Wellness of/for Men Part 2

WELLNESS OF MEN

ACKNOWLEDGEMENTS

In Part 2 of the exploratory study Wellness of Men / Wellness For Men 77 industry heavyweights have shared their contribution representing:

➢ Architects & Designers,

➢ Hoteliers & Hospitality Specialists,

➢ Health & Wellbeing Specialists,

➢ Consultants,

➢ Wellness Operators & Spa Specialists,

➢ Wellness Travel Specialists,

➢ Spa & Wellness Media & Marketing Specialists, and

➢ Wellness & Health Researchers.

We thank everyone for their time, inputs and dedication.

László Puczkó Melanie Smith CEO & Co-founder Co-founder

Photo by Jazper Ong on Scopio

OUR DISTINGUISHED PANELLISTS:

Alkistis Agio Mindset Coach / Greece

Michael Altewischer

Wellness-Hotels & Resorts GmbH / Managing Partner / Germany

Belgin Aksoy Global Wellness Day / Founder / Turkey

Gustavio Albanesi

Buddha Spa / Co-founder & CEO / Brazil

Peter Anderson HVS / Managing Director / USA

Alberto Apostoli

Studio Apostoli / Architect & Spa Designer / Italy

Pamala Baldwin YinYang Reserves & Residences / Founder-Thought Leader / USA

Nils Behrens

Sunday Natural / CMO / Germany

Anna Bjurstam Six Senses Hotels, Resorts & Spas / Senior Strategic Advisor / Bangkok

Elena Bogacheva Spa Priori / CEO / Russia

Patrizia Bortolin

Rocco Bova

Lucy Brialey

Matteo Brusaferri

Hector de Castro

Dr. Rekha Chaudhari

Glowing Flow Wellness Specialists / Co-Founder / Italy

My Humble House / Managing Consultant / Mexico

Sustainable Wellness Association / Founder / UK

LEMI Group / General Manager / Italy

Luxury Sustainable Hotels Assoc. & De Castro Group / CEO / Mexico & Spain

World Digital Detox Day / Founder / India

Cary Collier Blu Spas / Founder & Partner / USA

Mario Crecente Crecente Asociados / Founder & CEO / Spain

Lynn Curry Curry Spa Consulting / Founder & CEO / USA

Raffaella Dallarda

Inspatime / Spa Specialist & CEO / Italy / Italy

Arek Dawidowski ForSpa Group / Founder / Poland

Wilfried Dreckmann

spa-project / General Manager / Germany

Aldina Duarte Ramos Spoon & Spoon / Founder / France

Judith Ertler-Hofer

Ilan Geva

Andrew Gibson

JEH Consulting / Founder & CEO / Austria

Ilan Geva & Friends / President / USA

Andrew Gibson Advisory / Advisor / Sweden

OUR DISTINGUISHED PANELLISTS:

Alina M Hernandez

Award-winning Concept Creator & Board Member / Germany

Anni Hood Well Intelligence / Founder / UK

Sven Huckenbeck

Holistic Health Hospitality / CEO / Germany

Andrew Jacka Asia-Pacific Spa and Wellness Coalition / Chairman / Thailand/Australia

Christophe Jeaquet Healthusiasm / Professional Keynote Speaker / Belgium

Sara Jones Spa & Wellness MexiCaribe / Managing Editor / Mexico

Danny Kessler Dongseo University / Assistant Professor / South Korea

Raija Komppula Professor / UEF / Finland

Vladi Kovanic VK Organization / Managing Director / France

Mia Kyricos Kyricos & Associates / President & Chief Love Officer / USA

Fran Lugo GoWell / Advisor / Mexico

Mia Mackman Mackman ES Consulting / Wellness-Hospitality Futurist / USA

Lindsay Madden-Nadeau Red Sea Global / Senior Director of Wellness / Saudi Arabia

Bev Maloney-Fischback

Tomonori Maruyama

Stavros Mavridis

Wellness Media Company / CEO & Founder / USA

Mitsui Knowledge Industry / Chief Researcher / Japan

Eminence Hospitality / Director of Health & Wellness / Greece

Sheila McCann ENFLINGO Global Limited / Founder Director and Lead Consultant / UK

Jeremy McCarthy Mandarin Oriental / Group Director Leisure, Spa & Wellness / Hong Kong

Amy McDonald Under a Tree / CEO & Founder / USA

Csilla Mezősi European Spas Association / General Secretary / Belgium

Claudia Mika TEMOS International / CEO / Germany

Muirelle Montacalvo with Shelly Nyqvist Vacayou Wellness Travel / CEO & Founder & Editor / USA

Kathryn Moore

Spa Connectors / Founder & Managing Director / UAE

John T Nielsen Fivelements / General Manager / Bali

Hans M. Pfister

René Pier

Cayuga Collection / CEO & Founder / Costa Rica

SCHIENBEIN PIER PARTG MBB INNENARCHITEKTEN / Interior Architect / Germany

OUR DISTINGUISHED PANELLISTS:

Stella Pohti

Keith Pollard

Laura Powell

Wellbeing Escapes / Founder & Managing Director / UK

Laing Buisson - IMTJ / Healthcare Consultant / UK

TourismWellDefined / Founder / USA

Robert Ranzi Standortagentur Tirol / Cluster Manager /Austria

Daniella Russel DRH / Wellness Mentor / Dubai

Ingo Schweder GOCO / Founder & CEO / Thailand

Allan Share Spa Industry Association / President / USA

Melanie Smith Budapest Business University / Senior Professor / Hungary

Jackie Roby Inspired Journey Consulting / Self-doubt Disruptor / USA

Alla Sokolova Nobis Hospitality Group / Head of Wellness / Sweden

Lisa Starr Wynne Business Consulting Education / Spa Business Consultant / USA

Vivienne Tang

Paulo de Tarso F Silva

DESTINATION DELUXE / Founder & CEO /

Metaphora International / Co-founder & Story Mediator / Helsinki

Cesar Tejedor Massage Around the World/ CEO & Founder / Spain

Heli Tooman Tartu University / Associate Professor Emeritus / Estonia

Sonal Uberoi Spa Balance Consulting / Founder & Wellness Director / Spain

Roberto Valente Health & Beauty / Managing Director / Italy

Vladan Veskovic Serbian Spas Association / Secretary / Serbia

Sahara Rose de Vore The Travel Coach Network / Founder & CEO / USA

Claudia Wagner FIT Reisen / Managing Director / Germany

Mike Wallace Hot Spring & Medical Spa Expert / Hungary

Claire Way Spa Strategy / Managing Director / UK

Simone Zagrodnik

Dan Zeman

European Historic Thermal Towns Association (EHTTA) / Executive Director / Belgium

Exercise Psychologist & Author / USA

Elizabeth Ziemba Medical Tourism Training / President / USA

THE QUESTIONS

Following up the explorative intelligence study Wellness of Men / Wellness for Men, Part 1 panellists were invited to share their thoughts and reflections by answering 5 questions:

1. Personal experiences about men and their understanding, concerns and objectives about wellness

2. Reflections about the findings of the study (Part 1)

3. Considerations incorporated into practices, offers, marketing

4. Ways of reaching more men to take part in wellness activities and programs

5. Knowing more about men’s wellness

We created summary overviews in the form of word clouds highlighting the most important messages from the panel members.

For the second part of this study, the individual interview answers are also introduced pinpointing the key takeaways.

You can access Part 1 of the study here.

Photo by Sébastian Chénier on Scopio

# 1 PERSONAL EXPERIENCES

Panellists confirmed the challenges men tend to face regarding their own wellness. Being stressed, struggling with sleep, aiming to improve physical fitness and balancing their mental state all emerged as key issues in every corner of the world.

Wellness has become a concern for many men (although gay men tends to be more concerned than straight men). More and more men are taking active care of themselves. Seemingly the understanding of wellness changes over time and age, and it is closely related to health.

It is especially noted that the cultural background, the social networks as well as the geographical location of men all have a direct as well as indirect impact on how men understand wellness.

The results introduced in Part 1 did not come as a surprise to most respondents. The ways in which men seek wellness, the reasons why they do so and what inspires them were mostly confirmed by the panel members. What did come as a surprise is how strong the attachment to music as an agent for wellness appears to be. Of course, music may come in different forms and in different ways, still, the incorporation of music into recreational and leisure activities may represent an as yet untapped opportunity for operators and developers. Many found it surprising that men did not mention sex as an important aspect of wellness.

The role of men’s partners needs further consideration. Partners provide much-needed support and encouragement, as well as criticism. Stress prevention and management are the most important tasks for men. Balancing commitments to work, family, partners and leisure activities are areas where men need to improve their understanding and skills.

#3 APPLICATION

It was agreed that there is real need for wellnessimproving services and programs for men. Panellists suggested many ways of applying the results to their everyday practices. Many have already been keeping the various segment-based characteristics in mind in their planning, product development and operations. Music, sleep-improving solutions, stress prevention and men-focused programming are all part of the responses. Men will benefit from the special attention resulting in better understanding and awareness. Gender-neutral as well as gay men-focused service developments are all on the development agenda as well.

# 4 REACHING MORE MEN

Panellists agree that targeting and reaching men requires a focused approach. This is different in terms of messages, channels used, feedback provided, etc.

Revisiting the currently offered fitness activities and devising additional services as a package can be one way to go. Creating comprehensive health-orientated packages can represent another approach. Offering engagement options in different forms and at different levels could also attract the male market.

The anticipated benefits of promoting wellness activities and programmes need to introduced in a credible way. The cultural and age-specific characteristics should be taken into consideration including architecture, language, imagery, programming and staffing as well.

#5 KNOWING MORE

Panellists agree that it really is time to learn more about how men see wellness.

Part 1 of the Wellness of Men / Wellness for Men initiative is only the very beginning of learning more about the expectations and behaviour of men. Deeper understanding is necessary in terms of age, gender, family status, location and culture.

There is interest in learning more about how the approach to wellness changes and evolves in different life stages, how a partner’s influence and example may trigger interest and eventually changes as well.

Architects & Designers

Photo by Juan Algar Carrascosa on Scopio

#1 For the majority of friends, colleagues and other average men I know, wellness is always related to sport. In Germany this kind of wellness after sporting activities is focused on sauna and the benefits for circulation. Because of a traditional ritualization of sauna bathing in Germany, the visit to the sweat cabin is accompanied by cold water dips and relaxation time. In areas, where you can find a greater Turkish or Arabic neighborhood, you can find the public steam bath type as a combination of a religious traditional setting and a social gathering of men in a decent and safe place. When focusing on my gay friends and their community, wellness is much more incorporated into their daily routines. Health and beauty become a target of their leisure time and this leads to social spaces blending with wellness treatments. In this way, male wellness clubs will be progressively come more into focus and serve as a social hub for male activities.

#2 Most of the findings relate to other studies and are part of my research when creating spa concepts. What was really striking is the amount of men saying that they are not sleeping well. This is why it may be of higher importance to focus on methods to achieve a better sleep through training, special spatial interventions and equipment.

INNENARCHITEKTEN / Interior Architect / Germany

René Pier

SCHIENBEIN PIER PARTG MBB

#3 Interior Architects create spaces on three levels: the mental space, the social space and the physical space. The study gives confidence that focusing on the mental and the social space is worth consideration. I wish investors would brave enough to support spa concepts that host enabling spaces for communication and socializing rather than stunning interiors for eyes only. The study shows very clearly that it is the right time to sharpen spa concepts to men’s specific needs and re-think the places where you may set up a wellness venue. Inner cities are in a transition from monoculture retail to more diversity, this will give space for inner city bath houses dedicated to both men and women, but also separately.

#4 Whenever it comes to marketing, you have to get a clear insight of the people you want to address. Wellness is a notion with a wide-spread meaning and the type of men from which one can derive a mass interest in wellness does not exist. The variety of offers should relate to special needs of men and address them where they are and where they regularly go to. In my opinion, workplace wellness will be a very strong driver of men’s wellness as a means to call them back from home office into the corporate office spaces. There will be a possible blending of health improvement and social interaction, but spaces have to be professionally prepared for these activities.

#5 It is a common prejudice that men are not talking about their inner self and the state of their mental condition. For my work as an Interior Architect specialized in spa concepts and building, it would be quite interesting to know how interior spaces can help open up blockages and encourage open communication and advice.

Sleep

Male Influencers Products

#1 The first observation that comes to mind is that in the last thirty years, men have developed a greater awareness of the importance of self-care. In some cases, it is more important than their professional career and financial well-being. Furthermore, men have learned to redefine the concept of aging. In the past century, a 50year-old man considered himself old, whereas today, there are numerous men who, at that age, embark on new sporting activities. However, I believe that in the majority of cases, men's pursuit of wellness is driven not only by the desire to feel better but also by the aspiration to appear more attractive in the eyes of others. This is evident in the greater emphasis placed on physical wellness rather than spiritual well-being, and that single men are particularly motivated to take care of themselves (“Single men associate physical aspects with wellness the most”).

#2 Respondents from our industry are likely to have a special focus on wellness, others may not as much. I was surprised to learn that one out of two people does not sleep well. Sleep is a primary factor for well-being and good health. The study reveals that some individuals claim to be in good health but report poor sleep, which is contradictory. We should also understand how each of us defines "being in good health." For some, it may mean being in excellent physical condition, while for others, it simply means being free from illness.

Matteo Brusaferri LEMI Group / General Manager / Italy

#3

Our company manufactures spa equipment. Among our products, there are no items specifically designed for either men or women. Therefore, I find it challenging to conceive a marketing or communication strategy that can leverage the findings of this report, but I will think about it.

#4 Today, collaboration with influencers has become prevalent. Therefore, any entity aiming to get more men involved in wellness businesses could consider partnering with male influencers. However, I am not referring to athletes and industry experts (whose high achievements discourage rather than encourage), but rather to successful professionals of different industries, who have achieved personal and professional success also thanks to self-care.

#5 I would like to know what types of treatments and massages men ask for in a spa room. I would also like a cosmetic product for men that can provide a complete treatment routine on its own without the need for multiple products (one product may already be too much for men, I find).

#1 Men in my experience seek stronger performance through more professional and performing equipment acting on the body. Men have a more relaxed attitude, so they therefore need more comfortable spaces. Consequently, the need is to have a more efficient and fast service, to get more "to the point"; a more "cynical" service that pampers less. The aesthetics of the space should be realized reassuringly and less linked to fashions, considering the use of color.

#2

It is very interesting to pay attention to some aspects related to the purpose of the wellness service. Very crucial is the increased awareness about the use of wellness areas in terms of not only increased performance but especially stress-related practices (one of the main human motivations for using these spaces). Increased performance therefore is also related to the workplace: a greater ability to concentrate in performing activities as a consequence of having enjoyed the right wellness practices. Interesting is also the desire to experience wellness together with a partner, which is actually not so obvious. Men believe they can experience better wellness with their partners, in opposition to the widespread wellness-solitude concept about men.

Alberto Apostoli

Studio Apostoli / Architect & Spa Designer / Italy

#3 As a designer, I can say that the music-multimedia component is developing as one of the most important relaxation solutions to combat stress and a very interesting concept indeed. Studio Apostoli aims to incorporate more within the spas and offerings. For example, the classic spa music that is heard in relaxation places, contrarily to what one might think, is not a side component, but rather a fundamental aspect with a specific function. Another key element I will definitely leverage will be couple relaxation, as anticipated in the previous question. Fighting stress with your partner is something that men aspire more than one could think.

#4 Reaching out to men means to identify wellness as a stress reliever, but how is this decrease in stress understood? Not much on improving the quality of life, a far too general concept, but specifically on implementing a better physicalmental condition that generates a positive impact both on work performance and on building a better relationship condition with your partner. The goal is to convince the male world to become a more frequent “customer” of the wellness world because, by frequenting wellness spaces and spas, performance results are better both in the field of work and in one’s relationships.

#5

Out of personal interest, I would like to explore, also in relation to clients, how humans perceive the spiritual component of well-being. From many surveys, this component seems largely underestimated. Mindfulness, yoga, spirituality and meditation are key elements in the search for the spiritual part of well-being. This dimension is perceived totally differently by men and women, often ignored or other times underestimated.

Hoteliers & Hospitality Specialists

Photo by Jordi Calvera on Scopio

Partner

Switching on Investment

#1

Based on experience, men are mainly motivated to engage in wellness activities by their female partners. These partners play an important role in promoting a healthy lifestyle and supporting men in selfcare. Whether it's regular exercise, healthy eating, or relaxation techniques, women can encourage their partners to take time for themselves and pay attention to their physical and mental well-being. Furthermore, it is noticeable – and confirmed by the results of our Wellness Trends 2023 – that how and why men engage in wellness changes significantly with age. For young people, regardless of gender, the motto is " Activate instead of deactivate." The younger generation, aged 20 to 24, is demanding. They have experience with wellness, regularly visit day spas, thermal baths, or fitness studios. During their wellness vacations, they seek unique wellness experiences. They don't want standard experiences; instead, they desire inspiring activities such as retreats, coaching, or workshops on trending topics.

What the younger generation doesn't want is to simply switch off and forget about the world around them during their stay in a wellness hotel. Instead, they want to switch on. Wellness is associated with self-activity and memories are to be created. For the generation aged 60 and above, the motivation is primarily to age healthily. They expect corresponding offerings from the leisure industry.

Michael Altewischer Wellness-Hotels & Resorts GmbH / Managing Partner / Germany

#2 "Men observe a constant change in their understanding of wellness over time." Just like women, the needs of men must be examined in a more differentiated way. There is no one-size-fits-all approach to men's wellness. Particularly interesting is the changing understanding of wellness as men age. Therefore, we will need to consider the different stages of men's lives more closely and create offerings for the andropause in parallel with wellness offerings for menopause in women.

#3 We are currently expanding the topic of menopause in our communication and offerings to include the andropause. The male menopause has been rarely addressed so far. Additionally, we see an attractive target group for wellness offerings here. Men (and women) in this stage of life often have the (financial) means to take advantage of extensive offerings and the willingness to actively work on their health and mental wellbeing.

#4 According to current surveys, approximately 9.5% of the population in German-speaking countries are willing to invest private money in their own health, assuming there is an interest in a healthy lifestyle. This is, of course, partially dependent on the sociographic background. We should "offer the horse a carrot." More educational work, as well as a "pull" approach instead of pressure in communication and making the "female partner as the better half" a promotional ambassador. This is already successful in the generation up to 35, as the interest in health/fitness is similarly strong at this age. Refer to Sinus Milieus for more information.

#5 How can we create meaningful offerings for the andropause? Offerings where men and women in this phase of life are potentially coached and motivated together: establishing understanding between them and with the aim of a togetherness instead of a coexistence of the sexes/couples.

