Franchisee Spotlight: Paul Palumbo, New City, New York

Paul Palumbo is gearing up to open his first Hand & Stone.  He has over 10 years experience with another franchise, the experience from which undoubtedly will set him up for success with his massage and facial spa.

Paul went to William Paterson University in Wayne, NJ.  Upon graduation, he went to work for Dun and Bradstreet in New York City and worked as the national sales and operational manager.  He stayed there from 1980 until 2004, and from there, he went to work as the director of sales at Bowker in New Providence, NJ. As the company began to lay off employees toward the beginning of 2012, Paul and his wife Dawn began to look at opening a Hand & Stone. Paul will hold his current job at Ingram until the time comes to transition into Hand & Stone full time.

How did you learn about the brand?

 I have a business friend who owns a few spas.  He was over at our house and he shared with me details about the spa business and how it was a great opportunity.  I went to the welcome meeting and decided to go ahead with it.

What are your expansion or development plans? What is your end goal with Hand & Stone?

Ideally, I’d like to have success with this Hand & Stone Spa then eventually consider opening more down the road.

Franchisee Spotlight: Anna Spade, Huntington Beach, CA

Anna Spade, 52, a 30-year veteran in the marketing and advertising sales industry, started her education at the George L. Graziadio School of Business and Management at Pepperdine University.  From there, she went on to get her MBA in technology management at University of Phoenix and finally finished with a certificate in internet marketing from Full Sail University in Florida. While getting her multiple degrees and certificates, she worked in the telecommunications industry. 

Spade started her career at GTE Directories in their Human Resources department.  When GTE was bought by Verizon Information Services, she grew and changed with the company – in 1996, she moved on to work as a marketing manager and senior staff consultant at GTE Directories/Verizon Information Services. 

In March of 2012, Spade left her position and ultimately decided to open her Hand & Stone Massage and Facial Spa. With her multiple business degrees and years of experience helping family members and friends with their business plans, she decided it was time to open her own retail store.

Why did you choose an opportunity with Hand & Stone?

After I left the Yellow Pages and Internet advertising industry, I started to look around for a different job, but I couldn’t find anything that I felt was right for me.  During the last five years of my career out on the streets as a media consultant, I frequently got massages; I need them for stress relief and overall relaxation on the weekends after a hard work week.  I saw a large area for growth in the spa community and I want to be in the kind of environment that Hand & Stone has created.  I felt that Hand & Stone had a good strategy and was already a well-known brand. 

What challenges have you overcome to get where you are now?

I knew very little about the spa industry when I made my decision to purchase the franchise. But now I am attending classes at the Career Academy of Beauty so I can obtain my Esthetician’s license. I am learning a lot about different skin types and conditions as well as how to individualize treatments so they are appropriate for each client. I want to be knowledgeable about the inner-workings of my business so I can run the store as well as one of the staff estheticians.

What are some of the publications you read? Local? National? What is your goal publication with your business?

I like reading the Huntington Beach Independent newspaper to learn about what’s going on in the community.  I also enjoy the Orange County Living magazine because it has a lot of interesting articles that provide you with good information that is important before making buying decisions.  It has lots of great photos and high quality contractors and other service providers that advertise there.  A slightly more glamorous magazine that I enjoy is Orange Coast Magazine.  It covers everything about Orange Coast area including entertainment, shopping, dining, cooking and relaxing.  When I’m shopping for a deal or just looking for entertainment ideas, I check out the Clipper Magazine.  I also like over-sized direct mail pieces, especially if they are magnetic and include a calendar along with the marketing message.  They are not only useful, but a constant reminder for those who like to stick them on their refrigerator doors.

Hand & Stone Featured in The Trentonian

Hand & Stone was recently featured in an article in The Trentonian titled, "Hamilton-based Hand & Stone Spa Thriving." The article focuses on the tremendous growth of the Hand & Stone franchise over the past few years. CEO Todd Leff discusses the unprecedented growth of the massage and facial spa during 2012, its double digit growth, and the 97 Hand & Stone locations now open across the country.

