This article focuses on the study of prostitution clients in Spain, in order to understand why men use the paid sex. In order to answer this question, the speeches of male prostitution consumers were analysed through in-depth semi-targeted interviews, group interviews and focus groups. In order to structure coherently the obtained narratives and categorise them, the theoretical framework of the frame analysis was applied. Four ideal types of customer were obtained: misogyn (hatred of women); consumerist (all bought and sold); friend (emotional though abused); and critical (occasional and repentant). From our point of view, the purchase of paid sex is not due to the search for quality sex, hedonist fun and enjoyment, but is a strategy to strengthen a masculinity that conforms to an identity that revolves around exhibition over the peer group.