Boucher Utilizes His Experience as a Co-Owner with the Massage Franchise to Help Others Succeed
Squeeze, a leading massage franchise launched by the founders of Drybar, has named Brian Boucher chief operating officer (COO). As COO, he will oversee the massage franchise’s operational efficiencies and implement growth strategies. He succeeds David Werner, the new chief product officer, and will be the co-owner and operating partner (OP) of 15 Squeeze locations set to open in the Boston area. Boucher brings more than two decades of operations experience to the position.
“The people and culture at Squeeze are a clear differentiator in franchising. They’re unique and special,” Boucher said. “Further, the end-to-end playbook is so well thought out and supportive for the OPs. Additionally, Squeeze fills a gap in the massage industry. We provide an experience that doesn’t exist today. In the almost two years I’ve been associated with Squeeze, the brand has evolved and matured at a rapid pace, including real estate, design, support, operations, marketing and brand awareness.”
Boucher said he looks forward to working with co-founder and CEO Brittany Driscoll and supporting Squeeze’s OPs. Leveraging his experience in franchising and as an OP in the Squeeze system gives him an understanding of the business from all sides, providing him the foundation to support the strategies to scale and grow the brand efficiently. “Being part of an emerging brand positioned to disrupt the massage industry is such an awesome challenge,” Boucher said.
“Brian’s extensive experience in retail, franchising and the wellness industry will be tremendously valuable to our internal team and OPs while helping develop Squeeze into a namesake brand,” Driscoll said.
Health and Franchising
Boucher’s introduction to franchising came when he joined Taymax Group, one of Planet Fitness’ largest franchisees. Taymax was owned by a private equity firm hyperfocused on growth and expansion. Boucher said he loved the speed with which the company grew through mergers and acquisitions.
Boucher and his wife, Christina, have always valued living a healthy lifestyle, and fitness and massage are part of that. “It’s very rewarding to integrate my professional life with an industry and brand that has such a profound impact on my personal life,” Boucher said.
Boucher said Squeeze offers a vital component — recovery and relaxation — essential to the wellness journey for fitness-oriented Americans. Additionally, the ease of transaction, facilitated by technology, enhances the overall client experience, he said.
About Squeeze
Founded in 2017, Squeeze was conceived by Alli Webb and Michael Landau, who recognized a gap in the massage industry. The brand’s massages are tailored to guests’ preferences including pressure, aromatherapy, music and lighting. Headquartered in Nashville, Tenn., Squeeze has 12 open locations and more than 90 new locations in development.