"The downturn in the economy caused many industries to lose their financial ground, causing deep cuts into revenue streams and high unemployment rates. But there is one industry that continued to thrive despite the dismal days of economic slumber. An enterprising business focused on health, well-being and that which was once designated only for the rich, is now affordable, accessible and growing; and, the Hand & Stone Spa is a perfect example of bringing luxury to the masses.

'For $50 you can escape for an hour with a massage or a facial,' said Todd Leff, the Chief Executive Officer of Hand & Stone. 'Some cannot invest in a big grand vacation right now, but people have fifty bucks to invest into their health and well-being, and it is convenient and affordable.'"

To read the entire article, click here.

Hand & Stone featured in the Eastern Pennsylvania Business Journal

Hand & Stone was recently featured in the Eastern Pennsylvania Business Journal in an article titled, "Hand & Stone to open two Lehigh Valley spas." The article features Hand & Stone franchisees, Clayton Cox, John Krafty and Bonnie Horwith and discusses how even with this down economy, setting aside time and money is beneficial for everyone's whole health. Read the full article below.
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Franchisee Profile: Paul Mahler of Levittown, NY

Name:  Paul Mahler

Opening Date: March 26, 2012

Brand: Hand & Stone

Location: Levittown, NY

Paul Mahler is a native of Melville, NY and has spent his entire life living and working in the area. He worked as a lawyer in Long Island and graduated from Hofstra University Law School. Paul also volunteers as a paramedic and a firefighter for the Melville Fire Department. He will be opening the 70^th location of Hand & Stone in Levittown,NY at the end of March.

What was your career before franchising?

Before franchising with Hand & Stone, I worked for two different Law Firms for nearly 15 years on Long Island and practiced intellectual property and creditor’s rights law. I am the ex-captain of the Melville Fire Department but still volunteer as firefighter and advanced emergency medical technician working on Friday nights and am constantly on call.  

Why did you decide to open your own business in the wellness industry?

I always wanted to open my own business and have just been looking for the right opportunity. One of the things that I was looking for with a new business was one that really would have a direct impact on someone’s day. The wellness and spa industry is one where people always walk out more relaxed and happier than when they came in, and I thought that would be a nice transition from practicing law. It’s also a growing industry and that was appealing from a business perspective for the potential growth opportunities. 

As a paramedic, I know how frequently people get injured and how massage can be used for therapy and rehabilitation. By providing this service, I knew that I could help customers for both relaxation and for total wellbeing.  

How did you learn about Hand & Stone?

When I started looking into franchise opportunities, I was a member of a competitor of Hand & Stone and noticed how the spa was always busy. I did the majority of my research online and as I learned about Hand & Stone, I recognized a tremendous difference in the cooler color palette, design and its services. As a male owner and operator, I felt that Hand & Stone was a better fit for my background and offered a better environment for customers to take a break from the stressors of daily life. Hand & Stone was founded by a physical therapist, John Marco, and it was an important factor to me that the company had real experience of the industry and truly knew the health benefits associated with massage.

What was appealing to you about joining a franchise system?

Franchising is a good way to enter into a business as opposed to a startup company.  Hand & Stone is great about training, setup support and the structure that they offer to its franchisees is impeccable. I liked that there was an outline of how to get started and that the national headquarters was located so close to my new spa. The corporate team truly cares about its franchisees and their success.

What makes your business different?

Hand & Stone provides value because they offer high quality products and it’s affordable for a wider base of customers. There will be an emphasis on customer service and education, so we can provide our clients with the best experience possible.  

What are some of your goals for the first year?

I have some big aspirations for our first year in business, but I hope to have 600 of members, and believe that if we can provide them with a complete experience, we should have no problem achieving that. I want to focus on developing and marketing the business to the local community and find ways to get involved with community projects.

ABOUT HAND & STONE 
Hand & Stone is a 60-plus unit massage and facial spa franchise with a mission to bring massage and facial services to the masses, meeting demand of consumers who wish to receive the long term health benefits of these services.  Launched in 2005 by a passionate physical therapist, John Marco and now led by franchise veteran Todd Leff, Hand & Stone now has locations in 12 states and Canada with plans to open an additional 15 locations by the end of 2012.  For more information on Hand & Stone, visit www.handandstone.com. 

