5 Reasons Why Now Is the Time to Buy a Squeeze Massage Franchise

Squeeze, the remarkably-designed, world-class massage brand from the founders of Drybar, is transforming the massage industry through innovative technology, an elevated guest experience and a people-first culture as it looks to develop 500 units by 2027. 

Prior to Squeeze, the $17B massage industry was ripe for disruption and in desperate need of a refresh. The founders discovered that similar to Drybar, there were two limiting options in the market: mediocre discount establishments or overpriced spas which are lovely but unattainable for most people to incorporate into their regular wellness routine. Not to mention hard-to-book appointments, awkward checkout counters and massages that were never the right pressure. Frustrated by the options, the team built the brand and massage experience they longed for. 

Since launching in 2019, the franchise has opened three locations in California, Tennessee and Arizona, and has awarded an additional 70+ units across 17 states. Now, with plans to expand across the country, the time has never been better to join Squeeze at the ground floor as it continues its trajectory towards Drybar-level success and beyond. With that said, here are five reasons why now is the time to invest in Squeeze. 

A Way Better Franchising Experience

Squeeze’s tagline on the consumer side is “A Way Better Massage Experience” and with their elevated interiors, personalized approach and superior quality of massage therapists, they have certainly lived up to the phrase - but the massage experience isn’t the only thing they do Way Better. 

When it comes to franchising, Squeeze set out to be just as disruptive, offering aspiring entrepreneurs the opportunity to own their own business with a level of support you just don’t see in the current franchising landscape. 

“Even though we are an emerging brand, we really are set up as an established one in terms of our documentation, our training programs and the overarching system that we have set up for every role within the company,” said Brittany Driscoll, Squeeze co-founder & CEO. “We call our franchisees Operating Partners because it’s really important to me that they feel like true partners. I feel very strongly that our support of them is a direct reflection of how they will treat and support their team and their business. The tone starts with us.”

Squeeze is giving more than just massages. It stands for making people feel cared for and seen as human beings. 

“It makes what we’re doing very meaningful and purposeful. People want to be a part of something bigger than just earning a paycheck, that’s what The Feel-Good Revolution is all about,” said Driscoll.

A Unique Business Model

Squeeze’s tech-forward and customizable massage experience sets it apart from the competition. “We built a proprietary app-based booking platform that allows guests to book, set personalized preferences, pay, tip, rate and review all at their fingertips” said Driscoll. “Guests choose areas they want to focus on, areas to avoid, if they want their table heated and more. Our massage therapists also have a back-end version of the platform that gives them a clear view of the guests’ selected preferences, which they can reference throughout the massage.”

Through their streamlined technology, the brand has eliminated all of the clunky transactional interactions that you dread after a massage. No more standing in line or waiting to be checked out. Guests simply walk in, and float out. 

An Impressive Support System (And Roster of Operating Partners) 

In addition to disrupting the entire wellness industry, Squeeze is disrupting the traditional model of franchising. For starters, Squeeze offers an online training platform that enables every role within the shop team structure to learn the operations of the business. The brand has found digestible ways to deliver training and protocols with built-in assessments to make sure there is true comprehension at all levels. 

“We have an entire training and operations department devoted to supporting and supplementing the online learning management platform,” said Driscoll. “We host our Operating Partners at our Studio City flagship to shadow our day-to-day operations and send a dedicated support team for each new opening. We really try to approach training from a comprehensive, holistic perspective.”

When it comes to the day-to-day operations, the Squeeze business model was designed with Operating Partners in mind. Along with their streamlined processes and contactless checkout, Squeeze provides a centralized guest experience team as a first tier of support to Operating Partners and their teams, seven days a week. 

Though it is crucial for Operating Partners to be present within the shop experience for the first six to nine months of the business, there is also the opportunity to become semi-passive after the first year. 

During Driscoll’s tenure at Drybar, the brand was approximately 30% franchised and 70% corporate-owned. She says she took her learnings from that experience, as well as research of other franchise models, and decided to make Squeeze 100% franchise owned and operated. And that’s not the only lesson Squeeze is taking from Drybar. Drybar was known for being exclusive when it came to letting owners into the system, and Squeeze plans on doing the same. The brand’s current network of Operating Partners already includes individuals with leadership experience from Amazon, Walmart, Disney, Coca-Cola, Target, Planet Fitness and more.

The Real Estate and Site Selection Process

At Squeeze, Operating Partners work alongside an expert real estate and construction project management team to optimize site selection, lease negotiations, space planning, design and construction project management from start to finish.

“Our in-house director of real estate and development is with the Operating Partner from the second they sign the franchise agreement to when they open their shop,” said Driscoll. “She’s a true expert in her field and  manages our national real estate firm who are responsible for making sure that leases and deal terms are consistent across the system.” 

This team also oversees the documentation and negotiation process, ensuring that our Operating Partners have a full support system dedicated to making this journey as seamless as possible. Once the lease is signed, Squeeze has an experienced project management and construction firm that oversees every project while the brand’s architect (the same architect that built Drybar!) designs each shop to brand standards. 

“Everyone across all companies and departments are fully integrated as one team with our Operating Partners’ success as our collective priority and focus,” noted Driscoll. 

High Demand in the Health and Wellness Market

While the COVID-19 pandemic undoubtedly created challenges for the massage industry, the Squeeze team is confident that the brand is well-positioned for the future. After years of pandemic-related restrictions, the general public is hungry for experiences that promote self-care and wellness. According to a recent Ipsos survey, 62% of Americans believe their health is more important to them now than it was before the pandemic. 

Not only is there a growing interest in self-care and wellness, but there is also a growing desire for personalized, stress-free experiences, something Squeeze was pioneering long before the pandemic. In fact, a study from Mckinsey found that 49% of Millenials expressed a strong preference for products, services or apps that leverage personal data to personalize the consumer experience and 45% of consumers intend to spend more on wellness services or app-based services over the next year.

“I feel very confident that we are set up for success on all fronts,” said Driscoll. “I truly feel that it is such a privilege to be a part of this industry and am excited to continue transforming communities for good.”

To find out more information about owning a Squeeze, please visit https://1851franchise.com/squeezemassage/info.