This is not your mother’s facial. Today’s male dominated spas are low on froufrou, but high on privacy and relaxation.

As senior partner of The Hastings Group, a Washington D.C. lobbying firm, Scott Stapf regularly clocks 14-hour days. It is critical that the precious moments he steals for himself are well spent.

So, on his frequent business trips and infrequent vacations, the spa is Stapf’s first stop. “I get a massage, full facial, manicure, pedicure and seven towel shave,” he says. “These spa visits are good breathers for me to slow down, disengage and unplug from the rat race. If I don t force myself out of my routine, I would work myself to a frazzle. I see spa treatments as necessary stress management and as my reward for success.

Lately, Stapf has noticed a welcome trend. Spas - especially those in business hotels - are increasingly catering to men. It makes sense. The number of male spa goers has steadily risen over the past several years, as guys discover the mind/body benefits that women have long enjoyed. In 2006, more than a third of spa travelers were men, according to ISPA, a spa trade organization. While massages are still the number one treatment of choice for males, facials, body treatments and manicures/pedicures are catching up.

Spas are responding to testosterone-charged demand with separate no-froufrou facilities that offer plasma TVs and “express” services, including hand treatments for computer/BlackBerry overuse, sports specific and jetlag revival massages, facials that soothe razor burn and (yes, indeed) back and nose hair removal.

To give you an idea of what s in store at the spa, we visited four popular business hotels. Be warned: Just reading this may induce severe robe and slipper envy.

WILLOW STREAM SPA, FAIRMONT PRINCESS

Scottsdale, Arizona

Scottsdale is known for its golf-and-spa resorts. But if you think that golf is for guys and spas are for wives, you’re behind the curve. And no spa caters better to men than the Willow Stream at the Fairmont Princess.

There’s much to like about the setting, with its Spanish colonial architecture, rooftop pool with private cabanas, and warm waterfall cascades. But the real winner is the spa’s new MVP room—a men’s treatment area furnished in leather and wood with a big-screen TV, wireless headsets, sports magazines and business journals. (The home-baked cookies are also a nice touch.)

You are escorted directly into the MVP room, so you don’t have to endure awkward chitchat in the lounge. “Some guys aren’t comfortable walking around in a fluffy white robe, so we have a ‘Keep Your Shorts On’ package,” says spa director Jill Eisenhut. “It includes a 60-minute sports massage and a pair of jersey athletic shorts and T-shirt to wear in the spa and then take home.”

SPLASH SPA, FOUR SEASONS

Miami, Florida

A private elevator whisks you from your room directly to the 40,000-square-foot spa and fitness center, so you never have to wander through the elegant lobby in sweats, or worse, a robe. As soon as you step off the elevator, you’re offered headphones and a bottle of cold water, then escorted to your locker.

It’s all very efficient and businesslike—yet quite luxurious — just what you’d expect of Miami’s Four Seasons Hotel, which shares a sleek tower overlooking Biscayne Bay with Sports Club/LA, the city’s preeminent health club. “More than half of our guests are men, and the spa’s location within Sports Club/LA is very male-friendly,” says spokeswoman Evileny Bastos-Klein. “We have separate men’s relaxation areas, and several treatments targeted to men.”

Before or after your spa session, check out the facilities on the enormous fitness floor, with every kind of strength and cardio equipment, class and gear imaginable. Cardio machines have private TVs; group classes are offered on the hour; personal trainers are available for consultations and assistance. One-on-one yoga, kickboxing, Pilates and other classes are also offered. “Circuit Express” classes cater to time-crunched execs, and a “fitness concierge” will custom-design outdoor, circuit or cross-training programs.

SPA LA QUINTA, LA QUINTA RESORT

La Quinta, California



The grande dame of the California desert, the 80-year-old La Quinta golf resort near Palm Springs is so renowned that the surrounding town was named for it. The area’s first golf course was built here in the 1930s (with $1 green fees); Frank Capra wrote ‘It’s a Wonderful Life’ here; the resort was President Eisenhower’s first stop when he left office.

It’s easy to understand the timeless allure. Flower-lined walkways, palm trees, grassy knolls and cactus gardens surround low-slung whitewashed adobe casitas with red-tile roofs, cheerful blue doors and private patios. Fragrant jasmine fills the air, bougainvillea blooms create colorful archways, and wood benches and cool fountains offer pleasant respite. Saltillo tiles and colorful Mexican pottery add to the Old California atmosphere — and the entire postcard-worthy scene is framed by the starkly beautiful Santa Rosa Mountains.

It’s the perfect, picturesque setting for Spa La Quinta’s open-air showers, private outdoor soaking tubs and waterfall Jacuzzis. Treatment rooms are light and airy, with big windows and enclosed private patios for outdoor massages, and a fireplace in the co-ed garden courtyard keeps things cozy during cool evenings.

