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How Hand and Stone Massage and Facial Spa is Treating its Franchisees to More “Me Time”
How Hand and Stone Massage and Facial Spa is Treating its Franchisees to More “Me Time”

The 14-year old spa and massage concept emphasizes the importance of a healthy work-life balance.

Bob McQuillan, Vice President of Franchise Development for Hand and Stone Massage and Facial Spa spends most evenings at his home in New Jersey, sitting around the dinner table with his wife, Denise, and their two daughters. Denise, also part of the Hand and Stone family, runs the couple’s two Hand and Stone locations and their day-to-day operations.

“We’re able to be a family,” said McQuillan. “When I speak with prospective franchisees and they ask about the work-life balance with the Hand and Stone franchise opportunity, I can genuinely say that it offers a great balance because I’ve lived it. I’ve seen how it works and I’ve invested in the brand myself.”

The national spa concept, which has expanded by, on average, 60 new locations annually over the last few years, attributes its stable growth to its ability to offer its franchisees a balanced and fulfilling career that focuses on improving the lives and health of its customers.

“The health and wellness industries are booming, with today’s consumer being more health-conscious than ever before. Consumers want more of it, they want to feel better and more energized, and our franchisees can offer a service that they can be proud of and truly believe in,” said McQuillan. “Plus, we have the ability to be in these great venues with other nationally known cotenants.”

McQuillan also emphasizes the brand’s investment in its in-house advertising team, HSM Advertising, which took shape back in 2009 when Hand and Stone’s Todd Leff came on as the brand’s CEO. According to McQuillan, the investment in the in-house advertising team has been key to being able to provide its franchisees with the work-life balance they desire.

“Todd brought HSM Advertising to the business and helped build it,” said McQuillan. “Now in 2018, we have 17 people on staff and we’re able to cover every single market and represent every single franchisee. One of the most difficult things in the retail business, because there’s so much competition, is helping the franchisees advertise and market to the consumer. I think we’ve been able to take some of the stress off of our owners and just let them perform and focus on serving their customers.”

When joining Hand and Stone, franchisees can also rely on over 300 years of experience across the brand’s corporate team, but McQuillan says that he and the other members of the corporate team can’t take all of the credit for the growth they’ve seen over the last 14 years.

“If you look at how Hand and Stone performs, and the success rate of our business, it’s easy to see that the business model is working,” said McQuillan. “But it’s our franchisees who are the key component in making sure we’re able to reach our full potential. Most of our franchisees come from corporate backgrounds. They know how to follow the playbook and have gained these great skill sets from these great companies. We’re recruiting 5-star franchisees who know how to elevate the Hand and Stone brand and make their customers’ lives easier. And in return, we want to support our franchisees to make sure they’re taken care of as well.”

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