Massaging the Masses: Massage Heights on Track to Open 1,620 Units by 2012

By: Massage Heights | 0 Shares 214 Reads

Competition `Knot' a Problem for Up-and-Coming Massage Membership Franchise

November 14, 2007 // Franchising.com // San Antonio, TX. – Massage Heights, a burgeoning franchise with 13 healthy locations and 288 under development, is kneading its way into the $15 billion massage industry – poised to outpace competitors with a clearly distinctive business model, atmosphere and product offerings.

With the ability to open three units in most markets to every one location that the segment's only serious competitor can open due to territory restrictions, Massage Heights is set to open 1,620 locations within the next five years. Already, regional developers are in place in 14 markets and are seeing strong demand from prospective franchisees, said Vice President of Franchise Development Glenn Franson, noting the company has strategies in place to open multiple Massage Heights locations in 54 identified U.S. markets.

The rapidly growing membership-model massage franchise has tapped into a virtual goldmine segment: With 25 million more Americans each year getting a massage today than a decade ago, consumers receive approximately 230 million massage sessions annually, making massage therapy one of the fastest growing industries in the nation.

Clients who visit Massage Heights are quickly addicted to the experience. According to the Associated Bodywork and Massage Professionals (ABMP), repeat visits for massage therapy range between 78 percent and 81 percent; Massage Heights boasts a 90 percent customer retention rate in each of its open locations.

"We've taken what's out there and significantly elevated the experience," Franson said. "You walk into one of our facilities and it feels less like a doctor's office and more like a luxury spa, except our prices are affordable for the mainstream. Clients have a hot towel foot scrub and free aromatherapy, and we offer a full line of products so they can try to recreate their tranquil experience at home. It's a much more valuable, different experience."

The median price for a one-hour massage is $60 (ABMP); Massage Heights offers a monthly complementary, one-hour massage with a monthly membership fee between $49.99-$59.99 (depending on the market), with each additional one-hour massage for only $39.99. Elevated services also are available, which include aromatherapy sessions, foot scrubs and stone facial massages. Massage Heights also offers a line of soothing products so members can continue the tranquil experience at home.

Massage Heights was launched in 2004 by founders and husband and wife duo, Shane and Wayne Evans. After a successful 14-year career in the physical fitness field, Wayne Evans, decided to further explore the lifestyle improving field of massage therapy. After establishing Massage Heights in Alamo Heights, TX., the company experienced soaring success. Shane Evans quickly left the marketing field in pursuit of the booming business.

"We appeal to people seeking to relieve anxiety or stress or back or muscle pain issues, or just about anybody who previously didn't get massages because they felt it was cost-prohibitive, or because traditional spas' limited hours didn't fit in with their busy lives," said Shane Evans, noting that Massage Heights facilities are open seven days a week, days and evenings, with drop-ins available.

Massage Heights also prides itself on the ability to improve the lifestyles of an increasing number of massage therapists. The number of state-approved massage therapy schools has increased from 637 to 1,529 between 1998 and 2007, and many of these therapists have found themselves underpaid, overworked and in unsafe working conditions. Research shows that as little as seven percent of massage therapists are using their education to work in their field.

"Massage Heights offers these talented individuals an opportunity for regular hours, a full-time career with benefits and a safe and healthy work environment," Wayne Evans said.

The average cost to open a Massage Heights is between $163,000 to $352,000, with a franchise fee of $37,000. Single and multiple units, as well as regional development opportunities are available.

About Massage Heights
Founded in 2004, Massage Heights is the premium massage clinic service that offers a tranquil atmosphere, experienced staff, soothing services and convenience at an affordable price. Massage Heights is reaching dramatic elevations in an exploding industry, focused on providing affordable luxury products and services for the mind, spirit and body. With 13 operating franchises, company plans call for 288 more by 2010, with a total of 1,620 locations within the next five years.