Pechacek Previously Served as the Massage Franchise’s Chief Growth Officer
MassageLuXe, a leading massage and day spa franchise, has promoted Kristen Pechacek to president and CEO. Previously serving as the massage franchise’s chief growth officer since 2020, the certified franchise executive assumes the role held by Mark Otter who transitions to executive chairman. She brings almost a decade of franchising experience to the position.
“MassageLuXe perfectly aligns with my passion for wellness and its parallels with the fitness industry, where I have significant experience. I was drawn to its business model, which offers the benefits of recurring revenue without the high attrition rates and intense competition often found in the fitness sector,” Pechacek said. She also was impressed with the leadership team members’ tenure and their passion for the brand and their franchisees.
Otter spoke kindly of his successor in a statement. “It has been an honor to lead MassageLuXe, and I am thrilled to continue contributing to the brand’s success in my new role as executive chairman. I am confident in Kristen’s ability to lead, and I look forward to supporting her and the entire team in this new chapter.”
Since joining MassageLuXe in 2020, Pechacek has witnessed the brand’s continued evolution in embracing innovation and technology, expanding service offerings and enhancing the customer experience. Citing MassageLuXe’s memberships, which don’t require contracts, enrollment fees or strict restrictions, she said, “This provides flexibility and freedom for our clients to tailor their experience to their preferences through a combination of massage and facial services at our nearly 100 locations nationwide.”
The Wellness Industry
Pechacek said she’s attracted to the wellness industry because it offers the opportunity to run a successful business while making a difference in the mental and physical well-being of the community it serves. As consumers increasingly seek alternative and comprehensive approaches to health and wellness, she said, “self-care isn’t considered a luxury any longer, and the industry continues to boom because of the prioritization of proactive health and wellness by so many.”
Collaboration and Leadership
Her previous experience includes working in digital marketing with the Minnesota Vikings and the NFL and serving in various leadership positions with Self Esteem Brands, where she developed a love for franchising. She said empowering entrepreneurs to realize their dreams of business ownership deeply resonates with her, adding that she enjoys the sense of community and collective success that franchising fosters.
Pechacek credits her mentors for helping her craft her vision of leadership. “To me, it is about inspiring and empowering others to reach their full potential while collectively working toward a shared vision. As a leader, I want to make sure that every individual feels valued and motivated to contribute their best. I believe in providing clear direction, rolling up my sleeves and leading by example.”
When she’s off the clock, Pechacek can be found on her cattle farm in Wisconsin with her husband and two daughters, where farm chores, projects and cow selfies are normal occurrences.
