Massage Envy Franchising LLC is an American
massage
Massage is the manipulation of the body's soft tissues. Massage techniques are commonly applied with hands, fingers, elbows, knees, forearms, feet or a device. The purpose of massage is generally for the treatment of body stress or pain. In Eu ...
and
skin care
Skin care is a range of practices that support skin integrity, enhance its appearance, and relieve skin conditions. They can include nutrition, avoidance of excessive sun exposure, and appropriate use of emollients. Practices that enhance appea ...
national franchisor, based in
Scottsdale, Arizona
, settlement_type = City
, named_for = Winfield Scott
, image_skyline =
, image_seal = Seal of Scottsdale (Arizona).svg
, image_blank_emblem = City of Scottsdale Script Logo.svg
, nick ...
. The Massage Envy franchise network is the largest provider of therapeutic massages and skin care in the United States, and has more than 1,100 independently owned and operated franchise locations, as of 2022. Massage Envy was established in 2002 and began franchising in 2003.
Corporate overview
Massage Envy is based in
Scottsdale, Arizona
, settlement_type = City
, named_for = Winfield Scott
, image_skyline =
, image_seal = Seal of Scottsdale (Arizona).svg
, image_blank_emblem = City of Scottsdale Script Logo.svg
, nick ...
. Its network of franchised locations is the largest provider of therapeutic
massage
Massage is the manipulation of the body's soft tissues. Massage techniques are commonly applied with hands, fingers, elbows, knees, forearms, feet or a device. The purpose of massage is generally for the treatment of body stress or pain. In Eu ...
s and
skin care
Skin care is a range of practices that support skin integrity, enhance its appearance, and relieve skin conditions. They can include nutrition, avoidance of excessive sun exposure, and appropriate use of emollients. Practices that enhance appea ...
in the United States.
The Massage Envy franchise network uses a membership-based business model,
Massage Envy's franchisees are collectively the largest American employer of massage therapists and estheticians. In addition to massage therapy, facials, skin peels, and microderm infusion,
Massage Envy franchises offer
stretch therapy and
skin care
Skin care is a range of practices that support skin integrity, enhance its appearance, and relieve skin conditions. They can include nutrition, avoidance of excessive sun exposure, and appropriate use of emollients. Practices that enhance appea ...
products.
Beth Stiller is the current
chief executive officer
A chief executive officer (CEO), also known as a central executive officer (CEO), chief administrator officer (CAO) or just chief executive (CE), is one of a number of corporate executives charged with the management of an organization especially ...
of Massage Envy Franchising. Joseph "Joe" Magnacca previously served as
chief executive officer
A chief executive officer (CEO), also known as a central executive officer (CEO), chief administrator officer (CAO) or just chief executive (CE), is one of a number of corporate executives charged with the management of an organization especially ...
from early 2016 until late 2019.
Beth Stiller previously held the chief commercial officer
The chief commercial officer (CCO) (sometime referred to as the chief business officer) is an executive-level role, with the holder being responsible for the commercial strategy and the development of an organization. It typically involves activi ...
position, from April 2016 until Joe Magnacca's departure in 2019. Kathy Collins became chief marketing officer
A chief marketing officer (CMO), also called a global marketing officer or marketing director, or chief brand officer, is a corporate executive responsible for managing marketing activities in an organization. Whilst historically these titles may ...
in July 2018.
History
Massage Envy was founded in 2002 and started franchising in 2003. By late 2008, Massage Envy franchisees collectively employed more than 8,000 professionals at 420 independently owned and operated locations in 36 U.S. state
In the United States, a state is a constituent political entity, of which there are 50. Bound together in a political union, each state holds governmental jurisdiction over a separate and defined geographic territory where it shares its sover ...
s. The Massage Envy franchise network expanded its membership-based business model in 2009 by adding facials and other spa services.[ There were approximately 650 franchised locations by late 2010.] ''Forbes
''Forbes'' () is an American business magazine owned by Integrated Whale Media Investments and the Forbes family. Published eight times a year, it features articles on finance, industry, investing, and marketing topics. ''Forbes'' also re ...
'' ranked Massage Envy number 20 on their 2012 list of "Top 20 Franchises for the Buck".[ According to the magazine, franchises required an initial investment averaging $455,505 and made over $1 million in annual sales in 2010.][ Massage Envy partnered with ]Susan G. Komen for the Cure
Susan G. Komen (formerly known as Susan G. Komen for the Cure; originally as The Susan G. Komen Breast Cancer Foundation; often simply as Komen) is a breast cancer organization in the United States.
Komen focuses on patient navigation and advo ...
for a campaign called "Massage for the Cure", which raised over $1.4 million by August 2010.
