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Early Name for Modern Acupuncture Didn’t Hit the Spot


Stephen Gubernick is a co-founder of Modern Acupuncture, and he had another alternative name for the franchise, as will be described in the August issue of Franchise Times.

Shane Sender isn’t a typical regional developer for Modern Acupuncture, the fast-growing franchise that’s our cover story in August. He’s a Subway sandwich franchisee in Arizona, and wanted to diversify from a super-crowded segment.

“Five years ago or so, we had basically no competition,” Sender said. “Now, five years later, there are about 250 in Arizona of our competitors, between Jimmy John’s, Jersey Mike's, Capriotti’s, Firehouse."

Most of the other RDs for Modern Acupuncture come from the health or personal services fields, specifically from The Joint or Massage Envy or European Wax Center or Planet Fitness. Sender likes the model because he thinks it will make acupuncture easy and convenient and as common as getting a sandwich.

He’s also got a funny story about the evolution of the name for the franchise, which Sender’s wife discovered when she was on a plane and her seat-mate was traveling to Scottsdale, Arizona, to present branding services.

In those early days, the founders had not yet created their brand’s straightforward name—Modern Acupuncture. It would be called The Chi Spot, Sender said.

“I wasn’t in those meetings” with the founders, Sender told me with a laugh, but “I remember them saying, coming home and talking to their wives—‘Hey, what about the name The Chi Spot?’ The dirty looks they got from their wives made them go back to the drawing board.”


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About This Blog

The latest news, opinions and commentary on what's happening in the franchise arena that could affect your business.

Laura MichaelsLaura Michaels is editor of Franchise Times. She can be reached at 612.767.3210, or send story ideas to lmichaels@franchisetimes.com.
Beth EwenBeth Ewen is senior editor of Franchise Times. She can be reached at 612.767.3212, or send story ideas to bewen@franchisetimes.com.
Nicholas UptonNicholas Upton is restaurants editor at Franchise Times. He can be reached at 612.767.3226, or send story ideas to nupton@franchisetimes.com.
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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