Massage Envy Strengthens Leadership Team with Key New Appointments

New Leaders Bring Tech Innovation and Fresh Marketing Experience to Take Massage Envy into Next Phase of Industry Leadership

May 26, 2015 // // SCOTTSDALE, Ariz. - Massage Envy, the pioneer and national leader of professional, convenient and affordable massage and skincare services, announced today it has added two new executives to its leadership team who will be responsible for strategic growth and support areas for the company, including IT and systems compliance and marketing.

"I am thrilled to announce George Hines has joined Massage Envy as our chief information officer reporting directly to me. I am equally proud to share that Derek Detenber has recently joined the brand as our senior vice president of marketing reporting to Debbie Gonzalez, our chief brand officer," said Dave Crisalli, president and chief executive officer for Massage Envy. "Both of these extraordinary leaders share our values, our focus on innovation and will be central in delivering our brand promise."

As the new chief information officer, George Hines will oversee Massage Envy's technology platform as well as drive the brand forward with innovative technologies to better serve its franchisees' customers, therapists and employees. With more than 20 years of technology leadership, Hines has been instrumental in deploying technologies to transform the customer experience at billion dollar global organizations over the span of his career. Hines joins Massage Envy from Phoenix-based Viad Corp where he served as chief information officer and global head of innovation. Hines holds a B.S. in Management Information Systems from Millikin University and completed Executive Education at Stanford University's Graduate School of Business and the Hasso Plattner Institute of Design with particular emphasis on design thinking and innovation. Hines has also assisted in teaching the Design Thinking Innovation methodology at Cornell University's M.B.A. program.

Joining Massage Envy from The Wendy's Company, Derek Detenber will oversee advertising, media planning, public relations and loyalty programs in his role as senior vice president of marketing. Detenber has more than 15 years of experience in leading marketing and brand initiatives, including previous roles at PepsiCo's Propel and Gatorade brands, EAS and IBM. Detenber received a B.S. in Marketing from Miami University and a M.B.A. from the University of North Carolina, Chapel Hill. Detenber was also selected as a participant of the Kellogg School's Global CMO Training Course at Northwestern University.

About Massage Envy

Massage Envy, based in Scottsdale, Arizona, is a national franchisor, and through its franchised locations, is the leading provider of therapeutic massage services in the United States. The national franchise is dedicated to providing professional and affordable therapeutic massage and skincare services to members and guests with busy lifestyles at convenient times and locations. Founded in 2002, Massage Envy has more than 1,000 franchise locations in 49 states and 1.5 million members. In addition, the average unit volume for a franchise location is $1.35 million. Through its national partnership with the Arthritis Foundation, Massage Envy has raised more than $3 million in four, one-day Healing Hands for Arthritis events. The company was recently ranked #1 Best Franchise with an initial investment of $500,001 and up by Forbes, #79 in Franchise Time's Top 200, #51 in Entrepreneur's 2014 Franchise 500 and #27 in its Fastest Growing Franchise rankings. Massage Envy is a member of the International Franchise Association (IFA) and was named a 2013 Military Friendly Franchise. For more information, visit

SOURCE Massage Envy


Gana Ahn
Golin for Massage Envy


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