How Covid Has Changed Franchisee Recruitment at Massage Heights
We asked Scott Schubiger, Chief Development Officer at Massage Heights, how Covid has changed the brand’s franchisee recruitment strategy and tactics for 2022.
Throughout the pandemic, we took the opportunity to reevaluate all aspects of the franchise recruitment sales process, including taking a hard look at our candidate persona. The pandemic showed us that people all over the world demonstrated compassion for their local communities. As a result, Covid revealed a new persona that matches our ideal candidate: a servant leader who cares about making a lasting impact.
We’re targeting burned-out nurses, hospital providers, and first responders who still want to help people, but who are now seeking more support and balance. That caring mentality and hands-on approach to helping others within their communities is a key success factor for our franchisees. This aligns beautifully with our business model, which is designed to flourish with daily human connection to our members, massage therapists, retreat directors, and estheticians.
Over the past few months, we have added support members, partnered with lead-generation companies, reengaged top broker networks, updated the franchise development website, and added vendors to help with real estate analytics, credit checks, and increased publicity efforts. We are prioritizing 3- to 5-packs for effective marketing in newer territories and to colonize the high DMA markets available, while ensuring there is nearby franchise field support.
For some owners nearing retirement, Covid has accelerated their time horizon, affording new candidates a terrific resell opportunity to take over legacy locations. This is attractive for multi-unit candidates who can leverage an existing turnkey location as their launch in their coveted market.
We’re also exploring the opportunity to recruit existing franchise owners already in the wellness and fitness category who may be looking to diversify their portfolio and leverage their customer base. Multi-unit and multi-brand owners with locations in a shopping center know the value of having additional concepts that fall within their current customers’ “to do list,” whether that’s catching a boutique fitness class or getting a massage and facial.
Additionally, we have perfected a same-day callback and quick qualification process, as well as FDD review and franchisee validation. We’re back to full in-person discovery days for candidates to meet the senior leadership team and visit our HQ support center to educate them on all that is available to equip them for opening and beyond.
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