HOWELL, Mich., January 12, 2010 —LaVida Massage, a Howell, Michigan-based massage and wellness center, has announced the grand opening of a new LaVida location in Troy, Michigan. LaVida Founder John Hoose made the announcement.

The new center, located at 73 East Long Lake in Troy, opened Jan. 8. Founded in 2007, LaVida has locations in Brighton, Canton and Clarkston, Michigan, with several more locations slated to open in 2010. The company has doubled in size in the past year, now occupying successful locations in several states throughout the country, including Arizona, Arkansas, California, Illinois and North Carolina.

The Troy LaVida Massage center is owned by franchisees Mark Axler and Lucinda Hoose. The location will feature 11 massage rooms, each tastefully decorated to provide a soothing and therapeutic experience for guests. The center, bathed in gender-neutral earth tones and serene lighting, offers guests a variety of massage options. Certified massage therapists provide quality massage services ranging from Swedish, couples, deep tissue, hot stone, prenatal, chair and corporate massages.

For more than 20 years Axler worked at various metro Detroit Electronic Contract Design and Manufacturing firms, but after he was unexpectedly laid off, he began to consider alternative options. Inspired by the growing health and wellness industry, and its ability to provide customers with a sense of relaxation, Axler saw an opportunity to open a franchise with LaVida Massage.

And, for him, there seemed no better way to venture into a new line of business than with his sister Lucinda Hoose. Lucinda was previously employed as a both a restaurant owner and later a manager before joining her brother at LaVida.

“It’s a thrill to finally be opening a LaVida location,” said Axler. “Working with the company has been wonderful. The constant franchise support has been hugely helpful, and as first-time franchisees, Lucinda and I appreciate the support LaVida provides to displaced workers such as myself who are eager to jumpstart a new career path.”

“As LaVida continues to expand nationally, it’s exciting to welcome another Michigan location to the LaVida family,” said Hoose. “The franchise has proven to be resistant to the difficult economy as people increasingly value the importance of massage and wellness, and as our competitive prices and exceptional service entice each visitor to return.”

Founded in 2007, LaVida Massage is a health and wellness massage center, providing massage, facial and cosmetic services that revitalize and reinvigorate clients’ emotional and physical health. As more Americans find value in personal care and therapeutic relief from negative outside influences, LaVida introduces a new franchise to the fast-growing health and wellness industry. With locations nationwide, LaVida is headquartered in Howell, Michigan. For more information, visit