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Massage Envy Rolling Out New Services and Remodel


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The largest massage concept in the U.S. will be undergoing a major, company-wide facelift. Last week, Massage Envy announced plans to remodel more than 700 of its franchised locations, alongside a plan to increase its product offerings to become a total body care service.

Massage Envy’s Senior VP for Global Sales & International, Lee Knowlton, says that since the company’s inception in 2002, their story has been one of consistent evolution.

“We just feel that you have to keep evolving to stay number one in the category, and to give your members and guests what they’re looking for,” Knowlton said. “Over the last year and a half, we’ve really accelerated it.”

The company started out as a massage-exclusive brand, and added facials as a primary service about eight years ago. Now, while celebrating its 15th anniversary, Scottsdale, Arizona-based Massage Envy hopes to implement a variety of new services.

The brand will add a total body stretch as one of three core services, alongside facial and massage services. Microderminfusion and chemical peel services will be offered in all locations by the end of the year, and the company is testing out additional services.

Knowlton said the goal of the new store design is to upgrade the overall look and feel of the rooms and stores themselves, and give stores a complete makeover. They hope new fixtures, furniture and artwork will combine to improve the overall aesthetic of the personal care experience.

Apart from reconfiguring the store design, Massage Envy has also unveiled a new logo aimed at capitalizing on the company’s evolution. The logo will focus on “ME,” while de-emphasizing the word massage. As the company expands its personal wellness services, it doesn’t want possible future members to think it’s limited to a simple massage service.  

The remodeling process will run each store about $100,000, which will include new indoor and outdoor signage, painting, carpeting and retail fixtures. The company plans to remodel 150-200 stores a year for the next 3-4 years. For long-time members of the Massage Envy franchise community, Knowlton said this is a welcome change.

“The franchisees have been stunned and incredibly happy with the new design and look and feel,” Knowlton added.

Looking forward, Knowlton hopes the new changes will boost Massage Envy’s presence in the booming health and wellness industry.

“I think our category is extremely healthy. With our new product selection we’re rolling out, I think we’re feeling even better about it.”

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Tom KaiserTom Kaiser is associate editor of Franchise Times. He can be reached at 612.767.3209, or send story ideas to tkaiser@franchisetimes.com.
 
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Mary Jo LarsonMary Jo Larson is the publisher of Franchise Times Magazine and the Restaurant Finance Monitor.  You can find her on Twitter at
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Nancy WeingartnerNancy Weingartner is editor-at-large of Franchise Times magazine and the editor of the Food On Demand media project. You can reach her at 612-767-3200 or at nancyw@franchisetimes.com.
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