MassageLuXe Eyes Chicago for Next Phase of Midwest Expansion

MassageLuXe is setting its sights on Chicago for its next phase of franchise expansion.

Midwest expansion plans

The national spa franchise has identified Chicagoland as a key development market, with opportunities available across the metro area for entrepreneurs and multi-unit operators interested in bringing MassageLuXe’s membership-based wellness concept to new communities.

Despite being one of the largest metropolitan areas in the country, Chicago remains largely untapped for MassageLuXe. The brand currently has a presence in Willowbrook, giving MassageLuXe an established foothold in the market while leaving significant room for additional development throughout the region.

“Chicago gives us the opportunity to build around an existing presence while still having tremendous space for growth,” said Kristen Pechacek, CEO of MassageLuXe. “It’s a large, diverse market filled with communities where consumers are increasingly prioritizing wellness as part of their everyday lives. We see an opportunity to introduce MassageLuXe to more of those consumers while partnering with entrepreneurs who understand the market and want to grow alongside us.”

Target market strategy

MassageLuXe’s focus on Chicago comes as the brand continues to strategically expand its national footprint, targeting metropolitan areas where population density, household demographics and consumer spending can support long-term, multi-unit development.

The opportunity also comes at a time when the definition of wellness is evolving. Consumers are increasingly incorporating services like massage therapy and skincare into their ongoing routines rather than reserving them for occasional indulgences. MassageLuXe is designed around that shift, offering massage therapy, facials and waxing through an accessible membership model.

For franchise owners, that model creates recurring revenue and ongoing client relationships while providing the infrastructure and support of an established national brand. Franchisees receive comprehensive training, marketing resources, operational guidance and continued business coaching as they build their businesses.

Franchise owner benefits

“Chicago is a market where people are busy, active and increasingly intentional about taking care of themselves,” said Sunny Bahia. “What attracted me to MassageLuXe is the opportunity to make services like massage and skincare easier to incorporate into that routine. There are so many communities across the area that could benefit from having that kind of convenient wellness option close to home, and I believe there’s a lot of room for the brand to grow here.”

At the brand’s Willowbrook spa, new ownership is already investing in the location and its future within the community after acquiring the business in 2025.

“Chicago isn’t simply about adding locations to a map,” Pechacek said. “We want to find the right franchise partners who can build strong businesses, become part of their communities and help us establish MassageLuXe as a leading wellness destination throughout the market.”