Former Corporate Professional Finds Purpose, Support and Opportunity in Franchising
Reduction in force movements have become increasingly common in corporate America recently. According to Challenger, Gray & Christmas, a global outplacement and career transition firm, by November, job cuts in 2025 had reached 1.17 million — 54% higher than the same period a year ago, and the highest since the COVID-19 pandemic.
But sometimes, an abrupt career disruption can be a good thing — a motivator to try something new. Just ask Patrick Martone, a former media advertising professional from Fort Salonga, N.Y. When Martone was laid off from his “well-paying corporate job” earlier this year, he saw it as less of a loss and more of an opportunity.
“It was difficult at the time, but in retrospect, I believe it was an opportunity in disguise and one of the best things that has ever happened to me,” he says. “It forced me to consider whether I would just apply for another corporate position and let someone else determine my worth or take on an even bigger challenge.”
Spoiler alert: Martone chose the challenge, opening a Hand & Stone Massage and Facial Spa in the redevelopment of The Shops at Sun Vet in Holbrook. “Hand & Stone had a great reputation in the marketplace and community,” he says. “Having been a member previously, I saw firsthand the value the health and wellness industry brings to a person’s life, both mentally and physically.”
From a business perspective, the health and wellness industry presents lucrative opportunities. According to the International Spa Association, the U.S. spa industry is experiencing “impressive growth.” In 2024, spa revenue reached $22.5 billion, marking a third consecutive, record-breaking year. Self-care and stress reduction are major drivers of increased spa visits, making Hand & Stone a promising franchise opportunity.
Founded in 2004 by physical therapist John Marco, Hand & Stone makes high-quality wellness services an affordable luxury for everyone. Like many spas, Hand & Stone offers personalized massages, facials and body toning. Unlike other brands, however, Hand & Stone makes these experiences affordable through monthly memberships and loyalty programs, allowing self-care to become a regular part of life.
“Everyone can benefit from massage, skincare, and overall wellness rituals,” Martone adds. “Our Long Island community is made up of very hardworking people, who spend hours commuting to work every day. Hand & Stone offers them a chance to take care of themselves and reward their hard work and sacrifice.”
Just as the brand takes care of its customers, it offers support to franchisees. In the spa industry, workforce recruitment and development are significant hurdles. To help franchisees attract spa therapists, Hand & Stone has launched a recruitment program, partnering with 80 massage schools to recruit and retain talented staff. Lack of clear data can also pose problems for owners. Hand & Stone has solved that problem by launching a centralized data warehouse with access to real-time reporting, so franchisees get visibility into spa performance, KPIs, and the effectiveness of marketing campaigns.
In Holbrook, Hand & Stone has taken off. Martone saw results even before opening day. Drawing on his expertise in brand building and customer engagement from his corporate days, he enrolled 550 founding members before the doors opened — the highest number recorded for any Hand & Stone opening in the past two decades. “After years in advertising and owning another business, I understand how to build trust with your clients, motivate your staff, drive excitement and establish a meaningful connection.”
Prioritizing Self-Care
Today, as a Hand & Stone owner, Martone has doubled down on his commitment to self-care. “At the end of the day, health is wealth,” he says. “If you wake up in the morning and prioritize taking care of yourself, eating healthy, exercising, giving yourself a well-deserved break from the hustle, your body and mind will most definitely thank you.” Given Martone’s success in Holbrook, expansion could potentially be on the horizon. As he says, “It’s never off the table.”
Learn more about the Hand & Stone Massage and Facial Spa franchise opportunity.