Photo by M. Altewischer

Hans M. Pfister

Cayuga Collection / CEO & Founder / Costa Rica

#1 We don’t offer a whole lot of traditional wellness services but I can see at our hotels that things like eating well, exercising and being in nature are very important to men.

#2 I think one of the most important topics is mental health and this definitely applies to men as much as women. If we can find a way to offer services, activities or treatments that help mental health, but not making it sound or look like it is psychology or psychiatry. I believe that can be huge.

#3 We don’t really push wellness in our marketing per se. Still we find ways to offer detox from technology and healthier food.

#5 Men are more willing to engage in wellness activities if they travel with a partner, with the family or with a group of friends.

#1 Generally men are motivated by a change in lifestyle and moving into fitness. However, lately I have observed more interest towards mediation, breathing techniques and retreats focusing on psychedelics (small %).

#2 Surprising results? Probably not. More confirming my previous statements. It is a fact that for most men, wellness is still very ''old fashioned'' with new practices still viewed as ''experimental’.

#3 I think men are a different segment, this category has different needs and to reach them one must use media channels specific to them. An appropriate digital marketing campaign needs to be designed around them.

#4 Men’s lifestyle magazines, blogs and health & fitness magazines.

#5 How far are men ready to confront themselves with others to find out their true strengths and weaknesses?

Rocco Bova

My Humble House / Managing Consultant / Mexico

#1 To me, one of the key points here is highlighting that wellness and wellbeing are not the same. It is good to differentiate between generations, sexual tendencies or gender, since it drives differences on how those concepts are perceived. But I see that they all share in common a huge opportunity in terms of inner development as the key driver to sleep better and becoming more efficient at work and happier in life.

#2 It is interesting to have confirmative data on what we would assume otherwise based on our own intuition and experience, for example that work is the number one source of stress but, at the same time, very few men really take care of their inner state in terms of mind balance.

Hector de Castro

LUSH Luxury Sustainable Boutique Hotels Int'l Assoc / CEO / Mexico & Spain

#3 Educating to show and prove that inner balance is not “a grandpa thing”, but an ancient concept and a proven source of equilibrium that is the fuel to succeed in life. It is a fact that there are lots of cases of “successful” people with emotionally broken profiles. To me, that is not a real success in life. But that is an opinion on how every individual defines success and happiness. I think that consideration is closely related to age and cultural roots.

#4 By understanding their real motivations and goals and aligning with activities as useful tools to help them to achieve higher goals and beyond.

#5 Trends. And the barriers they find when it comes to investing in themselves (time, breathing, walking, meditating, acting well to create wellness. Are thoughts such as: “it is boring…”, “is it really worth…?”, “that is for women…”, “I don’t see results… so it does not work” driving the buying decision making process of men when it comes to wellness experiences/retreats?

#1 Around me I have only men with the desire to age healthily, stay in shape - not to get muscle but in order to keep a good posture. So this is not about performance. It’s about a purpose of living.

#2 It is sad to see that the biggest source of stress is work. What is wrong with us? We live for work, ruin our health and then try to fix it by creating new habits like learning how to breathe, sleep, eat, move…. Strange world we’ve created. But it is time for another vibe!

#4 For some reason, the industry shows women practitioners for yoga and cardio coaches for men. We need to get a mix - meaning more female coaches for cardio and more men practitioners for yoga and meditation. In order to reach out to more men to get involved in wellness activities, I will look for male practitioners and coaches so that it is not mostly women. Also, we could get group classes included in the room rate, so maybe it will help us attract more men. Experience shows that it attracts more women for sure. We could also invite couples to participate, targeting sporty, healthy new habits. One doctor friend told me once when you speak about how good exercise is for your sex life, men show up for activities and conferences. So maybe that’s the trigger point to get men’s attention.

#5 How men’s wellness is articulated and perceived in different regions of the world.

and Spoon Agency / Founder / France

Aldina Duarte Ramos

Spoon

Hospitality Group / Head of Wellness / Sweden

#1 From my experience, men tend to be the most loyal clientele. If they like a service they happily book repeat visits. They tend to do their research on their own or ask for in depth expertise if they find the guide or therapist authoritative. At the same time, they do not ask as many questions from the receptionist. If they like a product they buy plenty or more generously. From the services we offer, breathwork is most commonly attended by men.

#2 I find it interesting that socializing and music are seen as top activities to relax. It is interesting to see how different target groups such as single men, child-free men and gay men look at wellness and wellbeing, a type of segmentation that I have never discovered before. It is interesting that single men turn to family and their community for wellness advice and baby boomers to government when it comes to wellness matters.

Alla Sokolova

Nobis

#3 I would incorporate more social wellness and community activities, implementing wellness services without labelling it wellness activities, as the study indicates that not only are these top activities to relax but also a way to most effectively spread word of mouth.

#4 Depending on the age group we are trying to attract, different tools must be used, for example, to attract baby-boomers, see how we can connect programs to governmental advice when it comes to health; when it comes to attracting families, try and communicate the benefits of wellness activities to the “partner”; when it come to Gen Z , invite them to social and community activities to generate a strong word of mouth and information spread.

#5 It would be interesting to study cultural differences, a comparison of most popular wellness activities, i.e. participation rate, how much one is willing to spend on wellness activities, booking preferences, wellness travel –average stay, average spend, activities preferences ….

Pernilla Danielsson/ Concepció by Nobis

Pamala Baldwin

YinYang Reserves & Residences / Founder / USA

#1 Men are vain...they do not want to see a Dr - I feel the fear factor kicks in, what if the Dr uncovers a problem? They want to look good (this is funny they all think they are irresistible - I beg to differ). Hair and its style is important to them...more so than apparel. They are motivated in spurts unless fitness is a big part of their life. Looking good for a partner trumps personal attitudes. Activities? This is dependent upon personal discipline, time allotment, family situation and if solo or team sports. They are all concerned once they know their days are numbered, thinking about mortality is a downer and they can allow the non-stop TV commercials targeting the demographic and believe they are falling apart, and give up or ... sink or swim here...Insightful Boomers ramp up, feel good and it shows but most fold and sink. What's the point they think? Running, swimming, extreme watersports and gym 'classes’ – they go to sports for a modicum of fitness...not necessarily with 'wellness' in mind. By the time they realize they should have made wellness part of their lifestyle, it's normally too late for much improvement. Excuses to NOT be fit are ridiculous...it's too hard to find healthy food or too time consuming to prepare. Why walk when I can drive? They will enter into social sports like golf or tennis...let's say age 50 plus but will they have diagnostics reviewed? Probably not because they don't know that they are likely on the cusp of cancer, diabetes, heart conditions, circulation issues etc. Most are not informed about the benefits of supplements. I've noticed from age 25 through 80 mental wellbeing is something they feel and can articulate...there is a lot of depression and it's being covered up rather than opened up. Most are consciously drinking less but food is a killer and they'll ignore most warnings. (Watch YouTube documentary called FOOD CHOICES). Music therapy can be magic, meditation, yoga, cannabis for mental issues but ego may prevent them speaking with someone who can help. The science of strength, muscle, and training for longevity | Andy Galpin, Ph.D. says, “The atrophy of fast-twitch fibers is almost exclusively the problem with aging and muscle”. To better understand skeletal muscle importance as well as the prevention of atrophy and the science of explosive strength, watch the podcast hosted by Dr. Peter Attila: https://www.youtube.com/watch?v=ED8pq0uBct8&t=8s.

#2 The findings are rather complex to absorb. Men and women do not begin to understand gut health and how they are slowly killing themselves with their poor food choices. Being well means men checking their bodies regularly a commitment and discipline. If one can influence a male of any age...good on them! Read #1 NY Times Bestseller now...OUTLIVE, it says it all. Fitness, wellness (peace of mind) are greatly improved if one combines healthy plant-based eating, a daily work-out routine and a sense of purpose (key) with good grooming. The sparkle will return to dead eyes. I'd like to know why they are so secretive about their needs and reluctant to have a specialist guide them. They are only lessening their LIFESPAN but not practicing good health now. Why? There is no acceptable excuse.

#5 What surprises me most are men who allow themselves to get fat, osteoporosis and refusal to have regular checkups. How can they have allowed their bodies to fall apart as they age...it doesn't have to be this way and they are reluctant to discuss or act on it.

Health & Wellbeing Specialists

Photo by Anastasiia Rybalko on Scopio,

Anna Bjurstam

Six

Senses Hotels, Resorts & Spas / Senior Strategic Advisor / Bangkok

#1 I think that men are incredibly interested in wellness and we saw this in a study that recently came out of the UK that it is growing in interest. One issue is the language used and that it is often geared towards women in how it is written. Thus, I think it is the industry’s responsibility to work to a more gender-neutral way of describing wellness services.

#2 I think that such a big portion said they were embarrassed to go to a spa from the ISPA survey. Also, the level of stress they feel and how we should not only speak to men via grooming services and fitness, but also find ways to communicate with them through stress relieving services and wellness.

#3 With the finding that men feel quite stressed, I believe there is an opportunity to create services specifically geared towards men to combat stress. We know that men respond well to, for example, breathwork as well as biohack equipment and we can work with services including this. We already have a sleep program in all of our hotels, but need to look further at how we can improve it to inspire more men to make use of it. We are working on some new exciting result-oriented music solutions and then understanding how this can be geared towards men might be an opportunity as well. We do know that their partner inspire men to try new wellness services and this is something we see often in our locations.

#4 Men respond more to results and women more to the experience and how it will make them feel. I believe that we need to adjust our language a bit to incorporate both and also have a focused male wellness menu which would inspire men to come and try our wellness services.

#5 I would be interested to see what specific services men are attracted too.

Photo by LivNordic

#1 Men love learning about Stoicism (because it's 'realistic' and builds endurance for mental health and has a long history which they like to relate to). I noticed that most of my workshops on Stoicism are 90% men.

#2 It makes sense that men are most stressed by work and finances as society still values men for success in those sectors.

#3 Music means relaxation was a good insight that I had not considered and may use that as a selling point in my marketing in the future.

#4 LinkedIn advertisement appears to be a good way of targeting men.

#5 I would like to know more, are they listening to up-beat music or more relaxing types?

Alkistis Agio

Mindset Coach / Greece

Csilla Mezősi

European Spas Association / General Secretary / Belgium

#1 Not as superficial as the earlier assumptions about men and wellness. The target group that visits thermal spas pays special attention to quality, design, detailed information about treatments must be accurate and then they are almost more eager to book than women. The domino effect is not as strong as with females. You have to convince the customers individually.

#2 I'm happy for the confirmation that this target group should be taken much more seriously. The study is a clear statement of this.

#3 The partner was named as the No 1 source who may influence men’s attitude to wellness. The direction of who to attract to the services first. Men believe that the most important way they can improve their state of wellness is engaging in physical activities. This means that the focus should be on physical improvement and later on the other benefits

#4 One part is basically interested, for the other part it shouldn't be so sexy and feminine. That's why we should address the ego - stay healthy, stay fit, be strong.

#1 In my experience, men's understanding, concerns, and objectives about wellness vary depending on various factors such as cultural background, personal beliefs and individual experiences. However, there is a growing recognition among men about the importance of holistic well-being encompassing physical, mental, and emotional health. Men are increasingly seeking ways to maintain a healthy lifestyle, manage stress, improve their fitness levels, and enhance their overall quality of life. While there may still be some societal barriers or stereotypes that discourage men from openly discussing their wellness concerns, there is a noticeable shift towards destigmatizing mental health issues and encouraging men to engage in self-care practices, especially post-COVID.

#2 What I found the most interesting was the top five activities to relax, including listening to music. The high position of socializing as a form of relaxation is also surprising considering that socializing is a relatively low motivating factor in the search for wellness. It seems that men see socializing as a relaxing factor rather than a wellness activity. Also, it is surprising to see that Gen Z tend to seek wellness for weight management and weight loss alongside relaxation, while Baby Boomers and men with kids are motivated by preventing illnesses and Gen X men are especially interested in self-improvement and development. It is interesting to see that the study highlights the significance of tailored wellness programs and initiatives that specifically address men's needs, interests and preferences. These findings underscore the importance of creating inclusive and accessible wellness offerings for men, which can lead to greater participation and engagement.

Belgin Aksoy

Global Wellness Day / Founder / Turkey

#3 Based on the findings, I would consider incorporating the following practices into my approaches, offers, marketing, etc.: Developing targeted wellness programs: Creating programs that cater to the unique concerns and preferences of men can increase their participation. For example, focusing on fitness activities that appeal to men, providing relaxation opportunities through music, and presenting resources for stress management. Encouraging social support: Considering the number one source of wellness for men is their partner, family and community can encourage creating social spaces and platforms for men to connect, share experiences, and provide encouragement, which can help foster further engagement. Promoting holistic well-being: Highlighting the interconnectedness of physical and mental health can resonate with men. Emphasizing the benefits of overall well-being, including improved focus, productivity and relationship satisfaction, can be appealing to men who may initially be more focused on physical fitness.

#4 To reach more men and encourage their participation in wellness activities and programs, it is important to adopt targeted strategies: Promote male role models: Highlighting male figures who actively engage in wellness practices can serve as inspiration and break down stereotypes. This can be done through social media campaigns, testimonials or collaborating with influential male wellness advocates. Tailor marketing messages: Craft marketing materials that speak directly to men's concerns and interests. Highlight the specific benefits they can expect from participating in wellness activities, such as increased energy, stress reduction, improved performance and better overall health. Offer convenience and flexibility: Men often have busy schedules and competing priorities. Providing flexible options, such as offering online classes or adaptable session timings, can make it easier for them to incorporate wellness into their routines.

#5 In terms of further understanding men's wellness, it would be valuable to delve deeper into the factors that influence men's engagement in wellness practices. Exploring the impact of societal expectations, cultural influences, and workplace dynamics on men's attitudes towards self-care and wellness could provide valuable insights. Additionally, investigating the barriers that prevent some men from seeking help for mental health issues or participating in wellness activities would be beneficial to create targeted interventions

Sheila McCann

Global Limited / Founder Director and Lead Consultant / UK

#1 I am someone who has led three different medically certified destination wellness facilities. I have consistently seen a 50/50 split on gender; however, what is different are the multiplicity of complex and metabolic health conditions, some of the emotional motivators behind the decision to visit spa and wellness facilities, and the type of language we use to introduce and appeal. I recently completed a Lifestyle Medicine practitioner's course designed for medical doctors, which has helped inform my insights when curating wellness programmes, together with 40 years plus in the field, albeit as a woman! Hormones are affected by stress. Hormones can also cause stress, such as in menopause and Andropause more specifically. As a spa is a natural place where stressed people seek refuge and support for stress symptoms, we hold a position of trust, and we must ensure we are responsible and knowledgeable about conditions our guests may be facing - such as male Andropause and female Menopause. Being familiar with the symptoms of these conditions does not, however, make spa therapists experts in Menopause or Andropause. Imbalances in hormones can have wide-reaching impacts for both men and women; however, even Menopause is only just beginning to get 'airtime' in the wider social zeitgeist. Andropause is still far behind. With aging populations globally, this is an area where we can all expand our knowledge. Testosterone declines more slowly in men than estrogen does in women; however, the decline of testosterone may not be the problem. Let's not forget that many pollutants found in our food and plastics in our environment can mimic estrogen. What is worse is we have barely scratched the surface of what the full impact of a toxic load may be on human biology.

#1

Symptoms of decreased testosterone in men may present as: decreased motivation, depression, muscle loss, increased body fat, low energy, erectile disfunction and bone loss. However, many of these very same symptoms can be confusing – and are shared between hormonal and other more serious potential health issues. Men seem to be less inclined to be open about their issues and in some cultures, it is totally taboo. Men are therefore more likely to endure symptoms and problems for too long, potentially leading to worse outcomes. Interestingly, Menopause and Andropause have several things in common. This can impact relationships in couples, one or both who might experiencing imbalances in this stage of life: low mood, depression, headaches, sleep problems, night sweats, weight gain, bone loss and memory issues.

#3

Wellness providers can play an important role in communicating and even teaching prevention and helping to personalize information regarding lifestyle choices. Lifestyle behaviours like exercise, diet and relaxation can all help to support better hormone health: Blood Sugar Balance – carbs, Fatty Acid Balance – cholesterol, Hypothalmic/Adrenal Axis Regulation – pituitary, thyroid, Qualitative Liver Function for detoxing. Gut health is essential. The microbiome creates up to 90% of the ‘feel good’ hormones, neurotransmitters that impact mood. The gut helps to metabolise hormones such as oestrogen. ‘Moobs’ or male breasts in men can be an indication of an imbalances. Spa treatments CAN play a part in helping to manage stress. However, the old adage that a little bit of knowledge can be dangerous! All therapists need to stay within their training and Professional Boundaries. It is therefore important to set up referral partnerships with medical clinics if not medically qualified personnel are on the team.

#3 Qualified Nutritional Therapists can add a lot to proper wellness services: Prescriptive approach to supplements - probiotics, vitamins, healthy foods. Ultimately, there is a huge opportunity for Spas and Wellness facilities to be a place to destress, inspire, make people aware and serve as a venue for referring the right experts to share knowledge and empower…for all genders.

#4 Equally, my experience has taught me that the language that is used is highly important. Men often respond to a different vocabulary than women use. As relative newcomers to an industry that is heavily staffed by women, gaps in communication and understanding can lead to problems in meeting customer expectations in a service environment. Good ‘care’ and service starts with a proper consultation to identify needs and potential issues. Active listening can require great wisdom and generates interpersonal trust. The listener also needs to have the intent to hear what is going on inside, especially with potentially sensitive or embarrassing issues. Listening also takes time which the business must recognize and build into the service model and procedures. To truly understand, one needs to be alert to the emotions, the sensitivities and observe reactions. Often the emotional drivers are far more significant than the rationale and the real motivators for a visit may lie beyond exhibited behaviour. Trust must be established for conversation to be allowed in a safe place of knowledge. Every guest wants to be understood emotionally. A good consultation will therefore prime the client for appropriate recommendations. In my experience, male clients from many cultures like more performance and results oriented language such as: Functional, Enhancing performance, Scientific proof, Fast recovery, Energy, Tailor made, Booster, Clean and fresh, Revitalize, A special focus on <. >. By contrast women will respond better to: Relaxation, Pampering, Personalization, Radiance, Enhance, Serum, Pay particular attention to <. >. But we are not just dealing with different genders….we are also dealing with different age groups. The older we become, the more differentiated we become in our preference. As populations age, we need to be focused.

