Massage Envy

Massage Envy Franchising LLC is an American franchisor centered on massage therapy, facials, skin care, body care, and assisted stretching. Established in 2002 and opened to franchising in 2003, the company developed a membership-oriented model in which independently owned and operated locations provide recurring access to massage and related wellness services. The brand is headquartered in Scottsdale, Arizona, while its local clinics are operated by franchisees rather than by a single centrally owned retail estate. The network expanded rapidly during the 2000s. By late 2008, franchise locations reportedly employed more than 8,000 professionals across 420 clinics in 36 states. In 2009, the business broadened beyond massage by adding facials and other spa services, helping position the chain as a broader personal-wellness and skin-care provider. The network reached approximately 650 locations by late 2010 and was described in later reporting as having more than 1,100 locations in 49 states in 2022. The company has characterized its system as one of the largest providers of therapeutic massage and skin-care services in the United States and as a major employer of massage therapists and estheticians. Massage Envy's service portfolio includes massage therapy, facials, skin peels, microdermabrasion or microderm infusion, assisted stretching, and retail skin-care products. Its skin-care assortment and treatment platform expanded in 2017 through offerings associated with Image Skincare and PCA Skin, alongside additional non-surgical treatments. The company introduced a private-label skin-care line, CyMe, in 2018. Assisted stretching also became a significant service development, using proprietary methods delivered by trained massage professionals. The brand has used national advertising, local franchise marketing, professional sports sponsorships, charitable partnerships, and wellness education to broaden the perception of massage from an occasional luxury to part of an ongoing self-care routine. Its 2016 rebrand and “Because Everything” campaign emphasized holistic body maintenance and sought to appeal to both baby boomers and millennials. A subsequent “Keep your body working” campaign, launched in 2019, continued that positioning through television, radio, digital video, and social media. Massage Envy has also supported massage-therapy research and professional development, including work associated with the Massage Therapy Foundation and the Touch Research Institute at the University of Miami. A 2018 partnership with the Cortiva Institute was intended to create development and employment pathways for massage-therapy and skin-care graduates. Through PGA Tour-related sponsorships in 2017 and 2018, the network promoted its Total Body Stretch service and the Streto Method to a sports and performance-oriented audience. The company faced extensive public scrutiny in 2017 after reporting documented allegations of sexual misconduct involving massage therapists and franchise locations. The allegations included claims that reported incidents were ignored or mishandled. Massage Envy described the reports as deeply troubling, established a safety advisory council with participation from RAINN, and published a safety commitment describing changes to its practices. Because the locations are independently franchised, the episode also raised questions about the division of responsibility between the national franchisor and local operators. Massage Envy remains an active U.S. franchise brand with massage, skin-care, facial, and stretch services.

Massage Envy was established in 2002 as an American massage and personal-care business and began franchising in 2003. Rather than building a wholly company-operated chain, it developed a system of independently owned and operated locations supported by a national brand, common service concepts, membership structures, marketing, and operational guidance. This model enabled the business to scale rapidly across the United States. By late 2008, the franchise system had grown to approximately 420 locations in 36 states and employed more than 8,000 massage therapists and other professionals collectively. The company broadened its scope in 2009 by adding facials and other spa services to its membership-based massage proposition. This change moved Massage Envy toward a broader body-care and skin-care identity rather than a chain focused exclusively on massage. The network reached roughly 650 locations by late 2010. Forbes placed the franchise at number 20 in its 2012 list of top franchises for the investment, based on information about franchise costs and reported sales at the time. The company continued to develop its skin-care platform during the 2010s. In 2016, it reworked its brand presentation and launched the “Because Everything” campaign, framing massage as part of holistic maintenance rather than an occasional indulgence. The campaign addressed both older and younger adult audiences and included a stronger emphasis on male customers. In 2017, the network expanded its skin-care assortment and treatments through Image Skincare and PCA Skin-related offerings, chemical peels, and microdermabrasion or microderm infusion. It also announced a large remodeling program and plans for new facial, massage, and stretching services. Stretching became a major service innovation. Massage Envy introduced assisted stretch services in 2018, using proprietary techniques administered by massage therapists. The service was promoted through the company’s Total Body Stretch offering and through the Streto Method, which was developed with input from specialists in chiropractic care, ergonomics, and massage therapy. The brand supported these services with professional-golf sponsorships. In 2017 and 2018 it sponsored PGA Tour-related activities and provided access to mobile player-performance centers staffed by chiropractors, trainers, and physical-therapy professionals. Golfers including Jamie Lovemark, Patrick Rodgers, and Justin Thomas appeared in promotional activity, while Hailey Ostrom was also associated with the 2018 sponsorship expansion. Massage Envy further expanded its retail identity in 2018 with CyMe, a private-label skin-care line. The company also pursued industry-development initiatives, including funding or supporting massage-therapy research connected with the Massage Therapy Foundation and the Touch Research Institute at the University of Miami. Its December 2018 partnership with the Cortiva Institute linked the franchise network with massage and skin-care education and sought to create career opportunities for graduates. The most serious challenge in the brand’s history emerged publicly in 2017. BuzzFeed reported allegations from more than 180 women involving sexual misconduct at Massage Envy spas and claims that some complaints were ignored, mishandled, or inadequately investigated. The franchise structure complicated accountability because individual locations were independently owned, while the national franchisor supplied the brand and system-level policies. Massage Envy responded by calling the allegations heartbreaking, emphasizing the scale of services delivered while acknowledging that any incident was unacceptable. It created a safety advisory council with participation from RAINN and publicized a “Commitment to Safety.” These events remain a central part of the company’s public history. In early 2019, Massage Envy launched “Keep your body working,” a national campaign using broadcast, digital, and social channels to reinforce the idea that massage and stretching support an active, functioning body. The network continued expanding geographically and was reported to have more than 1,100 locations in 49 states by March 2022. Beth Stiller served as chief executive from late 2019 until early 2024, after which Todd Schrader was identified as chief executive. Massage Envy remains an active U.S. franchise network offering massage, facials, skin treatments, body care, stretching, and related retail products.

