Hand & Stone Massage and Facial Spa Targets Alberta for Wider Footprint in Canada

Hand & Stone Massage and Facial Spa has been making waves in the health and wellness segment since it was first launched in 2004. Today, Hand & Stone has more than 450 units across 31 states and Canada, and the brand is seeking to expand its Canadian footprint by opening 14 locations in the province of Alberta.

Alberta will be an excellent market for prospective Hand & Stone franchisees, according to Hand & Stone executive team members.

“Employment regulations in Alberta are not as strict as in other Canadian provinces,” Hand & Stone Canada President Gigi Harding said. “The labour market is also more expensive in other provinces.”

The first Canadian Hand & Stone franchise opened in 2009. At the time, the only place a customer could get a massage in Canada was either at a high-end massage facility or from a chiropractic or physiotherapist clinic setting, according to Harding. Massage was not yet a mainstream service offered at more economical, everyday prices with a membership model.

“Massage therapists were having trouble being successful because there wasn’t enough availability or they were working at clinics where it wasn’t consistent work,” Harding said. “They’d serve the client and then be sitting around for a few hours. We knew there was a real opportunity for a brand like Hand & Stone in Canada.”

Today, Hand & Stone has 31 locations in Canada, mainly concentrated in the Toronto area. There is also one location in the city of Saskatoon in the province of Saskatchewan. The brand has aggressive growth plans and has identified opportunities in the cities of Abbotsford, Burnaby, Calgary, Coquitlam, Edmonton, Langley, Richmond, Surrey, Vancouver and Winnipeg. The brand would also like to sign on one more franchisee in Saskatoon.

“Our customers love the membership model and the fact that they are able to take advantage of their employer’s health insurance benefits and use them to help pay for their massages,” Harding said. “There really isn’t a competitor out there that does what Hand & Stone does with respect to offering both a massage and facial membership model, Canadian or otherwise. Our niche offering of affordable, membership-based massage, facials and hair removal services in a spa environment sets us apart.”

Harding noted that Hand & Stone is very careful about where it decides to open a location, as the brand will not break ground in a new territory unless there is a strong indicator of probable success.

“Every market is slightly different when it comes to regulations for massage therapists and estheticians, employment rates and the real estate market, and we make sure to do our research to ensure that we can successfully launch in that area,” Harding said.

And Canadian franchisees can rest assured: They will be well-supported.

“Hand & Stone leverages the expertise of both its Canadian and U.S. team members to ensure its franchisees get all the support they need to be successful,” Harding said. “This infrastructure includes experts who are available to help in all aspects of business, whether it be marketing, sales, administration or IT. We have a ton of knowledge and experience that franchisees are able to access both here in Canada and in the U.S.”

Franchisee Andrew Chandna, who has owned and operated Hand & Stone’s Saskatoon location since 2017, attested to the brand’s popularity in his community. Chandna himself was drawn to the brand’s membership model and “phenomenal” corporate team, he said. The brand’s focus on health and wellness was also a huge factor in his decision to own a franchise.

“The community response to Hand & Stone has been great,” he said. “Customers love the reasonable prices and the different massage therapy and facial services we provide. Hand & Stone visits are part of a balanced health and wellness regimen that is easy to maintain and is affordable.”

With its focus on health and wellness and a viable franchise model, Hand & Stone is ready to continue expanding its footprint in Canada.