Franchisee Profile: Tony & Brittany Rodgers of Houston, TX

Name:  Tony & Brittany Rodgers

Opening Date: April 2012

Brand:   Hand & Stone

Location: Houston, TX

 Both having similar backgrounds and goals for success, Tony and Brittany seek to open five Hand & Stone locations throughout Houston. With a strong passion for the health and wellness industry, the couple brings devotion, motivation and faith to the Hand & Stone brand.

Q: Where are you from?

A: Tony grew up in South Bend, Ind., where he graduated from a five year apprenticeship program with his associates degree in applied science. Brittany grew up in Orlando, Fla., but moved to South Bend, to go to school, where she met Tony. She attended Indiana University and graduated with degrees in psychology, social and behavioral science and radiology science.

Q: What was your career before franchising?

A: Before franchising, Tony spent 10 years in the construction industry, running large commercial accounts. Later, Tony became operations manager for a large manufacturing/recycling  facility located in Northern Indiana. Brittany worked in the medical field of Radiology where she enjoyed helping and caring for patients. She worked mostly in large out-patient centers, including one of the largest orthopedic clinics in all of central Florida. Additionally, Tony dabbled with his Realtor’s license, partnering up with a company to buy, remodel and sell prime real estate for opportunities to further his success. The couple spent two years purchasing and renovating vintage riverside homes in the Notre Dame/ St. Mary area of Northern Indiana.

Q: How did you learn about the brand?

A: Tony and Brittany learned about the Hand & Stone brand from Frannet, a leading company in expert franchise consulting.  Once Tony and Brittany  realized their strong desire for independence and accomplishment,  the couple began searching  for the next step towards success. With much research, and the assistance from Frannet, Tony and Brittany were introduced to Hand & Stone Massage and Facial Spa.

Q: Why did you decide to open your own business?

 A: Tony and Brittany chose to open their own business to gain personal  freedom,  stability and the chance to one day give back. They wanted the opportunity to finally reap the benefits from their devoted strength. By opening their own business, Tony and Brittany have the ability to watch their hard work pay off for future generations to come.

Q: When choosing a franchise, what were the criteria you used to make your decision?

A: When choosing a franchise, Tony and Brittany had specific criteria they were in search of. They knew they wanted to stay in the health and wellness industry due to their passionate histories for both health and wellness. They wanted a company they could stand behind, a company they felt passionate about, a company that could meet their financial goals for personal success and a company that connected with the community.

Q: What was appealing to you about joining a franchise system?

A: For Tony and Brittany, the most appealing aspect about joining a franchise system was the proven track record for success. They felt strongly about the worth of a well-established business model and felt it was a great way to get started in the entrepreneurial world of business.

Q: What are some of your achievements (professionally or personally) that you think will help you along the way in your business?

A: Tony and Brittany were once told the keys to success are devotion, motivation and faith —three things neither of them lack. Starting their entrepreneurial business journeys at a young age, the couple’s education and work experience have been their biggest achievements thus far. Priceless assets they share that will drive their success in the franchise world include dedication for hard work, a passion for continuously giving back to others and an extensive background in many aspects of the business world.

ABOUT HAND & STONE

Hand & Stone is a 50-plus unit massage and facial spa with a mission to bring massage and facial services to the masses, tapping into the day-cation market segment.  Launched in 2005 by a passionate physical therapist, John Marco, and now led by franchise veteran Todd Leff, Hand & Stone now has locations in 12 states and Canada with plans to open an additional 20 locations by the end of 2011.  For more information on Hand & Stone, visit www.handandstone.com.

Franchisee Profile: Pam Wallace, Franchisee of Stamford, Connecticut

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Q: Where are you from?

A: I’m originally from Ohio, but have lived in New York City for the past 20 years. I have always liked New England, so when I started thinking about opening my own business I knew I wanted to be in the tri-state area.

Q: What was your career before franchising?

