Everything’s Better in Texas: Why Squeeze Massage Is Targeting the Lone Star State for Development

Squeeze, a way better massage experience from the founders of Drybar, is expanding its footprint across the state of Texas. Since launching in 2019, Squeeze has been known for disrupting the massage industry through innovative technology, thoughtful design and a people-first mentality. They brand began franchising in 2021 and already has over 60 units (and counting!) in development.

Prior to Squeeze, the $17B massage industry was ripe for disruption and in desperate need of a refresh. The founders found that similar to Drybar, there were two limiting options in the market: mediocre discount establishments or overpriced spas which are lovely but unattainable for most people to incorporate into their regular wellness routine. Not to mention hard-to-book appointments, awkward checkout counters and massages that were never the right pressure. Frustrated by the options, the team built the brand and massage experience they longed for.

“By joining our growing brand as we expand nationwide, our Operating Partners are at the forefront of disrupting an outdated, but highly sought after industry,” said Brittany Driscoll, co-founder & CEO. “As an emerging brand with a seasoned leadership team, we have desired territories available as well as turnkey guidance and support for each functional area of our business. We’re most excited to support people’s desire to make a meaningful difference in their community.”

Texas market expansion

As Squeeze’s growth explodes across the country, they have their sights set on the Texas market where they already have multiple territories awarded across Dallas and San Antonio - But there is still room for growth, Driscoll noted. The Lone Star State has plenty of opportunities available for prospective Operating Partners surrounding all of Texas’ major cities, including Houston and Austin.

“Massage is well received in Texas,” added Driscoll. “The market is continuing to expand and Squeeze will undoubtedly stand out as the preferred experience with consumers, team members and Operating Partners alike.”

At Squeeze, technology is the biggest differentiator. The concept is built around their end-to-end platform and proprietary app which allows guests to book, set personalized preference, pay, tip, rate and review all at their fingertips creating a completely customizable and streamlined experience (goodbye, awkward checkout counters!) When a guest sets their personalized preferences they’re able to select areas of the body they want more or less focus on, their desired pressure level and whether they’d prefer oil or lotion.

All of these settings are saved to the guests’ profile so their massage therapist knows exactly what they want, each and every time.

Plus, extras don’t cost extra - Each massage includes a choice of deep tissue, heat therapy, percussion therapy and aromatherapy at no additional charge. Squeeze also has an interactive aromatherapy bar, six different music playlists for guests to choose from, as well as a ready button guests can push once they are on the table and ready for the therapist to re-enter and start their massage.

Franchise opportunities

Not only do prospective franchisees have the chance to bring something new to the (massage) table, but the time has never been better to start a business in Texas. In 2022, the state was ranked number five in CNBC’s Top States for Business list. Texas offers entrepreneurs a business-friendly climate—with no corporate or personal income tax—along with a skilled and diverse workforce, easy access to global markets, robust infrastructure and a reasonable regulatory environment.

At their core, the ideal Squeeze Operating Partner is a people-person with a passion for doing good in their community. They also have strong business acumen, experience leading and managing teams, the drive to grow and succeed and be aligned with the brand’s 5 core values - affectionately referred to as “The Feels.”

“I like to say we’re in the people industry,” says Driscoll. “Our values and company culture were inspired by Maya Angelou’s quote, “People will forget what you said, people will forget what you did, but people will never forget how you made them feel.” It’s important to us that our team feels valued first and foremost for who they are as human beings, and then for the contribution they make to the company.

An incredible amount of heart & soul has gone into creating Squeeze as a great place to work, and I’m excited to continue to build what we affectionately call our Squeeze Squad as we open across the country.”

Support and growth plans

Franchisees who open Squeeze in Texas—and everywhere across the country—can also look forward to robust support from the brand’s leadership team. The support infrastructure includes access to a digital learning management system, in-person training at the flagship in Studio City and on-site at the newly constructed location, a 550-page operating manual, customized online booking and POS systems, digital, PR and local marketing assistance, extensive direction from Squeeze's head of franchise development and much more.

The Squeeze team is aiming to sign 150 units by the end of 2023, with the long-term vision of growing to 300 to 500 units in the next five to seven years. In addition to Texas, the brand is also targeting Florida and New Jersey for extensive development.

The investment ranges from $493,623 to $662,728 to open a Squeeze franchise, which includes working capital and initial franchise fees of $60,000. For more information on franchising with Squeeze, visit: *