Once a month, Stuart Zionch, 60, a self-described spa treatment addict, gets a facial, pedicure, or massage, often traveling from his Stroudsburg home to Philadelphia, New York, or Palm Springs. He spends thousands of dollars each year on treatments and products.

“Once you start doing it, you realize how good your skin feels and looks,” said Zionch, a teacher. He eventually started deep-tissue massages because of a bad back, and bimonthly pedicures after he had difficulty reaching his toes.

It all started about 20 years ago, when he was pretty much the only man in the room.

Not anymore.

The pampering that once was the domain of women and their girlfriends (“Let’s go get manis and pedis!”) has become a man’s affair – almost.

A 2015 survey found that more than 40 percent of U.S. spa-goers were men, up from 30 percent five years ago, said Betsy Isroelit, senior global media director for Spafinder Wellness, a spa industry marketing company.

Although older, professional men with disposable income have historically embraced the manicure, spa-goers of late are guys of all ages and income brackets.

Still, industry experts say men don’t view spa experiences in the same way women do. It’s less about indulgence and more about getting results: A sports massage isn’t to relax as much as it is to cure sore muscles. A healing pedicure will repair dry, cracked feet. Polish be damned.

“This is what I want to accomplish. Here’s a treatment that works for that,” said Isroelit.

The perception of spas, too, has evolved, added Allan Share, president of the Day Spa Association. Spas are discussed as part of wellness, as part of health care. Instead of going to a doctor for a sore shoulder, for example, it might make sense for someone to try a massage first, he said.

In the meantime, there’s no longer a stigma about getting beauty treatments. There are selfies and social media to consider, and – young or old – men are caring about their looks.

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