Why Hand & Stone is Working with Other Industry Leaders to Lobby for the Massage Industry as an Essential Business

As the world emerges from the COVID-19 pandemic, Hand & Stone Massage and Facial CEO Todd Leff is working hard to plan for the future.

In the face of another possible shutdown, Leff is collaborating with CEOs of other major players in the massage franchise space as they lobby for massage being an essential service. That way, if there's another event like COVID, Hand & Stone can stay open. The efforts are gaining traction state by state, with therapeutic massage already being designated as an essential business in Wisconsin and Texas.

This effort comes after Hand & Stone worked tirelessly during COVID to support franchisees, their employees and members . In addition to covering the basics like enhanced communication efforts to ensure that everyone was aware of the latest COVID-19 information as well as the spa brands’s operating procedures, Hand & Stone went above and beyond to support its local business owners. The brand rolled out resources and guidance on preserving cash flow, negotiating loans and leases, and offering at-home massage and facial tips to keep customers engaged, and also provided social media and blog content surrounding COVID for local franchisee use.

“One of the biggest benefits that franchisees have over other entrepreneurs is a built-in support system. As a franchisor, it’s our responsibility to help our franchise owners in times like these,” said Nicole Alburger, Senior Director of Franchise Development for Hand & Stone. “In the massage and facial industries, this support includes engaging our local owners’ current and prospective massage therapists to ensure that they can build their businesses once COVID-19 is behind us.”

Another major advantage for Hand & Stone franchisees is the brand’s membership model, which provides franchisees with recurring revenue regardless of the economic climate. The leadership team has heard time and time again from franchisees that many customers refused to cancel their memberships , resulting in an easier transition now that spas are starting to reopen.

“It’s been so inspiring to hear stories of members reaching out to their local franchisees to ensure that their membership packages are still active,” said Alburger. “Our spa owners go above and beyond to become integral parts of the local communities that they call home, and it’s amazing to see those communities come together in the middle of this crisis.”

While there’s still a lot of uncertainty surrounding the lasting impact that COVID-19 will have on businesses across all industries, Hand & Stone has successfully reopened 97% of spas .

“For any business looking to reopen, it is important to have an in-depth plan that covers capacity, sanitation protocols, staffing and more,” said Alburger. “Sharing best practices and thoughts with other business owners who have already opened can also help franchisees succeed through the process. Patrick Burton, a franchisee in Utah, recently reopened his Hand & Stone spa and he says he has already seen a great deal of success thanks to the support, the help of his staff and a thorough plan in place.”

New protocols at recently reopened Hand & Stone locations include: requirement of all staff to wear PPE, requirement of estheticians to wear a face mask and face shield, requirement of customers to wear face masks, employee temperature checks prior to services and requirement of massage therapists to wash their hands before and after services.

Hand & Stone hasn’t stopped franchise development either. The brand has had four virtual discovery days in the U.S. and one in Canada since the COVID-19 pandemic started. Moving forward, available real estate, an increased labor pool and easier financing are the three main areas that franchisors are starting to see as potential incentives for development opportunities. Hand & Stone has seen an increase in conversions as they take over former spa competitor locations that have closed, creating an easier and more streamlined opening process for franchisees.

Now, as more stores and salons begin to reopen amid COVID-19 with new safety guidelines in place, the massage industry is thriving thanks to pent-up demand and an increased focus on wellness .

To continue this level of support now and long after the pandemic, Hand & Stone will continue to collaborate with other leaders in the industry to lobby for essential status. As more states approve, franchisees will have the confidence that, should anything like COVID-19 happen again, they will be able to stay open. With this, Hand & Stone is providing franchisees with certainty during a time when it is hard to come by.