Men are increasingly seeking out more affordable male massage services, according to a new study by a San Francisco-based consulting firm.
The study, commissioned by the International Men’s Health Forum, found that the price of male massage has fallen from about $6,000 to about $3,400, from about 1,000 masseuses to about 400 in the last two years.
Men are paying more for their services because they can afford to, and they also feel they’re being treated with respect and professionalism, said Jason Gorman, the executive vice president of global health at the International Male Health Forum.
“The male massage market is still growing,” he said.
The number of men seeking out the services has increased in recent years, Gorman said.
“But I think this is the first time in history that there has been such a dramatic increase in demand.”
One factor is that men increasingly find female massage less painful than male massage, which is why they prefer it, Gormans research showed.
The reason is because they have been taught to tolerate discomfort, he said, which they didn’t learn until they were young.
“It’s a really big part of what they do, what they are doing,” Gorman added.
Male massage services are now available for both men and women, with most men seeking them out on their own, said Sarah Rizzo, vice president for research at the IHMF.
The demand for male massage is especially strong in the United States, where the average male spends about $5,600 a year on the practice, Rizzos research showed in 2016.
The price of a male massage service is up 23 percent since 2015, according the IHEF.
Many massage therapists are looking for new and more affordable services, and the new study shows that men are more likely to go for a male-focused service than a female-focused one, said Rizzohos research director, Amy Stebbins.
“I think the male market is much more diverse than it’s ever been,” she said.
Rizzollos research also showed that male massage clients are also more likely than female clients to pay more than $400, compared to the average female massage bill of $180.
The IHEHF study found that most men, including those in the study, pay about $4,000 for a female massage.
Male clients are looking to pay $5 or more for the same service, and that includes the $6-per-hour fee for the male masseuse.
“This is a trend that I think is pretty well recognized by people that have been doing it for a long time,” said Ritchie.
“You need to be a little more selective with what you do, you need to take care of yourself, and you need some level of respect.”