manly man. One key, says Walsh – an industry veteran with nearly two decades experience – is that men are overcoming their fear of the unknown and their unwillingness to ask questions. In the waiting lounge, Sports Illustrated and GQ share table space with Cosmo, Essence and Allure. WELL Spa is decked out in a gender-neutral style, with muted tones, low lighting, hardwood floors and classy furniture. It gets them locked in once they come in, because they see the difference."Īcross the country, the Globe noted, spas have worked to boost male clientele with "macho" touches like shiatsu massage, father-son packages, golf massages, "executive men’s facials," darker colors, microbrews and more. Wives and girlfriends now are buying gift cards for their boyfriends or for their husbands, and sometimes that's their first exposure. It's becoming more of a mainstream thing and it's acceptable. "It's just starting to turn men are becoming exposed to more (and) different things. Walsh says WELL’s massage clientele is roughly 40 percent male. "More and more are coming in and benefiting." "I've seen men every single day," says Elizabeth Walsh, spa director at WELL Spa + Salon in The Pfister Hotel. That’s up from 31 percent less than a decade ago. Recently, the Boston Globe quoted International Spa Association numbers that show that men account for 47 percent – nearly half! – of all spa clients these days. There’s no need to massage the statistics: men are hitting spas across the country – and right here in Milwaukee – in bigger numbers than ever before.