Why High Net Worth Operators Love the Squeeze Massage Franchise

Are you a well-capitalized investor looking for your next lucrative endeavor? Well, if you haven’t heard the news, there's a new player that's creating waves in the wellness industry — Squeeze, the upscale massage franchise from the founders of Drybar.

Just ask Tiffany Katuls, an Orange County franchisee who recently signed on with the brand along with her husband Seth Anapolsky. Their story offers keen insight into why Squeeze is attracting affluent entrepreneurs all over the country.

A Journey from PA to Property Mogul

Before franchising, Katuls started her career as a physician's assistant, specializing in allergy and asthma etymology for a decade. Anapolsky comes from an in-depth background in real estate, where he owns and brokers his own mortgage company.

“A few years ago, we acquired a couple long-term rentals. Slowly through that, I decided to try this ‘crazy’ new thing at the time called AirBnB," Katuls said. “I purchased several AirBnB locations and was able to cut back on my time spent as a P.A.”

The risk paid off — over the years, Katuls successfully scaled her portfolio up to 14 AirBnB homes, significantly boosting their wealth.

In 2022, Katuls and her husband were happy with their financial growth but were ready for their next step. "Real estate is amazing and the best tool to grow wealth in my opinion, but we wanted something else,” she said. “We still own the mortgage company, but we wanted something that would allow my husband to replace his daily job, theoretically. That is a hard industry to work in every single day.”

Finding the Perfect Fit in Squeeze

After exploring various franchises from ice cream to grilled cheese concepts, nothing clicked for the duo. Then came Squeeze.

“We couldn’t find anything that made sense financially or made me feel passionate,” said Katuls. “When Squeeze was presented, I already knew co-founder Alli Webb, so that got me excited. I really believe in the wellness space coming from my background in health care. I decided to go in for Squeeze Day and I fell in love with the concept.”

In addition to the wellness angle, the streamlined operational model of Squeeze was an added benefit for the busy couple. "We were already juggling a lot — taking care of all the properties, the family, the dogs. Our life was pretty hectic,” Katuls said. “Franchising offers that road map for you — we aren’t experts, so we didn’t want to recreate the wheel. Being a very busy business owner, I don’t necessarily have time to figure out what permits to get or which tech system to purchase. We wanted to partner with someone who already had a proven business model and brand name recognition.”

What really distinguished Squeeze from all the other wellness franchise opportunities, Katuls says, was the unparalleled support offered to franchisees.

"The support that the corporate team offers, as far as guiding you and being there step-by-step — I really liked that," she said. "Squeeze was created by the Drybar founders. They were very cool, smart people and they had a plan — it is important to surround yourself with like-minded people who you respect and who have a strong vision.”

As part of the first wave of franchise growth, Squeeze Operating Partners like Katuls have direct communication with their seasoned leadership team. The support infrastructure includes access to a digital learning management system, in-person training at the flagship in Studio City and on-site at the newly constructed location, a 550-page operating manual, customized online booking and POS systems, digital, PR and marketing assistance, extensive direction from Squeeze's head of franchise development and much more.

In the end, Katuls and Anapolsky were so won over by the concept they decided to purchase five territories in SoCal. The process, although challenging due to real estate-related issues in California, has been overall smooth, thanks to Squeeze’s continuous support.

Future Plans and the Importance of Diversification

With plans to open her first Squeeze location in Laguna Niguel in early 2024 and a steady expansion roadmap from there, Katuls has big plans for the future. When it comes to other high net worth individuals thinking about franchising, her advice is simple: diversify.

"That is really key — changing up what you invest in,” Katuls said. “If something were to happen to one area of our portfolio, we can confidently rely on another area to make up for it."

As the wellness industry continues its upward trajectory, Squeeze is perfectly poised to take advantage of this booming market, making it an attractive portfolio addition for high net worth individuals and entrepreneurs of every ilk.

"We're absolutely thrilled to have Tiffany and Seth join us — their involvement underscores the magnetic appeal and tremendous potential of our system,” said Brittany Driscoll, Squeeze co-founder and CEO. “We're actively looking to expand our franchise network across the country, and we're keen on finding partners who not only have strong business acumen but also a genuine passion for positively impacting their communities.”

Since first opening its doors in Studio City, Los Angeles in 2019, the Squeeze franchise has continued to expand quickly across the country with over 80 locations in development. Looking ahead, the Squeeze team aims to sign over 100 units by the end of 2024, with the long-term vision of growing to 300-500 units in the next five to seven years.

The estimated total investment necessary to begin operation of a Squeeze Shop is between $543,645 and $889,521. This includes $61,500 that must be paid to Franchisor or its affiliates. For more information on franchising with Squeeze, visit: https://www.squeezemassage.com/franchising