Drybar Founders Take on the Massage Industry with Squeeze

Brittany Driscol, Squeeze massage

The Values-Driven Franchise Focuses on Service and Innovation

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Frustrated by the limited options for massages, the founders of Squeeze were inspired to create a more inviting and accessible massage experience. To them, local massage offerings fell into two dramatically opposite categories: mediocre discount establishments (which to their credit made massages accessible to the masses) or overpriced spas that made routine massages unattainable for most people.

“We started Squeeze because we love making people feel good. And, we love massages (who doesn’t?). But, we found ourselves frustrated with the options out there. So we built the brand and massage experience we longed for,” says Brittany Driscoll, co-founder and CEO.

Driscoll is no stranger to wellness franchising. Before launching Squeeze in 2019, she spent four years running marketing for Drybar, the blowout franchise that disrupted the beauty industry. She helped take the company’s revenue from $30 million to more than $100 million.

Squeeze Message franchise

Driscoll teamed up with Drybar founders Michael Landau and Alli Webb to build Squeeze with a mission to disrupt another industry — the $16 billion massage industry. After working together to make Drybar successful, they knew they could do the same with Squeeze. With fun branding and a business model focused on the guest and team-member experience, Squeeze is well on its way. “Our flagship location exceeded all of our first-year goals, generating over $1.5 million in its first 11 months,” Driscoll says. Franchising since 2021, there are over 50 new locations in development.

Values-Driven Culture

But it’s not just about the numbers for Driscoll. “It’s happy team members and a values-driven culture that sets us apart,” she says. And customers agree. “We have over 30,000 five-star reviews across Google, Yelp and our app, and we have a Net Promoter Score of 82 which is higher than Apple, Starbucks and Nordstrom!”

Squeeze Massage
Tech-driven Squeeze enables guests to book appointments, set personal preferences, and pay all from an app so they can walk in and figuratively “float out.”

Squeeze has also partnered with Canine Companions, a nonprofit organization dedicated to enhancing the lives of people with disabilities by providing expertly trained service dogs at no charge to the recipients. For every membership sold, Squeeze is helping to provide a day of canine support to a person with a disability so guests can feel good and do good.

“Technology is one of our biggest differentiators,” says Driscoll. Squeeze’s app-based booking platform allows guests to book, set personalized preferences, become a member, pay, tip, rate and review all at the touch of a button. Massages are tailored to guests’ preferences with options for pressure, music and lighting. Each massage includes a choice of deep tissue, heat therapy, percussion therapy and aromatherapy at no additional charge.

Squeeze Massage franchise

Massage Industry Stats

Squeeze has set out to disrupt the $16 billion massage industry. The state of the industry is strong and shows no signs of stopping. No longer thought of as a luxury, massage has become a mainstay for everyday wellness. According to the 2021 AMTA Consumer Survey, nearly half of the respondents got a massage to alleviate stress. Additionally, 63% of those surveyed stated getting a massage was part of a treatment plan from a doctor.

Squeeze Franchise Opportunity

Driscoll believes that Squeeze has all the elements of a winning brand. “We have a centralized guest-experience team that allows for low overhead and a better in-shop experience for both guests and team members,” she says. Squeeze is an amazing opportunity for like-minded folks to get in on the ground floor of an emerging, innovative organization.

For more information about the Squeeze franchise, visit https://www.squeezemassage.com/franchising.

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Jill Abrahamsen’s career spans more than 25 years in editorial, design, and marketing roles. As the editorial director of IFPG, she serves as editor-in-chief of Franchise Consultant Magazine and FranchiseWire. Through both platforms, Jill helps franchisors spread the word about their brands and reports on the latest franchise news and trends. A skilled storyteller, Jill communicates franchisor’s messages through feature articles and franchisee interviews.

Jill is an accomplished writer, editor and graphic designer. Her extensive experience includes key roles with major consumer publications, including Boating, Popular Photography, and Design NJ magazines. As founding editor-in-chief of Franchise Dictionary magazine, Jill developed her passion and fascination for franchising which continues to grow in her role at IFPG.
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