Is the guy-grooming thing here to
stay? Yes sir, says Spa Le Merigot
(310-395-9700, www.lemerigothotel.com) in Santa Monica, where male visits jumped 300 percent in one year after manly treatments were introduced. Some serious spas are out to encourage indulgence of a distinctly masculine mode. The new male-oriented Absolute Spa in the Fairmont Hotel Vancouver (604-648-2909, www.absolutespa.com) debuts pedicure stations with flat-screen computer panels for Internet surfing and X-Box gaming, a barber chair for hot-towel shaves, and just-for-him treatments like back waxing. The Phoenician resort in Scottsdale, Arizona (480-423-2452, www.thephoenician.com), recently introduced a mannish spa menu including sport yoga and an acupuncture/massage blend called “acussage.” And southern Utah’s Green Valley Spa (800-237-1068, www.greenvalleyspa.com) pairs quad­burning hikes with post-trail neural-muscular massages and sport psychology coaching.
— ELAINE GLUSAC