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Massage franchise businesses in the US have permanently changed the spa industry, drawing new types of consumers to the wellness lifestyle and accelerating the growth of the sector.
The model has scaled incredibly quickly to the point where market leader Massage Envy topped the US$1bn turnover mark last year and will have more than 1,000 spas by the end of 2014, making it a substantial business by any measure.
No-one has yet estimated the value or volume of the crossover business, ie, people who are introduced to the industry via a franchise and go on to become customers of full-service spas and vice versa. There’s a need for these numbers to be established now and more importantly, to be tracked given the rapid growth being experienced.
The franchise industry is a highly entrepreneurial one and investors have been quick to see the potential of the sector. New entrants in the US such as Massage Green Spa, Hand and Stone, Massage Luxe and others are growing quickly and investors right across the international markets starting to see the potential too.
Massage is a neighbourhood purchase, with people typically prepared to travel a 20-30 minutes for a treatment. This makes it very like the health club model in scale, while the pricing being adopted by massage and facial franchises is also similar to that deployed by volume health club operators. As a result, it seems likely the spa franchise market will turn out to be a similar shape to the health club sector by the time it reaches maturity.
On page 34, our experts examine the impact that franchises are having on the wider spa market. The debate centres around quality control, market fatigue and staffing – are there enough customers to support this many sites and enough therapists to deliver the volume?
But the biggest question is whether these businesses can be sustained without impacting full-service spas. Will they suck the life out of the full-service sector and what kind of shape will the industry be in once they’ve scaled?
In the health club industry, where budget offers have proliferated, they’re starting to bed down to co-exist in a sustainable way with the high end operations, but have knocked the stuffing out of the mid-market. Time will tell whether the same thing happens with spas.
Whatever the outcome, spa operators worldwide need to prepare for this change with eyes wide open.
Read more from this issue of Spa Business magazine
Letters: Letters
Why don't more spas participate in benchmarking schemes?
Interview: Andrew Gibson
The new VP of spa and wellness at FRHI tells Katie Barnes about his plans for spas in the Fairmont, Raffles and Swissôtel hotel chains
First person: Braving the Banya
Jak Phillips gets whacked with birch branches and endures two hours in an 80?C sauna – all in the name of wellness
Hotel spa: Green house
The family behind Ecover cleaning products invests in an idyllic hotel and spa set in the English countryside
Focus on: Gut restoration
The complex nervous system in our stomach is known as the second brain due to the impact it can have on everything from our mood to immunity. Julie Cramer investigates
Celebrity spa: Mane attraction
A passion for horses, wellness and business underpin the new US Salamander Resort & Spa that's owned by filmmaker Sheila C Johnson
Spa software: Operator case studies – part 2
Spa managers tell Kate Corney how they're using software to improve the performance of their businesses – from streamlining operations to keeping on top of revenue reports
Product focus: Private label
What companies offer white label skincare and products? And how can own-brand ranges benefit spas? Kate Corney finds out
In today’s premium spa environment, every detail shapes the guest experience – right down to
the softness of towels and the freshness of linens. [more...]
+ More featured suppliers
COMPANY PROFILES
RKF Luxury Linen
RKF Luxury Linen, established in the East of France for several decades, owns an artisanal know-how [more...]
Lovinfit Group
Lovinfit Group was founded in Parma, Italy in 2016 by a team of doctors, wellness and sports profess [more...]
Massage franchise businesses in the US have permanently changed the spa industry, drawing new types of consumers to the wellness lifestyle and accelerating the growth of the sector.
The model has scaled incredibly quickly to the point where market leader Massage Envy topped the US$1bn turnover mark last year and will have more than 1,000 spas by the end of 2014, making it a substantial business by any measure.
No-one has yet estimated the value or volume of the crossover business, ie, people who are introduced to the industry via a franchise and go on to become customers of full-service spas and vice versa. There’s a need for these numbers to be established now and more importantly, to be tracked given the rapid growth being experienced.
The franchise industry is a highly entrepreneurial one and investors have been quick to see the potential of the sector. New entrants in the US such as Massage Green Spa, Hand and Stone, Massage Luxe and others are growing quickly and investors right across the international markets starting to see the potential too.
