One of the biggest US spa franchisors, Massage Envy, has expanded internationally with the opening of two sites in Sydney, Australia.
The new locations are the first in a 100-unit, 15-year deal between Massage Envy and Australia-based Collective Wellness Group, which will manage Massage Envy’s operations in the country. The group also oversees Australia’s 450 Anytime Fitness clubs.
Lee Knowlton, senior vice president of global sales and international at Massage Envy, says he hopes to have 40-50 stores open in Australia in the next three years, with Sydney and Melbourne as the firm’s primary focus.
“I think we’ll see our growth in Australia accelerate over the next few years,” says Knowlton. “They [Collective Wellness] already have the infrastructure and the real estate, and they’re really strong players in the market.”
Knowlton says he looks at things like population, income, GDP, taxes, the economy and awareness of the product when he’s considering international locations, but that finding the right master-franchise partner is also important – and was key in selecting Australia as the inaugural country for international expansion. “We’re looking to find a partner to help us develop in the whole country,” he explains.
The first Sydney location is 2,100sq ft (195sq m) with 10 treatment rooms – a slight dip in Massage Envy’s US model, which is typically closer to 3,400sq ft (316sq m) – and Knowlton says the firm will likely stick to the smaller model for international sites, where real estate tends to be pricier than in the US market.
The business model, branding and design of the spas will be similar to in the US, with offerings of 1-, 1.5- and 2-hour massages and facials, with membership pricing at AU$69 (US$52, €45, £36) for a 1-hour treatment.
The first Massage Envy in Sydney is also located several doors down from an Anytime Fitness location, and while Knowlton says future locations won’t necessarily be co-located, there is certainly the potential to do so – and possible synergy between the brands.
“They’re similar brand experiences,” he says. “In theory, you could go work out and then go get a massage, so I think we’ll probably have quite a few of those down the line.”
Knowlton hopes to have another international location signed by the end of this year – with Canada, Mexico, the UAE, the UK and South Korea top of the list – and up to three countries per year from then on.
Massage Envy currently has more than 1,100 franchise locations in 49 US states.
Read more from this issue of Spa Business magazine
Top team: Gwinganna Lifestyle Retreat
The people behind this world-renowned lifestyle retreat share their business insights with Julie Cramer. Plus a focus on co-investor Hugh Jackman
Ask an expert: Visiting practitioners
Done well, visiting practitioner programmes can boost profits by up to 40 per cent. But how can spas get the offer right? Kate Parker investigates
Promotional feature: Esadore - creating a splash
The MD of Esadore International, Theodora Kioussis, explains how the company’s creative, manufacturing and operational skill sets can bring an international managing director
of UAE-based esadore International to life in a short space of time
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...]
One of the biggest US spa franchisors, Massage Envy, has expanded internationally with the opening of two sites in Sydney, Australia.
The new locations are the first in a 100-unit, 15-year deal between Massage Envy and Australia-based Collective Wellness Group, which will manage Massage Envy’s operations in the country. The group also oversees Australia’s 450 Anytime Fitness clubs.
Lee Knowlton, senior vice president of global sales and international at Massage Envy, says he hopes to have 40-50 stores open in Australia in the next three years, with Sydney and Melbourne as the firm’s primary focus.
“I think we’ll see our growth in Australia accelerate over the next few years,” says Knowlton. “They [Collective Wellness] already have the infrastructure and the real estate, and they’re really strong players in the market.”
Knowlton says he looks at things like population, income, GDP, taxes, the economy and awareness of the product when he’s considering international locations, but that finding the right master-franchise partner is also important – and was key in selecting Australia as the inaugural country for international expansion. “We’re looking to find a partner to help us develop in the whole country,” he explains.
The first Sydney location is 2,100sq ft (195sq m) with 10 treatment rooms – a slight dip in Massage Envy’s US model, which is typically closer to 3,400sq ft (316sq m) – and Knowlton says the firm will likely stick to the smaller model for international sites, where real estate tends to be pricier than in the US market.
The business model, branding and design of the spas will be similar to in the US, with offerings of 1-, 1.5- and 2-hour massages and facials, with membership pricing at AU$69 (US$52, €45, £36) for a 1-hour treatment.
The first Massage Envy in Sydney is also located several doors down from an Anytime Fitness location, and while Knowlton says future locations won’t necessarily be co-located, there is certainly the potential to do so – and possible synergy between the brands.
“They’re similar brand experiences,” he says. “In theory, you could go work out and then go get a massage, so I think we’ll probably have quite a few of those down the line.”
Knowlton hopes to have another international location signed by the end of this year – with Canada, Mexico, the UAE, the UK and South Korea top of the list – and up to three countries per year from then on.
Massage Envy currently has more than 1,100 franchise locations in 49 US states.
Read more from this issue of Spa Business magazine
Top team: Gwinganna Lifestyle Retreat
The people behind this world-renowned lifestyle retreat share their business insights with Julie Cramer. Plus a focus on co-investor Hugh Jackman
Ask an expert: Visiting practitioners
Done well, visiting practitioner programmes can boost profits by up to 40 per cent. But how can spas get the offer right? Kate Parker investigates
Promotional feature: Esadore - creating a splash
The MD of Esadore International, Theodora Kioussis, explains how the company’s creative, manufacturing and operational skill sets can bring an international managing director
of UAE-based esadore International to life in a short space of time
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.
A recent survey by the UK Spa Association (UKSA) into the industry’s approach to cancer care
has revealed that almost half of participating respondents (46 per cent) are unaware that
cancer is a disability and guests with a cancer diagnosis must be given
Mexican operator, Solmar Hotels and Resorts, is hosting a series of events in celebration of
Global Wellness Day, including a Temazcal ceremony at its Playa Grande Resort and Spa in Los
Cabos.
Mandarin Oriental has announced a standalone residence brand, Mansions, which will debut at
Emirates Palace, Mandarin Oriental Mansions, Abu Dhabi, in 2029.
Four Seasons Resort The Nam Hai in Hoi An, Vietnam, has put together a Global Wellness Day
(GWD) agenda with activations rooted in nature and shaped by four pillars of Joy – in
alignment with the day’s theme #JoyMagenta.
The Global Wellness Summit (GWS) will celebrate its 20th anniversary at the 2026 event in
Phuket, Thailand, later this year with the theme: The Science, Art and Soul of Wellness.
Auko, an all-inclusive development, is opening in Phong Nha in Vietnam in Q3 2026, with a
series of 30 tented eco-lodges and wellness hospitality operations by Lumina Wellbeing.
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...]
