Issue link: https://www.massageandbodyworkdigital.com/i/68173
MASSAGE FRANCHISES THE CORPORATE PLAYERS What started as the effort of one company opening its first franchise eight years ago has today grown into a franchise frenzy where at least a dozen national massage franchisors are building their brands from the ground up. When you consider the expansion of retail massage outlets and the fact that many of these sites are being opened by business and franchising veterans, it becomes readily apparent that massage is now a lucrative investment for entrepreneurs of all shapes and sizes. While there are a variety of massage franchises now dotting the landscape, the largest are Massage Envy and Elements Therapeutic Massage. MASSAGE ENVY The first company to lay a path and create a massage franchise model in the United States was Massage Envy. After 30 years in the fitness industry, John Leonesio saw the opportunity massage offered and in 2002 designed the Massage Envy concept in Scottsdale, Arizona, to resemble the health club membership model. Now owned by Sentinel Capital, a middle-market private equity firm, Massage Envy's original concept—to make the health benefits of massage both convenient and affordable—remains and has earned the company several distinctions, including the 23rd spot in Entrepreneur magazine's 2010 Fastest Growing Franchises. Today, the company has 606 locations in 42 states, with another 204 franchise licenses in development. According to CG Funk, Massage Envy vice president of industry relations and product development, Massage Envy is the largest employer of massage therapists in the United States (15,000 therapists/staff ), and in 2009 generated more than $450 million combined totals in sales. The Massage Envy model is based on membership, where clients pay a fee ($49–$69, depending on the region) 36 massage & bodywork march/april 2010 for a monthly massage, and can then buy additional massages at a reduced $39–$49 rate. Funk says there are nearly 700,000 Massage Envy members, and clinics are open seven days a week to serve them, offering hours from early morning to late evening. Although portability of membership LARGEST MASSAGE FRANCHISORS (in alphabetical order) • Elements Therapeutic Massage • Hand and Stone Massage • • and Facial Spa Keep in Touch LaVida Massage • Massage Envy • Massage Green • • Massage Luxe • Massaggiano • My Massage People • N8 Touch • Zen Massage Center benefits extends to all Massage Envy locations, Funk says each clinic is an individually owned business. Therapist salaries are set by each owner, as are benefits and work environment. What Massage Envy corporate brings to the table is help with marketing materials, client protocols, hiring policies, and other business management resources. In return, individual owners pay franchise and royalty fees back to Massage Envy corporate. Being the first to market with their franchise concept, Funk says Massage Envy got a head start on its competition when it comes to developing the network and building the footprint. Part of the next wave of growth for Massage Envy will likely come from its new Massage Envy Spa concept. Launched nationally in 2009, Massage Envy Spa now has 74 locations across the United States; an additional 52 Massage Envy Spa locations are in development. Funk says many view Massage Massage Heights Envy as a giant corporation, but at the franchisee level, it's far from it. "These are small business owners who chose to have a Massage Envy over other franchises because they believe in health and wellness," she says. "More and more Americans are using massage as a method for stress reduction and maintaining health, so to offer them an affordable way to receive massage on a regular basis is a win for the clients and our clinics." Massage Envy has taken a leadership role in the profession with respect to philanthropy and helped raise the visibility of massage among consumers. For instance, it has donated $50,000 in total support to the Massage Therapy Foundation