For a long time, the medical spa industry historically built its entire business model around one customer: women, typically between their late thirties to sixties, looking for a mix of anti-aging treatments and body confidence support. That customer is still the backbone of the industry. But something has shifted in the last few years, and it’s a shift with real financial weight behind it. Men are walking into medspas in numbers the industry hasn’t seen before, and the businesses that saw it coming early are now positioned to capture a market that’s still relatively untapped.
Dr. Nick Gentry, MD, Medical Director Maverick Men’s Health Medspa in Fayetteville, Arkansas, has watched this trend develop from the inside. His clinic was already unusual when it opened, built around the idea that functional medicine and aesthetics belong in the same building rather than treated as two separate industries. That model, it turns out, happens to be exactly what a growing segment of male patients are looking for.
“Men tend to come in for one reason and stay for a completely different one,” is a pattern Dr. Gentry has seen play out again and again in his practice. A man might walk in curious about hair restoration or looking for a way to manage stubborn weight, and by the end of the visit, he is talking through a full hormone panel or a peptide therapy plan he didn’t know existed a week earlier.
That entry point matters for understanding why men’s aesthetics are growing the way it is. Unlike the traditional narrative around cosmetic treatments, men are rarely showing up asking for smoother skin or a more youthful appearance in the way that phrase gets used in marketing. They are showing up with concrete, often uncomfortable complaints. Low energy. Reduced libido. Weight that won’t move no matter what they change. Thinning hair that feels like it is happening faster than it should. These are the same pain points driving much of Rejuvenated MedSpa’s (Maverick’s Sister Medical Spa) female patient base, and it turns out men have simply been quieter about experiencing them.
From a business standpoint, this represents a meaningful opportunity for medspas willing to build a model that speaks to men directly rather than repackaging a female focused service menu. Rejuvenated’s approach leans heavily into treatments that solve a specific, felt problem rather than treatments sold purely on the promise of looking younger. PRP hair restoration is one of the clinic’s most requested services among male patients, addressing a concern that hits confidence in a very direct way. Hormone replacement therapy and comprehensive panels give men actual data about what’s happening in their bodies, which tends to resonate with a demographic that is often more comfortable with numbers and diagnostics than with the language of self care. Peptide therapy and GLP-1 support for weight management round out a menu that treats the body as an interconnected system, not a collection of separate cosmetic concerns.
Body contouring and skin treatments still play a role, of course. Laser resurfacing, RF microneedling and body sculpting options like Emsculpt and CoolSculpting are increasingly common requests from male patients who want results without an obvious surgical footprint or extended recovery time. But the throughline across nearly every service line at Rejuvenated is the same. Men are not just looking for aesthetics. They are looking for function, energy and a sense that something under the surface has actually improved.
Industry data has been signaling this shift for a while, with men’s grooming and wellness categories expanding steadily across the broader beauty and personal care market. What’s notable about Rejuvenated’s position is that the clinic did not have to pivot to meet this moment. The functional medicine backbone that Dr. Gentry built the practice around from the beginning happens to align almost perfectly with what male patients are asking for now. Comprehensive gut health mapping, stem cell treatments for healing and recovery, and IV therapy were never marketed specifically toward men, yet they’ve become some of the more requested offerings among that growing patient segment.
For a medspa operating in a regional market like Northwest Arkansas rather than a major metro hub, that kind of organic alignment with a national trend is a meaningful competitive advantage. Maverick Men’s Health is not scrambling to build a men’s program from scratch the way many practices around the country are now attempting. It already has the infrastructure, the diagnostics and the physician led model that this next wave of patients is actively seeking out.
As more men become comfortable walking through the doors of a medspa, the businesses that treat them as patients with real physiological concerns, rather than as an afterthought to a female focused service menu, are likely to be the ones that benefit most. Rejuvenated, A Well Labs+ Medspa, appears to have built exactly that model well before the rest of the market caught up.
Disclaimer: This article is for general informational purposes only and does not constitute medical advice. The treatments described are provided under physician supervision, and individual candidacy, suitability, and outcomes vary from person to person. Anyone considering a treatment should consult a qualified medical provider to determine what is appropriate for their situation.
