GoSaga Acquires Squeeze Massage, Adding to Growing Wellness Portfolio

GoSaga, a holding company behind lifestyle brands across wellness, fitness and beauty, has acquired Squeeze Massage, a massage brand with 14 locations nationwide.

Squeeze Massage, founded by the creators of the popular blowout salon Drybar, is known for its affordable and customizable experiences and efficient app-based bookings. Guests can book, set personalized preferences, pay, tip, rate and review all from their phones.

Financial details of the transaction couldn’t be disclosed, but with the deal, GoSaga acquires one corporate-owned Squeeze Massage location, 13 franchise-owned stores and 35 sold but not-yet-open franchise stores.

The backing from GoSaga will help the massage brand accelerate its growth, with support to expand its footprint, enhance its technology and further develop its franchise network.

“This partnership marks an incredible opportunity for our brand, our franchise partners, and our guests,” said newly appointed president of Squeeze, Jessica Yarmey.

“We’re excited to continue our mission of making it easier for people to prioritize self-care and to do so alongside a partner that truly understands our values and vision,” she added.

Squeeze will continue operating under its brand name as part of the agreement, furthering its mission to bridge the gap between luxury spas and budget-friendly chains.

“We’ve always believed in the power of feel-good experiences that make people’s lives better,” said GoSaga founder and CEO Geoff Schneider. “Squeeze has reimagined what a modern recovery experience can be, and we’re thrilled to help scale that vision to more communities across the country.”

The acquisition cements GoSaga’s continued investment in the fitness and wellness industry. Earlier this year, the company bought the online fitness and wellness community for women, Tone It Up, expanding its growing portfolio, which includes Lymbr, VIO Med Spa and Nike Studios partner FitLab.