Hand & Stone Massage and Facial Spa Opens 13 Spas and Signs 12 Franchise Agreements in Q4 2025, Reinforcing Growth Momentum for 2026

Spa openings and franchise agreements for new and existing markets highlight strong franchisee confidence, driven by the brand’s category-leading $1.4 million average unit volume and sustained demand for accessible wellness services

Q4 development highlights

In Q4 2025, Hand & Stone opened 13 spas and signed 12 franchise agreements, demonstrating strong franchisee confidence in the brand’s membership-driven model and spa franchise-leading 1.4 million average unit volume (AUV). The quarter’s openings represent one of the clearest indicators of system growth – translating into entrepreneurial success stories, job creation, local economic impact and expanded access to professional wellness services throughout the U.S. and Canada.

Among the quarter’s signed franchise agreements are commitments to develop spas in new markets – Hartford, Connecticut and Tucson, Arizona – marking continued strategic expansion and reinforcing Hand & Stone’s ability to scale across established and emerging markets nationwide.

“We’re building on more than two decades of consistent, disciplined growth while helping entrepreneurs succeed in the rapidly expanding wellness category,” said Hand & Stone Chief Development Officer Matt Stanton. “Our membership-first model, operational simplicity and delivery of a premium spa experience at an accessible price continue to resonate with clients and franchisees. With significant white space remaining, we’re focused on expanding our footprint in 2026 while ensuring franchisees are positioned for long-term, sustainable success.”

Under Stanton’s development leadership, Hand & Stone’s growth is fueled by rising consumer demand for mental and physical rejuvenation, paired with a value-driven positioning that makes professional massage, facial and skincare services accessible to a broad and loyal client base. The brand’s membership-based model also creates predictable, recurring revenue for franchise owners while driving strong client retention and engagement.

Competitive advantages

Additional competitive advantages supporting Hand & Stone’s franchise growth include:

• Named a Top 100 franchise overall and the #1 spa franchise in the 2025 Franchise Times Top 400

• Massage, facial and skincare services producing an AUV of $1.4 million, significantly outperforming spa franchise competitors

• The world’s #1 provider of facials, completing more than 1.6 million facials in 2024 alone, representing approximately one-third of annual systemwide sales and driving diversified, high-margin revenue

• Multiple revenue streams including memberships, non-member services, retail and gift cards

• Exclusive partnerships with Dermalogica®, Image Skincare and ClarityRX enabling franchisees to offer in-demand skin treatments such as DiamondGlow®, NuFACE® and LED therapy – positioning Hand & Stone as the go-to destination for advanced skincare and driving strong client loyalty

• Value-added upsell opportunities across all services that enhance the client experience and produce incremental revenue for owners

• Ample white space for expansion, enabling franchisees to capitalize on the rapidly growing wellness market

Future growth prospects

Entering 2026, demand for premium, affordable wellness services is expected to continue accelerating. With more than 600 locations, a robust pipeline and several newly signed leases for future spa openings, Hand & Stone is positioned to drive membership growth, expand its footprint and sustain long-term franchisee success.

As a national spa franchise leader with a presence in 38 states, Hand & Stone is now looking to expand nationwide in all major metro areas.

Hand & Stone is a more than 600-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 38 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, IMAGE Skincare and ClarityRx Clinical Skin Care. The fastest-growing spa franchise in the country, Hand & Stone has been named No.

1 in the spa category by Entrepreneur Magazine in 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!