Multi-Unit Franchise Experts

Franchise Evaluator™: Massage Heights

The Massage Heights franchise logo

Massage Heights is a well-positioned massage franchise in the health and wellness industry, offering differentiated massage and spa services. This exceptional franchise opportunity represents a lifestyle brand dedicated to assisting everyday individuals in embracing wellness routines and enhancing their overall quality of life. With almost two decades of experience, the  Massage Heights franchise has been delivering professional, convenient, and affordable massage and spa services. What began as a single location in San Antonio, Texas, has now expanded to over 100 Retreats across the U.S.and Canada, with further growth on the horizon.

In the same way that Massage Heights elevates the spa experience for its guests, it also enhances the business ownership experience for potential franchisees. By offering a unique opportunity founded on a sustainable membership-based revenue model, owners are enabled to make more accurate cash flow projections. Right from the outset, franchisees receive comprehensive training spanning five weeks, ensuring a thorough understanding of the brand, services, and the ins and outs of running their businesses.

The front of a Massage Heights franchise brick and mortar location.
A man laying on a massage bed at Massage Heights receiving a mud mask facial.
The waiting area of a Massage Heights spa with products on display and a seating area.

Massage Heights Franchise at a Glance

Corporate Address

Massage Heights
13750 US Hwy 281 N Suite 925
San Antonio, TX 78232

Year Founded: 2004

Year Started Franchising: 2005

Franchised Units: 115 (2023)

Business Description:

The company’s primary objective is to enhance the lives of the individuals it serves by nurturing their mental, physical, and spiritual well-being. Committed to the overall health of all who step into their Retreats, Massage Heights maintains strong connections with its guests, members, team members, franchise owners, and the larger Massage Heights community. 

 

The company exhibits unwavering dedication to its guests, infusing love and positive energy into every aspect of its service. Massage Heights diligently strives to deliver an elevated experience to each person it interacts with.

MARKET Factors

1

What population does the brand serve? Is the market broad, niche, or somewhere in-between?

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Personal Wellness Market Size

In the massive category of personal wellness, the massage therapy market caters to a diverse demographic spectrum, encompassing millennials to baby boomers. Massage Heights is committed to serving the general public, specifically targeting individuals within the mid-level income to affluent brackets, irrespective of age and diverse needs. Unlike some seasonal ventures, Massage Heights offers year-round services, primarily focusing on meeting adults’ health and wellness requirements in urban and suburban areas.

According to the American Massage Therapy Association, in 2023 48% of all American massage service consumers stated they received their last massage for health and wellness purposes. Of the population of Americans that received massage services in 2023, 65% of men and 55% of women got a massage for health and wellness purposes while 28% of men and 21% of women got a massage for relief of pain or the purpose of pain management.

In addition to its core massage and spa services, Massage Heights has also added high- quality facial services that allow franchisees to capitalize on on another segment of potential consumers in the facial/beauty industry. Innovation and ongoing enhancements to implement additional products and services that align with the Massage Heights core mission contribute to the overall 95% customer retention rate.

9

We categorize the market size as a large market.

Scale

Small to Large Market Size
2

Is the overall industry growing, that is creating new customers who have never used these services before, or mature where most population segments are already using these types of products and services?

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Massage Therapy Industry Trends

The massage therapy sector is experiencing a substantial growth rate of roughly 8.6%, driven by an increasing number of individuals prioritizing self-care. This growth is notably propelled by the positive impact of massage therapy on mental health – and the inclusion of massage therapy as part of people’s overall wellness routine. According to the FMI Market report, the massage therapy industry has burgeoned into a $54 billion market in the United States. 

With nearly 20 years of experience in their proven business model, Massage Heights continues to demonstrate a rapid upward trajectory. In 2022, they witnessed a 25% increase in same-store sales growth compared to 2019, over $1M average unit volume (AUV), and a record-breaking systemwide revenue two years in a row.

8

We categorize the Industry Trend as high growth trend.

Scale

Low to High Growth Trend
3

What drives the purchase of the product or service? Is it a “need-to-buy” or a “want-to-buy”? How are customers drawn to your business?

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Product and Service Drivers

Massage Heights consistently strives to enhance the lives of its guests. They accomplish this by offering a diverse array of massage therapy and facial services.

Rising prices for massage therapy packages, particularly in low- and middle-income economies, could potentially impede growth. Massage Heights has designed, implemented, and refined a guest experience that centers its belief that the upscale – yet affordable – therapeutic services they provide should be accessible to all.

Massage Heights has recently forged an exclusive partnership with Promise Nutraceuticals, a socially conscious company co-chaired by the legendary athlete Vincent E. “Bo” Jackson, renowned for his professional baseball and football achievements. This collaborative effort will see Massage Heights introduce an add-on service and make the “Promise Drops” Topical Relief Oil available at its nationwide retreats beginning in November 2023.