A: My background is in marketing. Most recently I worked as the director of customer marketing for Investools, a consumer education, publishing and social networking website. Before that, I served as vice president of marketing for J.P. Morgan Chase, corporate vice president of marketing for InCharge Institute and worked in several management facets at Merrill Lynch. I decided to make the move from the corporate world to owning my own business because it was something I have always wanted to do and seemed more appealing than being back in a large corporate environment. Combined with an MBA from Harvard University, I believe my past business experience in the marketing field has prepared me to successfully run my spa.

Q: How did you learn about Hand & Stone?

A: I worked with several brokers who brought me different ideas, but I was most impressed with Hand & Stone. I think the membership model is beneficial for customers, employees and the business owner. It shows that the brand really wants to keep and nurture the customers.

Q: What was appealing to you about joining a franchise system?

A: I like that the franchise presents a model to the business owner. Hand & Stone has great vendor relationships, they put you through a training program, they help you with lease negotiations — all of these things are processes I didn’t have any experience with. It is helpful to be with a company that has that knowledge and can guide you. It’s a much easier way to start a business than starting from scratch.

Q: What will you bring to the community?

A: As the first Hand & Stone location in the state of Connecticut, there is a lot I’ll be able to bring to Stamford. I heard from a lot of people that there weren’t many stand-out spas in the area, so I saw a definite need here. From a personal point of view, I love Fairfield County so much and New England so much that I’m happy to become part of the community.

Q: How did you finance your business?

A: I did not want to dip into my 401(k), so I applied for a Small Business Administration loan. I think that part of the process is where my business school background helped me. I’ve realized that everything I’ve learned so far in my career is coming together in this venture. I wrote a great business plan and was approved for the loan within two weeks.

Q: What are your expansion or development plans?

A: I am planning to open multiple locations — all in Fairfield County.

ABOUT HAND & STONE

Hand & Stone is a 50-plus unit massage and facial spa with a mission to bring massage and facial services to the masses, tapping into the “day-cation market segment. Launched in 2005 by a passionate physical therapist, John Marco and now led by franchise veteran Todd Leff, Hand & Stone now has locations in 12 states and Canada with plans to open an additional 20 locations by the end of 2011. For more information on Hand & Stone, visit www.handandstone.com.

Hand & Stone Rides Wave of Massage Industry Growth

Massage and facial spa franchise experiences surge in sales, membership base

There can be no doubt that the past year has been one of the most stressful for American families. That may be why as Americans pull themselves out of the trenches of a battered economy and many industries remain flat in growth, the massage industry is consistently attracting more customers. Hand & Stone Massage and Facial Spa, a massage and facial spa chain that has aggressively expanded during the past year, has benefited from the industry surge with growth in sales, its membership base and geographical footprint.

Since Jan. 1, sales at Hand & Stone spas open for 24 or more months have been up 36 percent, with its membership base growing by 27 percent. By expanding its service lines to facials in 2010 in addition to massage, the spa chain’s product sales and facial services have increased by 41 percent so far in 2011. First-time customer traffic has increased by 40 percent over the past year, demonstrating that the concept is attracting first-time spa goers.

“What we’re seeing is a rapid growth in our business,” said Todd Leff, president and chief executive of Hand & Stone. “Not only are experienced spa goers looking for affordable massage and facial services for the health and wellness benefits, but more people who have never tried massage are now visiting spas. Our mission of making spa services more convenient and more affordable for the middle market has struck a chord with consumers.”

Aside from attracting additional customers, Hand & Stone is quickly growing its footprint through franchising. Opening 12 new locations in 2010, the chain has added nine spas so far this year and will open 20 more before 2012. By opening a massage and facial spa through franchising, executives and managers who have lost their jobs or have been underemployed throughout the downturn are having success as first-time business owners.

“Our franchisees are mothers, fathers, former corporate executives, people who were laid off during the recession — they’re people with varied backgrounds and experiences,” Leff said. “But what brings them together is a desire to have something for their own in an industry that improves consumers’ health and wellness. With the growth we’re seeing for this business model — growth that is expected to continue — people from all walks are seeing that this is a wise business decision.”

