Hand & Stone Massage and Facial Spa Launches Royalty Rebates and Reduced Franchise Fees for Multi-Unit Operators in Boston, Southern California and the Bay Area

Target markets

Combined, the three target markets represent some of the most significant white space opportunities remaining in the Hand & Stone system. Each market was selected for its strong consumer demand, established brand awareness and the density to support serious multi-unit development.

To capitalize on that potential, Hand & Stone has introduced an incentive program – including a structured reduction to initial franchise fees, performance-based royalty rebates, grand opening support, and more. The incentive is for experienced, growth-oriented operators who understand how to scale a business, are drawn to a membership-driven model with recurring revenue, and are ready to diversify their portfolio with a category-leading brand.

“Boston, Southern California and the Bay Area have everything our brand thrives in, including dense populations, wellness-oriented clientele and genuine demand for accessible luxury,” said Matt Stanton, Chief Development Officer of Hand & Stone. “The development potential in each of these markets is significant, and this program is how we’re unlocking it. We’ve put together a compelling incentive structure that reduces barriers to entry and rewards franchisees who perform.

We’re looking for experienced multi-unit operators who see the long-term upside of our membership model and are ready to commit to a market at scale.”

Hand & Stone has identified specific clusters in each region to give developers the right footprint with room to grow, including Middlesex and Essex Counties in Greater Boston, San Diego County or a partial LA County territory in Southern California, and Santa Clara County or a San Mateo/Alameda County cluster in the Bay Area.

Investment case

For multi-unit operators evaluating industries and brands with strong growth potential, Hand & Stone’s investment case is clear. The brand has been ranked No. 1 in the Massage & Spa Services category by Entrepreneur in the 2026 Franchise 500 and delivers a spa industry-leading $1.

35 million average unit volume. Diversified revenue further strengthens unit economics as Hand & Stone is the world’s No. 1 provider of facials, delivering more than 1.

6 million facial treatments in 2025 alone and accounting for approximately one-third of systemwide sales, producing a high-margin revenue stream that differentiates the brand from single-service competitors. It’s a brand that has proven its staying power, and one that long-tenured franchisees have built significant businesses around.

“My brother Jeff and I signed on when Hand & Stone had fewer than 50 locations. The membership model and recurring revenue were a draw from day one, but what has kept us committed and enthusiastic for more than 15 years is the opportunity to make a positive impact on both our clients and employees. We strive to create the best hour of our clients’ month while providing our team members with meaningful work, a sense of purpose, and opportunities to build better lives for themselves and their families.

The brand has never stopped evolving alongside that mission,” said Ken Silbert, Hand & Stone multi-unit franchisee and co-owner of 10 locations in New Jersey. “The commitment to expanding wellness services has been a game changer for unit economics, and the focus on accessible luxury has kept Hand & Stone leading in markets where the competition hasn’t kept pace. Hand & Stone is a brand that continues to lead its category while delivering for its franchisees, and for the right operator, developing multiple locations in a system like this is an opportunity worth seizing.”

Hand & Stone is a more than 650-unit massage and facial spa franchise with a mission to deliver premium spa services to the middle market in a professional, affordable and convenient manner. Launched in 2004, Hand & Stone now has locations across 36 states and Canada. Each spa features best-in-class massage and skincare treatment.

Available for women, men and teens, a wide range of services are tailored to each individual’s needs or skin concerns. Hand & Stone facial treatments are performed by licensed estheticians, using top-of-the-line products backed by science including Dermalogica and IMAGE Skincare.

The fastest-growing spa franchise in the country, Hand & Stone has been named No. 1 in the spa category by Entrepreneur Magazine in 2026, 2023, 2021 and 2020 and was ranked No. 8 on Forbes’ Best Franchises to Buy list in the high investment category.

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!