National massage franchises are responding to a labor shortage by increasing benefits, offering bonuses and overhauling company cultures—all in an effort to bring more massage therapists onboard.
“We need more employees all the way across the board,” said Nathan Nordstrom, senior director of training and massage therapy industry relations, Hand & Stone, “but we’re striving to support every aspect of the employees who are at Hand & Stone, as well as those who are coming in, because we always want to have growth and stability of who we have.” Nordstrom also noted that the company plans to expand by 50 new franchise locations each year.
Elements Massage
Elements Massage, founded in 2006 by massage therapist Michele Maruniak, has more than 250 franchise locations. Its branches offer common modalities including Swedish, deep tissue, prenatal, sports and trigger-point, as well as stretching. Sessions can be customized with add-ons including hot stones, aromatherapy and cupping.
In addition, Elements offers their own branded techniques: AromaRitual Therapy, in which one of four blends of essential oils—Sweet Orange, Energize, Calm and Refresh—are applied to the client’s pulse points; and Integrative Reflexology Massage, which combines reflexology with traditional massage.
Compensation and benefits packages vary depending on the franchisee, noted Elements’ website, but among possible benefit offerings are free monthly massage; contributions toward health insurance premiums; discounts on liability insurance; continuing education; and paid time off.
Hand & Stone
Founded in 2004, Hand & Stone has more than 500 locations. In addition to facials, hair removal services, and standard massage offerings like Swedish, deep tissue, sports and prenatal, they also offer hot stone massage, oncology massage, Himalayan salt massage and decompression therapy. Clients can also add percussive therapy to a session.
Hand & Stone also sells branded services CryoSlimming and CryoToning, which use hot and cold therapy to reduce fat cells and tone and tighten skin.
The company offers employee benefits, but they vary by franchise location, said Maureen Brent, national director of recruitment ops, Hand & Stone. “Each owner and each spa may have incentives that are not the same,” she said. “A lot of our franchisees are offering PTO, health, employee referral programs, tuition reimbursement, a retention bonus, a sign-on bonus.”
Brent describes Hand & Stone’s company culture with three words: team-focused, growth-minded and innovative. She noted that the company strives to support the well-being of the massage therapy industry, one example being their partnerships with more than 80 U.S. massage schools. These partnerships guarantee new graduates an employment interview at the franchise location of their choice. They also support the growth and development of their employees through their Elite Massage Therapist program; therapists who complete a certain continuing education track and meet other requirements can earn the job title of Elite Massage Therapist.
“We don’t want anyone to be bored in their massage profession,” said Nordstrom.
LaVida Massage
LaVida Massage, founded in 2007, has more than 50 locations in the U.S. In addition to signature facials and several common types of massage, it offers reflexology, TMJ Therapy Massage, Migraine Therapy Massage, Cranial Sacral Therapy, and Reiki Energy Massage. Enhancements include lymphatic drainage, warm bamboo massage sticks, cupping, hot stones, hand and foot scrubs, and aromatherapy.
Information about LaVida employee benefits is not available.
“The LaVida Massage mission is to improve the lives of our guests through exceptional treatments, products, education, and customer care,” notes the company’s website. “Each LaVida Massage location brings this mission to life as a comfortable Wellness Center offering highly customizable massage services and beneficial products.”
(Editor’s note: LaVida Massage did not respond to requests for information/interviews for this article, so the information here has been compiled from the company’s website.)
Massage Envy
Massage Envy was founded in 2002 and has more than 1,150 franchise locations in the U.S. They offer customized facials, Total Body Stretch (assisted stretching), and massage customized to the client’s preferences. Add-on services include hot stones, Rapid Tension Relief (treatment with a massage gun), aromatherapy, CyMe Boost skin-enhancing serums, exfoliating foot and hand treatments, CBD cream, Enhanced Muscle Therapy (warming and cooling therapies), and kinesiology taping.
Massage Envy’s company benefits packages vary by location, but some common to all branches include an Employee Assistance Program; free, full membership in the American Massage Therapy Association; and continuing education.
“As a therapist at a Massage Envy franchised location, you will have access to up to 16 free CEs per year through the collaboration with AMTA,” said Shawn Haycock, executive director of massage therapy and industry relations and co-founder of Massage Envy. “Also, many Massage Envy franchised locations provide advanced training for certain massage modalities, as well as training for branded enhancements.”
Of Massage Envy’s company culture, Haycock said: “Our brand is founded on the bedrock values of gratitude, empathy, optimism, excellence and consistency. Since every location is owned and operated by individual franchisees, our franchisees build on this brand foundation. Each location has a unique culture that aligns with that franchisee’s employees, customers and regional differences.”
Massage Heights
Founded in 2004, Massage Heights has more than 120 Retreat locations. They offer skin care and therapeutic massage; among modalities available are Swedish, deep tissue, prenatal and sports. They also have 30-minute “Targeted Treatments” focusing on neck and shoulders or legs and feet. Aromatherapy is available as an add-on to massage.
An April 2022 press release describes the company’s ongoing efforts to build relationships with clients as well as nurture employees. “Massage Heights will roll out a series of Culture of Care initiatives over the coming months,” the release noted. “This will include special promotions and giveaways offered to members of the community who care for others, such as nurses, first responders, and teachers. In addition, Massage Heights is launching internal care programs to support franchisees in creating and sustaining inspiring and engaging work environments for their Retreat staff.”
MassageLuXe
Founded in 2008, MassageLuXe has 69 locations in the U.S. In addition to facials and face and body waxing, it offers Swedish, deep tissue, prenatal and other common massage modalities, plus hot stone, reflexology and trigger-point massage. Available add-ons include aromatherapy, foot scrubs and LuXe Deep Relief, which utilizes warming and cooling therapies during a massage. MassageLuXe also offers scalp massage with a vitamin scalp treatment product.
Salary and benefits are determined by each individual MassageLuXe franchisee, said Kristen Pechacek, chief growth officer, MassageLuXe. “Across the system, franchisees at MassageLuXe are paying more and they’re looking at additional benefits,” she noted. She adds that some franchisees are offering free CEs, paid time off, health insurance, bonuses and coverage of the cost of therapists’ liability insurance.
“Every franchisee does a little bit of a different combination of those things,” she said, “but over the past couple of years, every franchisee has made refinements and expansions on the way that they compensate their licensed massage therapists.”
What’s special about working at a MassageLuXe location? Several factors set the franchise apart, said Pechacek. She cites the company’s strong marketing support that keeps bringing clients in the door. “Our spas are very busy,” she said, noting that more than half of appointments are made by MassageLuXe members, so as a therapist it’s possible to build client relationships over time.
The company also permits some freedom in choosing how you perform massage. “We allow for a lot of flexibility,” she said. “Some people like to start face down, face up, warm towel incorporation in different ways, aromatherapy; we’re really flexible with the way that our massage therapists perform because we want them to perform in a way that they feel comfortable and that they’re best in.”
About the Author
Allison M. Payne is an independent writer and editor based in northeast Florida. She has written many articles for MASSAGE Magazine, including “Program Restores Healthy Touch to Trauma Survivors’ Lives” and “5 Ways to Make Sure Your Massage Marketing Appeals to a Diverse Clientele.”