Massageluxe Franchise Unveils Redesign, Hydroluxe Beds

Newly Styled Spas in Virginia Market Set Stage for National Growth

September 22, 2010 // Franchising.com // (Fenton, MO.)—If there's anything soothing the country's economic anxieties, it's the spa industry where revenue upticks are giving good face to commerce. And with more consumers opting to primp instead of skimp, Fenton, Mo.-based massage therapy chain MassageLuxe is indulging in some makeover therapy of its own.

This summer, MassageLuxe unveiled a luxurious new look and logo for the opening of its newest location in Virginia Beach, Va. Washed in a muted palette of burnt orange, taupe, teal and tan, MassageLuxe's redesign ushers in a fresh era for the growing company, which currently has 400 locations under development within a 10-state market.

Todd Beckman, president and founder of MassageLuxe, says the national rebrand keeps the company ahead of the trends it defined since opening its operations in April 2008.

"As MassageLuxe continues to expand its concept to markets across the country in coming years, our spas will continue to stay ahead of the curve," he says. "In putting our freshest faces forward to new and old clients alike, MassageLuxe radiates a forward-yet-relaxed approach to massage therapy services. The new look reflects that attitude."

The Virginia Beach redesign is the first of many new spa looks to come. Tonya Edwards, president of her self-helmed MLUXE Corp., has already opened a second location in the city; she looks to develop more than 150 massage spa locations in the years ahead, including three more by the end of 2010.

In addition to showcasing hues, MassageLuxe has also added HydroLuxe massage beds to all of its locations, which members can utilize once a day as part of their all-inclusive fee. In combining the innovative technology of dry water massage with the soothing effect of heat therapy, HydroLuxe allows warm water hydro jets to hit the underside of the bed. The result is a relaxing, head-to-toe massage experience without the inconvenience of disrobing.

Both the rebrand and addition of the HydroLuxe beds are a sign that the MassageLuxe concept is part of a larger trend that is seeing the national spa sector turn profits, despite the country's recovering economic state. According to the most recent data issued by the International Spa Association, annual revenues total upwards of $12.8 billion nationally.

Beckman adds that the services provided by places like MassageLuxe offer a sense of escapism amid tough economic times.

"Now more than ever, people are looking for outlets that allow them to escape the stresses over everyday life," he says. "MassageLuxe is an affordable, luxurious way to indulge and not break the bank while doing so."

MassageLuxe massage therapy spas offer high-quality, affordable massage services in a comfortable, relaxing and upscale environment. They provide a variety of customized massage therapies to fit individual needs including Swedish massage, hot stone, deep tissue, prenatal, reflexology, sports massage, couples massage and more.

About MassageLuxe

Fenton, Missouri-based MassageLuxe® massage therapy spas offer high-quality, affordable massage services in a comfortable, relaxing and upscale environment. All therapists meet state and local certification requirements and provide a variety of customized massage therapies to fit individual needs including Swedish massage, hot stone, deep tissue, prenatal, reflexology, sports massage, couples massage and more. Through a combination of area development and single-unit franchisees, MassageLuxe expects to have 800 locations either open or in development nationwide by the end of 2012. The first MassageLuxe therapy spa opened in April 2008 as a company-operated unit in Rock Hill, a St. Louis suburb. The company already has more than 400 locations in various stages of development through the United States.

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