---
title: "A new national trend highlights increasing Numbers of Male Day Spa Users"
url: https://burnaze.com/article/d655470d-ef47-46bb-8795-adc7d1f71532
source: "Franchising.com"
original_url: https://www.franchising.com/news/20260527_a_new_national_trend_highlights_increasing_numbers_of_male_day_spa_users.html
category: "Spa & massage"
industry: "Beauty & Wellness"
segment: "Spa & massage"
published: 2026-05-27T12:00:00.000Z
modified: 2026-10-31T16:11:15.118Z
image: https://images.unsplash.com/photo-1450101499163-c8848c66ca85?w=1600&q=80&auto=format&fit=crop
---

# A new national trend highlights increasing Numbers of Male Day Spa Users

**TL;DR:** Men now represent 49% of all spa guests in the US, up from 29% two decades ago, according to the International Spa Association. Oakwell Beer Spa is a concept that blends spa amenities with a craft beer taproom, catering to the growing demand for men's wellness routines.

*originally published in Franchising.com on 2026-05-27. [Read the original](https://www.franchising.com/news/20260527_a_new_national_trend_highlights_increasing_numbers_of_male_day_spa_users.html).*

## Story

According to the International Spa Association (ISPA), men now represent about 49 percent of all spa guests in the U.S — Up from from 29 percent two decades ago.

“As ideas about masculinity and self-care continue to change, we’re seeing men not only participate in wellness experiences at the request of their partners, but also seeking them on their own,” said Damien Zouaoui, co-founder of Oakwell Beer Spa. “Spa days are now seen as useful for increased performance, full relaxation and stress management."

This shift reflects wider wellness trends, with spas across the U.S. introducing spa treatment for men from barley and hops hydrotherapy to tailored facials and grooming services. According to Dermascope Magazine, Men’s spa services have grown 25–30 percent over the past several years.

Stress relief and recovery appear to be the chief motivators for this growing trend. Data from ISPA’s 2025 U.S. Spa Industry Study shows that 85 percent of spa visitors view spa visits as self-care, and nearly two-thirds cite stress reduction as a key driver — motivations that resonate strongly with men who are increasingly prioritizing both mental and physical well-being. Further underscoring this trend, the American Massage Therapy Association reports that about 1 in 5 men received a therapeutic massage in the past year.

Oakwell Beer Spa provides spa amenities, like private spa suites with soaking tubs and infrared saunas, together with a craft beer taproom — a blend that feels inviting for first-time male spa-goers while still offering a wellness experience.

“Men often try Oakwell because beer makes the experience feel more inviting,” said Jessica Zouaoui, co-founder and CEO. Once they feel the relaxing, healing benefits of spa treatments, many keep Oakwell as part of their monthly wellness routine."

As demand for men’s wellness routine grows nationally, Oakwell Beer Spa is described as a concept that blends spa amenities with a craft beer taproom.

## Entities

- Franchising.com (publication)
- Beauty & Wellness (sector)
- spa industry (topic)
- wellness trends (topic)
- self-care (topic)
- Oakwell Beer Spa (company)
- Damien Zouaoui (person)
- Jessica Zouaoui (person)
- American Massage Therapy Association (regulator)
- International Spa Association (regulator)
- men's wellness (topic)

---
Originally reported by Franchising.com (https://www.franchising.com/news/20260527_a_new_national_trend_highlights_increasing_numbers_of_male_day_spa_users.html). Summarized by Burnaze (https://burnaze.com/article/d655470d-ef47-46bb-8795-adc7d1f71532).