Glow for the Glory: Hand & Stone Celebrates 4th of July with 4-Day Event!

Hand & Stone will be celebrating the 4th of July by offering an array of deals spanning over a 4-day period! For more information, be sure to become a fan of Hand & Stone on Facebook and join the conversation! Deals will begin July 1st and wrap up on July 4th. Deals will be valid at participating locations.

Franchsiee Profile: Heather Kinsley of Algonquin, IL

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How Heather Kinsley Got Started With Hand & Stone…

Hand & Stone is a breath of fresh air for Heather Kinsley. For the past 20 years, she’s been climbing the corporate ladder and has had a very successful career in Human Resources consulting. She led workforce administration and benefits administration projects for clients who had outsourced their Human Resources responsibilities. But, when the economy took a turn for the worse, Heather’s position was eliminated.

She asked herself several life questions at that time, “Is this the life I want?” “Do I buy into the corporate America decision-making process?” “Do I want to spend all of my time away from home and in airports?” What she determined was that she wanted to help people rather than help corporations make money. She also wanted greater flexibility in how she managed her life and time. She was a partner at the first firm she worked at for 19 years and there, she loved making the decisions; she liked managing the process; she loved working with people.

With an idea of independent business ownership in her mind, Heather did her research. She found that 70% of businesses that are still in existence after 5 years are franchises, and digging further, she determined that she wanted to make the trade off of spending money to be a part of a larger system and use the knowledge and expertise of the executive team.

Heather truly believes in the benefits of massage. She has been into massages, facials and skin care for much of her adult life. In fact, she used to sell Mary Kay products. The choice to become involved in the health and wellness industry was a no brainer and joining with Hand & Stone was a shoe in. Hand & Stone offers a breadth of heath-related services like massages, facials and waxing, whereas the other concepts only offer one service, massage.

In her 40’s and back in her hometown of Chicago, this is Heather’s new career path, one that she is excited about and ready to make an impact on people, not on a company’s bottom line. Heather has signed an agreement with Hand & Stone to bring two locations to the area, and for the first time too; no Hand & Stone locations are yet developed in Illinois.

What intrigued Heather Kinsley about Hand & Stone …

Maybe the most intriguing part about opening Hand & Stone for Heather is how it will transform her life. This is the first time in many years where she is doing exactly what she wants to do when she wants to do it.

While Heather is just ready to get her Hand & Stone locations up and running, she is most excited about bringing massage and facial services to the area that is in the mid-market price range. She’s always been an avid believer in taking care of yourself and now she will be able to help others do so. She is also enthusiastic to find the right people to help her build up her location.

Something Interesting About Heather Kinsley’s Story…

In Heather’s free time, she loves to travel, read, work out, and be with friends and family. Her two brothers and father also live in Chicago.

Franchisee Profile: Julie and Brian Bulatovic of Denver, CO

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Q: Where are you originally from?
A: I’m originally from the Colorado and grew up between, Denver and the Vail Valley. My husband Brian is from Fort Collins.

Q: Before Franchising, what were you involved with?
A: I’m wrapping up a long career, 20 years, in the real estate development/construction industry. I did everything from leasing properties, assist in designing office buildings and tenant suites, hiring architects, contractors and working with attorneys and lenders. As a part of my leasing services I helped recruit physicians to join the staff at hospitals and help with tenancy in our buildings. My job has taken me all over the country.

Brian owns a development and construction consulting business in Denver. He founded his company three years ago, and has been working in construction since the age of 16.
Q: How did you learn about the brand?
A: After becoming a mom, I have realized that a work / life balance is more important than ever. With two young boys and a husband it became too challenging getting on a plane every week. It was not the best option for my family. I want to contribute in the working world and be present for my family. As a result of looking to find this better balance, I began looking at what my next step could be. Brian and I looked into franchising for four years and several different business models. We found that we wanted to become franchisees with a brand that was up and coming and had great growth potential. That led us to Hand & Stone in January of 2011. I loved the business model – a fresh concept and a fantastic leadership group through the corporate office. We wanted to be a part of stable business with tremendous growth potential. We signed an agreement for two locations and anticipate opening more spas after that as well.