• 2022

  Network exceeds 1,100 locations

  [1]Massage Envyen.wikipedia.org

  The franchise network is reported to have more than 1,100 locations in 49 U.S. states.

• 2019

  Keep your body working campaign launches

  [1]Massage Envyen.wikipedia.org

  A national campaign presents massage and stretching as part of ongoing physical maintenance.

• 2018

  CyMe and assisted stretching launch

  [1]Massage Envyen.wikipedia.org

  Massage Envy introduces the CyMe private-label skin-care line and expands assisted stretching services.

• 2017

  Skin-care expansion and safety response

  [1]Massage Envyen.wikipedia.org

  The network expands skin-care treatments and announces a safety advisory response after public reporting of misconduct allegations.

• 2016

  Brand repositioning

  [1]Massage Envyen.wikipedia.org

  The company refreshes its brand and promotes massage as holistic body maintenance through the Because Everything campaign.

• 2009

  Facials and spa services are added

  [1]Massage Envyen.wikipedia.org

  The membership-based model expands beyond massage to include facials and related spa services.

• 2003

  Franchising begins

  [1]Massage Envyen.wikipedia.org

  Massage Envy begins expanding through independently owned franchise locations.

• 2002

  Massage Envy is established

  [1]Massage Envyen.wikipedia.org

  The American massage and personal-care business is founded.

Accessible, membership-based therapeutic massage and whole-body self-care delivered through a nationwide franchise network.

• Wellness service · 2002

  Massage therapy

  Massage therapy is the network’s foundational offering and remains central to its membership model. Franchise locations provide recurring and individual massage appointments intended to support relaxation, recovery, and general body care. Services are delivered by licensed or otherwise qualified professionals according to applicable state requirements.

• Skin care · 2009

  Facials and skin treatments

  Massage Envy locations offer facial services and a range of skin-care treatments. The platform expanded over time to include chemical peels, microdermabrasion or microderm infusion, and products associated with established skin-care suppliers such as Image Skincare and PCA Skin.

• Assisted stretching · 2017

  Total Body Stretch

  Total Body Stretch is an assisted-stretching service delivered by trained massage professionals. It was promoted through the proprietary Streto Method, which drew on concepts from massage therapy, ergonomics, and chiropractic practice and was marketed toward mobility, physical performance, and everyday body maintenance.

• Private-label skin care · 2018

  CyMe

  CyMe is Massage Envy’s private-label skin-care brand, announced in 2018. It extended the company’s role from service provider into retail skin care and complemented facial treatments offered at franchise locations.

• 2019

  Massage Envy sued over alleged refusal of service

  Alecia Tramel sued the owners of a Massage Envy franchise, alleging that she was refused massage services because she is HIV positive. The report describes the allegation and does not report a court determination in the matter.

  Source

• 2017

  Sexual-misconduct allegations involving franchise locations

  Reporting documented allegations from more than 180 women involving sexual misconduct at Massage Envy spas, employees, and franchise locations, along with claims that some complaints were not properly handled. Massage Envy responded by establishing a safety advisory council with RAINN participation and publicizing a safety commitment.

  Source

Read more

• 2019Keep your body working

  United States

  The national awareness campaign used television, radio, digital video, and social media to present massage and stretching as tools for keeping the body active and functional.

