Laszlo Puczko, CEO of Health Tourism Worldwide (HTTWLife), has initiated a new conversation about the evolving role of men in wellness. Through his Wellness of Men/Wellness for Men project, Puczko has brought together industry leaders to explore the challenges and opportunities around making wellness more inclusive for men.

His four-year initiative includes two surveys, now summarised in two detailed reports. The first survey gathered insights from over 350 men worldwide about their wellness habits, stressors and relaxation preferences, while the second report compiled feedback from nearly 80 industry experts to discuss the implications of these findings for the wellness sector.

“We felt men’s voices were underrepresented in wellness discussions,” said Puczko.

“Traditionally, wellness has been linked to beauty, which often skews the conversation toward women. As a result, products, services and communication often overlook how men engage with wellness. Beyond grooming and fitness, men have rarely been included in the broader wellness conversation. But recent market trends suggest that is starting to change.”

Key takeaways from the first report

• Physical wellness was ranked the most important wellness pillar for men.• Music plays a key role in men’s wellness experiences.

• Stress is the top motivator driving men toward wellness.• Partners are crucial in encouraging wellness participation.

• COVID-19 spurred men to prioritise self-care.• Men are open to new wellness experiences both while travelling and at home.

• One-size-fits-all solutions don’t work – men’s wellness needs vary widely.• Tangible results matter more than wellness branding.

These findings show that while men are engaging more with wellness, their preferences diverge from traditional industry assumptions. Stress relief, tangible outcomes and the influence of partners are top priorities. Puczko suggests that businesses aiming to attract male consumers must adapt their services and messaging to reflect these insights.

Part two: industry reflections

The second report builds upon the findings from part one, focusing on how industry leaders can translate these insights into actionable business strategies. Puczko engaged 77 professionals – from architects and designers to spa operators, wellness directors and consultants – to reflect on the findings and apply them to their fields.

Contributors included global wellness figures such as Anna Bjurstam, Andrew Gibson, Mia Kyricos, Lindsay Madden-Nadeau, Daniella Russell, and John T Nielsen, among others. A full list of contributors can be found in the report.

“We wanted to see how industry experts interpret the results and how they can translate them into practical business strategies,” explained Puczko, “because the industry needs actionable insights to better cater to and attract male consumers.”

Business takeawaysThe second report emphasises the complexity of engaging men in wellness and underscores the need for a more tailored approach. What wellness means to men and how they wish to improve it depends heavily on cultural traditions, social norms, age, family status, life cycle position and sexual orientation. The challenge for businesses is balancing the varying expectations of these segments with practical business rationale.

Findings showed men are loyal wellness consumers. To nurture this loyalty, industry specialists urged that service design and communication must take men’s demand triggers seriously. Men typically don’t open up easily about their wellness status, or the lack thereof, so they require encouragement, tailored incentives and support – often from their partners.

Gender-neutral service design is one possible direction for wellness offerings. However, opinions remain divided, with some operators unsure whether it’s the most effective approach for engaging male consumers.

Spa, wellness, and hospitality operators should consider these key insights from the Intelligence Series:

• Strategic partner engagement: Partners are a vital channel for reaching men, not only in motivating wellness participation but also in helping communicate the value and benefits of wellness offerings. Operators should consider partner-focused campaigns or referral programs.

•Customising experiences: Men often prefer treatments designed to meet specific outcomes, such as muscle relaxation or recovery. Spa operators should consider creating more targeted services or packages focused on these results, rather than offering generic, one-size-fits-all treatments.

•Clear, benefit-focused messaging: Men appreciate direct, no-nonsense communication. Avoiding excessive promotional jargon and focusing on clear, straightforward explanations of the benefits and outcomes of services can make marketing efforts more effective.

•Integrating wellness with fitness: There’s a growing opportunity for spa and wellness operators to collaborate with fitness centers. Integrating wellness services into fitness routines and offering combined packages could increase demand and broaden the appeal of wellness offerings to men.

Puczko hopes both reports will serve as a useful reference guide for the industry and that their insights will inspire wellness and hospitality operators to rethink how they engage with men, making wellness more accessible, relevant and appealing.

Wellness of Women / Wellness for Women surveyLooking ahead, Puczko is expanding his research series to delve into the state of women’s wellness. The new anonymous survey seeks women’s insights on their wellness habits, expectations, and the evolving landscape of wellness.

Click here to head to the survey and contribute.

Results will be published by Q4 of this year.