Massage is a neighbourhood purchase, with people typically prepared to travel a 20-30 minutes for a treatment. This makes it very like the health club model in scale, while the pricing being adopted by massage and facial franchises is also similar to that deployed by volume health club operators. As a result, it seems likely the spa franchise market will turn out to be a similar shape to the health club sector by the time it reaches maturity.
On page 34, our experts examine the impact that franchises are having on the wider spa market. The debate centres around quality control, market fatigue and staffing – are there enough customers to support this many sites and enough therapists to deliver the volume?
But the biggest question is whether these businesses can be sustained without impacting full-service spas. Will they suck the life out of the full-service sector and what kind of shape will the industry be in once they’ve scaled?
In the health club industry, where budget offers have proliferated, they’re starting to bed down to co-exist in a sustainable way with the high end operations, but have knocked the stuffing out of the mid-market. Time will tell whether the same thing happens with spas.
Whatever the outcome, spa operators worldwide need to prepare for this change with eyes wide open.
Read more from this issue of Spa Business magazine
Letters: Letters
Why don't more spas participate in benchmarking schemes?
Interview: Andrew Gibson
The new VP of spa and wellness at FRHI tells Katie Barnes about his plans for spas in the Fairmont, Raffles and Swissôtel hotel chains
First person: Braving the Banya
Jak Phillips gets whacked with birch branches and endures two hours in an 80?C sauna – all in the name of wellness
Hotel spa: Green house
The family behind Ecover cleaning products invests in an idyllic hotel and spa set in the English countryside
Focus on: Gut restoration
The complex nervous system in our stomach is known as the second brain due to the impact it can have on everything from our mood to immunity. Julie Cramer investigates
Celebrity spa: Mane attraction
A passion for horses, wellness and business underpin the new US Salamander Resort & Spa that's owned by filmmaker Sheila C Johnson
Spa software: Operator case studies – part 2
Spa managers tell Kate Corney how they're using software to improve the performance of their businesses – from streamlining operations to keeping on top of revenue reports
Product focus: Private label
What companies offer white label skincare and products? And how can own-brand ranges benefit spas? Kate Corney finds out
Global Wellness Day (GWD) marked its 15th anniversary on Saturday 13 June 2026, with the
theme: #JoyMagenta – a celebration of the healing qualities of simple gestures and activities
that spark joy.
Global luxury hospitality brand, Six Senses, has partnered with longevity healthcare provider,
HUM2N, to launch a clinic at Six Senses London, at The Whiteley.
As part of its first hotel partnership, Mayrlife – the medical health resort company known for its
site in Altaussee, Austria – has launched a day clinic at the Rosewood Vienna.
Premium London health club, KX Chelsea, will imminently unveil its most significant
redevelopment since its launch in 2002 to create an integrated wellness model combining
training, recovery and relaxation.
Rosewood Le Guanahani St Barth, on the northeast coast of Saint Barthélemy in the French
West Indies, is offering a programme of ocean-inspired yoga classes between 8-14 June to
celebrate Global Wellness Day (GWD).
Hotel de France, located on the British Isle of Jersey, has created a wellness retreat package
that includes a hot yoga session that will take place in Jersey Zoo’s butterfly sanctuary.
The Ritz-Carlton, Langkawi, in Malaysia, has revealed a schedule for Global Wellness Day
(GWD) that includes guided rainforest walks, mindful movement and guided coastal meditation
experiences.
Longevitix, a clinical platform for preventive and longevity medicine, has launched its AI-
powered intelligence system to help physicians deliver continuous, personalised longevity-
focused care at scale.
Atmantan Wellness Centre, an integrative wellness destination in Mulshi, near Pune in India, is
expanding its portfolio by adding a new centre in Hyderabad that will launch between 2028 and
2029.
In today’s premium spa environment, every detail shapes the guest experience – right down to
the softness of towels and the freshness of linens. [more...]
+ More featured suppliers
COMPANY PROFILES
RKF Luxury Linen RKF Luxury Linen, established in the East of France for several decades, owns an artisanal know-how [more...]
