Squeeze: Redefining Massage Through Innovation and Personalization

Squeeze is transforming the massage industry with a fresh, tech-forward approach that blends convenience, customization, and comfort. Launched in 2019 by the founders of Drybar, the brand delivers a frictionless experience via its proprietary app, enabling guests to schedule appointments, make payments, and tailor elements of their session—from music and lighting to room temperature.

Since starting its franchising journey in 2021, Squeeze has carved out a distinct niche by offering an elevated alternative to the traditional spa visit. The brand continues to expand its footprint across the U.S., actively inviting franchisees to be part of its mission to revolutionize the wellness space.

By bundling premium features like deep tissue techniques, heat therapy, percussion tools, and aromatherapy into every session at no extra charge, Squeeze delivers exceptional value. This all-inclusive, personalized model sets it apart in a crowded marketplace and appeals to modern consumers seeking more than just a standard massage.

Training

The franchise offered by Squeeze includes a structured set of training programs aimed at preparing franchisees and their staff for successful operations:

1. Initial Training Program: Prior to opening a Squeeze Shop, both the franchisee (or their Operating Principal) and the General Manager must complete an initial training program. This includes online classroom instruction, in-person training at the corporate headquarters or another designated location, and onsite support before opening. Attendance and successful completion are mandatory.
2. Opening Training: This training phase includes at least three days of on-site instruction for staff members. The schedule and content are determined by the franchisor, and additional sessions can be arranged at the franchisee’s expense.
3. Ongoing Training: Squeeze may require attendance at periodic training programs, including regional meetings, conventions, and conferences. These sessions are mandatory, and franchisees are responsible for all associated travel and living expenses.
4. Training for Replacement Personnel: Any new training personnel must complete the training program within 90 days of being assigned. This may be conducted online, at a scheduled training session, or internally with final certification from Squeeze field personnel.

Territory Protection

The franchise offered by Squeeze provides limited territory protection through a defined “Protected Area.” As long as the franchisee remains in compliance with the Franchise Agreement, Squeeze agrees not to establish or license another Squeeze Shop within an area typically defined by an eight-minute travel time from the franchisee's location.

The exact boundaries of the Protected Area are set using criteria such as population, local geography, or psychological boundaries and are fixed once established. However, this protection does not equate to exclusive territory rights.

Franchisees may still face competition from other Squeeze locations under construction or already operating within the Protected Area, as well as from Squeeze-owned or affiliated brands that may offer similar services. Squeeze also retains the right to market and sell services through alternative channels like online platforms, which may reach customers inside the Protected Area.