After years of travelling for work and staying in a new hotel/corporate apt every month, my back needed some work. Unfamiliar beds, combined with me holding all my tension in my shoulders, has made my back very tight.
I try and get a massage 3-4 times a year. Last year on the cruise was the first time I had a facial. I could've done w/o it as it didn't really do anything for me. HOWEVER, they did massage my neck, scalp and shoulders while some of the goop was on my face. Now that was incredible. So i'm doing it again just for that.
As far as convincing a guy to do massage, I have no real advice. Until they get one, they have no idea. My family and friends know that if they are around long enough, someone is rubbin my back. So I never had issues with them. I know a few of my guy friends don't like strangers touching them and they also don't want to get nekked. What can you do.....maybe the only thing I would suggest is to find someone you know that is a guy that has done one and likes it.