Super spas 2006

Eric Ruimy understands the power of niche marketing very well. Ruimy is chief executive and president of Nickel Spa in San Francisco, a franchise of the Paris-based spa and product line, which was launched to cater specifically to men.

"There are a million spas throughout the world for women. We thought it was time for men to start pampering themselves," says Ruimy, who collaborated with Philippe Dumont, Nickel's founder, to bring the spa to San Francisco. (There is also one in Manhattan.) "We wanted a spa that wasn't chi chi, but a fun, relaxing environment where men would feel very welcomed."

Nickel spas are styled after a submarine and designed to be distinctly masculine, with stainless steel and cobalt blue fixtures. The product packaging and explanations are straightforward, and no women are allowed inside, except as estheticians or therapists. Ruimy claims that revenue at Nickel Spa San Francisco has increased 20% per quarter since it opened. There are Nickel Spas planned for Los Angeles, South Beach and Las Vegas within the next seven years.

And how do women feel about being excluded? "Most have thought it's wonderful," says Ruimy. "They feel it is time for men to start taking care of themselves."

The only threat on the horizon is other spas looking to get in on the action--according to Ruimy, the men's spa industry has gone up from 10% of the market to over 25% of all spas' revenue globally. But he seems resigned to the competition. "They're already in it. Other spas are now focusing their attention toward men. They're seeing that it's a viable concept."

If men-only is viable, then so is adults-only. And a new spa in Enniscorthy, Ireland, opened just last December to cater specifically to the no-kids crowd. The 68-room Monart Luxury Destination Spa features grown-up services like its $170 Kigelia Bust Treatment--an exfoliating treatment for neck, back of head and bust that repairs the skin.

With all the choices in the spa world, which one is right for you? To help readers decide, Forbes.com has once again compiled our annual list of Super Spas. We looked at day, destination and resort spas across 11 categories, including Adventure Spa, Beach Spa and Ski Spa. We judged spas according to location (scenic rural setting or accessible from major urban areas) and the quality of service and treatments.

Video: Super Spas

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