Originally published in Massage & Bodywork magazine, August/September 2004. Copyright 2004. Associated Bodywork and Massage Professionals. All rights reserved.

Men are noticing there is a need to take care of themselves now,” says Patricia Eli, Spa director at the Hilton Waikoloa Village in Hawaii. “In the past 10 years, they have been expanding into spa treatments, trying more than massage and fitness. Women like frilly things; men want to see everything to the point, with results right away.”

As late as a decade ago, men’s skin care was considered an oxymoron. But today’s males are changing that philosophy. Gone are the days of grunge and grays. The image modern men want to cultivate involves sophistication, strength, and stamina.

Q: Does it matter if I go to a male or female practitioner?

A: In a perfect world, a practitioner’s gender would be irrelevant, according to practitioner, instructor and industry expert Charles W. Wiltsie III. “Massage therapy should be gender-neutral, at least from the massage therapist’s point of view. But here are a few tips to help you find the right professional:

“Check around and find out if the massage therapist you are going to use is known to the community. Are there people you know using him?