'Relax, Dad…'Spa experiences — a growing option for Jamaican men

3 min read

Spa Treatment

Eight years ago, a Father’s Day gift nearly rubbed Charles Harris the wrong way — literally. When his family handed him a spa gift certificate, the 55-year-old wasn’t flattered. In fact, he was offended.

“I remember thinking, ‘men don’t do those things, a man’s face and body should be rough,'” Mr Harris admitted. “I refused to go.”

He only relented three months later, after his wife stepped in. “She said I wasn’t going to waste their money and that they had worked hard for me and thought I deserved it. I thought about it and went after that,” he said.

But what started as reluctance quickly turned into revelation. By the time Mr Harris left the spa that day, his perspective had completely shifted.

“I felt so relaxed. Now, I don’t just accept spa days as gifts — I actually pay for them myself when I can.”
Charles Harris, 55

According to Sherine Virgo, Marketing and Sales Manager at Totally Male — a male-only spa on Windsor Avenue off Old Hope Road in Kingston — Mr Harris’s story is far from unique.

“Many men shy away from spa treatments because they think it’s not masculine. But once they try it, they usually love it,” she explained. “Men are starting to see that self-care isn’t a luxury — it’s something they deserve.”

Changing mindsets

For some, the hesitation comes from outdated ideas about masculinity. But that mindset is gradually shifting. At Totally Male, it’s often the women in a man’s life who make the first move — booking the appointment, gifting the certificate, nudging him through the door.

“After one visit, many men start coming back on their own — sometimes they’re even the ones asking for it.”

Sherine Virgo, Marketing & Sales Manager, Totally Male
The spa sees a steady stream of clients between ages 30 and 55, many of whom now consider treatments part of their regular routine. As a JN Rewards discount merchant, Totally Male has built a loyal clientele through word of mouth and the simple power of a first visit.

More than skin deep

While spa days may seem indulgent, Virgo stresses their deeper benefits. “When a man is pampered, he doesn’t just look better — he feels better,” she said. “His confidence improves, his mood lifts, and he functions better because he’s relaxed.”

She argues that although traditional Father’s Day gifts have their place, experiences like spa days offer something more lasting. “A physical gift is nice, but relaxation and renewed energy — that experience is priceless.”

With Father’s Day often taking a backseat to Mother’s Day celebrations, Virgo believes it’s time to close that gap. “At the spa, a man is truly celebrated. He gets to relax, unwind, and be taken care of — something many of them rarely allow themselves.”