Men in Robes

We spoke about men and their fear of spas and we discussed the challenges of increasing the male patronage.

Now it’s time to get our hands dirty. 

Here follows one of the stories men hear around the barbeque. These are the tales that drive fear in the hearts of golfers and their caddies alike when teeing off on the 3rd at St Andrews. This is how your potential customers are pre-programmed to dread the unknown. Read with caution.

A Novice

The receptionist had waved me toward the change rooms and I complied. My wife was nowhere to be seen, I was going solo. I undressed and robed as per instruction, then lingered in the bathroom. After an eternity I ventured out and found myself exposed in the hallways of beauty. Commando under the robe is not for the fainthearted. Others were gliding purposely while I lumbered to the fruit juice dispenser for a desperate swig of something, no Budweiser in sight. The waiting area was packed. I took a tentative sip of the organic and eyed the sofa, designed for Snow White’s little friends I’m sure. It was one of those father-in-law-will-pop-his-knee-replacement couches. Low and dangerous, certainly not endorsed by the ‘Orthopodedic Association’.


A Clown

At this point my wife sped to my aid and I relaxed momentarily. This was a mistake. In the attempt to plonk my rear down I accidently flashed the vicar’s wife and startled the cleaning staff. My back hit the edge of the couch, slopping my drink over the lava lamp and I promptly flashed everyone again. Things were rapidly going the shape of a pear. In the space of a few seconds I had offended the patrons and staff, partially dislocated my lumbar spine and almost extinguished the decor. No one giggled or made an attempt to put me at ease, they just stared. My wife started to act like my teenage daughter. She made as if she didn’t know me from a bar of soap and I’m pretty sure I heard a ‘tut-tut’ escape her lips. I grabbed the Cosmo off the display and faked interest in the ‘7 Ways to orgasm before the next moon landing’ article when my therapists arrived. Thank goodness. I will never know how I escaped the sofa-trap, but I managed it without displaying more of my manliness to the world. She led me to the scary unknown while I desperately held out my hand toward my wife. My dearest was ushered off elsewhere, unimpressed.


A Gymnast

Question: How do you get onto a high plinth, space the towels to cover the sensitive areas and lie down without tipping over?

Well … don’t ask me. Suffice to say that half my man-rump was on display when the poor girl re-entered. By now I couldn’t give a damn anymore, I was in over my head. In way over.

A Satisfied Customer

At this point things turned around. Fortunately my therapist displayed the grace we usually attribute to the Duchess of Canterbury. She straightened me out and started to do her thing without a hint of condescension. I was due for a back massage and an Elim Medi-Heel pedicure. Never will I look back.



I walked in with the feet of a Hobbit and left with my toes in bows. I walked in oblivious of bliss and left a new man. It was a great experience. The decor was beautiful, wish I could do that at home. The washrooms were clean, the pool was great and the therapists were fantastic. I relaxed, enjoyed and saw the resurrection of my heels. I’ll definitely be back.

Tall tales will always be told around the barbeque or golf course. Next time, ask to hear the second half of the story.

Mine had a good ending.  

James Home – Content Author


Getting your man to the spa- here’s how

Your schedule is always full, every available space in your salon is utilised and your therapists never do free time on your account.

If this is true for you; STOP READING NOW.

Rather use this time to plan your next trip to La-la Land.

Open spaces in appointment books come straight off your profits. It doesn’t do a loop-around, returning with a gift.

It is gone forever and spa owners and their managers know this.

The challenge

The challenge is obvious; fill the gaps, get busy! The empty space in your book has many shapes.

Bad service, flat interiors, wrong location, average marketing, poor therapists.

This blog is about those spaces on the booking platform that have the shape of a bloke. Your spa could always do with more male customers. Much has been written about this topic and many salons now report male patronage of up to 45%.

The reasons for the increase in male customers include:

  • Better marketing

  • More manly interiors

  • Male treatment menu’s

  • A changing world

Yet, I have very few buddies that go to the spa. My wife? Now she has no friends that don’t. And there lies the unexploited paradox. Only one half of the pair goes there! It’s time to try something different.

The proposal

We all have Marketing 101: Upsell to existing customers! Market your male service to your existing female patrons. Instead of focusing on flogging off the latest bottle of She-Has-It-Already at the end of the treatment, sell the male treatment menu during the treatment.

