--- title: "MassageLuXe Welcomes New Chief Growth Officer to Executive Team" url: https://burnaze.com/article/dc4a28e8-304d-4996-9d37-31d2e8fa34e8 source: "Franchising.com" original_url: https://www.franchising.com/news/20200729_massageluxe_welcomes_new_chief_growth_officer_to_executive_team.html category: "Beauty & Wellness" industry: "Beauty & Wellness" topics: ["People"] published: 2020-07-29T12:00:00.000Z modified: 2026-11-01T22:33:23.215Z image: https://images.unsplash.com/photo-1551836022-deb4988cc6c0?w=1600&q=80&auto=format&fit=crop --- # MassageLuXe Welcomes New Chief Growth Officer to Executive Team **TL;DR:** MassageLuXe has appointed Kristen Pechacek as its new Chief Growth Officer to accelerate the brand's expansion to 250 units within five years. Pechacek brings a wealth of franchise and marketing experience, including her previous role as Digital Marketing Director for Self Esteem Brands, LLC. *originally published in Franchising.com on 2020-07-29. [Read the original](https://www.franchising.com/news/20200729_massageluxe_welcomes_new_chief_growth_officer_to_executive_team.html).* ## Story ST. LOUIS, M.O. - MassageLuXe, a fast-growing massage franchise, is excited to welcome franchise expert Kristen Pechacek to its executive team. As the Chief Growth Officer, Pechacek will accelerate the brand’s mission to expand from 68 units to 250 units within the next five years. As MassageLuXe’s first-ever Chief Growth Officer, Pechacek’s priority will be to grow franchise sales, while also working with the Marketing team to accelerate membership prospects and revenue for the franchise base. Pechacek brings with her a wealth of franchise and marketing experience. She is a Certified Franchise Executive with the International Franchise Association (IFA). She is also a member of the IFA Marketing & Innovation Committee. Pechacek recently served as Digital Marketing Director for Self Esteem Brands, LLC, which represents various fitness and spa brands in North America. She began her career in franchising by working in digital marketing with the Minnesota Vikings and the NFL. “I’m a player and a coach, and that’s what MassageLuXe needs at their growth stage,” says Pechacek. “I can marry strategic thinking and overarching plans with rolling up my sleeves and getting the job done. As the new Chief Growth Officer, I will lay down the plans and help execute them.” “Kristen is a visible player in the franchise game. One of the things that was important was to bring someone in for our brand who has done well in the personal services franchise membership-based game,” says MassageLuXe CEO Mark Otter. “Kristen has had success in growing franchise sales, but she also understands the importance of helping current franchisees build their business, and the customer journey.” This hire comes as the successful culmination of a retained executive search engagement with Global Talent Solutions (GTS), the franchise industries leading executive search firm. Pechacek is the first Chief Growth Officer at MassageLuXe, and the hire is the first of a string of executive hires the brand will make with GTS as part of this growth cycle. In an article he wrote for Forbes, Otter discussed the importance of brand growth and learning from others in the industry. “If you start a business in a known field, you have the benefit of looking at not just what other competitors are doing right, but also what they’re doing wrong,” says Otter. “Then you can work on your business model so it’s even better.” Founded in 2008 in St. Louis, Missouri, MassageLuXe is a fast-growing franchise-based spa company with a mission of delivering the highest quality massage while providing a comfortable, relaxing and luxurious environment to clients. To further this mission, MassageLuXe also grants clients access to Repechage facials and waxing services. Massage is a service that improves health, promotes relaxation and overall well-being for the consumer, and has been practiced throughout the world for thousands of years. MassageLuXe currently has 68 locations across 16 states and is planning to expand to 250 locations in the next five years. ## Entities - Franchising.com (publication) - unit expansion (topic) - franchise growth (topic) - Beauty & Wellness (sector) - marketing strategy (topic) - IFA (company) - Forbes (company) - MassageLuXe (company) - Self Esteem Brands (company) - Kristen Pechacek (person) - executive hire (topic) --- Originally reported by Franchising.com (https://www.franchising.com/news/20200729_massageluxe_welcomes_new_chief_growth_officer_to_executive_team.html). Summarized by Burnaze (https://burnaze.com/article/dc4a28e8-304d-4996-9d37-31d2e8fa34e8).