Former Sales and Marketing Professional Took the Leap To Achieve Entrepreneurial Dreams With Woodhouse Spas

Initially creating a successful career in marketing and sales, Stacey Howell harbored entrepreneurial ambitions but was held back by imposter syndrome and familial responsibilities. Her journey into franchising with Woodhouse Spas required her to overcome self-doubt and seize opportunities.

“I always wanted to be an entrepreneur. But to be honest, I had imposter syndrome, and I always made excuses,” Howell said. “I always pushed it on the back end, but it was always something in there, and franchising became a vehicle to do it without feeling like I was on my own.”

The franchisor support was tempting, but what really made Howell overcome her worries? 

“The biggest thing [that motivated me] was that my kids were watching,” she said. “And while I had recently gone through a divorce and life was changing, I needed to figure out a way to show them that we fall down, but we get back up.”

Howell’s corporate career, including a top sales role at Hewlett Packard, eventually reached a crossroads. Facing age-related career challenges, she sought a new path that aligned with her values of service and wellness. Her personal experience as a customer of Woodhouse Spas and her background in non-profit work guided her decision. 

The decision to franchise with Woodhouse Spas wasn’t taken lightly. Howell did extensive research, considering other options like a bakery franchise. However, her passion for wellness and hospitality, coupled with the support from a franchise consultant, solidified her choice. Despite initial fears, she invested part of her 401(k) savings.

Howell signed her franchise agreement in December 2019, just before the pandemic hit. The subsequent delays and financial strains tested her resolve, but her faith and resilience prevailed. 

“I set myself out to do this. I am a person of faith and not fear,” Howell said. “You’re going to see it through, and you’re going to have some bumps in the road. My faith helped me overcome fear and persist through setbacks.”

Her perseverance paid off, making her spa a flagship location for the newly restructured Woodhouse Spas design.

Looking ahead, Howell is balancing her ambitions with the need for personal well-being. Her journey has not only established a successful business but also inspired her children, fulfilling a deeper personal mission.

A summarized transcript of Howell’s interview with 1851 Franchise’s Nick Powills has been included below. It has been edited for clarity, brevity and style.

Nick Powills: What made you interested in franchising?

Stacey Howell: I was in sales and marketing — primarily in medical sales — and did very well. I raised four children, owned two homes and put my kids through college. Despite being successful in the corporate world, I always wanted to be an entrepreneur. But to be honest, I had imposter syndrome, and I always made excuses. I always pushed it on the back end, but it was always something in there, and franchising became a vehicle to do it without feeling like I was on my own. I had reached a point in my corporate career where finding a similar high-paying job was challenging, and I had to make a decision about my future. I didn’t want to go into food franchising, but as a customer of Woodhouse, I loved the service and wellness aspects, which aligned with my values. Running a nonprofit also showed me the impact of improving people’s lives, and transitioning to a wellness-focused business felt like a natural progression.

Powills: What was the trigger that made you decide franchising was the right move?

Howell: After moving to Atlanta in 2013 and going through a divorce, I noticed there were no Woodhouse locations here and thought I could be the first. Initially, I took a stable job due to fear, but after some unfulfilling experiences, I revisited the idea and signed a contract in 2019. The biggest thing [that motivated me] was that my kids were watching. And while I had recently gone through a divorce and life was changing, I needed to figure out a way to show them that we fall down, but we get back up.

Powills: Did you consider other brands besides Woodhouse?

Howell: I was primarily focused on Woodhouse because of my positive experiences as a customer. However, I did my homework and looked at their numbers and growth. I also considered a franchise called Nothing Bundt Cakes, due to my love for baking, but ultimately felt that Woodhouse was the right fit.

Powills: How did you evaluate the financials of the franchise?

Howell: I was inspired by the founder of the nonprofit I ran, who invested her 401(k) savings into starting the organization. I had a strong 401(k) and decided to use a portion of it to invest in the franchise, ensuring I had a safety net. Despite concerns from my family, I believed in the potential of the business and felt it was the right time to take the risk.

Powills: When did you officially become a franchisee?

Howell: I signed the paperwork in December 2019 and planned to kick off 2020. However, COVID-19 hit, causing significant delays. The unit eventually opened in June 2022. Despite the challenges, including construction delays and paying employees without incoming revenue, I believed in the potential of the location and the need for human connection and wellness in the community.

Powills: How did you handle the stress and challenges of opening during the pandemic?

Howell: Having faced financial challenges before, I was used to navigating difficult times. I set myself out to do this. I am a person of faith and not fear. You’re going to see it through, and you’re going to have some bumps in the road. My faith helped me overcome fear and persist through setbacks. Partnerships and support from others were crucial. Despite Woodhouse being sold to an equity firm during this time — which initially seemed like a bad sign — it became an opportunity to be the flagship for the new design, which turned out to be a blessing.

Powills: What’s the dream now?

Howell: The dream is to ensure the success of this first location and make it the top-performing unit. While I have ambitions to open more locations or a school, I also need to balance this with the desire to enjoy life and not be constantly stressed. Right now, my focus is on making this spa the best it can be.

Powills: How do your children view your journey and success?

Howell: My children constantly tell me they are proud of me, which is incredibly rewarding. I’ve shown them the importance of reaching for higher goals and not being afraid to pursue dreams. This mutual pride and support are very fulfilling, and it feels like I’ve achieved a significant part of my dream.

To watch the full interview, click here.