MassageLuXe: Redefining Wellness Through Accessible Spa Services

MassageLuXe is a fast-growing spa franchise that focuses on massage therapy, facial treatments, and waxing services. Established in 2007 in St. Louis, Missouri, the brand has expanded to more than 80 locations across the United States by early 2025.

MassageLuXe offers a broad range of massage therapies, including deep tissue, Swedish, prenatal, aromatherapy, reflexology, hot stone, sports, and trigger point massages. Complementing these services are professional facial treatments and waxing, all crafted to enhance relaxation and support overall wellness.

Headquartered at 16052 Swingley Ridge Road, Suite 120, in Chesterfield, Missouri, MassageLuXe began franchising in 2008. Since then, it has solidified its position as a leading name in the health and wellness franchise industry.

What sets MassageLuXe apart is its innovative membership-based business model. By promoting its services as essential components of health and wellness rather than mere indulgences, the company has successfully attracted a wide and loyal customer base, fueling its nationwide expansion.

Training

MassageLuXe provides several types of training programs to its franchisees:

1. Initial Training Program: MassageLuXe conducts a 10-working-day initial training session either at their training location or at an operating Spa. This training covers the operation of the Spa and must be completed by the franchisee (or their managing owner) and up to two additional employees. Completion to the franchisor’s satisfaction is required at least two weeks prior to the opening of the Spa.
2. On-Site Opening Assistance: After the initial training, MassageLuXe sends a representative to the franchisee’s Spa for 3 to 5 days to provide on-site support during the Spa’s opening phase. However, if a franchisee already operates a Spa, this assistance may not be provided unless deemed necessary by the franchisor.
3. Refresher Training Courses: The franchisor may require franchisees or their experienced employees to attend periodic refresher courses. These courses are held at locations designated by MassageLuXe, and reasonable fees may be charged.
4. Online Training Program (Future Development): MassageLuXe anticipates developing an online training program that franchisees will use to train their own employees. Participation in this program may become mandatory, including the purchase of necessary equipment and ongoing payment of monthly fees.
5. Specific Subject Training: During initial training, specific subjects are taught, such as:
   • Benefits and types of massages offered (2 classroom hours)
   • Membership and introductory offers (3 classroom hours)
   • Introduction to the software management system (3 classroom hours)
   • Day-to-day operations, customer service, selling techniques, and software management system operations (72 on-the-job training hours)

Territory Protection

MassageLuXe offers limited territory protection to its franchisees. Each franchisee is granted a specific Territory, typically an approximately three-mile radius around their Spa location, although this radius may be larger in rural areas and smaller in densely populated areas. Within this Territory, MassageLuXe agrees not to locate or operate another Spa under its Marks or allow another franchisee to do so.

However, the protection is not absolute. MassageLuXe reserves the right to establish other businesses within the franchisee's Territory using different trademarks or systems, and also to sell ancillary products and services without restriction. This structure means that while franchisees receive some exclusivity under the MassageLuXe brand, the franchisor retains broad rights to compete through other means.