Through Transparency and Resilience, Driscoll Creates an Honest Franchise Culture
Squeeze CEO Brittany Driscoll believes leadership is about being genuine. She feels strongly about showing her team who she really is — good and bad. “Vulnerability is the best gift we can give each other as women and just generally as people in the workforce. We all come from our own experiences that have shaped our outlook, feed our insecurities, and determine how and why we show up in certain situations,” she says.
Honesty has been Driscoll’s policy throughout her career and it has served her well. Now at the helm of the rapidly growing massage brand, she has created a culture of authenticity throughout the franchise system. “I try to be honest about my own doubts. This is the way to lead, to open doors and pull up those behind or below you. Vulnerability equals permission,” she says.
Leadership Resilience
Being a young female leader has not been without its challenges, but Driscoll welcomes them. “I have been underestimated in many ways and many times over,” she says. “I haven’t let that takeaway from my power, passion and gumption, and I never will. People’s reactions to you often have very little to do with you, but say far more about them.”
Adversity is part of what I signed up for and I’m OK with that.
Squeeze’s resilience has created a path to remarkable success. Less than a year into the launch of the brand, Driscoll and her team were faced with the pandemic. Their first location had to close for an entire year after only 11 months of operation. It took another year to rebuild the business. “We could have easily thrown in the towel, but we didn’t because of the passion we have for our vision and the good we’re bringing to communities across America,” she says.
That experience taught Driscoll a valuable lesson. “The most successful people are not necessarily the best educated, experienced or well-connected but they persevere and don’t give up,” she says.
After growing the brand to almost 100 locations in development, Driscoll and her team feel prepared to handle any new challenges. “Adversity is part of what I signed up for and I’m OK with that. In fact, I love it. Discomfort makes us all better.”
Embracing Diversity
Inclusion is a core principle at Squeeze. Almost 85% of the franchise network is made up of women who come from very different backgrounds. “There is a zero tolerance for discrimination. We’re in the people industry and committed to creating an inclusive environment where everyone’s contributions are valued. This commitment extends from our discovery process to hiring practices to providing opportunities for leadership, growth and beyond,” says Driscoll.
Driscoll shares an excitement for Squeeze with her team and franchise partners. She advises aspiring franchisees to approach new opportunities with the same enthusiasm. “You are choosing to run your own business at the end of the day, so it’s important to invest in a franchise that resonates with your values and aspirations,” she says.
The Massage Industry
The Squeeze franchise is set out to disrupt the $16 billion massage industry. With over 50 million Americans receiving massages every year, Squeeze stands out with a membership program that engages loyal guests and an experienced leadership team focused on elevating experiences for customers, franchise partners and their staff members.
For more information about the Squeeze franchise, visit https://www.squeezemassage.com/franchising.