There were more than 1,100 locations in 49 U.S. state
In the United States, a state is a constituent political entity, of which there are 50. Bound together in a political union, each state holds governmental jurisdiction over a separate and defined geographic territory where it shares its sover ...
s, as of March 2022.[ The Massage Envy franchise network expanded its skin care products and service offerings in 2017 to include Image Skincare and PCA Skin as well as non-surgical procedures such as ]chemical peel
A chemical peel is a technique used to improve and smooth the texture of the skin. Facial skin is mostly treated, and scarring can be improved. Chemical peels are intended to remove the outermost layers of the skin. To accomplish this task, the ch ...
s and microderm abrasion.[ The company also announced plans for its franchisees to remodel more than 700 locations, and to launch new body stretch, facial, and massage services over the next few years. In late 2017, '']Entrepreneur
Entrepreneurship is the creation or extraction of economic value. With this definition, entrepreneurship is viewed as change, generally entailing risk beyond what is normally encountered in starting a business, which may include other values th ...
'' reported there were 1,189 franchises, with startup costs ranging from $434,800 to approximately $1 million.[
Sexual Assault Complaints
In November 2017, ]BuzzFeed
BuzzFeed, Inc. is an American Internet media, news and entertainment company with a focus on digital media. Based in New York City, BuzzFeed was founded in 2006 by Jonah Peretti and John S. Johnson III to focus on tracking viral content. Ken ...
reported that over 180 women had "filed sexual assault lawsuits, police reports, and state board complaints against Massage Envy spas, their employees, and the national company" over allegations of sexual misconduct
Sexual misconduct is misconduct of a sexual nature which exists on a spectrum that may include a broad range of sexual behaviors considered unwelcome. This includes conduct considered inappropriate on an individual or societal basis of morality, se ...
. The women also accused Massage Envy of ignoring or mishandling most of the cases they reported to the company. According to BuzzFeed's article, Massage Envy requires internal investigations of reported abuse, but does not provide significant instruction on how they should be conducted, and it does not require that law enforcement be notified except in states with laws requiring such notification. The article also stated that employees of Massage Envy franchises were not equipped to conduct internal investigations into abuse allegations. In response, the company issued a statement describing the incidents as "heartbreaking". The company's statement also noted that the Massage Envy franchise network had performed over 125 million massages during their more than 15 years of operation, but added that "even one incident is too many". The company founded a safety advisory council with industry executives and a representative from the anti-sexual assault
Sexual assault is an act in which one intentionally sexually touches another person without that person's consent, or coerces or physically forces a person to engage in a sexual act against their will. It is a form of sexual violence, which ...
advocacy organization Rape, Abuse & Incest National Network
The Rape, Abuse & Incest National Network (RAINN) is an American nonprofit anti-sexual assault organization, the largest in the United States. RAINN operates the National Sexual Assault Hotline, as well as the Department of Defense Safe Helpline ...
(RAINN). Massage Envy also added a "Commitment to Safety" to their website to make clients aware of implemented changes.[
Skin Care Products
The company announced a ]private label
A private label, also called a private brand or private-label brand, is a brand owned by a company, offered by that company alongside and competing with brands from other businesses. A private-label brand is almost always offered exclusively by th ...
skin care brand CyMe (pronounced "see me") in 2018.[ According to '']Women's Wear Daily
''Women's Wear Daily'' (also known as ''WWD'') is a fashion-industry trade journal often referred to as the "Bible of fashion".Horyn, Cathy"Breaking Fashion News With a Provocative Edge" ''The New York Times''. (August 20, 1999). It provides infor ...
'', skin care accounted for approximately seven percent of the company's business, as of April 2018.[ The Massage Envy franchise network also launched assisted stretch services in 2018, featuring proprietary methods administered by a massage therapist.] ''Entrepreneur'' ranked Massage Envy number 358 on its 2019 "Franchise 500" list.
Research
The Massage Envy network has funded massage therapy research conducted by the Massage Therapy Foundation, as well as the Touch Research Institute, part of the University of Miami
The University of Miami (UM, UMiami, Miami, U of M, and The U) is a private research university in Coral Gables, Florida. , the university enrolled 19,096 students in 12 colleges and schools across nearly 350 academic majors and programs, incl ...
's Leonard M. Miller School of Medicine
Leonard M. Miller School of Medicine (UMMSM) is the University of Miami's graduate medical school in Miami, Florida. Founded in 1952, it is the oldest medical school in the state of Florida.
Campus
The University of Miami's Leonard M. Miller Sch ...
. In December 2018, Massage Envy announced a partnership with the Cortiva Institute, the largest group of massage therapy and skincare schools in the U.S., to provide development and employment opportunities through Massage Envy franchise locations for Cortiva graduates at Massage Envy clinics.
Marketing
In 2015, ''Adweek
''Adweek'' is a weekly American advertising trade publication that was first published in 1979. ''Adweek'' covers creativity, client–agency relationships, global advertising, accounts in review, and new campaigns. During this time, it has cover ...
