Former Ad Tech Professional Finds Personal Fulfillment as a Squeeze Massage Franchisee

Nicole Ruscio’s transition from a successful career in the ad tech industry to owning a Squeeze franchise in Westport, Connecticut, is a testament to the power of passion and personal fulfillment. Despite her achievements in digital advertising, Ruscio found herself lacking enthusiasm for her work. “I had a successful career and loved the people I worked with, but I wasn’t waking up with passion,” she said. “I felt I was doing a disservice to both myself and the people I worked with.” This realization led her to explore franchising opportunities that aligned with her values and interests, ultimately finding her calling with Squeeze, the innovative massage franchise from the founders of Drybar.

Health and wellness have always been important to Nicole and her husband, Jay. Their search for a suitable franchise saw them considering various options, from fitness studios to healthy food franchises. However, none felt quite right until Ruscio stumbled upon an ad for Squeeze on Instagram. Intrigued by its unique concept, Ruscio delved deeper into the brand. “We flew to Brentwood, Tennessee, to experience Squeeze as guests and fell in love with it. This was the franchise we had been looking for,” she said. The couple was particularly drawn to Squeeze's commitment to putting people first, creating an environment where employees and customers alike feel valued and happy.

Ruscio’s vision for her Squeeze franchise goes beyond business success. She aims to foster a workplace where employees look forward to coming to work every day. “I wanted to create a place where people love coming to work. I didn’t want anyone waking up on a Monday counting down the days to the weekend,” she said. “Squeeze has allowed me to create such a place, making both our guests and employees happy.”

Her story is a powerful reminder of the importance of aligning one's career with personal values and passions. For anyone considering a similar path, Ruscio offers sage advice: “Don’t wait to start designing the life you want. Every day, do something that moves you toward your goal. It doesn’t matter if it’s a big step or a small one, as long as you keep moving forward.” 

1851 Franchise recently spoke with Ruscio about her journey into franchising with Squeeze and her plans for the future.

1851 Franchise: Frame your personal story for us. What did you do before franchising, and how did you decide franchising made sense for you?

Nicole Ruscio: My career took a few different paths. I started out in ad sales and eventually moved into the digital advertising space. I spent a significant amount of time in the ad tech industry, which I enjoyed. I had a successful career and loved the people I worked with, but I found I wasn’t waking up with passion. I felt I was doing a disservice to both myself and the people I worked with. 

Jay and I had been interested in franchising for a while and started looking around. Then COVID hit, and I had my second daughter during that time. We also moved from New York to Connecticut, so there was a lot of transition. 

Once I landed in Connecticut, I felt we had found the place to put down our roots. I started seriously considering our next chapter and looked into franchises again. Health and wellness have always been significant for both me and my husband, Jay. We looked at fitness franchises but found the market too saturated. We also considered healthy food franchises but didn't want to enter the food industry for several reasons. 

Then, I randomly saw an ad for Squeeze on Instagram and felt it was something new and unique. After doing some research, we felt it filled a gap in the market and our community. We flew to Brentwood, Tennessee, to experience Squeeze as guests and fell in love with it. This was the franchise we had been looking for.

1851: What was your perception of franchising prior to becoming a franchisee, and what do you want people to know about franchising now that you are in it?

Ruscio: I came into franchising with a very open mind and didn't have a particular perception. One common perception is that franchising offers more flexibility in designing your own day, while this is true - you have to be ready to dedicate significant time and energy in order to have it be successful. Your team looks to you as an example. They see how much you care - and that's really important.

I recommend coming in with an open mind because you don’t know what it will be like until you jump into it. As with any new job, every day is different, and you need to be prepared for that. You wear many hats, and each day can bring new challenges. It's crucial to find a business you are passionate about because that passion drives you and makes it all worthwhile.

1851: What made you pick this brand? What excites you most about this company?

Ruscio: I chose Squeeze because it fills a gap in the market by making massage and wellness a routine part of life. I believe that any company that puts its employees first is setting itself up for success. When employees are happy, they provide better service to customers, who in turn are happier. I wanted to create a place where people love coming to work. I didn’t want anyone waking up on a Monday counting down the days to the weekend. Squeeze has allowed me to create such a place, making both our guests and employees happy.

1851: What do you hope to achieve with your business? What are your plans for growth?

Ruscio: We hope to be successful in Westport and ultimately scale throughout Connecticut. We want to spread the “Feel-Good Revolution” and create a place where people can make massage a part of their monthly routine.

1851: What is the one thing about your story you want us to know?

Ruscio: For anyone considering franchising, don’t wait to start designing the life you want. You can’t wait until everything is perfect to take the leap. Every day, do something that moves you toward your goal. It doesn’t matter if it’s a big step or a small one, as long as you keep moving forward.

1851: What advice do you have for other people thinking about becoming a franchise owner?

Ruscio: Every day, take one step towards your goal, whether it's researching funding strategies or different franchises. Make sure you find something you are passionate about. To be successful, you need to be all in and truly invested in what you are doing. If you lack passion, it will show through.

About Squeeze:

From the founders of Drybar, meet Squeeze, a way better massage experience. After recognizing the gap in the massage industry, Alli Webb and Michael Landau dreamt up the concept for Squeeze. In 2017, Brittany Driscoll, who was vice president of marketing at Drybar at the time, was tapped to turn Squeeze into a reality. She stepped into the role of Co-Founder & CEO, spearheading the launch of the brand and the opening of its flagship location in Los Angeles. Squeeze’s revolutionary app-based booking platform allows guests to book, pay, tip, set personalized preferences, rate and review all at the touch of a button so guests can walk in and figuratively float out. Massages are tailored to guests’ preferences including pressure, aromatherapy, music and lighting with no additional fees. The company has established its headquarters in Nashville and is now franchising nationwide. For more information on Squeeze, please visit squeezemassage.com, follow @squeeze on Instagram and download the Squeeze app. The Squeeze app is free and available to download in the Apple App Store.