  Outcome. It replaced the earlier Making the most of every body tagline.

  Source
• 2017PGA Tour and Streto Method sponsorship

  United States

  Massage Envy sponsored PGA Tour-related activities and promoted Total Body Stretch through player-performance centers, professional golfers, and branded content.

  Outcome. The sponsorship expanded in 2018 to include PGA Tour Champions and The Players Championship.

  Source
• 2016Because Everything

  United States

  The campaign repositioned massage as part of holistic self-care rather than a luxury purchase and targeted both baby boomers and millennials.

  Outcome. It served as a major component of the company’s 2016 brand refresh.

  Source
• 2010Massage for the Cure

  United States

  Massage Envy partnered with Susan G. Komen for the Cure on a fundraising campaign connected with massage services.

  Outcome. The campaign had reportedly raised more than $1.4 million by August 2010.

  Source

• 2019

  Reframe the brand around ongoing body maintenanceStrategy

  Background

  The company wanted to communicate that massage was part of regular physical care rather than an occasional luxury.

  Action taken

  It launched Keep your body working across broadcast, digital, and social channels.

  Aftermath

  The campaign replaced the previous tagline and reinforced the network’s holistic wellness positioning.

  Source

• 2018

  Launch CyMe and assisted stretchingProduct launch

  Background

  The company was expanding beyond massage into retail skin care and body-maintenance services.

  Action taken

  Massage Envy announced CyMe private-label skin care and expanded assisted stretching through Total Body Stretch and the Streto Method.

  Aftermath

  These initiatives diversified the service and product mix and gave the brand additional wellness-focused marketing platforms.

  Source

• 2017

  Expand skin care and remodel the franchise networkStrategy

  Background

  Massage Envy sought to make skin care and additional non-surgical treatments a larger part of its business.

  Action taken

  The network added Image Skincare and PCA Skin-related offerings, introduced chemical peels and microdermabrasion or microderm infusion, and announced plans to remodel more than 700 locations.

  Aftermath

  The move increased the breadth of services available at franchise locations and supported the brand’s broader wellness positioning.

  Source

• 2017

  Implement additional safety measuresOther

  Background

  Public reporting raised allegations that sexual-misconduct complaints at some locations had been ignored or inadequately investigated.

  Action taken

  Massage Envy created a safety advisory council, included a RAINN representative in the initiative, and published a Commitment to Safety.

  Aftermath

  The measures became the company’s principal public response to the allegations, although the episode continued to shape scrutiny of the franchise system.

  Source

• 2009

  Expand the membership model into facial and spa servicesStrategy

  Background

  The original massage-centered proposition provided a platform for recurring customer relationships but limited the range of services available through memberships.

  Action taken

  Massage Envy added facials and other spa services, broadening the franchise concept into skin care and body care.

  Aftermath

  The expanded platform supported later treatment, product, and skin-care developments.

  Source

• 2019-11-25

  Massage Envy promotes Beth Stiller to CEO[6]Massage Envy晋升Beth Stiller为首席执行官prnewswire.com

  Reported: 2019-11-25

  Massage Envy announced that its board promoted Beth Stiller, previously its Chief Commercial Officer, to Chief Executive Officer, effective immediately.

• 2019-11-05

  Customer sues Massage Envy franchise owners over alleged service discrimination[4]Massage Envy sued over alleged refusal of servicehotspotatl.com

  Reported: 2019-11-05

  Alecia Tramel sued the owners of a Massage Envy franchise after alleging that an employee refused to provide her a massage because she is HIV-positive. The reported allegations are not presented as a court determination.

• Unconfirmed

  Massage Envy sued over alleged refusal of service[3]Massage Envy sued over alleged refusal of servicewiznation.com

  Reported: 2019-11-05

  Alecia Tramel sued the owners of a Massage Envy franchise, alleging that she was refused massage services because she is HIV positive. The article reports the allegation and does not report a court determination.

• 2019-11-03

  Woman files lawsuit over alleged HIV-status discrimination at Massage Envy[5]Massage Envy sued over alleged refusal of servicemadamenoire.com

  Reported: 2019-11-03

  Alecia Tramel is filing a lawsuit against the owners of a Massage Envy franchise, alleging she was refused service because she is HIV positive. The article reports the allegation, not a court determination.

1. 1Massage Envyen.wikipedia.org
2. 2Massage Envy Has a Sexual Assault Problembuzzfeednews.com
3. 3Massage Envy sued over alleged refusal of servicewiznation.com
4. 4Massage Envy sued over alleged refusal of servicehotspotatl.com
5. 5Massage Envy sued over alleged refusal of servicemadamenoire.com
6. 6Massage Envy晋升Beth Stiller为首席执行官prnewswire.com