This empirical study incorporates social space and gender into consumer behaviour research to explore consumer identities and consumption practices within the UK spa marketplace. By drawing upon the work of Lefebvre (1991), this paper contends that the relationship between gender, consumption and space is intertwined and reciprocal. Semi-structured interviews with ten men who visit spas reveal that spas influence the construction of men’s consumer identities in multiple ways through empowerment, struggle and resistance that exist in the social spa space. The proposed theoretical framework reflects the dynamics between space, men’s consumer identities and their consumption habits. The perceived, conceived and lived experiences that emerge through the data suggest that spas can transform into a gender-inclusive marketplace.