Photo by Don Dye on Scop.io

#1 In this hectic world, men are trying to gain their position as the gender with power with a healthy attitude to overcome difficulties and fulfill family expectations. In addition, their professional high requirements made them to look for alternatives to prolong their healthy life and keep their stamina high. So, men are more concentrating on fitness and movement, on keeping their skin young and healthy through effective products and visits to aestheticians for treatments. As for spas, men still see exercise and massage as the priorities.

#2 That men are listening to their partner in terms of wellness and decisions about it.

#3 Marketing and promotions should be targeted to the partners of men to attract both and have higher chances to have them participating in wellness activities and increase revenue. Also, to focus more on older men as their understanding about wellness increases as they getting older and they want to keep healthy and prolong their healthy status.

#4 By promoting activities targeting partners and focusing on an older audience. The next step is to create activities to apply to these two segments.

#5 If the shift is towards more beauty and medical treatments, men will also have their space in this shift.

Stavros Mavridis

Eminence Hospitality / Director of Health & Wellness / Greece

Former CMO of Lanserhof Group / Germany

#1 At Lanserhof, we had observed a range of attitudes, motivations, behaviors, and activities among men regarding wellness. Some men prioritize physical fitness and exercise as their primary wellness goal, while others focus on stress reduction and mental well-being. Concerns related to weight management, healthy aging and improving overall health are also commonly expressed. However, it's important to note that experiences and preferences may vary greatly among individuals.

#2 The findings of the study offer valuable insights into men's wellness preferences and behaviors. One particularly interesting aspect is the increasing awareness among men regarding the importance of holistic well-being. It is surprising to see the shift in attitudes towards self-care and self-improvement in men. The study emphasizes the significance of offering comprehensive wellness programs that cater to men's specific needs, highlighting the potential for growth in this market segment.

Nils Behrens

#3 Based on the study's findings, we would consider incorporating several elements into our practices, offers, and marketing strategies. Firstly, we would focus on providing diverse wellness activities and programs that appeal to men, including fitness classes, stress management workshops, and specialized treatments. Additionally, emphasizing the positive impact of wellness on mental health and overall performance can help resonate with men's motivations and objectives. By highlighting the unique benefits tailored to men's specific concerns, we can attract and engage a broader male audience.

#4 To encourage more men to participate in wellness activities and programs, we would implement a multi-faceted approach. Firstly, I would tailor marketing messages to resonate with men's interests and goals, highlighting the tangible benefits such as increased energy, improved focus, and better stress management. Secondly, I would collaborate with influential male figures, athletes, and wellness ambassadors to amplify our reach and promote the idea of wellness as an essential component of a successful, balanced lifestyle. Finally, I would create a welcoming and inclusive environment, ensuring that men feel comfortable and supported throughout their wellness journey.

#5 In order to further enhance our understanding of men's wellness, we would be interested in exploring the following aspects:

- The impact of cultural and societal norms on men's perception and engagement with wellness activities.

- The specific challenges and barriers that prevent men from prioritizing their well-being.

- The most effective strategies to foster long-term behavior change and sustainable wellness practices among men.

- The role of technology and digital platforms in facilitating men's access to wellness resources and support.

Photo by Lanserhof Sylt

Trust Integration

#1 The incorporation of wellness into men's lives has been a process that has evolved along with society. Although the post-Covid-19 event has turned on a red light regarding our self-care, it is also because the world's population has left behind taboos and preconceived ideas about what wellness means. Specifically in Latin America, activities such as meditation, yoga, somatic dance and talking circles, once considered exclusive options for women and gay men, are now seen as integral wellness alternatives for all men. The competitive nature, leadership and provider role ascribed to men have left little room for self-care. However, the desire for self-care is present. When trust is built, the right atmosphere is established and emotional support is provided, enormous potential for self-care is unleashed. Today, with increasing media awareness, the role of "influencers" and the availability of wellness retreats, theme parks, hotels and more, men are evolving and becoming more actively involved in their self-care as they feel supported, safe and free.

#2 It is especially interesting to note how men have evolved, especially the heterosexual community, by prioritizing and desensitizing masculinity to meet their own needs. They now recognize themselves as vulnerable beings who require attention, rest and renewal. For Baby Boomers and Generation X, it has been a difficult process to unlearn and change a limiting lifestyle, but with the possibility of extending and improving their quality of life through wellness practices. In contrast, Generation Z has normalized being part of experiences that promote physical, mental, emotional and spiritual care, and has fewer ideological, religious and social constraints than previous generations.

Fran Lugo GoWell / Advisor / Mexico

#3 The study has revealed how men perceive wellness and what it means to them. If we want to effectively reach this segment, inspire them and help them create and imagine their own wellness journey, it is necessary to offer a high degree of personalization and attention when presenting products or services to them. We have observed that men's care preferences open the door to the use of wellness technology, experiences and treatments that arouse their curiosity and stimulate their intellect. Communication should not be limited to selling them a product, but presenting them with a safe space where they can feel contained and vulnerable, without fear of being judged, and where they can meet other men with similar experiences. It is essential to offer products that teach men how to manage their interests and responsibilities, such as work, finances and fatherhood, combined with wellness practices. Over time, this integration will become automatic, temporarily shifting what they consider their "priorities" to dedicate specific time to their holistic wellness, whether in retreats, specialized sessions, treatments or other self-care offerings available.

#4 Wellness needs to be brought into men's regular spaces. Integrating wellness practices into all aspects of their lives is critical. In addition, we have observed that partners play an important role in men's decisions and engagement in wellness. So therein lies the answer. We know that couples, especially those who have been together for a long time, value spaces of individuality. However, it is possible to create products and experiences that inspire each to visit places where they can have their own wellness routine and, at the same time, converge at some point to strengthen both the man's individual living space and the couple's reconnection and renewal.

#5 I believe that in order to understand someone and to understand why they choose to be or do something in their life, it is extremely important to know their story. As the saying goes "no one misses what they don't know." This phrase always reminds me of the importance of understanding someone in depth when I observe someone with a completely different lifestyle and different choices. Knowing someone deeply allows us to understand why their life is the way it is, their choices and their destiny. Therefore, I believe it is essential to conduct a deep analysis of the psychology of well-being: how it is configured, where it starts, how it evolves and where it can stagnate. I believe there is a vast universe of information related to the psychological aspects that influence our incorporation or lack of incorporation of well-being in our lives.

Jeremy McCarthy

Mandarin Oriental /Group Director of Spa & Wellness / Hong Kong

Performance Partners

#1 We do find that, broadly speaking, it is harder to entice men into many of our wellness activities. I think there are a number of factors that may be driving this including cultural traditions around masculinity, time pressures in the workplace, and social stigma associated with seeking help for wellbeing. Men tend to value highly their performance and status at work so wellness is more appealing to them when it is publicly couched in terms of improving their performance (as opposed to relieving stress,) although privately, they might acknowledge that stress is a real issue for them.

#2 I think the importance of the role of the partner on influencing wellness is a key finding and one that is very interesting. We see in our hotels that many men may have their first spa experience for example because they were brought by a partner, gifted an experience by their partner, or are bringing their partner as a gift. So we can see first hand the influence of a romantic partner on the wellness activities being enjoyed.

#3 I found interesting the rankings of music and exercise as drivers of relaxation. This makes me wonder if these might be good points of entry for men to be introduced into new wellness activities and to craft programmes that might be seen as more enjoyable and stress relieving.

#4 Given the influence of romantic partners on men’s wellness behaviors, couples’ experiences could be one way to engage with more men by including their partner and creating interactive activities that appeal to them both.

#5 It is important that the research also gathers perspectives from women on wellness to truly understand the differences between the genders.

Photo by Mandarin Oriental, Canouan

#1 Men in India, like in many other parts of the world, have traditionally been less proactive about their wellness compared to women. This can be attributed to various factors, including societal expectations, cultural norms and a lack of awareness. Men often prioritize work and family responsibilities over their own well-being. However, there has been a gradual shift in recent years, with more men becoming conscious of the importance of wellness. They are increasingly seeking information on healthy lifestyles, nutrition and fitness. This change is particularly noticeable among younger generations, who are more open to discussions about mental health.

#2 The findings of the study are quite revealing. It's heartening to see an increasing awareness among men regarding wellness. The most interesting aspect is the motivation behind their wellness efforts. The study highlights that men are motivated not only by physical health but also by a desire for improved mental well-being and stress management. This suggests a more holistic approach to wellness, which is a positive shift.

Dr. Rekha Chaudhari

World Digital Detox Day / Founder / India

#3 From a healthcare perspective, incorporating these findings into our practices is crucial. We should emphasize the importance of mental health in addition to physical well-being when counseling and treating male patients. This could involve offering stress management programs, providing resources for dealing with mental health issues and promoting a balanced lifestyle. Moreover, the study indicates that men are receptive to wellness messages through digital channels, so we should leverage technology and social media for health education and awareness campaigns.

#4 To engage more men in wellness activities and programs, we can focus on the following strategies: Culturally tailored messaging: Develop content that resonates with Indian cultural values and masculinity. Community-based initiatives: Create wellness programs within communities, making it more accessible and relatable. Workplace wellness programs: Encourage companies to implement wellness initiatives for their male employees. Partnerships with influencers: Collaborate with male influencers who can promote wellness among their followers.

#5 To further enhance our understanding of men's wellness, I would like to ask more about: Barriers to entry: What are the primary obstacles preventing men from engaging in wellness activities? Long-term sustainability: How can we ensure that men maintain their wellness efforts over time? Impact of socio-economic factors: How do factors like income, education, and urban vs. rural living affect men's wellness choices? Cultural nuances: Are there specific cultural beliefs or practices that hinder or promote men's wellness in India? In conclusion, the findings of the Wellness for Men project provide valuable insights that can inform healthcare practices and interventions to promote men's wellness in India. By acknowledging the changing attitudes and motivations of men towards wellness and tailoring our approaches accordingly, we can contribute to a healthier and happier male population in the country.

Photo by Saurabh Nashit on Scopio

Dan Zeman

Exercise Psychologist & Author / USA

#1 I believe men are delayed in their understanding about wellness, which is a function of their biological timelines. Males under age 40 have few clinical risks with the exception of testicular cancer or occupational injuries. In contrast, females usually begin yearly OB/GYN exams at age 13 or immediately after puberty. The majority of men don’t seek medical screening until they turn 40 or until they are required to get medical screening for financial policies. In other words, men’s initial introduction to the concept of wellness occurs much later in their life.

#2 I agree with the findings concerning the age of the individual being very significant. I also share the finding regarding the topic of grooming because males have culturally been viewed as more rugged and physical creatures. The irony in the grooming finding is that partner support eventually drives males to become more wellness focused. The best correlation with partners playing a key role in creating lifestyle (wellness) change has been shown with other over-indulgence or uncontrolled addictions to food, alcohol and/or recreational drug usage. Once again, aging eventually changes men’s perspective about health.

#3 Men need to understand and accept the concept of personal hygiene and it is an easy connection to personal wellness. Every male who visits elderly friends or family inside Assisted Living facilities eventually witnesses routine timelines for ears, teeth, toenails, foot care, bathing and hand washing stations. The majority of men over 40 have difficulty or lack constancy in these health-related tasks, yet Wellness Spas market these tasks primarily to females under the name “Manies and Pedies”. Wellness for males needs to address personal hygiene in the same way they market massage treatment, sound therapy and smells via essential oils.

#5 I would like to see discussion about the negative long term side effects of lifestyle prescription medications. Medications that are shown to lower cholesterol, blood pressure or those that increase testosterone levels are viewed as safe for long term usage, yet the majority of them can be eliminated if a man changes his negative behaviours. The lack of knowledge inside male wellness brochures regarding preventative cancers is long overdue. In contrast, the female wellness brochures are full of pink shoelaces displays regarding breast cancer.

Photo by Alex Mackoul on Scopio

Christophe Jeaquet

Healthusiasm / Professional

Keynote Speaker / Belgium

#1 The gender gap in health is related to the different genes, chromosomes, hormones and metabolism between the sexes. But a significant part of this gap has always been induced by social and behavioural differences. Men were more exposed to stress and hostility because of their focus on work. They take more risks and are more often exposed to aggression and violence. Conventional perceptions of differences between sexes are no longer to be taken for granted. There is more freedom, more choice and more social acceptance. Such shifts do not necessarily mean that men and women currently behave in exactly the same way health-wise. According to PEW Research Centre, women are more likely to express a strong interest in health and medical topics, and men, in science and technology. Still, it appears that there are only slight differences between sexes in, e.g. food choices, health perception and sport and exercise regimes. One sex does not generally behave in the opposite way to the other. Both sexes want to impact their own health and happiness. However, it might be worthwhile to reflect on behavioural nuances in order to communicate effectively to each sex.

#2

De-stressing is the key reason for wellness options, and work is the cause of stress for 60% of men, while 50% doesn’t sleep well (it would be interesting to deep dive into these issues. There might be some huge potential here).

#3

Less than 30% of baby boomers state that they are in good health. The question is what to do about it. I’d have to do additional analysis to better understand their habits. “There is no segment in which more than 50% of respondents say that they sleep well” - a considerable time of analysing trends goes into sleeping/resting/recovery. This confirms the need. The top motivations for men that trigger them to look for wellness services correlates very well with the content of my new book that talks about “aspirations are the new needs”.

#4 I speak to their aspirations (here: motivations) to be healthy. That’s an important element to engaging in one’s health.

#5 I think sex and sexual wellness is a big miss. And is it a major part of wellness for men. And there are some considerable societal-relational issues that are not talked about enough. I’d love to do some cross-analyses with the data to make some more meaningful correlations between one finding and another: e.g. generation-based or habit-based correlations, like for example some “importance-performance analysis” (if the questionnaire allowed for that). I’d love to see some information on the methodology, sample sizes, sample typologies (first times vs. experienced). I think it is important to understand what differences are significantly relevant or not.

Photo by LaugarvathFontana, Iceland

Mindfulness

Generations –

Pain Points

#1 For the older generation: wellness is rather relaxation, a “wellness weekend”, a sauna day, etc. For the younger generation: fitness, mental support, etc.

#2 A term I hear mainly from women and younger men is “mindfulness”. “Apps” are used for mediation and mental health. It would be interesting to learn about the use of apps and how effective they are/how much influence they really have/how they contribute to men’s wellness (also to women’s wellness).

#4 Each generation needs to be approached separately according to the “pain points” they have (effects of the pandemic, mental overload for many young men, paradigm shift towards “healthy living can be fun”, etc.).

Dr. Claudia Mika

TEMOS

/ CEO / Germany

International

Influenced Customising Destigmatising

#1 Throughout my experiences, I've engaged with different men who exhibit a diverse spectrum of attitudes and drives concerning their well-being. While certain men take active steps towards maintaining their health, others might hold back due to influences from society. It's crucial to acknowledge that, much like anyone else, men possess distinct requirements and inclinations regarding wellness pursuits. By comprehending these variations and customising methods accordingly, we can foster a beneficial outcome.

#2 The study's most interesting finding is that people view socializing as a way to relax rather than a traditional wellness activity. This challenges the usual idea of wellness and suggests that social interactions can serve as a way to unwind and de-stress. This perspective could influence how we approach mental health and well-being, highlighting the importance of considering individual preferences and promoting healthy social connections for relaxation and overall well-being.

Sonal Uberoi

Spa Balance Consulting / Founder & Wellness Director / Spain

#4 To reach more men, it's important to consider their diverse interests and needs. Marketing campaigns should focus on de-stigmatising wellness participation for men and emphasising the positive outcomes. Highlighting relatable role models who are engaged in wellness activities can be inspiring. Offering a variety of wellness options that cater to different interests, such as team sports, mindfulness practices, gym workouts, or outdoor adventures, can broaden appeal. Creating a supportive and non-judgmental environment is key.

#5 Mental Health: Understanding how men perceive and address mental health is crucial, as traditional gender norms can impact their willingness to seek help. Relationships: Exploring how men's well-being is interconnected with their relationships, including friendships, family and life partners.

Work-Life Balance: Investigating how work-related stressors affect men's overall wellness and strategies for managing them.

Community Involvement: Examining the role of community involvement and social connections in promoting men's well-being.

Photo

#1 There’s clearly a post-Covid boost in men thinking more about a healthy lifestyle or perhaps more about avoiding illness and reducing health risks. The younger generation are clearly more aligned with wellness. However, it is the older generation who may see the greater benefit.

#2

I’m not surprised that men tend to see wellness to be more about physical wellness than mental/spiritual wellness and that for the latter work related stress is the main concern. So, a couple go to a spa/wellness hotel. The man heads for the gym and the pool… his partner heads for the spa. Interesting that there’s no mention of sporting activity in the research. In my involvement in sport development in the UK, the funders (sports bodies, local and national government) always stress the health and wellness benefits of the funding.

#4 The role of influencers on wellness was less than I thought it would be. Hopefully, that is a good thing! “Age Changes Approach” – I think that’s a combination of the fear factor (I don’t want to die young).. or the “I want to be seen as young” factor. Hence, the boom in longevity focused wellness retreats in recent years and the interest in genomics and other healthtech which is all about extending “healthy life”, rather than just extending life.

Keith Pollard Laing Buisson - IMTJ / Healthcare Consultant / UK

Paulo de Tarso F Silva

Metaphora International / Cofounder & Story Mediator / Helsinki

#1 In my experience and professional practice, men’s understanding, concerns and objectives about wellness are more directly associated with physical, occupational, financial and social wellness. The sense of well-being within those areas, although being well-defined, are not explicitly referred to as “wellness”.

#2 My reflection on this topic relates to the importance of acknowledging men’s need for owning their own health, not as a remedy or a taboo (associated with weakness) when they need assistance, but as a preventive lifestyle, leisure and with a positive self-image. I suppose this study would contribute to the dissemination of the knowledge that there is relatability with other fellow men who, regardless of their orientation, are comfortable with their masculinity.

#3 As an adult education consultant for work environments and communities, I believe that I could bring up more stories that would validate and mediate healthier work-life balance for those who identify with the theme.

#4 I’m not sure but normalizing men’s wellness through story sharing or testimonials, would provide the framing and a safe space for experimenting new activities that could be beneficial for one’s own story.

#5 I would like to have a sense of how contextual men’s wellness can be and how it is referred to and owned, (narratives in relation to nationality, culture, one's identity and place of residence). I also would like to know how age affects the wellness practices and if there is a shift or increase from younger generations. With regards to pronouns, and sexual orientations, I am curious about how men’s wellness could be considered an inclusive term or be a well-defined framing to those being studied.

