Hand & Stone Appoints Sherrill Kaplan as its First Chief Revenue Officer

Hand & Stone Massage and Facial Spa announced the addition of Sherrill Kaplan to its executive leadership team as the brand’s first-ever Chief Revenue Officer. With extensive experience driving revenue growth and propelling digital transformation across multiple industries, Kaplan will be responsible for enhancing Hand & Stone’s brand and customer experience, implementing strategies to drive significant systemwide sales growth.

"Kaplan’s deep expertise in digital marketing, loyalty programs, and data-driven strategies will be instrumental as we continue expanding our brand and elevating the customer experience across all touch points,” said John Teza, CEO of Hand & Stone. “With her innovative approach and proven track record, we're confident she will drive meaningful growth and bring fresh perspectives to our team. We are thrilled to welcome her to the Hand & Stone family and look forward to achieving great success together."

Kaplan brings a wealth of experience to Hand & Stone, having most recently served as Chief Digital Officer at Planet Fitness, where she built and led a team that significantly enhanced member acquisition and operational improvements for the 2,500-unit fitness brand. Kaplan was responsible for creating new revenue streams through innovative strategies that ultimately enhanced systemwide sales.

Kaplan has deep experience in franchised organizations, previously running Digital Marketing and Innovation at Dunkin’ Brands, the multi-branded international franchisor of over 13,000 units. During her time with Dunkin, Kaplan led the brand’s transition into a digital-first consumer experience, including the successful launch of the Dunkin mobile app, the DD Perks loyalty program, and the mobile ordering platform.

“I'm thrilled to join Hand & Stone and bring my experience implementing digital-first customer engagement strategies to drive sales and brand growth,” said Kaplan. “I have a deep understanding of what today’s customer is looking for in the health and wellness space. I’m eager to apply that knowledge to Hand & Stone and accelerate its expansion. I look forward to working together with a talented team to achieve new milestones."

Delivering accessible and personalized skincare and massage services, Hand & Stone has over 650+ locations in the US with 1000+ available trade areas to grow in. After 20 years of consecutive growth, we have an average unit volume of $1.35 million!