The Future of Massage: How Squeeze is Disrupting a $17B Industry and Creating a Way Better Massage Experience Through Innovative Technology and a People-First Culture

Some people may not believe massages and technology go hand-in-hand, but think about it: a great massage should feel like a software update — you come in your old self and you leave brand new, feeling refreshed and rejuvenated. And while almost 50 million Americans receive a massage each year, it's no secret that most of the experiences don’t exactly 'Ctrl+Alt+Del' the stress away. That is why Drybar Founders Alli Webb and Michael Landau, in partnership with Drybar’s former VP of Marketing, Brittany Driscoll, set their sights on creating A Way Better Massage Experience with Squeeze Massage, the tech-driven and people-focused massage franchise.

“It was clear that the massage industry had two limited options: discount establishments with subpar experiences or overpriced spas which made routine massages unattainable for most,” said Driscoll, Squeeze’s co-founder and CEO. “There were plenty of other issues that plagued the industry as well — hard-to-book appointments, awkward checkout counters and massages that were never the right pressure. Instead of waiting for someone else to do it, we set out to build the brand and massage experience we longed for.”

An App-Solutely Stress-Free Guest Experience 

From membership signups to scheduling appointments, and everything in between, the tech-forward massage franchise offers an individualized wellness experience like never before. 

“Technology is one of our biggest differentiators,” says Driscoll. Squeeze’s app-based booking platform allows guests to book, set personalized preferences, pay, tip, rate and review all at their fingertips. Through the booking process, guests are given full control to customize their experience by selecting their preferred pressure, areas to focus on or avoid, and whether they’d like oil or lotion during their massage. These preferences are saved to their accounts so their therapist knows exactly what they want, each and every time.

Once you walk into a Squeeze location, it’s clear that the experience was thoughtfully curated to be relaxing, stress-free and truly enjoyable. There is no physical point-of-sale in the locations, which allows them to eliminate clunky, frustrating transaction-based interactions. Instead, guests’ payment details are saved to their profile.

“We like to say our guests can walk in and float out,” says Driscoll, “We also have a fun, interactive aromatherapy bar, six different music playlists for guests to choose from, as well as a ready button guests can push once they are on the table and ready for the therapist to re-enter and start their massage.” 
 

But it’s not just about the technology — it’s happy team members and a values-driven culture that further sets the brand apart, and guests agree. In just three short years of operation, the brand has over 30,000 five-star reviews across Google, Yelp and their app, and a Net Promoter Score of 82 which is higher than Apple, Starbucks and Nordstrom.

Why the Sky's the Limit for Squeeze

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 than it was before the pandemic. There is also a massive desire for personalized, contactless experiences, primarily driven by tech. According to Mckinsey, 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.

Squeeze, with its innovative technology, people-driven culture, philanthropic mission and simplified operations, is well-positioned to align with all of these consumer trends. As a result, the Squeeze team has big plans for the future, aiming to add 300 to 500 units across the country in the next five to seven years

“Our core values, “The Feels,” drive our culture and operations, which directly translates to a five-star experience for our guests and team members,” said Driscoll. “Squeeze is not in the service industry, it is in the people industry. We are building ‘The Feel-Good Revolution’ and transforming communities for good.”

The investment ranges from $493,623 to $662,728 to open a Squeeze franchise, which includes working capital and initial franchise fees of $60,000. For more information on franchising with Squeeze, visit: https://www.squeezemassage.com/franchising