The International SPA Association, or ISPA, has been tracking the industry in partnership with PricewaterhouseCoopers for over a decade. The spa industry is growing-it’s worth $16.8 billion today, compared to only $4.2 billion just over a decade ago-which means the spas-for-men industry is growing, and everyone wants to dip their pedicured toes into the business. It is just one of the several men’s-specific spas that have popped up across the country, mostly in big cities like Los Angeles, New York, and Miami, but also in Columbus, Ohio, and Minneapolis. Living Fresh Men’s Spa in New York, specifically. Because this isn’t your garden-variety man cave. In the next room is a desk where a man with headphones is receiving a manicure, and a row of plush chairs with sinks at the foot of each. Scattered around are succulents and candles, neutral in both scent and appearance. Keep walking and you’ll find a bar serving complimentary wine. The lights are dark, the wood flooring is dark, and the leather chairs are dark.
