Issue link: https://www.massageandbodyworkdigital.com/i/68173
since 2008, raised more than $1.3 million for breast cancer by sponsoring Massage for the Cure single-day events, and, in 2009, brought in $546,616 for Susan G. Komen for the Cure. ELEMENTS THERAPEUTIC MASSAGE When massage therapist Michele Merhib opened her first massage studio in Colorado, little did she know how it would evolve. Over the course of two years, and with only word-of-mouth advertising, Merhib's four-room office was providing 650 massages a month. When investors came calling after her second studio opened, one of Merhib's conditions of sale was she wanted to positively impact how therapists would be treated. It was the continuation of a philosophy she believes made the venture successful in the first place. That concept became Elements. Merhib sold her business in 2006, but still owns three Elements studios and serves as a consultant to the company. Representing the number two massage franchise organization, Elements executives are mindful of their competitor's early efforts. "We give kudos to Massage Envy," says Jeff Jervik, president and CEO of Elements. "They entered into a lot of markets where it was still difficult—where the perception was that there was something shady going on behind those closed doors. Massage Envy has been able to help change that for the good of the industry. That's made it so that companies, such as ours, can be successful." The Elements model, which has 75 locations in 22 states, is also a membership program where clients pay $49–$59 per massage, depending on location. Despite the fact that disposable income is being heavily impacted in this economy, Jervik says business continues to chug along. "We've seen some very good growth in a very difficult economy. All four of our franchise classes—2006, 2007, 2008, 2009—are growing at a good "What franchising has done is allow people to experience massage and realize the lifestyle is good Hand and Stone Massage for them." John Marco, pace. That tells me there are a great number of people who understand what massage therapy does from a health standpoint," he says. "Retail massage has brought an acceptance and we've been able to build on that—not just from relaxation, but from health benefits of what it means to get frequent massages." A BROAD PLAYING FIELD Several massage franchisors have cropped up in the last eight years, most following the model that Massage Envy created. Some have designed themselves with a spa focus, others have a global expansion plan in place, but all are planning for growth. For John Marco, a physical therapist for 25 years, it was seeing the growing acceptance of massage that inspired him to create and then franchise his Hand and Stone Massage and Facial Spa in 2006. Now, with 30 locations in the United States and Canada and 25 more expected to open in 2010, Marco says the franchising of massage services has forever changed the profession. "What franchising has done is allow many people to experience massage and realize the lifestyle is good for them." He says the franchise paradigm is forcing people to consider that massage is affordable, convenient, and meant for them, too. Employing more than 600 MTs, the Hand and Stone founder predicts that massage franchises will one day dominate the entire profession. "And that's a good thing," he says. "It's going to improve the service." Marco says franchises, for example, dominate the hotel industry for a reason. Are consumers more comfortable staying at a Sheraton Hotel or Joe's Roadside Inn? "When you go to a hotel, I'm certain you're going to look for a name you trust." He says the secret to franchising is the expectation of the brand. "You have an expectation of what you're going to get, and that's the job of a franchise." OPENING THE DOOR While the number of Americans getting frequent massage continues to grow, there are still more than 120 million U.S. consumers who have never tried touch therapy. Proponents say that is one of the most important aspects of retail massage—an open door for consumers. Elements' Merhib says until recently, the massage profession still had an unknown, back room sort of feel to it. "Today, [franchises] are trying to fill a niche for people who wanted massage, but didn't know where to go. It has opened up peoples' awareness of what massage is." Add in the "always available" factor and low cost, and consumers are looking at massage differently. Franchise owner Forrest Burdue, the first to sign on as an Elements franchisee, has seen the result of giving a community convenient access to massage. "I think there was a stigma attached to getting massage and connect with your colleagues on massageprofessionals.com 37