The spa’s new Men’s Service Guide lists more than a dozen treatments to reduce work stress and relieve sports aches. The guide also offers “Spa Tips for Rookies,” such as what to wear and what to ask when you book a treatment. “The guide states that laptops and cell phones are off-limits,” notes spokeswoman Sarah Smith. “That’s a challenge for some business travelers — but necessary to unwind.”

AQUAE SULIS SPA, JW MARRIOTT

Las Vegas, Nevada

There are no fake oceans, Venetian canals, exploding pirate ships, fake Eiffel Towers or Statue of Liberty replicas at the JW Marriott in Las Vegas. Instead, you step outside to rushing waterfalls, grassy lawns and meandering waterways. Although you can see the twinkling lights and outlandish skyline from your guestroom window, you’ll feel worlds away.

In fact, the Strip is a short 20-minute drive from the hotel, but unless you want to see a show, you may not need to venture off the property. The 54-acre resort is self-contained with a casino, decent restaurants, cigar bar, lounge with live entertainment, pub and even a 24-hour Starbucks.

The water-themed Aquae Sulis Spa features a separate men’s “ritual area” with hot and cool plunge pools, warm float pools, whirlpools, effervescent steam saunas, outdoor bathing chambers, garden waterfall showers and underwater massages. The idea is to show up an hour or so before your spa appointment to partake in the watery funfest. You can also kick back pre- or post-treatment in the gentlemen’s lounge and enjoy the big-screen TV, juices, fruit and snacks.

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MASSAGE ETIQUETTE

Keep your shorts on, or strip bare? Should you speak up if the massage hurts? How much to tip? Rachel Lang, spa director at New York City’s Hotel Gansevoort, tells all.



Q: Is it rude to sleep during a massage?

RL: Massage therapists consider it a compliment when a guest slips into slumber. The downside is that you miss the conscious enjoyment of the massage.

Q: Is it OK to talk during a treatment?

RL: Before the session begins, you and the therapist should chat to establish rapport and discuss your expectations. But don’t keep talking. For maximum benefit, you should quiet your mind and focus on the experience, and the therapist should focus on his or her craft without the distraction of maintaining conversation.

Q: Can I keep my shorts on?

RL: A great massage can be delivered whether you wear undergarments or not.
Regardless, you will always be draped — only the area being worked on is exposed. If undressing is a concern, Shitasu or Thai massages are performed while you’re fully clothed.

Q: Should I speak up if a massage or other treatment hurts?

RL: This is your treatment, and you should be comfortable! Most therapists welcome feedback.

Q: How much do I tip?

RL: Tipping is always optional, but 20 percent to your therapist is customary. I also suggest a small tip to the locker-room attendant.

TRY THESE TREATMENTS

Give a guy a spa menu, and chances are he’ll zero in on a deep-tissue massage. But heck, now that you’ve taken your first baby steps into the inner spa sanctum, why not try something new? Can you handle a facial or foot massage, perhaps? Are you man enough for a manicure? Are you brave enough for a back scrub? Here are some recommendations. You’ll find similar treatments — albeit with different names — at most spas.

Willow Stream Spa
480-585-4848, fairmont.com/scottsdale

Postgame Face Treatment: Cleanses skin that is subject to sweating and includes a shoulder, neck and arm massage.

Jet Lag Recovery Bath and Massage: Soothes dehydrated skin, restores energy, relieves tension.

Executive Deluxe Foot Grooming: Removes calluses and relieves dry, cracked skin with a eucalyptus footbath, foot massage, and balm.

Splash Spa
305-533-1199, thesportsclubla.com; or 305-358-3535, fourseasons.com

Runner’s Revenge: An “aroma-sport” treatment for aches and pains in hips, legs and feet, using anise and juniper berry essential oils to stimulate circulation and lymph flow.

Fore: A relaxing hot towel and massage with rosemary, lavender and juniper berry essential oils to relieve shoulder and arm pain from golf or computer use. Ends with a cooling wrist wrap.

Spa La Quinta
760-777-4800, laquintaresort.com

Back in Action: Before baring your back, try this treatment that exfoliates and cleanses while repairing breakouts and sun damage.

Sportsmen Facial: Cleanses and nourishes skin irritated by shaving, sun and sports.


Aquae Sulis Spa
877-869-8777, jwlasvegasresort.com

19th Hole: A lavish foot massage with eucalyptus cream.

Herbal Spice: Starts with a nourishing body scrub and mud mask; ends with a spicy-scented massage.

Alpine Sport: Upgrade your deep-tissue massage with soothing icy-hot gel.

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MARYANN HAMMERS is a freelance writer based in Southern California.