As a brand, Massage Heights remains committed to innovation, currently focusing on the introduction of its latest client experience – infrared light therapy.

9

We categorize the product and service drivers as mid to high drivers.

Scale

Low to High Drivers
4

Are competitors a major factor in operating your business? If so, is competition sparse or saturated? Will it matter to your business?

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Competitive Climate

Massage Heights main competitors, such as Massage Envy, may be other franchised massage concepts, independent massage service providers, and other establishments adding massage as a service line. As the idea of “massage” as a necessary wellness therapy enters the center of everyday consumers’ thinking, the market will continue to grow for all. The massage therapy market comprises a diverse demographic range, encompassing millennials to baby boomers. Within this market, the increasing prevalence of mental exhaustion, stress, and fast-paced lifestyles – and solutions for natural remedies – has cultivated a growing demand for massage and spa services. Massage Heights advocates for the significance of self-care, emphasizing the advantages of incorporating regular massages into one’s routine. This commitment to self-care leads to a host of wellness-enhancing benefits, such as stress reduction and improved flexibility. 

What’s important to note, Massage Heights’ commitment to their guests has led to a 95% program retention rate. 

7

We categorize the competitive climate as low-mid competitive pressure.

Scale

Low to High Competition
5

Are the business’s products or services regulated, or do they require licensing? Will you or your employees require special licensing? If so, is the regulatory climate strict or lax? Will this affect recruiting employees?

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Regulatory Climate

Governing authorities have implemented regulations to ensure the safety of both employees and visitors in the operation of many massage therapy and skin care businesses as well as massage therapists. Every massage therapist and esthetician is required to to be licensed in accordance with state and local laws and requirements which may be similar to the licensing requirements for other personal service providers such as hair stylists.

Massage Heights upholds rigorous standards for cleanliness and operational excellence and ensures that every franchisee adheres to all applicable laws and regulations within their respective geographic areas. Additionally, they prioritize the use of top-quality massage tables, linens, and all-natural oils and product lines to enhance the guest experience.

7

We categorize the regulatory climate as low regulation.

Scale

Low to High Regulation

BUSINESS MODEL Factors

1

This is one of the most important factors of all. To understand it you have to look beyond what the business physically does, the services performed or products sold and ask how does the franchise make money? Where does the revenue come from? How is it generated? Are financial performance representations made? Coupled with External Factors 1, 2 and 5 – Market Size, Industry Trend and Competitive Climate and the next Internal Factor 2, Franchisee Role – the true nature of the franchise starts to take shape.

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Revenue Model

Massage Heights has established and refined a proven business model, supported by the highly desirable membership-driven recurring revenue and accompanied by a full menu of services and add-ons. The true beauty of recurring revenue through the membership model is the predictability that comes as a result. Forecasted sales numbers allow owners to budget expenses accordingly and schedule staffing efficiently.

9

We categorize the Operational Model as Simple.

Scale

Simple to Complex Model
2

How developed are the systems on which you will rely to operate your business?

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Operational Systems

For the past two decades, Massage Heights has been diligently crafting a brand with a twofold mission. This mission involves offering consumers affordable, upscale, and convenient spa services while concurrently creating a well-established and successful business model for their franchisees. 

The company has expanded its presence to encompass over 100 locations, referred to as Retreats. Massage Heights stands out by providing comprehensive corporate support right from the outset, such as the provision of proprietary technology, including billing and scheduling software, along with the availability of prime territories throughout the U.S. and Canada. 

10

We categorize the Operational Systems as Comprehensive.

Scale

Basic to Comprehensive
3

In this highly diffuse world, creating, managing and projecting a Brand is essential for the health and vitality of a franchise system. How well does the Franchisor manage this? How well positioned is the brand among competitors? Is it differentiated enough? How well would potential customers recognize the brand? How is it projected into new markets? What is your role and obligations in this process? How is the Brand’s digital footprint managed?

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Brand Management

Massage Heights is consistently in the top five franchised massage concepts and has elevated its brand in the markets it serves by relentless focus on the guest experience. Massage Heights has developed an elevated, comprehensive brand identity and experience led by a seasoned Spa-Franchise Leadership Team. In October 2023, Massage Heights unveiled an exclusive partnership with Promise Nutraceuticals, a socially conscious enterprise co-chaired by the renowned former professional baseball and football player Vincent E. “Bo” Jackson.

A comprehensive marketing and brand support platform is available to all Massage Heights franchisees to help them acquire new customers and keep existing ones. 

10

We categorize the Brand Management as High Engagement.

Scale

Low to High Engagement
4

What role is the franchisee expected to play in starting, ramping and the ongoing operation of the business?

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Massage Heights Franchisee Role

The franchisee’s role at Massage Heights involves a range of responsibilities, which include setting objectives for the manager, marketing the location, and overseeing the recruitment and training of staff. Typically, each location maintains an average employee count of 15 to 20 individuals, with a predominant number of them being licensed Massage Therapists and Estheticians.

