While the space is often ignored for its reputational baggage in the United Arab Emirates (UAE), businesses like The One Gents Spa are bringing authentic spa experiences to the men who might need it. The team behind The One Gents Spa saw an opportunity to shift cultural perception around a franchise-ready model and has built a men's wellness brand on trust and reputation.
Finding Opportunity in an Unexpected Place
Building a trusted spa service isn't easy, but The One Gents Spa recognized that there was real demand for a quality day spa for men with affordable prices. Although the men's spa sector has faced some skepticism, The One Gents Spa identified a potential gap and sought to provide a professional and affordable alternative to traditional wellness services. After founding the business, the spa's team spent nine years developing the optimal method to deliver the best service. Focusing on improvement, The One Gents Spa has maintained strong employee retention.
An Authentic Approach to Overcome Challenges
The One Gents Spa's commitment to honesty and reputation has enabled it to grow. Although it was a significant challenge to build trust in their field, the team has relied on its principled approach to business to find success. This way, The One Gents Spa has been able to change the perception of men's spas in its community.
As the Founder Ali Alkhoori explained, "With a good reputation from the beginning, The One built an honest and trusted name."
Although The One Gents Spa overcame community skepticism, 2020 brought a new challenge in the form of COVID-19. Of course, a spa business would be among those to feel the impact of lockdowns and closures most. The One Gents Spa was forced to close completely for about six months and partially close for 18 months. However, the business was able to manage without firing a single employee.
"We made amendments to salaries in agreement with some of the employees, [and] with a good cash backup, we managed to survive," Alkhoori shared. "We take pride in that and our employees appreciate that."
Awards and Accolades
For their persistence, dedication, and honest success, The One Gents Spa has earned several accolades during its operation. As the business weathered COVID-19 and completed two major expansions, which multiplied its revenue, it was nominated for several awards. In 2025, The One Gents Spa was acknowledged as Promising Gents Spa Franchise of the Year by the Gulf Franchise Awards in Abu Dhabi.
Data-Driven Success Meets Human Retention
The One Gents Spa's ability to achieve top-tier employee retention is a result of their data-driven approach to refining their business model over nine years of trial, error, and innovation. By optimizing operations, enhancing service quality, and prioritizing employee satisfaction, The One has cultivated a stable workforce that aligns with its long-term vision. While employee retention is a notable success, it is essential to acknowledge that the company's ongoing efforts to refine its business model have likely contributed to this achievement, and that challenges remain as the brand expands.
A Market on the Rise
The wellness and spa ecosystem in the UAE is maturing rapidly, with consumers increasingly willing to invest in high-end services and wellness tourism. This environment of double-digit growth in wellness travel, combined with strong CAGRs in both spa and product segments, is drawing interest from both local and international brands. As competition intensifies, several trends are shaping the market—most notably the crossover between wellness and beauty, a shift toward personalized services, and the rise of male-oriented spa offerings.
A recent report projects the broader UAE spa market to grow at 9% CAGR from 2024 to 2029, driven by luxury tourism, medical spas, and wellness culture. Additionally, the combined UAE and Saudi Arabia spa market was valued at USD 1.9 billion in 2024, with expectations to reach USD 4.3 billion by 2034 at a CAGR of 8.4%. The UAE is already among the top 20 global spa markets, generating approximately USD 873 million in annual spa revenues—far ahead of regional peers like Saudi Arabia or Morocco.
Competition in the region is intensifying due to luxury tourism, high-income consumers, and rising interest in medically oriented spa treatments and wellness services.
Plans for Growth
Moving forward, The One Gents Spa aims to push a legacy of authenticity while expanding its business through a franchise-ready model. The brand is currently eyeing expansion within the GCC region, with plans to bring its proven approach to more markets. By preserving the operational principles that allowed the brand to find success, The One Gents Spa is providing an affordable and high-quality spa experience that men can trust.
The One's success offers a promising example of a homegrown concept that has built scalable integrity. With franchise recognition on the horizon, the brand's ability to grow sustainably, while maintaining a focus on its core values of honesty and quality, positions it as a standout player in the wellness space.
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