Squeeze Co-Founder and CEO Discusses the Rewards and Challenges of Franchising
Squeeze co-founder and CEO Brittany Driscoll has had an entrepreneurial spirit for as long as she can remember. She loves a challenge and says that launching and building the innovative massage franchise has been the most rewarding and exciting challenge of her career.
Driscoll’s journey to launching Squeeze was a combination of opportunity and serendipity. As the former head of marketing with the Drybar franchise, she was hired by and eventually teamed up with co-founders Alli Webb and Michael Landau. “Squeeze was Alli and Michael’s brainchild. I had been running marketing for Drybar for nearly four years and was ready for my next challenge. The Drybar team was still focused on scaling and didn’t have the bandwidth to take on a new endeavor, so the stars aligned for me. They kindly gave me the opportunity to run with it in 2019, and I took it. I love small business and championing entrepreneurs!”
As Squeeze nears 100 units, Driscoll couldn’t think of anything she’d rather be doing. “I love the team mentality. Operating Partners, as we call our franchisees, get to build businesses in their communities alongside like-minded people doing the same in different cities.” She cherishes the mutual support and shared experiences.
I always strive to be vulnerable with my team.
Driscoll believes in authenticity and transparent leadership. She says she would never feel comfortable putting on a fake facade or pretending business ownership is perfect or easy. “I always strive to be vulnerable with my team. We’re all human, and it’s encouraging for those who are following in your footsteps and investing in your business to see you have flaws and can admit when you’re wrong,” she says.
Q&A: Brittany Driscoll, Squeeze Massage
Here, Driscoll shares her mantra, accomplishments and influences.
1. What is your mantra or motto?
People trust people. Your best marketing channel will always be word-of-mouth. Focus first on the experience, get that right, and then determine how to amplify. Chances are, if you create something special, your customers will spread the word for you — and there is nothing more powerful.
2. What is your greatest career accomplishment?
I’m proud that I was able to build and grow a brand that helps others in the midst of a global pandemic. I’ve never wavered in believing in the vision for Squeeze — to transform communities for good. We launched our flagship Squeeze location in March of 2019, and 11 months into the operation, we had to shut it down entirely for a solid year due to the pandemic. It would have been much easier to give up than to keep going. In fact, many people thought we wouldn’t make it to the other side. But I never doubted that we would. It really taught me the most important traits in entrepreneurship are tenacity and perseverance.
3. Who do you admire in franchising and why?
Kat Cole (President, COO, and Board of Directors at Athletic Greens) and Meg Roberts (Lash Lounge CEO) are forces in franchising, and I feel grateful to call them friends and mentors.
4. What qualities do you seek in your team?
Vision, creativity, curiosity, collaboration, and courage are my nonnegotiables. An effective team simply doesn’t exist without those qualities.
For more information, visit https://www.squeezemassage.com/.