Ideal franchisees typically possess a background in sales or customer service and actively influence their local community. They embrace and live a healthy lifestyle, aligning with the values and mission of Massage Heights. This combination of skills and attributes allows franchisees to thrive in their multifaceted positions within the organization, driving both personal and business success.

9

We categorize the Franchisee Role as Business Manager.

Scale

Service Executor to Business Manager Role
5

What type of location, if any, is needed to deliver the product or service? If real estate is needed, are the requirements flexible or stringent? Is real estate essential to the product or brand experience or required for services to be performed onsite?

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Real Estate Requirements

Massage Heights’ space requirements are conveniently adaptable and primarily centered around adhering to state and local regulations related to accessibility and safety. The recommended space for Massage Heights typically falls within the range of 2,200 to 2,600 square feet. This flexibility enables franchisees to have versatility in choosing suitable locations. An additional benefit is that there are no stringent demands for heavy equipment or specialized access, making it a straightforward and accessible option compared to other service-oriented businesses.

No extensive build-outs are a definite plus.

9

We categorize the regulatory climate as basic need.

Scale

Basic to Essential Needs

ORGANIZATION Factors

1

How experienced is the franchisor at being a franchisor?

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Franchising Experience

Massage Heights was initiated by its founders, Shane and Wayne Evans, in response to Shane’s enduring battle with chronic back pain. The co-founders recognized a significant gap in the market where many individuals grapple with discomfort stemming from muscle tension, aches, joint ailments, and stress, yet accessible therapeutic services were scarce. 

Understanding the intrinsic value of self-care and the profound transformation that spa services can bring to people’s lives, Shane and Wayne established Massage Heights in 2004 in San Antonio, Texas. Presently, the company boasts a widespread presence across the United States and Canada (over 100 locations and growing), demonstrating a commitment to continued expansion and the availability of prime territories nationwide.

10

We categorize the Franchising Experience as Extensive.

Scale

Limited to Extensive
2

What is the tenure, background, and commitment of the franchise’s leadership?

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Franchise Leadership

Massage Heights’ leadership is a dynamic force, blending seasoned expertise and fresh perspectives to guide the company toward industry leadership. This invaluable combination not only cultivates a culture of excellence but also consistently surpasses expectations, resulting in well-operated businesses. President and CEO Susan Boresow, a self-proclaimed corporate culture champion with over three decades of hands-on involvement in the massage and franchising industry, stands at the helm of this dedicated team. Under her visionary leadership, Massage Heights is poised to continue its ascent as an industry leader, committed to fostering excellence and setting new standards in the massage and spa franchise sector.

10

We categorize the Franchising Leaders as Highly Experienced.

Scale

Limited to Highly Experienced
3

How often and how well does the franchisor engage franchisees? What assistance is provided in starting and operating your business.

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Franchisee Engagement

Much of Massage Heights’ success is due to passionate, empowered franchisees who all buy into the brand vision to Elevate the Everyday. Selecting the right franchisees who all are in alignment is critical to the success of any franchise who achieves over 100 locations. Regular meetings, conferences, and open communication and collaboration are all hallmarks of a truly engaged franchisee base – and it is reflected where it matters most…where the guest meets the service experience.

9

We categorize the Franchisee Engagement as Highly Engaged.

Scale

Low to Highly Engaged
4

In what kind of financial shape is the franchisor?

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Financial Health of the Franchise

Massage Heights takes pride in highlighting the elements of its business model that render the franchise opportunity an excellent choice and a great fit for many. With almost two decades of experience within a proven business framework, Massage Heights maintains a trajectory of remarkable growth. This is underscored by a substantial 25% increase in same-store sales growth in 2022 compared to 2019. The franchise boasts an average unit volume (AUV) surpassing $1 million and achieved record-breaking revenue in 2022, exceeding $121,000,000. The brand remains dedicated to innovation, presently focusing on the incorporation of its latest client experience – infrared light therapy.

10

We categorize the Financial Health as Sound.

Scale

Weak to Sound Financial Health

Key Points

Investment Range

$477,500 – $554,200

Initial Franchise Fee

Single = $49,500

Financial Performance Representation

Yes

Locations

115

Advertising Fund

3%

Royalty Fee

6%

Average Number of Employees

15

Agreement Term

10

Initial (Years) & Renewal

Visa Candidates

Yes

Passive Ownership

Yes

Veteran Discount

Yes

Total Franchise Evaluator Score

126

0 – 24

Missing fundamental, internal or external factors

25 – 49

More investigation is needed

50 – 74

Worth exploring further with caution

75 – 99

Add to consideration set

100 – 140

Sound opportunity and likely a great fit

Learn more about Massage Heights.

Meet with one of our wellness franchise experts for guidance and to answer any questions you have or to request other Massage Heights franchise information.