Westin Kierland resort in Scottsdale, Arizona, offers spa services for men and golf instructin for women.

This is a land of contrasts, where forbidding mountains rise above the Sonoran Desert with its trademark saguaro cactus. The wild west image is preserved through legend, movies and efforts by those who bask in the state's colourful history. Yet, this rugged wilderness has also become known for pampering, which this cowboy was about to sample when he rode into town aboard America West.

Normally, it's the ribbons of green surrounding posh resorts that catch my attention upon descent into Phoenix. While there would be plenty of golf, I had been convinced to try facials, massages -- even meditation. These and other spa treatments are offered for men at three of the area's best-known resorts.

To me, skincare means putting on sunscreen -- and I often forget to do that -- so a Chinese Tui Na massage, Pumpkin and Chocolate Delight facial or Gila River Rock Massage is a little out of the ordinary.

Somebody jokingly called me a metrosexual for these indulgences. It's my understanding that this new, trendy buzzword defines an urban male who spends a lot of time and money on appearance.

ROLE REVERSAL

Despite its popular frontier image, Phoenix is definitely an urban centre. The fifth-largest city in America draws more than 13 million visitors a year.

Locals and visitors are drawn to the treatments offered at the fabulous Phoenician, or newer establishments such as the Westin Kierland and Wild Horse Pass Resorts and Spas.

At all three resorts, it's not only about luring guys into spas that traditionally entice women but also about getting women onto golf courses often dominated by men.

The Arizona role reversal began the moment I pulled up the palm-lined entrance to the Westin Kierland in nearby Scottsdale. The two-year-old resort has distinctly Arizona flavour and a sumptuous meal of venison in the Deseo dining room left no doubt where it is located.

The unique Arizona sensibility continues at the Agave spa, named after the indigenous plant used by native Americans for its healing properties. If the treatments I received there didn't heal me, they sure duped me into believing I was well when they were over.

First came a Chinese Tui Na treatment, which uses rolling, grasping, pressing, penetrating and rubbing to stimulate acupoints and activate the energy system. Translation: Ahhh.

As the attendant was escorting me out, I was intercepted by another for the Pumpkin and Chocolate Delight skin treatment. Pumpkin extract moisturizes and and exfoliates the face then an antioxidizing chocolate cake salt scrub is massaged into the arms, hands and feet.

So far, metrosexuality is feeling fine to this guinea pig.

The self indulgence continues at the Phoenician, amid an expansive complex of pools, golf, tennis, elegant suites and fine dining in the shadow of Camelback Mountain. The pleasure is excessive, but no one was complaining at the Centre For Well-Being, where meditation is one of many treatments. In contrast to previous treatments, it was the mind, not the body, being manipulated during a Golf Visualization session.

Gentlemen enjoy the pampering usually reserved for women with a massage at the Westin Kierland.

Focus is the objective. This time to cure a nagging slice. As I reclined in a plush leather chair and began deep breathing exercises, I allowed my mind to travel back to the problem's origins and surrounding circumstances.

To be honest, I was skeptical but to my surprise, the next day I hit every fairway but one.

Things got more physical during a Golfer's Sports Massage. Designed to improve performance through stretching, compression and range of motion techniques, I was twisted and turned to the limit. However, the aches I expected to follow never materialized and I returned to the hotel in fine form.

More sensual treatments followed at Sheraton Wild Horse Pass, which has a strong desert atmosphere and native American influences. Scenic boat rides have stops not only at the Whirlwind Golf Club, but also the nearby Wild Horse Pass Casino, which are two favourite stops, along with the Aji Spa.

At the Aji, my Gila River Rock Massage was accompanied by hot and cold smooth river stones placed on the body .

Kristen Kelly gives a lesson at the Phoenician. -- Photo by Ian Hutchison

A strange combination of weakness and strength ensued as I rose from the table, took a sip of water and prepared for a Gentleman's Facial -- a deep-cleansing treatment using ingredients that prevent razor burn and sensitivity.

