Alayne White, owner of Alayne White Spa with locations in Rhode Island, says she started seeing increased business from men at her spas when she retooled her spa menu. She renamed the pedicures as "sports pedicures," added facials and addressed needs of men, such as treating ingrown beard hair. "Men also might want to come at a time when it's not so busy," she said, noting that her spa added evening hours that appeal to men who want a less-busy spa environment.

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