FX Studios owner David Behan poured $1.3 million of personal money in his venture. Behan is also president of Dunleary Inc., a family-owned specialty chemical distributor in Towson that sells to companies such as McCormick & Co. Inc. and Procter & Gamble Cosmetics.
Behan wanted to capitalize on the male population's growing interest in grooming services, thanks to popular cultural trends like the television show "Queer Eye for the Straight Guy."
"I was always the one guy amongst women" at spas, Behan said. To attract the male crowd, FX Studios is loaded with liquid crystal display televisions featuring Dolby surround sound so clients can watch sports or news programs.
They can also go to the movies while getting their hair cut.
Behan has acquired the licensing rights to show Hollywood films on its four, 16-foot screens. Employees at the spa rotate the movie times on the spa's Web site so clients can schedule their visits accordingly. "A Fish Called Wanda" and the "Sixth
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Sense" were among the 16 movies playing at FX Studios at press time.
Men comprise 55 percent of Behan's clientele. Nationally, 29 percent of spa clients were male in 2003, versus 25 percent in 2002, according to the spa association.
Targeting businesses' business
Men also comprise much of another market targeted by spa owners: the corporate market.
Three months ago, Behan hired a marketing director to attract corporate clients. FX began offering a rewards program that allows companies to earn points, similar to airlines' frequent flyer programs. Its corporate clients include Procter & Gamble, McCormick and Co. and Black & Decker Corp.
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