Photo by LaugarvathFontana, Iceland

Consultants

Photo by Max Ducourneau on Scopio

Andrew Gibson

Andrew Gibson Consulting / Founder & CEO / Sweden

#1 I think that many men have moved beyond the pursuit of wellness as reliant solely on fitness (and healthy eating) and are willing to accept that mindfulness is just as important. Participation in wellness retreats, yoga and meditation are increasing. Anecdotally both of my daughters regularly go on short spa breaks with their partners. (age 25-35 years). I think young men are far more aware of wellness and spas and are willing to try them and regularly experience spas.

#3 This incorporation is dependent on the type of work I am engaged in. In terms of design, it means that space has to be accessible to both genders and that treatment areas need to have more couples’ space.

#5 Attitude towards beauty treatments, likelihood of pedicures and manicures, use of virtual reality in experiences.

Generational

Loneliness

#1 As a Baby Boomer I have seen a slower response to wellness over the years, but a fast catch-up as time has moved. BB’s generally have more disposable funds and utilize them in sourcing new activities. I have noted right across the generations that grooming is not a treat, it is a matter of image and style. COVID has instigated a stronger consideration of preventative health and wellbeing in all categories, but GenY/Gen Z embrace the new lifestyle as part of their daily approach to life balance rather than fitting these new additions of healthy living into their already hectic days like BB’s!

#2 I found the aspect of Partner the Source most interesting and surprising and how few people felt they could be influenced by Governments and their campaigns. What slightly worries me is that the partner comes out 1st and top. While that is fantastic, it highlighted to me that we are in an era of loneliness and so many people feel they do not have a partner or their relationship is not the best, so where does that leave them? Love the study as it is crucial to understand men more as I believe they have been subjected to many attacks in recent years from all angles leaving them feeling somewhat vulnerable at times.

Daniella Russel Harper DRH / Wellness Mentor / Dubai

#3 Incorporate Retreats with Work Counselling sessions to help support the biggest stress item. Encourage activities that explore on an emotional level and offer 1on1 sessions to move forward with this. Music plays such a large role that I would look at a DJ or headphones with private music selection playing during certain exercise activities and evening events to create the right mood for the client. Certainly, there are more Male Counseling groups being set up even locally here to support men that help them to respect their openness and not feel so intimidated by women, especially as women can often almost deliver a ‘checklist’ of criteria they expect from a man which is not often respecting their personality but more their status in life. Very demoralizing and makes some men feel totally disrespected as a person.

#4 I would offer a session of activity for you and your mate/pal/male partner to share the activity with only 1 fee not two. Social Media IG seems one of our strongest awareness activities.

#5 Do men feel they get lonely and if so, how do men manage loneliness? Do they prefer a session, a half day or a retreat in wellness activities?

Lynn Curry

Curry Spa Consulting / Founder & CEO / USA

#1 In the past, men were typically introduced to wellness and spa experiences by their significant others. Today, more men are paying attention to their overall health and longevity through having fitness routines that incorporate a holistic approach, by wearing technology for optimizing their activities and having massage treatments, nail services, and facials. They see the value in a treatment that provides overall relaxation and rejuvenation.

#2 Why shave, when you can get a professional hot shave in a barbering salon? Why treat my skin for dryness when I can get a facial with a hand and foot massage? How about a pedicure that includes a foot and lower leg massage? These are all common considerations for men as they are more comfortable seeking guidance on how to feel well, and gaining information tailored to their personal needs and lifestyle.

#3 Men are coming to spas on their own and seeking out therapists they like and trust, which is very good for the wellness industry as they become some of the best repeat guests!

#1 For many years, men have shown a very stereotypical behaviour when visiting a spa: it was all about sports and sauna and maybe massage. These behaviours have changed significantly in recent years. Men are also interested in beauty treatments and are specifically looking for health-promoting programmes. Wellness in its originally intended form is slowly moving up the pyramid of needs. Men are concerned about their lifestyle, about their diet, about their mental health.

#2 “The partner is the source for wellness”. This shows the importance of the pillar "social & emotional support" in the field of wellness. Even though partnership is sometimes mentioned as a source of stress, it is clear that social relationships are one of the most important sources of well-being.

Wilfried Dreckmann spa-project / General Manager / Germany

#3 In operational business, the distinction between wellness for men and wellness for women is not crucial. However, it is when creating a concept for a new spa! And in marketing, the findings of this study need to be taken into account. We don't have to tell men that physical activity is good for them; most of them already know that. But the fact that wellness also has emotional and mental aspects and that the social pillar is just as important as all the others can be emphasized even more in wellness marketing for men.

#4 As soon as wellness comes out of the "pink cotton ball cuddle corner" and finds its original intention as a lifestyle choice again, men will discover wellness programmes for themselves on an equal footing.

#5 It would certainly be interesting to find out what is currently keeping men from discovering wellness for themselves.

Phtoo by HTWWLife, Borinquen Mountain Spa, Costa Rica

Mia Kyricos Kyricos & Associates / President & Chief Love Officer / USA

#1 The most common wellness-related activity for men is fitness, with massage a now widely accepted form of therapy that seems to be in the greatest demand in wellness-related destinations. Men are most compelled by evidence/data/science-backed methodologies (applying to all areas of wellness, particularly those that positively affect their performance and longevity). Meditation and mindfulness – largely deemed a best practice for business leaders - is also on the rise particularly given the growing awareness and discussion of mental health and wellness in the workplace. I’ve also noticed a rising interest in grooming and skincare, largely motivated by vanity, particularly as it relates to younger generations who find grooming a more public and acceptable practice for men and women alike.

#2 I think the study implies that there’s very little offered to men, and my experience here in the US is different. While I agree that most marketing is skewed towards women, there has been steady and growing demand of the marketing and availability of male-driven health and wellness services, particularly in urban areas.

#3 & #4 Evidence, science, physical/mental/emotional benefits as it relates to daily life, human performance and longevity.

#5 For future reference, in any market, I would like to know what the personal grooming and lifestyle habits are, what and where they are accessing wellness-related products and services on a regular basis.

#1 Men face very different challenges socially, professionally, and emotionally in life compared to women. Thereby this creates MEN'S WELLNESS factors that significantly diverge from "women's wellness and wellbeing." The importance and emphasis of physicality in men's wellness are driven by similar motives as for women, yet this is often disproportionate in duration to the same importance of this for women. I believe these factors stem from evolutionary mating preferences and are long-held social and tribal value systems.

#2 I found it interesting that GenY-GenZ were the least engaged in wellness practices. I feel this often stems from a lack of early learning and adaptation alongside a wide variety of new, digital, and lifestyle distractions. This generation is coming of age in a time of broad global instabilities and unclear pathways to pursue their future. As a mother, having raised two GenZ boys, this demographic is living amid unprecedented challenges and changes occurring in a wider lens of the world. Empowering this generation should be at the forefront of engagement initiatives to lend support and accelerate the skills they will need to live more mindful, balanced, and healthy lifestyles.

Mia A. Mackman Mackman ES Consulting / WellnessHospitality Futurist / USA

#3 I feel the importance of reaching out to men in regard to men's wellness en masse is urgent and dramatically underestimated. The masculine needs of wellbeing are ripe to be reimagined to include financial, social, emotional and professional aspects that matter to MEN. These aren't the same as they are for women. They are different and need different programs, practices and structures. These aspects also need and deserve a "new language" around what health and healthy men are seeking to achieve, outside of the boxes of wellbeing that currently exist in the market as the vast (wellness for all) gray space. Men's programs at large are being neglected in significant and troubling ways. Essentially, women not only need and want "healthy-minded, and healthy physically, emotionally and financially well partners," but the risk of not developing and supporting men in these ways stands to create substantial long-term, cultural, and societal relationship risks, i.e., romantic partners, community-level partnerships and increased emotional and mental health fragilities tied to stress and lifestyle.

#5 I would love to learn how many men are aware of the difference between navigating life based on their "internal compass" vs. an "external compass" and what % of men are living their lives based on each. If there is a way to quantify this, I feel this would shed a lot of light on the choice selections that men make based on "them and them" perspectives. I expect that most men are living their lives based on the "EXTERNAL" compass and values of their peer groups, society, and popular selections - adverts, etc.

Photo by MachmanES

Inspired Journey Consulting / Selfdoubt Disruptor / USA

#1 I have found gay men most engaged with emotional healing and interested in being proactive in caring for their mental wellness. Straight men with partners and kids absolutely relate physical to being well, also utilizing social for "taking care of self." However, their stress levels reflect a different need as these outlets are not supporting that change. I've found that it often takes a life disruption for them to consider a change in behavior (losing their job, family issues, severe illness of self or a close friend).

#2 I was very interested in how music was the number one source of relaxation. Even though men have talked to me about using music as an outlet, these findings still surprised me. It's also important to note that workplace wellness provisions aren't being utilized considering that the occupational pillar is so high. It makes me wonder if succeeding at work and taking care of one's wellness are considered opposing views instead of going hand-in-hand.

Jackie Roby

#3 This gives me insight into how to speak differently in group coaching sessions or during speaking engagements. I know I can utilize music more creatively in my marketing, too.

#4 I would consider leaning into decreasing stress and also adding different elements of music into my coaching.

#5 I'd like to see this broken down from a race and ethnicity perspective. How do finances come into play when investing in wellness? Are there implicit biases about the different pillars of wellness that need to be overcome? Are men open to working with female experts on their wellbeing or would they prefer someone who looks like them?

Photo

#1 I can agree that wellness is rather physical in motivation, behaviour and activities. It’s a way to cope with stress and I observe that the absence of stress often is referred to being well.

#2 Honestly, I was surprised that sex was not specifically mentioned. I would have guessed to find it within the top three relaxation factors (source: Alison Armstrong, Understanding Men)

#5 I think the music part is highly interesting and there can be a potential in using it in marketing, presentations and live events. Through WOMEN, obviously, especially since partners seem to be the number one source. And wellness related trips still are a popular couples’ activity. I would like to know more about mental wellness from men’s perspective and which support is appreciated and needed.

Judith Ertler-Hofer

JEH Consulting / Founder & CEO / Austria

Intelligence / Founder / UK

#1 Generally, I agree with your findings that men are significantly influenced by their partners and motivated toward wellness practice as a response to partner influence. In the last couple of years, I’ve seen a notable increase in the participation of men on retreats and courses that are more spiritually anchored. Shamanic retreats, expanded consciousness workshops (the work of Michael Brown and the Presence Process as an example). In prior years they would be dominated by women.

#2 The reason? Curiosity, a sense for them of something missing, reaching a conclusion that deeper internal connection is a useful anchor. In leadership and particularly senior leadership, there is a reluctance to be honest about how they feel. The need for agility and pivoting business strategy at a moment’s notice is an energy drain and a major stressor. There IS a greater awareness that physical fitness alone is not the answer. The spiritual pillar of overall wellbeing has traditionally been the laggard in the mainstream, but I believe this will change. I have just participated in an 11-week plant medicine programme – one week residential. The participants were 8 men and 4 women - 66% male on the retreat, and a 42-day Mandala ( in India) that I’ve recently been a part of was 50:50 male/female from a total of 30. Recognition of raised consciousness, inner connection and self-knowledge will become as valuable as physiological health; for personal stability and life value as well as illness prevention.

Anni Hood

Well

#3 The insight on de-stressing, replenishing energy and illness prevention stands out to me. I believe men are having a harder time on the planet right now.

#4 We’re in a time of correction to gain more parity between genders and right the wrongs (abuse of power, inappropriate behaviour, etc.) – it has to happen, but it is not without pressure being felt that maps into how men take care of themselves. And the correction as I refer to it, is about undoing centuries of conditioning. It’s painful and bewildering for many men. Some feel quite lost. Reaching them and having honest conversations relies on relationships, safe places and culture shift.

#5 There is still considerable stigma around mental wellness. Those with strong, supportive partners appear (from what I’m reading here) to cope better, which makes sense.

Expectations

Grooming

#1 Nobody sleeps well! Men, women, all ages, we are all sleep deprived. Any services that focus on rest and sleep will be in demand. I've heard that "sleep tourism" is a new thing even though it doesn't seem to change behavior in the long term. Anything to help people sleep is important. Stress = work + financial pressure. Stress management is more important than ever, especially prevention and stress reduction. A perfect fit for various wellness services. Impact of COVID. I find it very hard to believe that COVID has changed people's behaviors in any lasting way except maybe in the GenZ group. In the US, people want to forget that the pandemic happened. They seem more stressed and not changing behaviors to take better care of themselves. Maybe it is different in other parts of the world.

#2

Relaxation - nice to see that men report music and exercise as two key ways to relax. Personally, I find it hard to believe that online gaming is far down the list of relaxing activities for men in all age groups except Boomers.

That is not my unscientific personal experience. Perhaps men answered how they thought they should instead of based on what they do in real life. Wellness is physical for men, emotional for women. The focus on physical exercise seems exaggerated overall in the survey results. It may be that the people who answered the survey selfselected to answer a survey about wellness or their answers were a bit more towards what the answer should be as opposed to a reflection of reality. Men are not supposed to be "emotional" so admitting anything related to emotions would be a sign of weakness.

Elizabeth Ziemba Medical Tourism Training / President / USA

#3 Grooming - surprising answers. Men are the fastest growing segment of consumers (at least in the US) for cosmetic surgery procedures to look younger, more attractive, and thinner. Add in hair transplants and bariatric surgery and the data shows that a lot of men are receiving these treatments. Looking better, younger, thinner - all part of self-esteem and confidence which can translate into wellness. Partner as the source of wellness. First, I feel bad for single people. What is their source of wellness? Social isolation is a big problem. Did single people report something different that could be explored more? Second, if exercise is so important to this group, why is a partner their source of wellness? Sounds emotional to me. There seems to be an inconsistency here with some of the other survey results. Maybe you can find some gold nuggets in this question vs the rest of the results.

Photo by Stefan Amer on Scopio

Kovanic VK Organization / Managing Director / France

#1 Men's understanding, concerns, and objectives about wellness can vary widely based on individual preferences, cultural backgrounds, and societal norms. Some men may prioritize physical fitness and body image, while others may focus on mental health and stress management. Attitudes towards wellness can range from proactive engagement to indifference or skepticism. Motivations often include improving overall health, boosting self-confidence or addressing specific health issues. Behaviors and activities may involve exercise, nutrition, mindfulness, therapy, or even hobbies that promote well-being .

#2 "Partner is source of wellness” is the most important lesson learned for me.

Vladi

#4

Promoting gender-inclusive messaging: Avoiding stereotypes and promoting the idea that wellness is for everyone, regardless of gender. Creating male-focused wellness programs: Designing programs that specifically cater to the unique needs and interests of men. Partnering with male influencers: Collaborating with male influencers or role models who can inspire other men to prioritize wellness. Providing education: Offering workshops or resources that help men understand the benefits of wellness and address any misconceptions or concerns. Offering flexibility: Recognizing that men, like anyone else, have busy lives and may benefit from flexible scheduling and online options for wellness activities.

#5

Cultural and generational differences: How do attitudes towards wellness vary among different age groups and cultural backgrounds? Intersectionality: How do factors like race, sexual orientation, and socioeconomic status intersect with men's wellness experiences? Long-term impact: What are the long-term effects of men's wellness practices on physical and mental health, relationships, and overall well-being? Barriers and solutions: What are the most common barriers that prevent men from engaging in wellness activities, and what strategies can effectively overcome these barriers? Emerging trends: What are the latest trends in men's wellness, and how are they evolving in response to changing societal norms and healthcare advancements?

Photo by Kristina Borzova on Scopio

Gaps

#1 Traditionally, men may have been less inclined to openly discuss or prioritize wellness due to societal expectations. However, there has been a positive shift in recent years and decades, with more men embracing wellness as an essential aspect of their lives, which is reflected in the outcome of the study. Overall, men are still less frequently engaging in regular exercise routines, balanced diets, and mindfulness practices. Many are still hesitant to adopt such practices due to time constraints, work-related stress,or unfamiliarity with wellness concepts. Men's primary wellness concerns often revolve around issues like cardiovascular health, mental health, maintaining a healthy weight and managing stress, and the most popular techniques among men to combat these include strength training, cardiovascular exercise, yoga, meditation and mindfulness techniques.

#2 The mainstay of relaxation techniques seems to remain quite rudimentary, reflecting a shortcoming in comprehensive wellness practices that can induce profound relaxation, including charitable volunteering, meditation, and mindfulness exercises. A significant gap persists when it comes to actively engaging in mental wellness and overall well-being practices. This gap extends beyond just the absence of self-care routines; it also encompasses a reluctance to seek help for emotional and spiritual needs. This shortfall highlights a broader societal issue where individuals, despite increasing awareness of the importance of mental and emotional health, often neglect their own well-being.

Ingo Schweder GOCO / Founder & CEO / Bangkok – Los Angeles

#2 Many people continue to grapple with emotional and spiritual challenges in silence, failing to recognize that seeking assistance and support is a sign of strength, not weakness. Addressing this gap is imperative as it can have far-reaching consequences on individuals' mental, emotional, and spiritual health. Promoting a culture of open communication, reducing stigma, and making mental health resources more accessible are essential steps towards bridging this critical gap and fostering holistic well-being for everyone. The profound impact of COVID-19 on the collective perception of wellness, self-care, and prevention has set a crucial benchmark for the wellness industry in the years ahead. This shift toward integrating wellness practices into everyday life underscores the industry's evolving landscape.

#3 For any business, the above findings and the survey represent an opportunity to create targeted facilities with customized services to address men’s specific wellness concerns. This could mean offering specialized fitness programs, stress management workshops, or wellness packages tailored to their preferences and needs. By doing so, businesses can demonstrate that they genuinely understand and care about men's well-being. These facilities would require targeted marketing strategies and advertising campaigns. In addition, these businesses can create informative content that educates men about the importance of wellness practices, addressing their concerns, and providing tips for improvement. This content can be shared through blogs, social media, and newsletters, positioning the business as a trusted source of information.

#4 Creating targeted facilities and marketing campaigns for men that can be further underpinned by exploring partnerships with celebrity ambassadors, organizations and experts who specialize in men's wellness. Collaborative efforts will enhance the credibility and appeal of the business, offering unique insights and services.

#5 What strategies are most effective in helping men sustain long-term wellness habits and avoid relapses into unhealthy behaviors? What strategies are most effective in helping men sustain long-term wellness habits and avoid relapses into unhealthy behaviors? How are digital health apps, wearables, and online resources shaping men's engagement with wellness practices? Are there specific technological interventions that have proven effective? How do cultural backgrounds and socioeconomic status influence men's wellness behaviors and access to wellness resources? Are there disparities that need to be addressed? How does stigma surrounding mental health affect men's willingness to seek help or engage in mental wellness practices? What strategies can be employed to reduce this stigma? What are the primary barriers preventing men from actively participating in wellness activities, and how can these obstacles be addressed?

