5 Reasons to Buy a Squeeze Massage Franchise in 2024

The wellness and self-care industries are burgeoning, and Squeeze Massage, the world-class massage brand from the founders of Drybar, is at the forefront of this growth. With its unique approach to affordable luxury in massage services, Squeeze presents an enticing opportunity for entrepreneurs.

While no business is recession-proof, Squeeze's model offers several advantages in challenging economic climates. "People always prioritize wellness and feeling good, which is where Squeeze comes in," said Jennifer Brock, VP of Franchise Development for Squeeze Massage.

The massage industry generates over $17 billion annually and almost 50 million Americans receive a massage each year.

According to a recent Ipsos survey, 62% of Americans believe their health is more important to them now than it was before the pandemic. Not only is there a growing interest in self-care and wellness, but there is also a growing desire for personalized, stress-free experiences, something Squeeze was pioneering long before the pandemic.

In fact, a study from Mckinsey found that 49% of Millenials expressed a strong preference for products, services or apps that leverage personal data to personalize the consumer experience and 45% of consumers intend to spend more on wellness services or app-based services over the next year.

Amid the growing demand for wellness, Squeeze has adeptly filled a market gap with its "affordable luxury" concept, offering massage services that are both high-quality and accessible.

“At Squeeze, we're always striving to make things better,” said Brock. “For decades, massage has proven itself to be a valuable, in-demand service within the health and wellness space, but no one has filled the void for what we've coined ‘affordable luxury’. We are bridging the gap between affordable discount chains and high end luxury spas — similar price points with an elevated experience.”

Squeeze goes beyond the traditional massage model, offering a customer experience rooted in modernity and convenience. Utilizing an industry-leading technology platform, for example, Squeeze allows guests to browse therapists, book appointments and even customize their massage preferences, all within the platform. Guests can also review all-inclusive pricing where extras like deep tissue, heat therapy, aromatherapy, prenatal massage and percussion therapy don’t cost extra, as well as a friendly and value-packed membership program with deeply discounted massages, month-to-month commitments and the ability to gift massages to friends and family.

Each massage is tailored to the guests’ liking including pressure, music and lighting, with no added fees. This also means that the shop team doesn’t have the responsibility of upselling or pushing additional services on guests. Instead, they can focus on delivering what Squeeze has dubbed “a way better massage experience.”

In the process of creating “a way better massage experience,” Squeeze has also in tandem created a way better franchise experience, designed by the franchising masterminds behind Drybar.

When it comes to the day-to-day operations, every aspect of Squeeze’s business model was thoughtfully designed with future Operators in mind. Unlike other franchise concepts, Squeeze even provides a centralized guest experience team as a first tier of support available to its franchisees (referred to as “Operating Partners”) and their teams seven-days a week. This includes a comprehensive operations manual, favorable supply chain agreements for quality products and services, and advanced technology support.

Their tech offerings include an app-based booking and payment platform, an internal CRM system, and other software solutions to streamline operations.

“We really streamlined both the guest and the partners experience through our progressive technology initiatives — including our app-based booking and payment platform, allowing guests to walk in and float out,” said Brock.

Additionally, Brock says the team set out to create an embracive culture at Squeeze that is centered around Massage Therapists, including an impressive team member retention program that allows Operating Partners to attract and keep the best talent.

Squeeze demonstrates a robust commitment to supporting its Operating Partners, offering a comprehensive array of programs and tools designed to foster success and brand consistency.

This support begins with an extensive initial training program known as Squeeze School, based in Los Angeles. It encompasses a wide range of topics crucial for business operation, including brand knowledge, marketing, recruiting, leadership and technology integration. This foundational training is complemented by ongoing education to keep Operating Partners aligned with the latest industry trends, operational changes and new service roll-outs.

Real estate support is also a key part of the Squeeze puzzle. From onboarding through site selection, LOI and lease negotiation, permitting and construction project management, Operating Partners are connected with a best-in-class real estate team to ensure the process is as smooth as possible.

In terms of marketing, Squeeze equips its Operating Partners with an array of resources. They provide detailed onboarding & training, marketing playbooks, guidelines for promotional programs, and a suite of materials and signage to ensure uniform brand representation across locations.

Additionally, they craft and implement all digital marketing strategies across paid advertising, listing management, organic social media and email marketing.

Moreover, Squeeze recently introduced a business coaching program, providing Operating Partners with monthly meetings with coaches to further support and realize their business objectives. This holistic approach underscores Squeeze’s dedication to the success and growth of its franchisees.

Now, with over 90 territories in development, Squeeze has ambitious growth plans. "We're hopeful to have a total of 500-700 shops open and operational within the next 5-7 years," Brock said.

Drybar was approximately 40% franchised and 60% corporate-owned, and the leadership team that helped Drybar expand to 150 locations was notoriously exclusive when it came to letting owners into the system.

While Squeeze is set to be 100% franchise-owned-and-operated, the brand will maintain Drybar’s very high standards. Squeeze’s current network of Operating Partners includes individuals with leadership experience from Amazon, Walmart, Disney, Coca-Cola, Target, Planet Fitness and more.

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

As the wellness industry continues its upward trajectory, Squeeze is perfectly poised to take advantage of this booming market, making it an attractive portfolio addition for high net worth individuals, multi-unit franchisees and entrepreneurs of every ilk.

“The time has never been better to join Squeeze at the ground floor as it continues its trajectory towards Drybar-level success and beyond,” said Brock.“The owners we bring on board today are going to continue to set the stage for our future success. We're just getting started!”