MassageLuXe welcomes Kristen Pechacek as chief growth officer

The expanding massage franchise is appointing a new executive team to steer the brand’s future growth.

MassageLuXe, the massage franchise with 68 units across the States, has welcomed franchising and marketing expert Kristen Pechacek to its executive team. As the chief growth officer, Pechacek’s role will be to accelerate the growth of MassaLuXe’s presence in the U.S., with the goal of 250 units in the next five years.

“Kristen is a visible player in the franchise game. One of the things that was important was to bring someone in for our brand who has done well in the personal services franchise membership-based game,” said MassageLuXe CEO, Mark Otter. “Kristen has had success in growing franchise sales, but she also understands the importance of helping current franchisees build their business, and the customer journey.”

Pechacek’s background includes a wealth of franchise and marketing experience, including a certification as a franchise executive from the IFA, and membership on the IFA Marketing & Innovation Committee. She recently served as digital marketing director for Self Esteem Brands, LLC, which represents franchise networks such as Anytime Fitness and The Bar Method.

The appointment of Pechacek is the first in a string of executive hires made by MassageLuXe in partnership with Global Talent Solutions (GTS), which will assist during the brand’s current growth cycle.

“I’m a player and a coach, and that’s what MassageLuXe needs at its growth stage,” said Pechacek. “I can marry strategic thinking and overarching plans with rolling up my sleeves and getting the job done. As the new chief growth officer, I will lay down the plans and help execute them.”