Lisa Starr

Wynne Business Consulting

Education

/ Spa Business

Consultant

/ USA

#1 Men want to live a long, healthy and vital life just as much as women, but have perhaps in the past not wanted to appear to be trying too hard. However, in today’s world, it’s impossible to miss the ever-present focus on the importance and benefits of both living a healthy lifestyle and supporting that with products and activities. In the U.S. it is common to see television commercials that feature men borrowing beauty and wellness products from their partners, but in reality, men now seek out such products for themselves. The men’s grooming sections of retailers has greatly expanded beyond shaving and deodorants to a wide selection of skincare, hair and beard care, and body care products. It seems that the pandemic taught people that they are responsible for their own health and wellbeing, which is a good thing. Men are quite aware that physical well-being is the core of overall wellness for themselves.

#2 I felt there were a couple of surprises in the Wellness for Men study; I think the top of the list was that the #1 way for men to relax was to listen to music, as opposed to reading, meditation or having a few beers with friends. Travel today does not mean leaving wellness behind, and it was reassuring to see that just over a quarter of surveyed men said they would book wellness-focused trips in the future. It was also notable that Gen Z males do not link concerns about health to medical checkups. Further to that, the fact that weight management and relaxation are key motivators in searching for wellness for Gen Z makes sense, as it would seem this segment is focusing on themselves and their own active responsibility for personal wellness, as opposed to outside opinions and influences. However, it was not a big surprise that overall, for men, the most influential of the six wellness pillars is physical.

#3 The Wellness for Men study illuminated that men are less likely to trust information sources such as influencers and advertisements when making lifestyle choices; their #1 resource is their partner! So that is an important consideration when planning marketing efforts. You can see that playing out in mainstream media; companies from insurance to autos to household products are creating marketing that targets both groups, rather than one particular sector, as in many families, partners drive household decisions. It could also be useful to utilize and/or highlight the role music plays in one’s wellness programming.

#4 Single men in the study were the most willing to try new things, so designing programs for them specifically would be a good approach, as well as incorporating occupational wellness strategies. But the broadest way to reach more males seems to be through their partners.

#5 While it may take men a while to find their way into your spa or salon appointment books, once they do, they are ideal clients. They tend to take instruction very seriously and will follow advice for home care diligently. They do not shop around for better prices to be found elsewhere and they are good at following directions!

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1,000 Days

Generations

The discussion about the wellness of men takes us to The First 1000 Days of Life paradigm, which explains the developmental origins of health and disease in human life . The First 1,000 Days is defined as the period from conception to the first two years of age and is the most critical time for a child’s cognitive, physical and social development. The health and well-being of a woman (in the preconception/conception/pregnancy and lactation) is directly connected to the growth and health of her infant, once conception has occurred and particularly during pregnancy life stages. The right lifestyle for the child and surrounding environment during this time can have a profound impact on the child’s growth and development, and reduce disease risk in the years to follow, and in the following generations.

Most noteworthy, and a less known fact within the First 1000 Days paradigm is the importance of the pre-conception period, in ensuring the health of the future child, and the role of the father during the six months (180 days) before conception. This is due to epigenetics and the influence of lifestyle behaviors of the father, and how this will directly impact the state of the inherited genome at the time of conception, therefore influencing the condition of that new life.

Co-Founder of the First 1000 Days of Wellness®, Award-winning Concept Creator and Board Member / Germany

Alina M. Hernandez

At the time of conception, the father is responsible for approximately 70% of the predeposition for chronic disease risk not only in the coming baby, but transgenerationally for two generations going forward.

Research in the fields of neuroscience (FHI Solutions), biology and early childhood development provide powerful insights into how nutrition, relationships, and environments between a woman’s pregnancy and a child’s 2nd birthday shape future outcomes. Parents have a special duty to their own children during the First 1,000 Days of Life. Men should adopt a healthy or at least healthier practices thinking of their own children’s health and their children’s future health.

Having a better understanding of health and wellbeing practices and improving health would have multiple benefits. Setting up the unborn to have healthier lifespan outcomes is the responsibility, not just of the woman during pregnancy, but of the man especially in the pre-conception phase.

Photo by Atman Khanal on Scopio

Under a Tree / CEO & Founder / USA

Mental Health

Gender Neutral

#1 Most of this report did not surprise me however I was surprised to see that only #8 was about mental health. I wonder if men generally still have a stigma about showing that level of transparency and vulnerability towards deep emotional sharing especially of mental health. It seems with teens, however, there is an equal amount as in females or close to it.

#2 Most of it I have been seeing in our work with clients, so it makes sense. I do think that there are other elements other than just COVID that have contributed to these changes although they are less obvious, and it has to do with the changes in our industry and how wellness is evolving. "Spa" (traditional spa with lockers rooms and treatments, etc.) and what it means started changing before COVID. Perhaps not as much in Europe but certainly in North America. More and more gender-neutral programming and treatments started to evolve. First is fitness- even GWI changed the title of this segment about 5 years ago and did a report on it. Functional Fitness and more performance focused equipment and exercises came onto the market. Fitness areas started getting larger with prime views. Cardio, Strength, Functional fitness, stretching and recovery all got rolled into 'fitness". More and more outdoor training in ALL seasons became more popular before COVID. Touchless recovery treatments also appeal to men a lot so that is increasing men's interest.

Amy McDonald

#2 As contrast bathing and contrast temperature health benefits became more deeply understood, these are becoming standard offerings and appealing to both genders. Coed changing rooms and lockers rooms are the new norm in design - less segregation, less quiet, one on one treatments that are an hour (or more) and expensive. With labour shortages these are better business decisions to have as owners and operators AND happen to be more comfortable and appealing to men. These shifts have informed your findings also. Spa is now known more as traditional treatments one on one and a new business model is appearing that has more of the below which is more appealing to men. Wellness and Social Wellness is more inviting to men/couples, etc. Wellness is more accessible, affordable and gender neutral. Fitness and sports performance are more mainstream and more interesting to men and have merged into the new wellness model. Recovery biohacking-appeals to both genders and general diversity of age, etc. - it IS the new spa treatment.

#3 We already are in all our projects, both new and renovations.

#4 More social wellness lounges and add recovery and biohacking offerings.

#5 I am curious how it will have evolved in 2 years.

Photo by Acre Resort, Cabo Mexico by Under a Tree

Rules Grooming Sleep

#1 I have found that men seem to be less strategic or curious about their quest for wellness than women. Men will embrace a set of rules be it with exercise, nutrition, sleep or even skin care and follow these rules rigorously. I often get the feeling, as I have seen and worked with men in the wellness space, that wellness is something that they do as a means to an end, and they do not internalize or own the wellness modalities as their own. They are not curious or experimental when it comes to crafting a wellness lifestyle.

#2 I was surprised to find that beauty treatments and pampering were not part of the man’s quest for wellness. While men language the concept of beauty and pampering differently than women, most men in the 21st century want to look good and be relaxed or taken care of. This can contribute to success socially or in business, So I was surprised that it was not higher on the de-stress list.

Peter Anderson

HVS / Managing Director / USA

#3 I believe in using the channels of grooming and sleep to augment my wellness practices. These are natural jumping off points to attract the men in search of wellness. Grooming implies a level of aesthetics and it is an easy transition from barber services to skin care as an extension of the benefits of a robust grooming regime. As well, grooming products can incorporate hair follicle stimulation, moisturizers, exfoliants and the like. Solid sleep programs are issues for repatriation, de-stressing, and physical aesthetics. Solid sleep is a great foundation for a better outlook, consuming fewer calories, and having the ability to negotiate challenges.

#4 I would use pre-existing and proven channels such as barber shops, hair stylists, fitness clubs, gyms and social programs. Every one of these channels is organically part of the male wellness model. It appears that men find it easier to embrace wellness (or any program for that matter) when there is positive peer pressure in helping them make those decisions and stay with them.

#5 There are actually two areas where I would be interested in finding out more information. One might be a harder look at how age plays a factor in wellness and what are the motivations to pursue wellness in different age sectors. For instance, does a GenZ male go to the gym in pursuit of the perfect physique for sexual endeavors, whereas his father, the baby boomer, does the same thing to keep from dying? Clearly each motivation is not so cut and dry, but it would be interesting to see what motivation remains constant and what changes with aging. As well, I believe that gay men could be viewed as a bridge between female and male wellness. Male physiology combined with a less codified gender role requirements might give insight into the nature or nurture components of the pursuit of wellness.

Photo by Angela Saran on Scopio

Kathryn Moore

Spa Connectors / Founder & Managing Director / UAE

#1 Living in the UAE and working in the GCC confirms it to me that more and more men pay attention to their health and wellbeing. Many seem to be more in tune with their state of wellbeing and they seek solutions, modalities and places that can offer help in doing so. This is especially true for the younger Emirati generation. They can more openly talk not only about their general health status but also about their mental state. This certainly indicates a significant change. Men have traditionally found it difficult to open up about their feelings and their mental state. Societal changes mean that there is less of a stigma to talk about mental wellness.

#2 The results do not really surprise me. I can see that physical fitness, e.g. paddle or visiting fitness studios appears to be one that contributes to men’s wellbeing the most. Lately, however, they have also started to show interest in holistic modalities as well. Partners are definitely the most important sources of information as well as influencers about wellness. Men learn from their partners about what they may do after physical exercise, e.g. taking a sauna or a yoga session.

#3

Wellness could actually be more easily sold to men than to women, I find! What makes the difference is how the sale is actually done. Wellness providers do not yet pay special attention to selling to men, therefore, they cannot expect quick results. Men could drive revenue, but the sales need to be adapted to men’s triggers, expectations and language. More mental wellbeing related services and programmes should be offered to men. For example, the suicide rate is higher among men, i.e. they definitely would benefit from such offers. Campaigns targeting men especially could be a good start and every property could find the way to talk to men in a way they can relate to.

#5

Breaking insights down to financial terms could be very valuable, e,g. how much men would spend on their wellness? We should know more about how people, men and women, understand wellness and how they assume they can look after themselves. The understanding of wellness, and what that is for either men or women is a rather important yet challenging task. Education, awareness raising about the meaning and the components of wellness, e.g. nutrition, grooming, fitness, etc. could decrease the disconnect of wellness, and education about how all this can be achieved.

Photo by Alessandro Lachimia on Scopio

#2 This report is a great start to identifying men’s attitude to wellness. Some of the insights that stood out are that whilst the physical pillar of wellness is identified as the most influential, I think it is interesting to see how balanced the 5 other pillars are. I think social is important but agree with the findings that socialising as an act doesn’t need the wellness label. I also wonder if the impact of advertising is so low because so many adverts targeting wellness activities and products, now and historically, are targeting women rather than men

Claire Way

Spa Strategy / Managing Director / UK

#3 It is helpful to share these reports with owners and operators who appreciate data that supports, challenges, or focuses their vision. Such as the relevance of music to reduce stress, the importance of physical movement as a counter point to stress and to gain better health, the benchmarks around motivation to increase energy levels and that age changes approach. Whilst these insights may not be surprising, the data provides valuable insights and helps us with formulating new approaches and ways to combine mediums to engage men in wellness activities. As an industry, we are constantly challenged on how to motivate guests to utilise wellness facilities and pay for services; the data on the correlation from interest to action and how important it is to offer wellness activities to drive occupancy is very useful.

#4 Appeal to them visually. Recently we were looking for good images of men engaging in wellness activities and there was very little to select from. It’s basic but unless men can visualise themselves partaking of these activities and programmes, then it’s an uphill battle – a picture paints a thousand words. We need to change the way we market to men; the narrative, especially in spas, needs to speak to their motivations, there is a lot of room to improve.

#5 What % of men from each region completed the survey? It would be helpful to see if the data is different by country or region. A deeper dive into wellness activities, what activities do men class as being “ wellness activities” versus activities that support general wellbeing.

Wellness Operators & Spa Specialists

Photo by Maksim Chernyshev on Scopio

#1 According to my experience during the last 25 year in the wellness and health sector I have been observing that there is still a prevailing lack of holistic understanding and engagement among many men when it comes to their own well-being and health. For the most part, the level of concern regarding health among men tends to be relatively low unless they are faced with illness or specific health issues. Among those who do express an interest in wellness, particularly among the newer generations, the focus often centers on physical aspects such as nutrition, fitness, and general physical appearance. In contemporary society, there is an increasing emphasis on male aesthetics, which has contributed to a shift in the societal expectations for men's self-care practices. Unlike the past, when it was more socially acceptable for men to neglect their physical well-being and carry excess weight without significant concern, there is now an emerging expectation for men to pay attention to their physical appearance. However, it is important to note that this emphasis on physical appearance often overshadows a comprehensive understanding of wellness that encompasses other crucial dimensions of health. These dimensions include mental health, emotional well-being, social connections, and the overall health of the natural environment, as well as the pursuit of a balanced work-life dynamic. While societal expectations have evolved to include a focus on men's physical health, there remains limited understanding and emphasis on the broader concept of wellness among men. True wellness encompasses many facets of health, and it is critical for us wellness professionals to encourage a more comprehensive and holistic approach to wellness. If we are not just skin, flesh, muscle and bones, why do we treat our male clients as such most of the times?

Cesar Tejedor

#2 The findings of this study provide robust support for the notion that work-related stress and social pressures represent significant stressors within contemporary society. Moreover, the normalization of stress and insomnia among males, rather than recognizing them as indicators of potential illness, highlights a concerning societal misconception. The prevailing belief that males must embody strength and power while suppressing their emotions, juxtaposed with the expectation for females to be caring, sensitive and to express their emotions openly, perpetuates an unbalanced and potentially detrimental gender dynamic. Furthermore, a noteworthy discovery from this study is the remarkable level of trust that men place in their partners and families as sources of wellness information. This finding underscores the importance of interpersonal relationships and highlights the need to tap into the potential of these trusted networks to promote wellness among men effectively. It becomes evident that a comprehensive and multidimensional approach to wellness, encompassing physical, mental, emotional, and social/natural well-being, is essential. Efforts to challenge societal norms, address work-related stressors, and foster open communication about emotions and mental health should be prioritized to create a more equitable and holistic understanding of wellness.

#3 The observation that men place greater trust in their partners and families will have for me significant implications for future communication strategies. Education plays a vital role in driving lifestyle changes. Understanding the meaning, purpose and benefits of such changes is crucial for their successful implementation. A prime example of this transformation can be seen in the shift in societal attitudes towards smoking over the past 30 years. Previously, doctors would meet patients while smoking, an unimaginable scenario today. However, concerted efforts across industries have resulted in significant changes. Cigarettes were removed from supermarkets, gas stations, and TV commercials. Smoking was portrayed negatively in movies, and higher taxes were imposed. Consequently, smoking is now viewed unfavorably, especially among young people, leading to a decline in smoking rates. Similar transformations can be achieved in the wellness industry. By preventing 80% of illnesses through a healthy lifestyle, collective efforts are required. Collaboration between the wellness sector, governments, food industry, and entertainment sector is essential.

Photo by Explora Jourenys, MATW

#4

Education and awareness campaigns should be launched to promote a comprehensive understanding of wellness. Systemic changes, such as reevaluating food production, implementing effective public health policies and increasing access to wellness resources are key to fostering a culture of wellness. The success of anti-smoking campaigns demonstrates the power of collective action. By prioritizing prevention and adopting a holistic approach, the wellness industry can bring about transformative changes and improve public health outcomes.

#5

Sexual relationships as a significant component, both in individual and partnered contexts. Understanding the impact of solo and couple sexual experiences on overall well-being can provide valuable insights into the broader concept of wellness. The inclusion of spirituality connections, irrespective of religious affiliation, contributes to a more comprehensive understanding of wellness. Exploring spiritual dimensions beyond conventional religious frameworks allows for a broader exploration of existential questions and their influence on individual well-being. Delving into the intricate dynamics of self-talk unveils the profound implications of our internal dialogue. Examining how individuals can become their own harshest critics sheds light on the psychological aspects of wellness, as negative self-talk can hinder personal growth and well-being. Recognizing the pervasive influence of social pressures, such as the relentless pursuit of wealth, power, and societal expectations of success, is paramount. Understanding how these pressures impact men's well-being offers insights into the broader socio-cultural contexts within which individuals strive for self-actualization. The pervasive impact of media, particularly television, social media, advertising, and marketing, warrants thorough examination in relation to male well-being. Scrutinizing the influence of these channels on men's self-perception and the creation of social pressures enables a critical analysis of societal expectations and their effects on individuals. Exploring the transformative power of various art forms, including visual arts, music, dance, and literature, unveils their potential to facilitate emotional expression and foster sensitivity among men. These artistic mediums can serve as platforms for self-exploration and personal growth, encouraging men to embrace alternative means of communication beyond conventional verbal expression. The concept of retreats tailored specifically for men holds promise in providing a space for exploring and embracing feminine energy. These retreats can offer opportunities for men to reconsider societal constructs and challenge stereotypes associated with masculinity. By engaging in such retreats, individuals can embark on a journey of self-discovery, questioning preconceived notions of power, protection, and male archeotypes.

Socialising

Age-brackets

#1 Seeing guests and from my own experience, I would say men struggle with ideas or conflicts about fitness and well-being and often confuse the two. If I am fit, I must be good, but then they encounter the more mental side and understand that they may not be so well. I try to explain that it's a holistic view, which I don't believe we focus enough on.

#2 In general, I found the results not too surprising, but super interesting. I loved the “socialising” as it has, of course, been known for years that when men lose a partner of a long-time, they struggle. We have a “friendship” table and see plenty of men join others when they dine, in need of being social, so it confirms the result.

John T Nielsen Fivelements / General Manager / Bali

#3 I was surprised to find that the “social aspect” under “de-stress” was so low. The De-stress points I found very interesting and individual aspects could be included such as re-charging, self-development, illness prevention and others that are linked back to health.

#4 Via social and digital media and looking at age brackets. Also interesting, but not surprising is how different the aspects between females and males are, something I believe should be further highlighted as this will help the marketing aspects.

#5 Diets, lifestyles, and relationships, yes you have touched on it, but it’s key to how we can incorporate more couple’s wellness retreats, as the differences are big. Maybe ask about when their partner goes through menopause, how they react, what do they know or not understand? Do they understand having a holistic view of wellness and what does it mean?

Photo by Fivelements, Bali

Asia-Pacific Spa and Wellness

Coalition / Chairman / Thailand/Australia

#1 In a male dominated world, men are frequently seen as being of less importance to an industry which has (with minor exception) been targeted to women. Given the evolution of the spa & wellness industry has (for many) come from the beauty industry, this should not come as a surprise. Time and again I have reviewed marketing materials for spa and wellness facilities which say they are targeting men and women equally but use only ‘female beauty’ orientated imagery, which is alienating, or at the very least, confusing the potential male market.

