I have been waxing for many years. Most of my clients are females but I have several male clients who get regular back waxes and brow maintenance. However, it is becoming more popular for men to embrace manscaping or guyzilian which is the terminology at The Wax Cabana.
I do understand the apprehension, because men do not suffer through pain the same way as females do. It does not have to be very painful if your waxing technician knows how to perform waxing on the male body part. It takes experience to do a guyzilian and do it well without extreme discomfort. Male clients often say that their partners prefer when they are waxed. Men love the feeling of freedom and extra cleanliness waxing gives them.