How This Former Day Spa Manager and Woodhouse Guest Became a Multi-Unit Franchisee

Desiree Moore had a diverse career in medical practice management and corporate America, which included managing a dermatologist office and spa. Moore and her business-partner-to-be frequently visited the nearby Woodhouse Spas, and when the location went up for sale, they decided to purchase it. They took over the spa within six months, without any prior entrepreneurial experience.

The transition was initially daunting. 

“It was actually really scary because neither one of us had ever done anything like this on our own,” Moore said. 

However, with the support of the previous owner and the Woodhouse franchise community, they navigated the challenges. A significant obstacle was the need to relocate from a problematic location next to a cigar bar, but this move ultimately proved beneficial. 

“It was a complete blessing because we were able to move into the location we are now in Castle Pines Village, and it’s been just uphill ever since,” said Moore.

Their perseverance paid off as they established a successful operation in Castle Pines Village, Colorado. The community’s support and the retention of existing staff were crucial to their success. Looking forward, Moore and her partner are expanding with a second location in the Briargate area of Colorado Springs, which is set to open in November. This time around, Moore has business ownership experience and has been able to refine her strategies, particularly in marketing and launch activities.

Moore attributes much of her success to the franchise model, which provided a structured framework and valuable relationships with other franchisees.

A transcript of Moore’s interview with 1851 Franchise Publisher Nick Powills has been provided below. It has been edited for clarity, brevity and style.

Nick Powills: Tell us about your background.

Desiree Moore: I went into medical practice management, then corporate America, and back to medical practice management, managing a day spa — a dermatologist spa. We would frequent Woodhouse Spas as clients or guests. One year, my business partner and I decided to purchase a Woodhouse Spa that was for sale in the Lone Tree area. Three years into that, I started doing it full-time, and 13 years later, here we are.

Powills: From the time you heard Woodhouse was available for sale to the time you opened, how much time did that take? 

Moore: It went pretty quickly. The person who owned it was ready to get out from under it and had moved out of state. Within six months, we had completely taken over.

Powills: Was there anything emotionally scary about that process?

Moore: Yes, it was really scary because neither of us had ever done anything like this on our own. We had always worked for other people. My parents were entrepreneurs, and my business partner Amber is in medicine as a dermatology PA. This was out of her comfort zone, but we decided we were going to do it. We had worked together for 12 years and decided to take this step together.

Powills: Did you have time to do due diligence? Did you contact other franchise owners?

Moore: We did. Luckily, the lady who owned the Denver Woodhouse Spa helped us through the process and put us in touch with several people we could speak to. Woodhouse also has a family reunion once a year, which happened soon after we purchased it. This allowed us to mingle and get to know other franchisees, which was very helpful.

Powills: After taking over, where did the dream go from there? What does it look like today?

Moore: Initially, the dream felt more like a nightmare. We were located next to a cigar bar and had to move, but it was a blessing. We moved to Castle Pines Village, and it has been uphill ever since. We have grown and been super successful in this amazing community. Our dream now includes opening our second location in the Briargate area of Colorado Springs in November. Construction has started, and we are moving forward.

Powills: Looking back at those early nightmares, were there moments when it was hard to see the future, and you felt stuck?

Moore: Yes, there were moments when it felt harder than we expected. Things were not going as planned. However, we maintained the same employees who were at the location when we purchased it. Their commitment was the backbone of everything we did. The community welcomed us with open arms, and we got busier every year.

Powills: Your next location opens in November. Is this process familiar now? How do you navigate the stress of building a business today?

Moore: It's interesting because each new location allows us to start fresh and implement lessons learned. We have a different strategy for marketing and launching the new spa. We’ll bring on our marketing team right away and start selling gift cards before opening. We have a solid strategy in place.

Powills: Do you feel like you had the ability to look at the long-term value of what you’re building from the start, or has that come with time?

Moore: I think we have always looked at the long-term value. Our new location has better walkability for gift card sales compared to Castle Pines Village, which is a gated community with limited walkable shopping. We're building on that potential.

Powills: Growing up in a family of entrepreneurs, do you see yourself as an entrepreneur today?

Moore: Oh, yes. I definitely am. I always have new ideas. We were going to sign a lease right before COVID hit, but had to pause. It turned out to be the right decision, and when the space became available again, we took it. It was meant to be, and we are confident we will be successful.

Powills: What advice would you give to someone considering franchise ownership?

Moore: Franchise ownership provides structure, such as marketing materials and branding, so you don’t have to worry about those aspects. The relationships with other franchisees are also crucial. Woodhouse used to be founder-owned and was sold a few years ago, but the brand has become stronger and we still get together regularly. The collaboration with other franchisees is the cornerstone of our success.

To see the full interview, click here.