#2 Of particulate note is the source of wellness for most men. While partners are the main source of influence for men’s attitude on wellness, advertising agencies, brand managers and social media influencers may be surprised to see that their influence is clearly of less importance than they may have convinced themselves. As such, how businesses spend their marketing budgets probably needs a reassessment to ensure it is an effect spend of one’s $$$ and not just marketing hype. The importance of wellness to men is clearly a complex subject and business must be clear as to their intended target market to ensure what is being offered is what the intended market segment wants. The Wellness of Men report clearly highlights the male market is driven by differing generational issues and men do not have a onestop focus for their wellness needs.

Andrew Jacka

#3

The role that music plays in wellness is something that I will be reassessing to ensure we are meeting our clients’ expectations here. The industry has long touted “mind, body and soul/spirit” while internally it is often said that we do mind and body well, but we are not so good with soul/spirit. The report suggests that regardless of our perceptions, spirit is clearly of less significance to men than physical, occupational and social wellness. With participation in physical activities being the key wellness factor for men, it will be a distinct challenge to see how we can better incorporate this consideration into an industry offering that is governed by relaxation directives.

#4

Review marketing materials to ensure that the images are equally as welcoming to men and women. Consider offering activities which addresses physical wellness for men while accepting that those that govern the industry are likely to continue to object that the industry has evolved yet we can still only offer relaxation-based services.

#5 While the generational divides have been discussed and there is some reference to the gay men market, it would be interesting to see if nationality or ethnicity has its own nuances when it comes to wellness.

Photo

#1 It appears that generally, men have difficulty understanding the idea of wellness. They usually avoid it because the word wellness is strongly associated with the spa industry, which frequently uses “spa” and “wellness” interchangeably. They do not identify with the term even if they engage in wellness activities by healthy eating, physical exercise, or meditation. Interestingly, they are prompted to use wellness services through channels that don’t explicitly mention wellness. Key motivating factors (triggers) include physical health, mental health, reducing stress, bodybuilding, nutrition and biohacking.

#2 It would be good if such future studies were conducted among a wider group of respondents. Then the picture would be more complete, and we would be more confident about the presented conclusions.

Arek Dawidowski

ForSpa Group / Founder / Poland

#3 In creating male-oriented offers, I prioritize the needs of those who value promoting their social status through wellness or require prompt physical or mental recovery. These groups have specific wellness needs and are most likely to use wellness services. The most popular wellness practices for them include: sauna ceremonies (aufguss), bathing at a hot spring, cold therapies in natural environment (water & air), specific massages like Thai, deep-tissue, destress muscle, aromatherapy, cardio activity and fitness and cycling.

#4 We need to focus less on the typical wellness communication known in the spa industry. Solutions for men should be tailored to their unique needs instead of copying women's solutions.

#5 What was the main motivator for changing your life towards wellbeing: stress/illness/partner, etc.?

Photo by Nupursingh Lilani on Scopio

#1 Men and wellness. It depends. In my experience men who are focused on wellness either tend to be perfectionists, high achievers or gay men. Interestingly enough, watching men's behaviour in gyms, heterosexual men (unless they are body builders with body dysmorphia) tend to focus on cardio and sport related activities. Gay men are much more inclined to exercise to improve their body shape. Observing heterosexual men in fitness centers, most seem to be sitting playing with their mobile phones or chatting as opposed to exercising. Grooming and hair is evidently a trend with men under the age of 40. Heterosexual men are more concerned with relaxation when it comes to wellness, gay men their body image and for a certain percentage of gay men, yoga and Asian philosophies. It's a huge topic, but I think you need to look at the different generations, cultures, and sexualities. I think you will find that the results will vary considerably. (i.e. a Chinese male business man compared to a gay man in California).

#2 The findings reflect those who are interviewed, but I would argue are not reflective of men as a whole. However, social, occupational and physical do seem logical when it comes to the average heterosexual man, although social is an interesting one (as men age they become less social). Destressing and rejuvenation also I would agree with - but again I doubt this would apply to a high-flying executive in Japan. The logical next step would be breaking the analysis into certain groups.

Mike Wallace

Hot Spring & Medical Spa Expert / Hungary

#4

I think this is connected directly to current day cultures and lifestyles. As long as the food in the supermarkets is processed, alcohol is part of the culture, cigarettes easily available, sedentary lifestyles are the norm and a lack of mental awareness, I think it is something of a losing battle. It starts in the schools and universities with lifestyle education classes focused on diet, exercise, mental and social health. Getting people to change their habits and thought patterns after adolescence is pretty difficult. Incorporating wellness into sports is possibly one route that could be effective.

#5

More medical information concerning men. Cardiovascular health, prostrate, aging, etc.

Photo by Budapest Spas, Corp. Rudas Bath

#1 Speaking as a man, I find that we fall into two groups (generally); the group that will use Ivory

Soap in the shower and don't really care what's going on. No loyalty to bodywash, toothpaste, hygiene at a minimum. The rest of us care a lot about wellness. I have friends who used to ask me if they should wear underwear during a massage, now they tell me what spa they went to and what their experience was like. Those who care about wellness also care about the environment, recycling, use of resources.

#2 There is so much information in there, it's a bit overwhelming. That being said, information about how well men say they are is interesting to me. I turned 65 this year and feel 45. Seriously, I drink and eat and exercise in moderation. I've been on 17 trade event trips and manage my stress extremely closely, so it doesn't get away from me. My biggest takeaway...be responsible for yourself, mentally and physically.

Allan Share

Spa Industry Association / President / USA

#4 We all want to live longer, we want to live healthier, we want more money, a nicer car, better hotels, good restaurants...it's just natural. I'd appeal to men's vanity and we’re all a bit that way. My friend Leo Tonkin (Salt Chamber) loves to say "want what you have." Its such a great expression and one to live by. In that vein, I would add...but do things that are personal experiences that enhance your wellbeing (then name them all).

#5 I don't like the expression anti-aging...I prefer age gracefully (or some other expression). I'm not against aging, it's just that most "men" want to also age gracefully. Do all the right wellness modalities and age well!

Photo by Amber Kirchner on Scopio

Spa / Co-founder & CEO / Brazil

#1 Demand for wellness among men is definitely increasing. We started Buddha Spa in 2001. At that time in our first 6 months represented only 17% (most of them by our personal invitation). Today, out of our around 60 thousand massages every month, men represent 31%. For the online purchases, men represent 40%. I feel that especially after COVID, men have also been more attracted to wellness (like the public overall).

#2 I believe the study represents very well the current wellness trend for men. The only question marks I have are related to where men identify their main considerations about their wellness and health. I believe that if it was in Sao Paulo, the “I FEEL STRESSED” would represent a larger percentage. Also, I believe some positive thoughts (like balanced diet, or I am in good health) would not represent this much.

Gustavo Albanesi

Buddha

#3 I believe the overall report brings important insights for an article and press release we can have focusing on Men’s Wellness for attracting men to spas.

#4 Not sure if we would change the service menu for our Day Spas.

#5 Undestanding the average frequency in having a massage would be interesting. Also: average expenditure in spas when compared to woman; gift certificates: Comparison between men and woman % of purchase compared to % of spa frequency.

Photo by Buddha Spa, Tratamentos Masculios

#1 In general, men in Serbia are not too worried about their health, until they get sick. Only then do they accept the fact that health is thought about in advance - proactively. In sickness, men are not disciplined as much as they should be. The hardest thing is to convince them to give up fatty foods and cigarettes. Alcohol is another story, it is part of folklore in Serbia, especially strong drinks (which are often considered medicine). However, in the case of serious diseases (such as cancer) in the vast majority of cases, they are very disciplined and follow the advice of the doctor. These are serious diseases but it can be easy to resort to natural remedies, which give weaker results than classical medicine.

#2 The complete report is very valuable and abounds with interesting and sometimes unexpected conclusions. One of them is the difference in the experience of wellness between women and men. It was to be expected that wellness is an emotional experience for both! Rather, I would say that the physical experience for men is fitness, not wellness. Furthermore, I am interested in the sources of stress (although one could expect something like that) and the motive for going to wellness - a partner. And, really, you don't go to wellness alone.

Vladan Veskovic

Serbian Spas Association / General Secretary / Serbia

#3 In my work, I can apply many conclusions from this report, not operationally, but in an advisory capacity - to the members of the association.

#4 In general, as it is the case with health prevention, so it is with visits to wellness. In Serbia, going to a wellness center is associated with luxury, not with contributing to general health. It is still considered that wellness is intended for rich people, those who have "money to throw away" and especially for those who want to brag about it. We should not ignore the cultural and customary barriers of the people in Serbia (even in big cities) to avoid exposing your body to the views of others or touching, group bathing is also not a custom in Serbia.

Photo by SSA, Mataruska Banja, Serbia

Spa and Wellness International Council LLC / CEO / Russia

#1 As a psychologist working in the spa and wellness industry, I often deal with problems addressed by men - both therapists and their clients (whom they sometimes send to me with psychosomatic cases). I have to admit that quite a lot of men working in the sphere of wellness have serious concerns about their mental as well as physical conditions. A large number of massage therapists do smoke, have unhealthy eating habits, and in few cases I had to deal with depression and burnout. Male clients who visit spas are more wellness-conscious and they constitute up to 50% of clientele.

#2 It was interesting to find out that men consider their partner as a key source of wellness, as well as regular grooming, unlike fitness as I would rather imagine.

Elena Bogacheva

#3 I provide education on psychology for spa therapists, I would therefore include the topic of inter-relationship problems in my programs.

#4 My two sons - aged 45 and 32 - are both wellness-conscious and active, sometimes providing me with additional data, exercises, recipes, etc. I believe that wellness can be taught from an early age, so I would start with schools. About 10 years ago I created a wellness-education program, involving doctors, masseurs, aestheticians and psychologists who would volunteer to work at schools with children. But due to bureaucratic obstacles we managed to implement the program in a single school only…

#5 It would be interesting to learn about wellness profiles and habits of our spa therapists around the world.

Photo by Kata Rocks on Scopio

#1 Based on my experience, men view the concept of well-being differently depending on age, exactly as found in your research. Millennials and GenZ tend to associate wellness with fun, thus often related to sports. GenX and Baby-boomers normally feel the need for physical activity either to fight weight or to combat stress.

#2 I find interesting the different approach to wellness between single or gay men and those who have partners. I think that among single men there is a greater interest in having a high level of physical and mental health, but above all the desire to be fit and to please, while for married men, especially from older generations, the need to be healthy prevails. Don't go to wellness alone.

Roberto Valente Health & Beauty / Managing Director / Italy

#3 From my point of view, it is increasingly important to conceive of a person's wellbeing holistically, so not only from a physical point of view, but also from a psychological and emotional point of view. The Covid experience has left an important aftermath of mental disorders in many people. There is an unquestionable and increased focus on work-life balance (we have seen that stress and work are among the main contributors to men's search for wellness). But I think there is also a need to know how to live (and thus learn to live) the present emotions and moments, while too often we are squeezed between the memories and, sometimes regrets, of the past and the unknown of the future.

#4 This is not a simple question. I think, fundamentally, a man needs to see in his wellness journey a part of enjoyment and relaxation. It cannot be (I think) just a scientifically planned activity. Again, in my opinion, it would take the component of attraction. After all, it is said that the difference between a man and a child is in the different cost of games!....

#5 I would like to know if men are ready to attend beauty studios to have body or facial treatments (excluding those who, at a younger age, shave or touch up their eyebrows).

Photo by Andrej Mitin on Scopio

Health Hospitality / CEO / Germany

#1 As long as the wellness vocabulary is aimed at men with cultivated half-knowledge and dubious promises of well-being, the inhibition threshold to admit to one's feminine side remains high. Sensitive needs are still associated with weakness in the male world. As long as the idea of wellness is reinterpreted and communicated with health benefits, this form of professionally staged regeneration offers a strong commitment in the sense of personal responsibility for one's health.

#4 Above all, men respond to understandable and solution-oriented offers. As soon as effects can be experienced, there is a certain sporting curiosity that enables participation in exercise programs. Established topics like yoga have a certain appeal, even without knowing exactly which of the diverse styles you are into. Well-cared for skin can also be perceived positively. The treatment or the professional touch is still the greater experience. Although sporting programs are feasible, they usually fail in the long term due to the consistency in implementation. I have had very good experiences with my Neuro Reset Training - “the 3 minutes of muscle hygiene for every day”. Adding "muscle hygiene" to the daily, undisputed routine of brushing your teeth is definitely a solution in terms of feasibility.

Sven Huckenbeck

Holistic

#1 They tend to factor in less relaxation time with the notion that it is a waste of time. They tend to see health concerns as a matter for the Doctor but place a lot of emphasis that it must be very serious if they need to visit a GP. They become worried to see the GP because, if they feel they need to, it could be an outcome they fear.

#2 I would like to take the opportunity to say the study was exceptional. It was a practical study that brought to light and made some form of the understanding I had even more clear. Studies like this are a very good reference when trying to identify behaviour from man to woman. I suppose the importance of partner and family, the emotional was a surprise in a sense, it is not my experience that men like to be openly emotional. I think men like the same wellness aspects as women. However, they do not like a female designed wellness experience, just as women don’t like a gym environment built to appeal to men. Or a hair salon designed for women, just as women would not go to a barber shop. Wellness that is designed as a unisex experience is appealing to all.

Lucy Brialey Sustainable Wellness Association / Founder / UK

#3 Certainly bring gender equality into all wellness design, to make it a comfortable experience for men alone and a more connected experience for partners. Also, to encourage more men into the whole wellness experience for a holistic result.

#5 I think having more men involved in wellness may perhaps lead the industry into metrics we have not measured before due to their desire to reach goals and targets - they will want measurement of wellness, so this could be further defined.

Photo by Antonio Dillard on Scopio

#1 We have seen a significant generational shift in attitudes towards wellness and mental health that reflects a broader societal evolution and increased awareness in the importance of wellbeing in their lives. As we explore generational wellbeing, from Baby Boomers to Generation Z, each segment has developed its own approach to health and wellness, influenced by the cultural, economic, and social environment of their formative years. For the baby boomers, "wellness" has traditionally been equated more with physical health and the absence of disease rather than a holistic balance of mental, emotional, and physical well-being. This generation grew up in an era where mental health was not widely discussed, and emotional vulnerability, especially among men, was often stigmatized. This generation is often characterized by a strong work ethic, which can sometimes translate into workaholism. The pressure to succeed in their careers often fostered additional stress and burnout. Gen X witnessed the beginning of the fitness and health boom in the 1980s and 1990s and have a more balanced view of wellness, incorporating both physical and mental health but having been mentored by BB, they still hold onto some of the work-centric values. Millennials in general have expanded the definition of wellness to include not just physical fitness and diet but also mental health, work-life balance, and self-care. This generation has been at the forefront of destigmatizing mental health issues and advocating for a more integrated approach to wellness. Gen Z places a strong emphasis on emotional health and the importance of community, valuing social connections and the support of peers in their approach to mental health which is widely and freely spoken about. Growing up in the digital age, Gen Z understands technology which gives them access to information about wellness and mental health and has increased their own awareness about health and wellness.

Lindsay Madden-Nadeau

Red Sea Global / Senior Director of Wellness / Saudi Arabia

#3 My approach has been to consider generational demands when creating wellness programs because different age groups have unique needs, preferences, and priorities when it comes to health and well-being.

#4 Creating awareness through business intelligence and strategies that futureproof wellness. As younger generations enter the workforce and older generations retire, it's essential to adapt wellness programs to meet the evolving needs and expectations of the workforce. This encourages cross-generational conversations about wellness and makes room for new perspectives in men's health.

#5 Statistics on health issues at different ages, demographics, races etc. Case studies on how men's health improved through the different pillars outlined in the document.

Photo by Mohammad Alshiekh on Scopio

Taking (Self)Care)

Lifestyle

Responsibility

#1 2030: 50%-65% of Americans will be obese and in poor physical and mental health - and live shorter lives (New England Journal of Medicine). There are dismal projections that the majority will be men as, categorically, we are not taking care of ourselves. Wellness is just not for women. Thankfully, there is a vast number of resources to support men and their quest for finding and acting on a "happy, healthy life - a life worth living." This is a big topic and one that is deserving of more attention.

For me, the Blue Zones lifestyle traits are worthy and proven, more nature, move and play (fact: those who move and play are happier humans), diagnostics and find your squad for what you need and stop giving a @#$& what others think - just do it! It is not a weakness, but a strength that will stop being stuck and engage a punch bowl of thriving (i.e. chiropractor, physical therapist, personal trainer, massage, mobility and massage, counseling - mental health, nutrition, sleep, etc.). Finding your community, for connections, is a must-have for your outlook and attitude, relationships (best tribe for you), service/volunteering, faith/power of believing in whatever suits you. We must find, practice, and commit to our purpose, our intentions, and the kick-ass effects of "mindfulness” .

Cary Collier BLU Spas Inc / Principal & Co-founder Collier Concepts / USA

Glowing Flow Wellness Specialists / Co-Founder / Italy

Transformation (Health)Tech Retreats

#1 When I observe the men participating in our Transformational Wellness Retreats, I always notice their simplicity, dedication, and unwavering focus on personal goals. There's a palpable seriousness in their approach, a genuine quest for solutions after exhausting various alternatives. Our Master Therapist and Trauma Healer, Stefano Battaglia, plays a pivotal role, and his transformative impact, especially in relation to sleep, leaves an indelible mark on the men, who are generally seeking solace and rejuvenation.

#2 Equipped with the latest portable and home tech, men tend not to pose as many questions as women do. They silently navigate personal struggles while finding calmness in the solitude of their transformative journey. Their sincerity in the pursuit of well-being is very evident.

#3 Men coming on retreat have a very goal-oriented mindset. Many men prefer to retreat solo, relishing the opportunity to intensely focus on personal growth and self-reflection, guided by the expertise of Stefano Battaglia and our other expert therapists. A significant number seek to enhance their overall quality of life.

#4 Some men often not only chart their own paths but also extend care and assistance to fellow participants on the retreat. They are essential contributors to the retreat community. There is this dynamic blend of self-discovery, camaraderie, and goal-oriented focus.

Patrizia Bortolin

Wellness Travel Specialists

Photo by Jean-Ernst Voigt on Scopio

#1 We see that men's attitudes toward wellness have been evolving in recent years. There has been a shift towards acknowledging the importance of physical health and also of mental and emotional well-being. Driven by a desire to improve their physical fitness and maybe motivated by a need to manage stress, enhance overall well-being, or prevent health issues. Men engage in various activities to support their wellness goals Searching active packages with exercise routines, maintaining balanced diets, prioritizing outdoor activities and also mindfulness practices. The goals are managing stress, maintaining physical fitness, preventing chronic diseases, addressing mental health issues and achieving a healthy work-life balance.

