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Massage Envy encompasses approximately 1,100 franchise locations in 49 states. It’s a dominant force in the wellness sector, but every leading company has to evolve.
In late 2023, the Scottsdale, Arizona-based Massage Envy unveiled a new clinic concept. The prototype represented a significant evolution in the company’s approach to wellness, integrating advanced skin care and recovery services alongside its traditional massage offerings.
The redesigned clinic features a brightly lit, open-concept layout where guests can observe advanced skin care treatments in action. Licensed estheticians are available to curate personalized home care routines, and professional-grade products are available for purchase.
A new standout feature of the new concept is the “recovery zone,” which introduces innovative body care technologies not previously available at other locations. These include full-body LED light therapy, compression therapy, and the “therasound” experience. Massage tables are equipped with enhanced technology, offering heat, vibration, and sound stimulation to provide customizable comfort and support.
The company’s recent initiatives reflect a broader shift in the wellness industry. Consumers are increasingly seeking integrated, technology-driven solutions for health and self-care. The company’s investments in design, technology, and new staff training position it to meet those evolving expectations.
Massage Envy is no stranger to a pivot. During the COVID-19 pandemic, the company faced an existential risk. With clients hesitant to visit in person, the organization needed to reassure customers and support its franchisees. The company accelerated its 10-year renovation schedule, aiming to revamp 150 locations in 2021 alone.
The refreshed palette features lighter colors, updated reception areas, light-colored fabrics, backlit walls, and luxury vinyl plank flooring. The changes not only helped modernize the brand but also created a sense of openness and cleanliness that customers were so desperately seeking during the pandemic.
A survey conducted by the company in 2021 found that 51 percent of respondents expressed that the pandemic had negatively affected how they felt about their bodies. The survey also found that massage ranked second only to “taking a vacation” as the surest way to regain pre-pandemic self-confidence.
“This pandemic has taken a mental and physical toll on so many of us,” said Beth Stiller, CEO of Massage Envy in a prepared statement. “With so many people spending most of their time at home, juggling homeschooling with working from home at their kitchen table or living room floor, it’s important that we’re taking care of our bodies.
Incorporating self-care rituals like therapeutic massage or regular skin care into our routines is key to boosting self-confidence and keeping your body working. You’ve only got one body, right? So, you need to take the best care of it that you can and committing to taking care of your body on a regular basis is so important.”
Sean Nitso wasn’t at Massage Envy during the pandemic, but the manager of design and construction is bringing an extensive construction background to his present role. The Arizona-native earned his associate’s degree in construction management and previously worked in different construction trades, with a focus on underground pipelines for wet utilities such as sewers, storm drains, and water systems.
The manager is responsible for coordinating the construction process at Massage Envy whenever a new location is built, relocated, or remodeled. Nitso’s duties include working closely with franchisees, architects, contractors, and vendors to ensure that each project meets both Massage Envy’s specific standards and the requirements set by local municipalities and industry regulations.
Nitso’s path to his current role was anything but a straight line. While studying for his associate’s degree as a full-time student, Nitso was also working part-time and managing his single-parent responsibilities. The student stood out in his studies so prominently, however, that he was referred by one of his professors to his current manager at Massage Envy, a fellow alumnus of Mesa Community College.
The manager’s journey is a reminder that reinvention can be a crucial step for many of us in an ever-changing environment. Nitso saw fit to build out a new skill set, and it paid off.
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