So what does hubby do? What are his heels like? Let’s sort that out for you!

Instead of creating new sources of revenue, expand the existing one. It’s a soft sell. Women hate blackheads and chapped heels on their men. Women hate it when their knight in shining armour’s face looks like it belongs in a Frankenstein movie. Women hate men with fingernails like the claws of a raven. Women hate nose hair!

Wives, partners, girlfriends and fiancés are already incentivised; they just need to be reminded of this.

Advantages of marketing to the women in their lives

  • They are existing clients
  • They recognise the need already
  • They usually drive change
  • It helps him to overcome his initial fears when you accompany him on the first visit

Girls, drag him along. He will look better, feel better and you get to spend more time with the busybody.

To conclude

I have a friend that regularly goes to the spa. His wife books the appointments.

THIS is why men avoid the spa experience


Send us into battle and we know exactly where to hide from the bombs, drop us in the wild and we’ll survive, thanks to google and Bear Grylls.

If our cruise ship sank, find us floating away on a door, waving cellphones at satellites with half the buffet table perched on the edge.

Yet, you can never leave a man unattended in the foyer of a spa. Don’t make us go where the music is subdued, the displays are confusingly gorgeous and a therapist nods at us knowingly.

Please don’t.

Stumble at the first hurdle

When the average guy walks into the spa for the first time, he feels like a 4 year old in a downtown holding cell. He’s scared! Last week I went for my first spa treatment. My wife was late and asked me to go ahead and register, book us in or do whatever you do upon arrival at the reception desk.

I stood at the counter and mumbled my name while Miss World smiled through her makeup. I felt a fool. What to say? What to do?

There is no ‘instruction manual’ for this; my Dad never took me to the side and showed me the ropes. I wanted to enquire about the induction course but thought better of it.

Women instinctively know what is expected of them in a spa. Men don’t because we don’t talk about these things.

Small talk

There I was trying to blend, like a troll in Macy’s.

Miss World shifted the crown on her perfect head and asked; “How can I help you sir?”

“Yes uh, I’m here for a Elim Medi-Heel thing. For my feet!”

A long silence followed while the pretty girl cocked her head to the side.

At last she came to my rescue; “A pedicure! You’re here for a pedicure!”

Fortunately she took control of the situation and ordered me to the change rooms. I obeyed like a minion on a mission. If she had told me to sing a Justin Bieber song I would have complied.

Besides the metro men out there, most guys avoid spas because we never like to


We often FEEL UNCERTAIN, but then we go to great lengths to hide it.

Men don’t ask for directions now, do we?

To conclude

The enemy launching the bombs on the battlefield will never see the panic in our eyes, the trees in the wild will never see us shake with fear. The ocean is an empty nothingness, oblivious to our uncertainty.

But, the pretty lady at the day spa reception desk …

She’s smiling because she knows the man in the foyer is a lost and clueless creature.

Gold in Beauty Products – What is the hype about?

Did you know that ancient Japanese, Romans, and Egyptians used Gold as a beauty product and it was said that this was even Cleopatras beauty secret.

Today we see an increase in the use of Gold in beauty products. But what is the hype about and does it really work?

During my research I found the following claims.

  • Wrinkles, Fine Lines, Spots Can Be Reduced
  • Gold Can Lighten The Complexion
  • Sun Damage Can Be Treated
  • Allergies Can Be Treated

But how much of this can we believe?

Dr. Jeannette Graf, a dermatologist in Great Neck, N.Y., went further, saying she had done “intensive medical searches on this very ingredient” and found that “there are absolutely no scientific studies that show that gold has any effect in firming or revitalizing the skin, nor that it reduces wrinkles or gives skin a plumped, golden glow.

At Elim, we tend to agree with Dr Graf, our MediHeel Gold Spritz is a Liquid Shimmering Mist that is used to beautify the skin, but it has no magical powers to remove wrinkles or lighten the skin. We simply love the way it looks on the skin and the fine fragrance it comes with.

So here at Elim, we cannot promise younger legs after using our Gold Spritz, but we certainly guarantee you will look very shimmery and glamorous.  For more information on Salon Displays for your Gold Spritz and special offers, call or email us today.