Chances are you've heard the story: an unmarked door leads to a dimly-lit massage parlor where women with strong hands and tolerant smiles await a train of libidinous male patrons. The "happy ending" tale is all too common, a mixture of truth and urban legend that captivates male imaginations even in an age of casual sex and unlimited Internet porn.
"It's always a certain type of place," said Brian, a 41-year-old screenwriter who admits to visiting the odd "men's spa" or two (though never, of course, for that). "You go for a reason, and you know what you're getting when you walk in the door."
The rest of spa culture, meanwhile, is dominated by women. There are more than 14,000 spas in the U.S. bringing in around $10 billion in annual revenue, and their predominantly female clientele average more than 100 million visits per year. With all that time spent around low lighting, soft music, and heavy rubbing, it can be tough not to think of sex. But until recently, the female version of "happy endings" has remained doggedly taboo.
Luckily, any "rules" restricting female sexuality are dying as fast as Sex and the City repeats can slay them, and it was only a matter of time before women embraced the notion that "quick releases" aren't just for men. And with competition among spas getting ever more intense, customers are starting to demand more than just Enya and free herbal tea with their Shiatsu, according to massage therapists. "It's such a well-known thing for guys, and women are finally getting more comfortable asking for it," said Anna, a self-described "massage healer" who has worked at several upscale spas and performed happy endings on female customers. (Names have been changed to protect the less-than-innocent.) "Women are finally getting comfortable with the idea that it's ok to feel erotic in what's already a really erotic setting."
The bottom line: We like massages and we like orgasms, so why shouldn't the two sometimes, er, come hand in hand?