#2 We totally agree with “The Bottom Line” in Part 1 of the study.

#3 A holistic approach that addresses all these aspects and resonates with men and demonstrates a comprehensive understanding of their needs. We need to provide resources, information, and support for managing stress, anxiety, depression. For other mental health concerns benefits of therapy, counseling, or mindfulness practices can be valuable. Offering flexible wellness programs or initiatives that support a healthy work-life balance can be appealing to men. These should involve group activities, fitness challenges, wellness workshops where men can share experiences, motivate each other, and build supportive networks. They should include check-ups, screenings, and discussions with healthcare professionals to encourage men to take charge of their well-being.

Claudia Wagner FIT Reisen / Managing Director / Germany

#4 We need more specialized campaigns for men. Develop targeted advertising campaigns that specifically appeal to men. Use platforms where men are more likely to be present, such as sports websites, fitness magazines. We should leverage social media platforms to engage with men and showcase the unique features and offerings of your wellness package. Use visually appealing content, such as high-quality images or videos, that depict men enjoying wellness activities. Collaborate with male influencers who have a significant following and influence in the wellness tourism can help increase awareness and credibility. Ask them to share their experiences with your wellness package and encourage their followers to book and try it for themselves. Include specific activities within your wellness package that cater to men's interests like hiking, outdoor sports, fitness classes, adventure excursions, or workshops focused on personal development. Emphasize the physical and mental health benefits that can be gained from participating in these activities. Create specialized wellness packages or offers designed for men and their needs. This could involve combining wellness activities with elements that appeal to men, such as sports, fitness challenges, or workshops on topics like nutrition, mindfulness, or stress management. Use testimonials and reviews from male customers who have previously booked your wellness packages. Positive feedbacks can be used to share their experiences on review platforms or through testimonials that can be featured on your website and social media channels. Collaborate with travel agencies that have a significant male customer base. Offer exclusive promotions or discounts to their male clientele as part of a package deal.

#5 I am interested in exploring strategies to promote mental well-being, stress management, and coping mechanisms specifically tailored to men. We should pay attention to regular health check-ups, screenings, and preventive measures. Regarding the subjects aging and wellness: the unique wellness challenges and opportunities that men face as they age need to be discussed. We need to explore topics such as managing agerelated health conditions, maintaining mobility and strength, and how to optimize well-being in later stages of life.

Photo by Philip Bird on Scopio

& CEO / USA

#1 Men seem to use working out as a source for stress-relief as well as socializing, especially in younger men (men aged 40 and under). I find that physical activity like sports (basketball, softball, tennis, golf, etc.) are outlets for wellness for men rather than activities like yoga or meditation.

#2 I found it interesting that there was no segment in which more than 50% of respondents say that they sleep well. I am not surprised that socializing was in a high position as a form of relaxation for younger men. It’s quite interesting that listening to music was ranked highest as a form of relaxation yet I’m not extremely surprised by this because music is something that I noticed men often are tuned into whether it’s through their headphones or on the car radio. It’s interesting that drinking alcohol is not ranked very high on the list of ways to relax for men as I believe that having a glass of wine is something that many women turn to for their mode of relaxation. I’m not surprised that men say that the most influential pillar of wellness is the physical. The reason is that men are much more tapped into the hard qualities of wellness (physical, occupational) more than women who tend to be tapped more into the soft qualities of wellness (emotional, spiritual).

Sahara Rose de Vore

The Travel Coach Network / Founder

#3 As a Wellness Travel Coach for corporate wellness and business travelers as well as an educator for travel coaches around the globe, I will be incorporating the physical and social pillars more into our marketing for men and the emotional pillar more for women. Education is key.

#4

Educating men on the importance of a diverse approach (i.e. incorporating music, social connection, physical activities, etc.) to wellbeing can motivate them to take ownership of their wellbeing and put action to their concerns about their health.

#5 What are companies offering men when it comes to their wellness needs and goals based on this research?

Photo by Dmitry Orlov on Scopio

#1 Many men are motivated by physical fitness and may engage in activities like weightlifting, running or sports to maintain their health and physique. Concerns often revolve around muscle building, strength and maintaining a healthy weight. Men are increasingly recognizing the importance of mental health. Practices like mindfulness, meditation and therapy are becoming more accepted and utilized by men. Men are generally becoming more conscious of their diet and its impact on their health. There is a growing interest in balanced and nutritious eating, with some men adopting specific diets like keto, paleo, or veganism. Men are often using technology and gadgets for health monitoring, such as fitness trackers, and health apps. Balancing work and personal life is a concern for many men, and they are increasingly seeking ways to achieve a healthier work-life balance. As men age, they may become more focused on aging well, which includes strategies for maintaining physical and mental vitality.

#2 Relaxation. That grooming can contribute to certain aspects of wellness, such as self-esteem, confidence.

#3 Less work, more fun.

#4 By offering a wide range of wellness activities to address different interests and preferences. Including options like strength training, yoga, meditation, team sports, outdoor adventures in the Tyrolean mountains.

#5 The effects of ageing well on illnesses at the ages 40-100.

Standortagentur Tirol / Cluster Manager / Austria

Robert Ranzi

Stella Pohti

Wellbeing Escapes / Founder & Managing Director / UK

#1 The male clients that contact us to book Wellbeing Escapes are either experienced Primary Wellness Travellers or at the other end of the spectrum new to wellness experience. Men who want a Primary Wellness Experience are doing so to address an immediate issue such as illness, back pain, extreme stress etc., and want a targeted programme. Men are less likely to be looking for an all-round preventative experience but are interested in medical or physical check-ups. They are more likely to be looking for fitness and immersing themselves in nature than meditation, yoga and other spiritual pursuits, unless they are gay and are more open to these activities Men are generally looking for activities that help them achieve their goals which could be weight loss or stress reduction.

#2 They constitute a minority percentage of our client base (10%) as solo travellers. If they are part of a couple 99% of the time, the female will arrange and book. If they are part of a couple, they are less likely to want an integrated wellness experience and prefer to incorporate certain wellness activities such as fitness.

#3 I didn’t find your findings very surprising as they mirror our own experience. Perhaps the Gen X and Gen Z generation will take a different attitude to wellness as they get older, and it will be a more well-rounded approach. Currently our own product range doesn’t lend itself to this age group but more of the Baby Boomers who are a lot more sceptical, although I am finding this is changing after the pandemic.

#1 In my experiences, I've observed a predominant association among men between wellness and physical exercise. However, I'm encouraged to note a growing trend in my social circles where men are adopting a more holistic approach, incorporating activities such as meditation, breathwork, and even engaging in spiritual practices.

#2 Upon reflecting on the study's findings, the substantial role of music in men's wellness caught my attention, defying my initial expectations. Equally surprising was the revelation that 50% of participants reported good health and well-being most of the time, contrary to my anticipation of a lower percentage. Additionally, the fact that over 40% claimed to have good sleep was unexpected, given the common challenges people, including women, often face in achieving quality sleep.

Vivienne Tang

Deluxe / Founder & CEO / Switzerland

Destination

#3 One compelling finding for potential integration into practices and marketing strategies is the revelation that nearly 50% of men consider their partner a significant source of wellness. This implies that activities undertaken with their partner heavily influence their wellness choices, making wellness trips or joint activities key considerations. Consequently, incorporating offerings that cater to shared wellness experiences for couples could prove highly appealing.

#4 To engage more men in wellness activities, our approach would involve linking them to physical activities while targeting their partners in marketing efforts. By emphasizing the positive impact on overall well-being through participation in joint wellness programs or activities, we can tap into the influence that partners have on men's wellness decisions.

#5 In exploring men's wellness further, I would be interested in understanding the specific illnesses that men commonly worry about or struggle with. Additionally, delving into the role of sex in wellness and well-being, including the frequency in its practice, would provide valuable insights into the intricate connections between physical health and intimate relationships.

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Muirelle Montacalvo with Shelly Nyqvist Vacayou Wellness Travel / CEO & Founder & Editor / USA

#1 There is certainly both a gender bias as well as cultural bias. Media and the industry itself feed into this prejudice. Think marketing campaigns, products, treatments these are mostly geared toward women. So, of course, men feel like the odd-person out when it comes to wellness. But the tide is turning. Society is more “accepting” of the realization that men, too, are overworked, stressed, and tired. These days, men are looking at their health and wellbeing through a more sophisticated lens encompassing not just fitness and nutrition, but overall physical and mental wellness.

#2 I am not surprised to read that there is overwhelming agreement among men that the most influential pillar out of the six defined in the study is the “physical” pillar. I am slightly surprised that socializing did not even make the Top 10 motivations for men to seek out wellness services. As the Greek philosopher Aristotle stated: “Man is by nature a social animal.” But as cited, it seems that socializing is seen as a relaxing activity rather than a wellness activity. Lastly, I am pleased to read that some 30% of men across the various segments take body treatments, massages, and also visit thermal baths and saunas when they have the opportunity. This is positive proof that men have stepped up when it comes to softer wellness-focused experiences.

#3 At Vacayou, men profile at roughly 33% of our audience, meaning that our business does indeed resonate with men. That said, brands are one of the least trusted sources when it comes to what influences men’s attitude toward wellness. The bottom line is that by incorporating the findings from the Wellness of Men // Wellness for Men survey Part 1, we will be better able to craft our messaging to appeal to the how and why men seek out wellness services.

#4 When it comes to our magazine articles, we have several male contributors who offer a different narrative. We also try to be more inclusive with our visuals utilizing men of various ages and cultural backgrounds. This is often a challenge when it comes to sourcing wellness-focused visuals since men tend to be under-represented in photo galleries and stock photo banks. Ideally, I’d like to see more retreats and hotel wellness packages geared solely toward men. Or even marketed with a male spin. Take sleep wellness. It’s not only a challenge for women; men also experience sleep issues. When the experiences are out there, it is much easier for us to market and promote.

#5 In exploring men’s wellness, it’s important to turn the tables and ask men directly about their needs and experiences. By understanding their unique perspectives, we can design wellness experiences and create marketing strategies that are more appealing and effective for men. It’s about developing that two-way dialogue to address their specific concerns.

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Cultural

Generational Add-ons

#1 Wellness for men – trending in general, with the consumption of wellness offers they seem to more and more follow what has been “a girl thing to do”. Example: at least in Central Europe (Germany/Austria) one can observe, that many men now tend to go on wellness stays alone or with a friend, I have seen mini groups of men enjoying a wellness weekend (clearly belonging to the group “single men/family men”) and with this kind of activity following more what we have known so far from women (the classic girls-getawayweekend). The obstacle/barrier that “only gay men go for such trips and seek such products” is obviously lowering. Especially in Southern European countries men probably consider the topic of “wellness for men” more as “something only gay men consume”. The difference between countries and cultures (Europe) is huge as the study confirms – wellness is mostly physical and even here, when it comes to treatments for example, there is a big difference. Things like cosmetic treatments are only consumed as add-ons, but certainly more and more: for example, Outdoor activities + “a touch of” wellness-add-ons are the door-opener for new experiences. Concern about mental health has strongly developed in the past years, men tend to be more open about it as society is opening up about mental health issues. Among friends and family it is becoming more of a topic, so the motivation to look for it is growing.

Simone Zagrodnik

European Historic Thermal Towns Association (EHTTA) / Executive Director / Belgium

#2 It is surprising that they do not trust the official information / public administration and brands

Not E80 but important: how open all groups are (except baby boomers) for new experiences

I find important the big differences between Baby Boomers (their needs, views, expectations) and GenZ/Gen X. How to create more interest and offers in more pillars and balance them much better.

Interesting: The Age Changing Approach

#3 Openness of GenZ/GenX: Encouragement to train thermal destinations better for these groups, destinations are not prepared at all as they are “hanging with the thought of baby boomers’ needs”.

A big challenge is anyway to change the image of the thermal destinations, but the destinations really need help to understand the market and the groups – on all levels, political and technical. Big efforts in training and education are needed. Differentiate offers for baby boomers and “the rest” is absolutely necessary – but needs to be understood! Again: training and education on all levels: Destinations, stakeholders … together. Collaboration needed to be able to adapt to the needs of the market.

#4 Offer add-ons to classic physical offers, enabling a “smooth entrance” and “easy contact”

The fact that family and community play such an important role could be a way to add specific offers to general family offers by creating specific activities

#5 Differences in geographic origin.

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Spa

& Wellness Media & Marketing Specialists

Photo by Lesourd Yoen on Scopio

#1 Men are generally looking for wellness offerings that support their fitness needs and recovery needs. Most men that I know who are dedicated to a wellness lifestyle are looking for ways wellness can ultimately help them with performance; work, life, energy etc., and are less focused on just self care, although de-stressing and self care are still important. They also seem to be gravitating more towards ancient modalities like social sauna/steam bathing and contrast therapies.

#3 The fact that men might want a fusion of social/fun included in wellness practices. Tone down the seriousness of it all a bit.

#4 Add more focus on the benefits of recovery and increased performance value under wellness practices and not just the benefits of self care and de-stress.

Bev Maloney-Fischback

Media Company / CEO & Founder / USA

Wellness

Inspatime / Spa Specialist & CEO / Italy

#1 In Italy, there’s always been a cult of beauty and aesthetics, since childhood, from the history. Over the last 30 years, I have witnessed an evolution and diffusion of body care in the male world, mainly in fitness, sport, calisthenics, martial arts, running, even extreme marathons (desert, snow), basically young generations up to 50 year olds. The sportier ones are lovers of walking, hiking, alpine trekking, skiing (a lot), swimming, tennis or golf and then football, football, football, football with friends, with children, with former classmates, on Sunday, on Saturday, on Wednesday night, on the beach, on the lawn, on the asphalt, in the backyard. Everywhere football. Before Covid, in the last 15 years, a viral trend has spread to train in gyms, crossfit, courses, Pilates, and then, after training, dedicate half an hour to the spa and sauna or hammam of the fitness club. In the last 10 years, more interest in yoga, meditation, holistic activities, in a couple or as a single as well. At the same time, in Italy, the second cult, after the taste of beauty, is good, healthy, genuine food, cooked well and beautiful to look at. Thus, men, while training, at the same time, were followed by nutritional plans, sometimes hyper-protein and extreme, but then in recent years I have witnessed a more human respect for one's body and for the good "gasoline" to ingest. Thus, many men, for some years, have been followed by a nutritionist, a dietician, a nutrition expert. So after football, there is food, food and food. For 15 years, many corporates have created internal or external gyms in the company park for their employees, they take care of balanced dishes in the canteens, they have included the corporate psychologist, the mindfulness expert, the wellness couch, thus, for emulation, even lazy people started copying their male colleagues and changing their lifestyle.

Raffaella Dallarda

#2

So there are many, at all ages, who take well-being into consideration, also through preventive and regular diagnostics, on health, reading books on personal development, spirituality practice and sometimes spa treatments. The preferred treatments for men are: massages, especially deep tissue or relaxing, or sports physiotherapy, for those who have postural problems. Many men are fanatical about foot orthotics or chewing bites. They only go to the spa if in the company of their partner, for a romantic experience. The third cult of Italians is the sun and tanning. Italian men feel good to have golden skin all year round so if they go to a spa destination, they prefer to stay in the solarium or by the pool area. Even in the mountains, when they go to sky, they love to sunbathe. The fourth cult of Italian men is rest. Many men love to sleep and are lazy or comfortable, because they are served in bed by their mothers (first) and by their wives or girlfriends (after)... or by their daughters (when they become a father...) So football, food, sun & rest, rest rest. The fifth and last well-being cult of Italian men (not because it’s the last) is having sex. So football, food, sun, rest & sex. During the pandemic, Italian men ate & cooked at home very healthy & they started to learn to train themselves at home by tutorials or practicing paddle outdoor (they are all mad for it now), or jogging or stretching. After the Covid period, from teens to centenaries, lots of men (gays, genders, fluids, trans etc.) became sensitive to wellbeing in all its pillars. I can also notice from how they shop in the supermarket or from what they put in the cart, that the choice of healthy food is more selective. Then, Italian men love to integrate. They consume a lot of supplements, also to avoid aging or not to lose their memory or to enhance performance of all types. Furthermore, many Spa Lovers who spend a weekend or a holiday with their wifes or partners or family are increasingly choosing destinations that have a sauna area with aufguss. Italians, especially men, are crazy about spectacular aufguss. Furthermore, for 10 years many Italian men have resorted to the plastic surgeon for small corrections (botox, fillers, lasers for hair or removing moles) or real operations such as removing abdominal fat, correcting the ears, blepharoplasty. Italian men are a bit hypochondriac and are afraid of hospitals and healthcare, so they are not very enthusiastic about having to do blood tests or specialist visits, but it is their wives who force them.

#3 I might start incorporating marketing ideas regarding the kind of treatments men may choose most in spas.

#4 Through social media campaign. My target audience from Instagram and LinkedIn is more men than women.

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Partner Changing Preferences

#1 Men can’t be defined as one collective group. Men in Afghanistan are different than men in Texas, and the men in Texas are different from gay men and New Yorkers. My personal experience as a men in his seventies, is my wife was always the main motivator and awareness ambassador of wellness and wellness resources. She actually experienced it first and than recommended it to me.

#2 I didn’t find shocking discoveries. I guess that when stress is mentioned in connection with work, it is relating to employed workers, and less to independent business owners. At least from my experience. I feel that age was not covered enough. From my own perspective, as a traveler and a frequent user of hospitality and spa resorts, my tastes and habits changed significantly through the years. Very little attention was dedicated to this. Also my choice of moderate wellness resources and luxury establishments changed dramatically, and I didn’t see this covered. It has to do with income, available time, location, experience etc.

Ilan Geva

Ilan Geva & Friends / President / USA

#3 The findings help me to form opinions in my professional journey, but will not change my personal perceptions towards wellness, or usage of specific wellness resources.

#4 Get to the macho core in locations where macho culture is dominant. Within the B2B environment, think of preaching the magic of wellness inside corporations, organizations and political establishments

#5 Wellness is still perceived as “luxury”, and “expensive” and “feminine” in many circles (at least in my environment)I want to know how I can change that perception among the public, not the tight circle of wellness experts. And if possible, to do it with you!

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Spa & Wellness MexiCaribe / Editor & Managing Director/ Mexico

#1 Wellness is definitely important to men, however, the language used in marketing plays an important role as many men won’t respond to certain, more traditionally female, wellness activities unless marketed very differently.

