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I do know that my father-in-law hated having females give him baths or any intimate care. He allowed it but he hated it. That isn't unusual for the older generation. Modesty was important to both genders.
As long as he at least allows you to care for him you can keep working on the comfort level. He'll get used to it eventually.
Maybe he's modest for religious regions, or he's ashamed that his body is no longer what it used to be back when Nixon was president. Let him hold a washcloth in front of his bait and tackle, or close the curtains for privacy if he's not a fall risk,
Built trust. Give him a bed bath first. Then the next time it's his turn to shower he might feel more comfortable.
Or go to him, if he doesn't have dementia, and express to him that you understand how he feels but that you're a professional, this is your job, and that you've given hundreds of showers. Tell him that he'll feel better after a shower and it only takes a few minutes.
Maybe he'll feel more comfortable by the time shower day comes around.