Q: Why was this brand the right fit for you?
A: The business model is solid and the leadership team is going to grow the business at a steady yet strong pace. I love the fact that we can help build the Hand & Stone brand in Colorado. Our stores will be the second and third locations in Colorado. I’m most excited to help people realize the health benefits of massage, facials and waxing and be able to afford it on a consistent, monthly basis.

Hand & Stone featured in Advance for Physical Therapy & Rehab Medicine

Hand & Stone was featured in Advance for Physical Therapy & Rehab Medicine February edition. The article focuses on how massage has become an extension of physical therapy in an article titled “A Market for Massage: How physical therapists have integrated massage therapy into their careers.” Founder of Hand & Stone John Marco explains how his background in physical therapy helped him pursue an entrepreneurial career in massage therapy. Click here to view the full article!

A Market for Massage: How physical therapists have integrated massage therapy into their careers
By BRIAN W. FERRIE

Massage Therapy

Massage has long been recognized as a beneficial treatment to relieve muscle tension and provide general relaxation of body and mind. But what correlation does massage have to physical therapy? To learn their thoughts on the topic, ADVANCE spoke to PTs on both coasts who have embraced massage in different ways.

Neil Bastian, PT, LMT, owner and founder of Bastian Physical Therapy in Lake Oswego, OR, became a licensed massage therapist in 1985 before earning his physical therapy degree in 1989.

(Read More)

Hand and Stone featured in ABC 15's "Sonoran Living"

Hand & Stone’s Arizona regional developer Maggie Brown, who has become the area’s local massage expert, was featured in an excellent segment about Valentine’s Day massages on ABC 15’s “Sonoran Living.” Along with the video, ABC 15 featured an article on Hand and Stone entitled "Valentine's special at Hand & Stone Massage and Facial Spa." Click here to view the article and video!

Valentine's special at Hand & Stone Massage and Facial Spa

What is the primary reason for getting a massage or facial? For many, it's simply for relaxation. While that's certainly valid, there are many more benefits to consider regarding regular massages and facials.

The Power of Touch
More people today than ever before undergo massage therapy. In fact, studies have found that there are healing benefits from massage therapy for people of all ages - ranging from babies to the elderly.

(Read More)

Hand & Stone Expands Skin Care Service and Products with Dermalogica

Hand in hand with its mission to begin aggressive nationwide expansion, Hand & Stone Massage and Facial Spa stays at the top of the game by adding not only locations but new products to keep the brand fresh and to give consumers more reasons to keep coming back. Most recently, Hand & Stone began distributing Dermalogica, a 25-year old professional skin care line free of common irritants and ingredients that improves skin health, at its spa locations nationwide.

Hand & Stone researched Dermalogica intensely to ensure it was the right fit to carry at their spas nationwide. What they discovered was a perfect match as both brands were founded on the belief that massage and skin care is not about pampering or luxury, but rather about the health benefits associated with them.

“We had been examining skin care product lines closely for the past several years,” said Todd Leff, CEO of Hand & Stone. “The addition of facials and waxing to the services roster at Hand & Stone as well as growth in massage has boosted the average comparable store sales by over 40 percent during this past year, in a very tough economic environment. We see this category only increasing in years to come and needed the right skin care line for our spas. Dermalogica comprises everything we were looking for.”

Dermalogica has grown to a worldwide brand with a cult-like following among professional skin therapists and consumers alike due to its no-nonsense skin care that helped it grow from a modest store-front in Marina del Rey to today’s 145,000 square foot global headquarters in Carson, California.

Hand & Stone believes that Dermalogica will create exceptional brand awareness for its skin care services including facials and microdermabrasion while its revolutionary hot stone massage therapy is getting consumers in the door and its membership model is keeping them coming back.

While the typical massage client used to have to track down a freelance massage therapist schedule an appointment days in advance, and pay over $100 for a one-hour treatment, most Hand & Stone clients book their appointments on the same day as service and pay 30 percent less than the traditional hourly rate. Better yet, when they sign up for a one-session-per-month plan, they end up paying just $49 per visit.