'' reported that the company hired a new lead agency and spent approximately $15 million annually on advertising and marketing, with franchisees spending an additional $40 million annually in local markets.[ The company rebranded in 2016, targeting ]baby boomers
Baby boomers, often shortened to boomers, are the Western demographic cohort following the Silent Generation and preceding Generation X. The generation is often defined as people born from 1946 to 1964, during the mid-20th century baby boom. Th ...
and millennials
Millennials, also known as Generation Y or Gen Y, are the Western demographic cohort following Generation X and preceding Generation Z. Researchers and popular media use the early 1980s as starting birth years and the mid-1990s to early 2000 ...
; the "Because Everything" campaign promoted massage as holism
Holism () is the idea that various systems (e.g. physical, biological, social) should be viewed as wholes, not merely as a collection of parts. The term "holism" was coined by Jan Smuts in his 1926 book ''Holism and Evolution''."holism, n." OED Onl ...
rather than a luxury, and featured men, who made up 25 percent of Massage Envy's clientele.[
The Massage Envy network spent $17.9 million on measured media in the U.S. in 2017.][ ]Fallon Worldwide
Fallon is a full-service advertising agency headquartered in Minneapolis, Minnesota, with affiliate offices in London, Detroit, and Tokyo. It is a subsidiary of Publicis.
History
Fallon was founded in 1981 as Fallon McElligott Rice in 1981 by Patr ...
became the company's agency-of-record in 2018. Massage Envy launched a brand awareness
Brand awareness is the extent to which customers are able to recall or recognize a brand under different conditions. Brand awareness is one of two dimensions from brand knowledge, an associative network memory model. Brand awareness is a key consi ...
campaign "Keep your body working" in early 2019. The campaign, expected to cost $20–25 million, includes radio and television ads, as well as digital video and social media placements.[ It continues to focus on holism and replaces the previous tagline, "Making the most of every body".][
]
Sponsorships
In 2017 and 2018, Massage Envy sponsored the PGA Tour
The PGA Tour (stylized in all capital letters as PGA TOUR by its officials) is the organizer of professional golf tours in the United States and North America. It organizes most of the events on the flagship annual series of tournaments also k ...
and served as the "official total body care sponsor" of Player Performance Centers, mobile trailers staffed with chiropractors, personal trainer
A personal trainer is an individual who creates and delivers safe and effective exercise programs for apparently healthy individuals and groups, or those with medical clearance to exercise. They motivate clients by collaborating to set goals, p ...
s, and physical therapy
Physical therapy (PT), also known as physiotherapy, is one of the allied health professions. It is provided by physical therapists who promote, maintain, or restore health through physical examination, diagnosis, management, prognosis, patient ...
professionals to administer massage and stretch therapy to players. As part of the sponsorship, Massage Envy partnered with ten professional golfers to serve as spokespeople for "The Streto Method", a proprietary method created by experts in chiropractic treatments, ergonomics
Human factors and ergonomics (commonly referred to as human factors) is the application of psychological and physiological principles to the engineering and design of products, processes, and systems. Four primary goals of human factors learnin ...
, and massage therapy to deliver the company's "Total Body Stretch" service offering. Spokespeople who appeared in television advertisements, wore branded clothing, or used logo-emblazoned equipment included Jamie Lovemark
Jamie Lovemark (born January 23, 1988) is an American professional golfer who plays on the PGA Tour.
Amateur career
Lovemark was born in Rancho Santa Fe, California and attended Torrey Pines High School. He won the 2005 Western Amateur and theref ...
, Patrick Rodgers
Patrick Rodgers (born June 30, 1992) is an American professional golfer who plays on the PGA Tour.
Early life
Rodgers was born in Avon, Indiana. Then he played golf at Avon High School for 4 years. He played college golf at Stanford University ...
, and Justin Thomas
Justin Louis Thomas (born April 29, 1993) is an American professional golfer who plays on the PGA Tour and is former World Number One. In 2017, Thomas experienced a breakout year, winning five PGA Tour events and the FedEx Cup championship. H ...
. The method started being offered at franchised locations in mid 2017. In 2018, the sponsorship expanded to include the PGA Tour Champions
PGA Tour Champions (formerly the Senior PGA Tour and the Champions Tour) is a men's professional senior golf tour, administered as a branch of the PGA Tour.
History and format
The Senior PGA Championship, founded in 1937, was for many years ...
and The Players Championship
The Players Championship (commonly known as simply The Players, stylized by the PGA Tour as The PLAYERS Championship) is an annual golf tournament on the PGA Tour. Originally known as the Tournament Players Championship, it began in 1974. The P ...
, and Hailey Ostrom served as a spokesperson.
See also
* Hand & Stone Massage and Facial Spa
References
External links
*
{{DEFAULTSORT:Massage Envy
Massage
Health care companies established in 2002
Companies based in Scottsdale, Arizona
2002 establishments in Arizona
Franchises