Massage Envy Expands

Who wouldn't want a massage? Relaxation, stress relief and freedom from pain are all benefits of healthy touch—but not everyone can afford the rates charged by spas or individual therapists.

That's the message of Massage Envy, a franchise company that makes massage available to the masses for a discounted rate. According to the company's founder, 200 new locations will open in 2007, meaning the creation of up to 6,000 new jobs for massage therapists. There are already 175 locations in operation in the United States.

Massage Envy CEO and Founder John Leonesio spoke with MASSAGE Magazine in February about the success of his Phoenix, Arizona-based company, which he attributes to three public-pleasing approaches embraced by the company's franchises: convenient locations, affordable prices and professional therapists.

The company, with locations in malls and other retail areas, employs the model of health clubs: For a monthly fee of around $59, a member may receive one 50-minute massage, as well as additional discounted massage sessions, each month. A massage session at a spa can cost up to $150; private practitioners charge $65 to $85 on average.

Massage Envy recruits its employees from massage schools. "We really try to stress that it's a great place for therapists to start," Leonesio said. "We think it's a great place for them to get practical experience." Two-thirds of the company's therapists work part time; new employees receive $15 per hour base rate, plus gratuities.

Leonesio addressed two fears expressed by some massage therapists in regard to Massage Envy: That the franchises will drive down the price of massage, and will put private practitioners out of business. Instead, he said, the opposite is true: Massage Envy's advertising and numerous locations only serve to drive interest in receiving massage therapy, both at the company's franchise locations and from spas and individual therapists.

"Only about 25 percent of the people who come to our door become a member," he said. "I think between [Massage Envy's] marketing and our raising the awareness of the public, that other people will get business.

"I think if people see [franchises] in shopping centers and their friends have gone and we have a fairly low price point, they might say, 'Let me try it'—and then it's their choice where they go after that," he added.

If people choose to receive massage at Massage Envy, they can do so in 46 of the 48 contiguous United States. Only South and North Dakota aren't on the company's radar, as those states' populations are too small for franchise success, Leonesio said. There are up to 1,200 potential locations for a successful Massage Envy franchise in the United States, he added.

—Karen Menehan