---
title: "How Level 5 Capital Is Fueling Heyday’s Franchise Expansion"
url: https://burnaze.com/article/ee866523-e1da-4d42-b1e2-6123d415aced
source: "1851 Franchise"
original_url: https://1851franchise.com/how-level-5-capital-is-fueling-heydays-franchise-expansion-2716200
category: "Beauty & Wellness"
industry: "Beauty & Wellness"
topics: ["Development & multi-unit"]
published: 2021-07-13T22:17:00.000Z
modified: 2026-11-01T02:15:33.917Z
image: https://newimage.1851franchise.com/cdn-cgi/image/quality=85,format=webp,width=1280,height=720/story/featureImage/f11133732b25c72b2f2e96be0b60fe4f4851.jpg
---

# How Level 5 Capital Is Fueling Heyday’s Franchise Expansion

**TL;DR:** Level 5 Capital has partnered with Heyday to open 60 franchise units in top markets, fueling the skincare brand's expansion plans. Heyday aims to open 300 new franchise units in the next five years.

*originally published in 1851 Franchise on 2021-07-13. [Read the original](https://1851franchise.com/how-level-5-capital-is-fueling-heydays-franchise-expansion-2716200).*

## Key facts

- Heyday plans to open 300 new franchise units in 5 years
- Level 5 Capital invested $20 million in Series B Funding
- Heyday targets expansion in 54 major metropolitan areas

## Story

Heyday, the fast-growing skincare brand with plans to open 300 new franchise units in the next five years, just took a giant step toward that ambitious goal. Level 5 Capital (L5), the investment group behind nationally recognized brands including Big Blue Swim School, Orangetheory Fitness, Restore Hyper Wellness and CorePower Yoga, has signed on to open 60 Heyday units in top markets including Los Angeles, Washington, D.C., Atlanta and Dallas within the next five years.

Currently, Heyday has 10 corporate-owned locations in Philadelphia, New York and Los Angeles, and the brand recently signed on three franchise groups to open locations in Chicago, Austin, and Cleveland.

Heyday’s mission is to shake up the $7 billion-dollar skincare industry by taking facials out of the spa and creating single-service boutiques that focus exclusively on one treatment. By treating facials as a regular part of a person’s wellness regimen rather than an occasional indulgence, the brand is aligning skincare with the way Millennial and Gen Z consumers think about self-care while quickly establishing itself as a leader within the space.

## Investment and funding

Since the beginning, L5 has been a major supporter of Heyday, recently announcing $20 million in Series B Funding with participation from existing investors Lerer Hippeau and Fifth Wall Ventures.

“This level of investment is obviously an incredible vote of confidence in Heyday and its mission to reshape the conversation around skincare,” said Adam Ross, CEO & co-founder of Heyday. “We’re thrilled to be working with a partner that’s as passionate about helping people lead better, healthier lives as we are, and we are eager to bring Heyday locations to new markets across the country over the next few years.”

Based in Atlanta, L5 specializes in helping wellness and lifestyle brands grow to scale and has bolstered an impressive portfolio of brands to achieve national exposure and name recognition. Now, following in the footsteps of boutique fitness concepts like CorePower and Orangetheory, L5 is working with Heyday as the brand strives to provide approachable and affordable skincare services to customers across the country.

## Growth and expansion plans

“We think that the growth potential for Heyday is absolutely limitless, as our investment in 60 units should make clear,” said Scott Thompson, chief development officer and managing director at L5. “We have a rock-solid belief in the future of this business as well as the people who are leading it, and we look forward to turning the skincare industry upside down with this new, and proven effective, model.”

Heyday is currently targeting expansion in 54 major metropolitan areas including Los Angeles, San Francisco, Seattle, Phoenix, Denver, Dallas, Austin, Houston, Chicago, Atlanta, Miami, New York and Boston, among other large U.S. cities.

## Entities

- 1851 Franchise (publication)
- franchise expansion (topic)
- Beauty & Wellness (sector)
- Big Blue Swim School (company)
- Orangetheory Fitness (company)
- Scott Thompson (person)
- investment (topic)
- growth plans (topic)
- Heyday (company)
- Restore Hyper Wellness (company)
- CorePower Yoga (company)
- skincare industry (topic)

---
Originally reported by 1851 Franchise (https://1851franchise.com/how-level-5-capital-is-fueling-heydays-franchise-expansion-2716200). Summarized by Burnaze (https://burnaze.com/article/ee866523-e1da-4d42-b1e2-6123d415aced).