Issue link: https://www.massageandbodyworkdigital.com/i/1496639
By 2019, about 250 Hand and Stone spas (approximately 50 percent of its locations) had the Attention Button system installed. Hand and Stone kept meticulous records of the number of complaints of inappropriate touch per 1,000 massages. Over the course of 12 months, Hand and Stone concluded that the number of complaints was reduced by 91 percent in the population of its spas that had installed the Attention Buttons compared to the chain as a whole. The deterrent effect was extraordinary. Based on this data, in 2020 the company made the installation of the Attention Buttons mandatory in all its US spas. The cost is about $2,000 per spa, which includes 10 massage tables and the transmitter module that connects to the front desk. Noting my work over the past 20 years helping massage clinics, spas, and franchise organizations reduce the incidence of sexual misconduct in the treatment room, I have consulted with Hand and Stone, and have seen firsthand the successful implementation of this safety protocol. The presence of this button and the Hand and Stone executives' concerns about safety have created a culture of safety awareness within the franchise. Front-desk personnel inform clients about the button, and signs are placed in the waiting room and on every massage table. Therapists are trained in how to inform clients about the Attention Button, including showing them where it is and how to use it. The use of this technology has had three effects: deterrence, emergency response, and reduced misconduct. 50 m a s s a g e & b o d y wo r k m ay/ j u n e 2 0 2 3 The Attention Button, from BEC Integrated Solutions, is strategically placed on the massage table, in reach for both the therapist and the client. Franchises Work to Keep MTs, Clients Safe Massage & Bodywork reached out to other national massage franchises for their feedback about the Attention Button concept. Here are their responses: "The Elements Massage brand is committed to creating a safe, empowering, and wellness-oriented environment for everyone who interacts with the brand, including clients, massage therapists, and franchisees. The Elements Massage brand has always championed safety as its No. 1 priority and the brand is continually evaluating best practices, considering new safety measures, and connecting with franchisees on this important topic. Joining the National Association of Spa Franchises was another step toward creating a safer environment. By working together as industry leaders, the association can quickly scale best practices and continue to focus on minimizing risk." "Massage Envy is committed to promoting a safe, professional, and comfortable environment for guests, members, and service providers of the approximately 1,100 independently owned and operated franchise locations. We pride ourselves on our industry-leading safety practices and will continue to evaluate ways to further enhance or support our policies." ORIGINS OF THE ATTENTION BUTTON In 2017, Todd Leff, then CEO of Hand and Stone Franchise Corporation, had an idea he thought could make the massage experience safer. It was an alarm button installed under the massage table that either the therapist or client could use to call for help. The following year, after consulting with an industry expert, Hand and Stone began piloting these Attention Buttons. It began with its corporate-owned locations and gradually expanded to include spas across the country. Here is how it works. When the client or therapist pushes the button, a signal is sent to the front desk monitoring station and alerts staff which room is signaling for help. The front desk staff immediately go to that room, arriving within 15–20 seconds. They knock once and enter to help as needed. The preliminary data from locations using the button showed a notable reduction of complaints of inappropriate touch. Word spread and other Hand and Stone spa owners began requesting Attention Buttons.