Digital spa experience and booking agency Spabreaks.com has reported a 346 per cent increase in male spa bookings since 2019.

The insights, derived from the company’s booking and platform data, reveal men across the UK are turning to spas to support both their physical and mental wellbeing.

Spabreaks founder Abi Selby commented:

“When it comes to men in spas, the challenge across the years has been changing the way we think about spas and making it clear that they’re a space for everyone to enjoy, men included.

“I think men feel pressure to push through when they’re struggling. While it’s not the solution to all things, taking time to relax and proactively doing things to relax the body and its corresponding impact on mental and emotional health can make a huge difference.”

In addition to the jump in male bookings, Spabreaks' audience has increased to 40 per cent male custom compared to just 25 per cent in 2018-19.

The platform has also seen a change in website sessions in which total sessions from men have increased by 89 per cent since 2018.

In June of this year, Spabreaks launched its Real Men Relax campaign during Men’s Health Week to highlight the benefits of spas to men of all backgrounds.