#2 It's interesting that the number one source of stress is work-related, and how the most influential pillar of wellness is the physical. Men enjoy different activities such as listening to music and playing video games, but they relieve stress mostly via workouts and physical activities but don't place much importance on mental health.

Sara Jones

#3 As men perceive the physical aspect as the most influential pillar of wellness, exploring this topic in more detail could be interesting. While pampering, beauty and grooming are less sought-after activities to de-stress in general, single and gay men are more likely to use these services, which suggests a possible market opportunity.

#4 More men could be reached by creating campaigns that target women to invite the men in their lives to wellness activities, and by partnering with local governments to promote wellness activities.

#5 It would be interesting to learn how they care for their mental health, the use of wellness apps or devices to enhance wellness and which activities, besides work, cause them stress.

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Awareness

Early on Holistic View

#1 When it comes to wellness, men don't know what's good for them. This seems to be the consensus among some of the top healthcare institutions in the United States. An article in Harvard Health's newsletter states, "When it comes to health, men are the weaker sex." An article in The Mayo Clinic Newsletter puts it in a less controversial way. According to Richa Sood, MD, an internist at the renowned health facility, "We were surprised in the finding that men felt they were as healthy as women despite having more medical problems.„

#2 Based on the findings it seems that the male gender has a very limited definition of wellness. It appears men think of wellness purely in physical terms, and even in that regard, many seem to be unaware that chronic issues like stress, hypertension, muscle stiffness, arthritis, or gastrointestinal issues can be, in part, alleviated by wellness protocols.

Tourism Well Defined / Founder / USA

Laura Powell

#3 How can this be? Are men simply clueless or are there other factors at play? Certainly, based on the findings of the first part of the Wellness of Men study, it appears men are in denial about and/or have a limited definition of their state of health and wellness. Per the Mayo Clinic article and the Wellness of Men study, men seem to view wellness solely in physical terms. And even then, they underreport chronic ailments like stress, high blood pressure, arthritis, dehydration and gastrointestinal issues. On the other hand, women seem to be more aware of their physical symptoms, while also realizing that wellness is more holistic, incorporating body, mind and emotions. They seem to more intuitively understand the link between health and taking part in a range of wellness practices, including yoga, massages, meditating and socializing with friends and health. Maybe this holistic approach to wellness, which may help stave off serious illness, is part of the reason why women live longer than men

#4 Indeed, taking a holistic view of wellness early on seems to be vital to maintaining physical and mental health throughout life. Therefore, it is important that men discover that taking control of their wellness can give them a certain amount of agency in their future health outcomes.

#5 A separate thought: I found it curious that the study found that men are open to what might be considered by some to be woo-woo modalities. For example, if I am reading the data correctly, they are most interested in trying things like sound bathing and colour therapy. This bears further exploration.

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Wellness & Health Researchers

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#1 Men do not value their social life as much as women. This seems to get worse with age. Men are mainly stressed about work and money and tend to prioritise them more than women (who are more focused on family, kids, friends and then career). It seems that this may change when men have a family, because it is more of a priority for single men in the study. Men are under less pressure to look good than women, especially as they age. This is supported by the findings as men think that women are most concerned about the physical pillar of wellness, but they do recognize that emotional and social wellness affect women more.

#2 Sleep problems are a concern, although this issue applies to all segments of society. The levels of exercise seem to be high which is good, but maybe this sample is slightly biased because of the increased interest in wellness of the sample? Work and career or finances always come up quite high for men as a source of stress. This is not a surprise, but it might indicate that there are not enough work-based wellness and stress-management programmes for men. It seems that interest in health and consciously seeking means of relaxing increase with age. This is not surprising according to other studies. Of course, single men have more time to do fitness etc.

Dr Melanie Smith

Budapest Business University / Professor / Hungary

#2 It would be interesting to explore in more depth how men interpret ‘spirituality’. It seems that those men with partners or kids do not have as much time for that! The need to replenish energy and de-stress are becoming life’s biggest challenges, so it is not surprising that men also prioritise these issues. Gay men seem to be most affected, but they may also have more time to think about it if they don’t have kids or they take better care of emotional health because it is a priority. It is interesting that single men are the most affected by stress, but this is probably because they also spend more time (and have more time) to worry about work and career. It is good to see that middle-aged men (Gen X) are focusing on self-development and improvement. I am surprised by the interest in ‘alternative therapies’ – I wonder what they understood by this? Gay men are no doubt more interested in psychological therapies because of the increased concern about emotional wellness. It seems that COVID had a positive impact, especially on Gen Z – but this generation is also suffering from the most mental health problems right now. It is good news that men want to get more involved in wellness activities in future. It is interesting that having a partner encourages men to look after themselves better – it could be the influence of women, but gay men also seem to manage well to be in harmony with themselves.

#3 I would suggest a special focus on improving sleep and work-based wellness programmes.

#4 It seems to work well if men are targeted as part of a couple or within a family. The results show that too. Gay men are usually more self-motivated and this study also highlights that emotional wellness is more important for gay men.

#5 It would be interesting to know how men interpret ‘socialising’ as some of the results are slightly contradictory.

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Dr Danny Kessler Dongseo University / Assistant Professor / South Korea

Journey Language

#1 Men and women are different. I think that men get wellness through experiences that give them selfefficacy. Men get wellness through the hero's journey, through overcoming physical, mental, and emotional challenges. This is captured in stories such as "Iron John" by Robert Bly. In the United States, men get this in high school through competitive sports. In traditional societies, the boy becomes a man after some painful rituals where he goes through some extremely challenging experiences and comes out on top. Rite of Passage is essentially wellness for men, in my eyes. The appeal of practices like the Wim Hof Method, sports like Mixed Martial Arts and events like the Spartan Race among men underscores this connection.

#2 To me, there was nothing really surprising in the study.

Hero’s

#3 I think the language needs to change to attract men. I think about the difference between the words 'breathwork' and 'meditation’.

#4 Frame it differently. I think the popularity of Joe Rogan's podcast, the #1 podcast in the world (or top podcast), gives great hints at what men want. Joe Rogan appeals to men because he is also a UFC commentator and a comedian, and he has a health and wellness company called Onnit. https://www.onnit.com/ The marketing language he uses to sell his brand of nutrition and supplements is appealing to men. Most men in the United States are greatly influenced by his many wellness influencer guests and Joe Rogan's own diet and healthy lifestyle.

#5 Gen Z, how are those boys and men going to turn out? I don't think we know yet, but it will be fascinating to see how they turn out.

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After-thought

Openness

Inspiration

#1 In my family there have been men with a healthy lifestyle (husband, son, friends) who have always practiced exercise (running, swimming, ball games, being in the open air, etc.), mostly healthy eating, have not smoked or consumed excessive alcohol. This way of life has seemed normal and ordinary, but I am sure that none of them have thought very consciously or associated it with wellness. Somehow selfevident has been a positive attitude towards such a way of life, probably motivated by feeling good and practicing activities with family or friends. This has also resulted in appropriate behaviour and healthy activities. In contrast, I can give examples of a couple of friends who, at a young age, were overweight, had practically no exercise habits, and serious problems with their health arose. It was only then that they began to think about health, including exercise, changing eating habits and ways to consciously promote their wellness. One of them achieved success, is now in good shape in every way and has firmly stuck to a healthy lifestyle. The other, alas, is not, and his health problems have unfortunately worsened. I can also give an example of our male student. He is a good learner, but often so tired that he gets stuck in class.

When I talked to him, he said he also had to go to work and he was the only recipient of income in his family, his wife was home with the child, his parents were infirm. There will be few hours of sleep and a feeling of hopelessness has arisen in terms of his own wellness, there is no time and opportunity. He understands very well that in this way he may not last long, but he will not be able to find solutions.

Tartu University / Associate Professor Emeritus / Estonia

Heli Tooman

#2

A large number of Estonian men are paying more and more attention to their health and wellness, this is a good thing. But if you look at how many men predominate here, how much alcohol is consumed and what enormous work-related stress they have, it can be said that the issues of men's wellness and health still need to be dealt with very seriously, acknowledged, taught, given examples, etc. As a good example, I can cite the Estonian TV show "Men, let's live!", which is now taking place for the second season, where well-known people in Estonia openly talk about their health concerns and embark on a journey towards better health and wellness with the support of doctors and advisers. A very honest, instructive and motivational show.

There is a great deal of information published in the media about healthy lifestyles and ways to increase well-being, but I have come to understand that those who would particularly need such information do not reach these channels. That is to say, this is also a problem of how men can be better informed and encouraged on these issues.

#3 From a business point of view, it can be said that wellness services are increasingly offered in a wide variety of health centers, spas, etc. This means that emphasizing wellness is also considered one of the ways to attract customers. I often think there is also some manipulation, but the truth is that the provision of related services is actually very high. I myself regularly go swimming and to fitness trainings, but men are rarely seen in them. There are more men in heavier gym workouts, but they are mostly young and very athletic people. The question is how men can be more encouraged to take advantage of such opportunities, but also to attend more health examinations. Most often, they go the doctor when the health problem is already serious

#4 I think family and school have an important role to play. If you look at how many overweight children there are already in Estonia, especially boys, this is a very sad picture. Parents probably do not find time, do not pay attention and do not have enough knowledge to engage in promoting a healthy lifestyle for their children. Too little movement, too much mobile phone and computer use, unhealthy diet, etc. are probably the result of unfinished work in homes. Much more attention has been paid to these issues in schools, but this is clearly only the beginning. Another problem is that teachers themselves pay little attention to their own health and wellness and are therefore unable to set a convincing example for students. This means that teachers are in dire need of training related to personal wellness.

#5 From my own point of view, I would certainly be interested in the results of related studies, publications, etc. Thank you very much for Part 1 of the study on male wellness, very useful, I will definitely share it with students and my male acquaintances. I am also a member of the Patient Advisory Board of Pärnu Hospital and I try to share information related to men's well-being through this line as well.

Dr Raija Komppula

Professor Emerita / UEF / Finland

#1 According to my experience, Finnish younger generations (as seems to be the case elsewhere, according to the results of Part 1) are more concerned about their health than my generation (born earlier than 1965). This might be related to several improvements in our school system as well as awareness of several “traditional” Finnish illnesses, e.g. high blood pressure and cholesterol. One major factor in better understanding is the awareness of the importance of healthy nutrition among people in general but particularly among men. Younger generations seem to be more aware also about the negative effects of alcohol use. But, as everywhere, also in Finland the health awareness and willingness to adopt healthier life habits is more common among higher educated men than less educated, also smoking is still a problem among less educated, low salary professions. One issue in Finland is the fact that as long as people (men and women) are employed in large companies or in public sector, their (work related) health care is provided by the employer for free, which encourages people to be more active in going to doctors and taking care of their health. But on the other hand, as far as I know, men seem to wait much longer than women before they contact the health professionals, and sometimes it may be a fatal attitude to avoid doctors.

#2 I would say the results very much reflect also what I assume Finnish men would say about wellness, except one issue, which is (explicitly) missing in the results, and it is the meaning of nature as a facilitator of wellness experience of Finnish men. I would say a regular escape to peace and solitude of lakes and forests is an essential part of Finnish wellbeing, for men particularly nature-based activities, which provide both physical, emotional and even spiritual wellbeing. In terms of wellness related (beyond physical exercise), the youngest generation and the retired are the most obvious Finnish male customers, not only because their spouses make them accompany them, but also as many of them may enjoy the relaxation services even voluntarily!

#3 Results presented under the title “Looking after himself” are quite obvious. Baby-boomers are retired, they have more time for themselves and at the same time, they probably have realized that if they aim to live some more years, they’d better to do something to make it happen. And, most often it is the spouse that encourages (or forces) them to take care of their nutrition, medicine, activities. On the other hand, those living alone have more time, and maybe going to gym or outdoor activities is a way to socialize. In general, I would say that the socializing factor as well as social pressure are very important factors that make men pay attention to their physical activity. In Finland, this is very much the case particularly in terms of nature-based activities, but also with ice-hockey, football etc., which all age groups do together much more for fun than for any other reason. It is about “play”, which also nurtures their need for competition

#4 Most men are very competitive in nature, hence, any kind of incentives that might encourage them to compete against each other or themselves may encourage them to use wellness services. Men are also eager to measure everything, including their progress, which of course also is related to the competitiveness.

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#1 Compared to women, who have difficulty maintaining a state of wellness due to pregnancy, menstruation and other irregularities, men's wellness is quite simple. However, in Japan, men still have relatively greater obligations and responsibilities for work and income, so it is essential to ensure that they are physically fit. In Japan, there is an old saying that "a sound mind resides in a healthy body," and based on this belief, there is a Baby Boomer generation like myself who cultivate mental strength through physical training.

#2 In the "Trying for the First Time" chapter, the responses that men are much more likely than ever to book wellness-focused travel in the post-COVID-19 era and that nearly 40% will actively participate in wellness activities on future trips were meaningful insights for me. While previous trends have suggested that wellness tourism is female-centric, the increasing willingness of men to participate in new wellness activities while traveling represents a significant opportunity for the industry.

Tomonori Maruyama

Mitsui Knowledge Industry / Chief Researcher / Japan

#3 There is a lot of information in your report that could be used for marketing purposes, for example, the following information will lead us to offer solutions for each target segment. Since no segment had more than 50% of respondents saying they sleep well, I believe that wellness programs and products that enable men to acquire good sleeping habits will meet the needs of these men. On the other hand, for single men, occupational wellness is particularly important, so it is important to target single men with wellness services that can improve their work performance and give them energy. While there have been efforts to incorporate music as a wellness activity in the past, it has not always been the focus of wellness programs. However, now that the survey has shown that music is the most sought-after means of relaxation in many segments, we will consider how to better integrate and offer music in wellness programs and services.

#4 Almost one-third of Baby Boomers have some form of chronic disease; Gen X, Baby Boomers, and men with children are motivated in their wellness activities by potential disease prevention; and the partner is the number one source of information that could influence men's attitudes toward wellness. I believe that promotional strategies through spouses and partners will be successful in providing wellness services to men, who are the mainstay of family households.

#5 How does stress affect male hormone production? (because stress can reduce male hormone levels, which can result in symptoms such as muscle weakness and decreased libido.) What are the benefits and methods of mental care techniques such as mindfulness and journaling that are effective for men?

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Mario Crecente

Crecente Asociados / Founder / Spain

#1 The body and health are becoming a primary value. Concern about health care and appearance has been growing among men until it has become part of their daily routine. Physical activity, weight management, balanced diet, stress reduction or beauty treatments are increasingly present. Even the question may arise as to whether they are really a form of relaxation or whether they represent some type of "social obligation" for some men. Although the part of well-being related to physical appearance and body care is no longer considered an exclusively feminine practice, certain fears persist among men when it comes to talking about their health status and medical concerns. There is still a need to increase awareness about the early detection of certain diseases. Wellness is a holistic concept that is constantly evolving, with new services, trends and ways of life appearing every day. Wellness travel has evolved and expanded to encompass experiences aimed at improving physical and mental health.

#2 The way in which men understand relaxation is not a real synonym for what we understand by wellness from a technical point of view. The list of relaxation activities includes activities such as online games, drugs or drinking that have nothing to do with the real concept of wellness. Although there is a great diversity of activities related to relaxation, none of them is connected to the recreational or therapeutic use of thermal and mineral-medicinal waters (the historic origin of health tourism). There is no segment in which more than 50% of respondents say that they sleep well. This data reflects a genuine health problem that may not be receiving the attention it deserves at all levels. What is surprising is the vision that men have about the wellness of women, for whom they think the occupational pillar is less relevant than for them.

#2 A study on this matter among women would be necessary to prove whether men's perception is correct or stereotypes still persist. The motivation to consume wellness services is markedly related to stress. Thus, among the first 5 motivations we find: 1. De-stress, 2. Replenishing energy, 3. Recharging and 5. Relaxation. All of them surpass other motivations related with aesthetics, learning or socialising. Alternative Therapies, Unusual Wellness Programmes, Psychological therapies, Wellness Festivals and Bathing in Hot Springs are new activities that arouse the interest of men. This interest is not only seen in everyday life, but also in travel planning. The closest environment is clearly the one that most influences the attitude towards well-being, far above advertising, public policies or corporate initiatives.

#3 Work is the main trigger of stress. It is time to work hard with companies to offer wellness activities, experiences and services to their employees. Spa establishments should incorporate new offers that respond to the needs of the male public. It is about offering new experiences (Unusual Wellness Programmes, Wellness Festivals...) that take advantage of this moment of post-Covid boom that wellness is experiencing. Although the variety of wellness activities and services is increasingly broader, we must not forget the importance of natural resources and their intelligent use, particularly mineral-medicinal and thermal waters in a time marked by the climate crisis. Exploring the sustainable applications of thermal waters and peloids should be a top value for the wellness sector and a powerful and fashionable attraction for customers. Organize specific events that allow clients to live experiences (retreats, journeys, etc.) and that multiply the impact of word-of-mouth advertising, instead of investing in expensive advertising campaigns.

#4 The partner, family and friends are the main source of trust for men to learn about wellness. It is important to work on activities aimed at couples or groups of family and friends. Those who usually consume these types of services will encourage men to try them. It is necessary to promote education at all levels on stress management. Some of the activities in which men take refuge to release stress are harmful to health (alcohol, drugs), which represents an educational problem to be addressed.

#5 What percentage of men have regular health exams? What factor do men associate their sleep problems with? What about mental health and especially, suicidal thoughts?

THE BOTTOM LINE

The Part 1 & Part 2 of HTWWLife’s explorative study has concluded a couple of fundamental considerations:

1. Men need to pay more attention to their own wellness. We all should pay more attention to men’s wellness (and consequently everyone’s).

2. Men are loyal wellness consumers – as long as what and how it is offered has been designed with men’s demand triggers in mind.

3. Men do not tend to open up easily about their state of wellness, or about the lack of it. They need more encouragement, incentives and support. This can be provided by their partners, but operators and brands can also facilitate this process by more careful and targeted design and product provision.

4. More gender-neutral service design and delivery may provide one path, but that this approach could come with another challenges.

5. Cultural traditions and social norms, age, family status and life cycle position, sexuality and orientation do all play influential role what wellness means to men and how they may want to improve their wellness.

It can be concluded that there is no golden approach to men’s wellness. Wellness of men and wellness for men, however, represents great opportunities for businesses and at the same time suggests responsibilities for policy makers and governance.

HTWWLife Team is happy to initiate and support this dialogue.

➢ Destintion Wellbeing Landscape Development

➢ The Experience Gym

➢ Concept Development & Destination Planning

➢ Wellbeing Intelligence & Feasibility

➢ Wellnessificiation & Marketing

➢ Skills Development & Mentoring

➢ Impact Assessment & Monitoring