After a few days of pampering, I'm not sure if I looked any better, but there was no doubt I felt golden.

As my tough spa assignment wound down, it was time to return to more familiar territory on the golf course.

In November, Golf 20/20, an annual think-tank for golf industry executives held in Florida, focused its attention on the game's potential for growth among women. Citing a significant increase in earning power among women (wives outearn husbands in 30% of U.S. households) it makes sense for the game -- and upscale golf resorts -- to pay attention to this potentially lucrative market.

The challenge is how to market to women. Men are largely content with casual play before heading off for libations at the 19th hole. Often, women are looking for something different.

The Phoenician Resort in Phoenix

The 27 holes at both the Phoenician and Kierland Golf Club and the 36 holes at the Whirlwind Golf Club at Wild Horse Pass, the site of a Nationwide Tour event, offer a female-friendly atmosphere.

All three, managed by the renowned Troon Golf, offer manageable distances from the proper tees without the intimidating forced carries required at many courses.

At Wild Horse Pass, I played with a woman who was a newcomer to the game. She played with head pro Peggy Chapin in a scramble (playing the best shot) and enjoyed herself while taking the occasional break.

"That's the thing," says Chapin. "You have to make them as comfortable as possible because it can be and intimidating. I don't mind playing with a new golfer, but you have to convince them that the majority of golfers can't break 100. The important thing is pace of play.

The agave plant, used by Native Americans for its healing properties.

"Women are there to enjoy the experience and enjoy the surroundings," adds Kristen Kelly, assistant professional at the Phoenician. "There isn't a rule that says you have to play 18 holes. Why not 12 or 14?"

Kelly says women can become overloaded with information when playing with husbands or boyfriends, and often aren't using the right clubs. Both factors may lead to frustration and giving up.

SHOULD BE RELAXED

"We have women who come out here with men's clubs that are cut down to fit them, but the trouble is that makes them five times stiffer than they already were," says Kelly.

"They receive so many instructions. I hear women tell me about that and I ask them, 'Did you remember to swing?' It's not that they can't retain it all, but there's so much pressure. I simplify it as much as I can. They should be comfortable and relaxed over that golf ball," says Kelly.

"I ... ask them if they've played other sports," adds Chapin. "If they've played tennis or softball, then I'll play off that. I try to find out if they're visual learners and I try to teach feel. Once women start to do well, they're just thrilled."

Chapin adds that Whirlwind will be adding more women-specific programs in the near future with the recent hiring of director of instruction Sam Frost, brother of renowned player David Frost, and his wife Zoe, also a golf teacher.

Meanwhile, the Phoenician has its On Par for Women deal, which wraps a golf and spa experience into a three-night package that includes accommodations, breakfast, golf lessons, a round of golf and a golf massage.

Besides instruction and clubfitting, women are looking for pleasant change facilities, a good selection of women's apparel in the pro shop and dining options such as salads, wraps and fruit. Resorts in the Phoenix area are striving to meet those needs.

The Westin Kierland brings in amateur female golfers from across the state to discuss the resort's female-friendly atmosphere.

"We ... go out and talk to the public, go out and see what they want instead of just thinking about it," says head teaching professional Sandy LaBauve, one of two female teachers on staff along with Catalina Navarro.

Women's clinics, the Fore-Max training system designed to improve fitness and driving distance and ProFit club fitting, which allows women to try equipment and be fitted properly, are just some of the features designed to draw women to the course and keep them playing.

"The golf course is set up in a way that women will be comfortable playing at any level. There's also an opportunity for good players to enjoy it just by moving back a couple of tees," says LaBauve.

Judging from the men's spa treatments, the resorts are catering to men, as well.

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BOTTOM LINE

MORE INFO: Visit the phoenician.com, westin.com/kierlandresort or wildhorsepassresort. com.

For travel details on Phoenix, see visitphoenix.com, or ArizonaGuide.com.