Spa Revolutions has launched its newest massage – which has been developed exclusively for men.

The massage, Muscle Beach for Men, is intended to combat the pain men experience after playing sports or after a heavy workout session. Spa Revolutions uses its self-heating Lava Shells and cooling Glacial Shells in the massage, which help relax muscles fatigued from repetitive use, while reducing inflammation and inhibiting pain.

Spa Revolutions believes that the number of men visiting spas will increase in the next few years, and so says devoting at least a section of any menu to treatments designed exclusively for men could be highly beneficial for operators.

“Men differ in their buying habits and recent research indicates that a growing number of men are visiting the spa for specialised services,” said Kristin Sartore, director of sales, marketing and business development at Spa Revolutions.

“While some men may experience apprehension about treating themselves to a pampering day at the spa, Muscle Beach is not just a luxury – it is a therapeutic massage that is a valuable component of a well-rounded health care regimen.”