Destination spa operator Champneys has revealed results from a 2021 survey of 1,000 UK males investigating the misconceptions around men, self-care and spas.

According to Champneys, male grooming has surged in recent times, with more and more men incorporating wellness into their everyday routine – be that through fitness, nutrition or a spa visit.

However, the operator discovered that more than a third (36 per cent) of all survey respondents still believe there is a stigma attached to men going to the spa.

The same proportion of participants answered that they felt spas were too feminine, while under a third (29 per cent) felt spas don’t currently cater enough for men.

Despite this, more than one in five respondents (22 per cent) were keen to start taking more care of their wellness and wellbeing.

The most enthusiastic group about this was Gen Z men, as over half (54 per cent) of this age group agreed they were keen to prioritise things like skincare, massages, pampering and nutrition.

A quarter of men explained that they’d also like to see more male-specific treatments, such as a personalised pampering session for men.

Nicola Eager, group commercial director at Champneys, added: “Here at Champneys, the split between male and female clients is close to 40 per cent male and 60 per cent female visitors at weekends.

“In addition to that, 39 per cent of our male social media followers are aged between 25-35 years old and 32 per cent between 35-44, suggesting millennial men are leading the way in prioritising self-care and wellbeing.”

However, the findings show there’s still some way to go, as a third (33 per cent) of participants don’t feel comfortable going to the spa.

More than one in 10 (12 per cent) of 35-44-year-old men surveyed revealed they love spa days but never go on them, with this age group being the most divided generation. Over a third (35 per cent) of this subcategory still believed there is a stigma surrounding men going to the spa.

In terms of favourite treatments, massages came out on top as men’s favourite treatment, followed by facials and manicures.

Massages were the most popular choice for 25-34-year-olds, with facials following closely after. In terms of nail services, the youngest generation surveyed (16-24-year-olds) preferred this treatment the most.

Interestingly, only eight per cent of respondents had been gifted a spa day as a present, while one in five (20 per cent) would like to receive this gift.

Commenting on the research, Champneys’ group spa director Laura Tatlow said: “Visiting a spa is not only beneficial as a one-off break but a way to prioritise self-care, to ensure you’re always putting your wellness first – which is why we believe spas are absolutely for everyone.

“Although we’ve already started to see a shift in stereotypes in the wellness industry being broken down for men, our research has highlighted there’s still work to be done.

“Although this shift is gradual, we look forward to seeing many more men feel comfortable to enjoy time at a spa and continue to prioritise their own wellbeing, with the help of the wellness industry making it more accessible to them and their needs.”