“We are revolutionizing how consumers approach massage and facial services. Instead of considering them a luxury, we are working to show consumers the health benefits involved, from anti-aging benefits to stress reduction, pain relief and much more,” Leff said.

Massage Industry Poised for Rapid Growth in 2011; Hand & Stone Sets Eye on 40 New Spas

Hand & Stone Massage and Facial Spa Rub Out the Line Between Health Care and Luxury

When Todd Leff took the reins to fuel growth for Hand & Stone in 2010, he was fast out of the gate. Hand & Stone opened 12 new locations last year and awarded 28 more totaling 40 locations. In 2010, Hand & Stone marked its name across several cities in its home state of New Jersey and entered new territories nationwide including Missouri, California, and Illinois.

In 2011, Hand & Stone is launching an aggressive growth strategy for 40 new locations in accordance with the growing industry. According to the 2010 AMTA Industry Report, massage use among 18-24 year olds has risen to 48%; massage use among older Baby Boomers (ages 55-64) has doubled in the past ten years and use among those older than 65 has tripled during the same time.

Hand & Stone stayed ahead of the curve in 2010 by giving consumers what they want in a massage and facial spa concept including increasing facial and waxing services at their locations. That strategy has proven to be successful, as the average mature store sales have boosted by over 29 percent in 2010, in a very tough economic environment.

While consumers are relaxed, even de-stressed by the mainstreaming of massage, Hand & Stone is taking this change to the bank. Launched in 2005 by John Marco, a physical therapist with 20 years of experience, Hand & Stone says its mission is to bring massage therapy to the masses. Clients enjoy the treatment, but "most aren't just coming for the indulgence," said Todd Leff, chief executive and president of Hand & Stone. "They're coming for stress reduction and pain relief, and many on the suggestion of their doctors."

While the typical massage client used to have to track down a freelance massage therapist, schedule an appointment days in advance, and pay over $100 for a one-hour treatment, most Hand & Stone clients book their appointments on the same day as service and pay 30 percent less than the traditional hourly rate. Better yet, when they sign up for a one-session-per-month plan, they end up paying just $49 per visit.

The average customer isn't a wealthy socialite with nothing better to do, she's a 42-year-old female with an annual household income of $65,000, has children and loves to shop at Target and Kohls. With that busy, overscheduled lifestyle it’s not surprising that the number one reason clients visit Hand and Stone is for stress reduction. Hand & Stone's clientele is roughly 70 percent female, 30 percent male, with an increasing number of male patrons.

Todd Leff, 51, invested in and became president of Hand & Stone in July of 2009 after a brief attempt at retirement. Having worked in franchising for over 20 years, first growing Cottman Transmission, then leading the merger between Cottman and its main rival, AAMCO, Leff sold his stake in the then 1,100-unit franchise and decided to play golf and relish in his success. That lasted all of three months before he was itching to get back in the game.

"I started looking for a young franchise in an industry that had tailwinds," says Leff. "I figured I could build a management team, implement some larger company processes and take it to the next level."

Leff expects to sign another 50 new franchisees to the Hand & Stone system this year, each one investing a total of around $325,000, including franchise fees, to outfit a suburban, strip-mall location with space for at least 10 massage rooms.5

"Most of our franchisees have no massage experience, they are just business people who understand that this industry is ripe for growth and love the fact that we are providing a positive health related service," Leff said. "Twenty-two percent of Americans got a massage last year, and that figure is growing. As massage becomes a more integrated part of health care, we see this business achieving even wider-spread growth and longevity."9

Meet Our Florida Regional Developer, Rob Beers

How Rob Got Started With Hand & Stone…

Prior to signing on with Hand & Stone, Rob worked with and owned a few different businesses in the real estate industry and sports memorabilia market. He owned a different franchise focusing on specialty sports & celebrity retail and collector’s items for 11 years, gaining extensive knowledge in franchising and business ownership. He also has served as director for a small real estate firm in the Washington DC area since 2000.
A year before Rob sold his memorabilia franchise, he decided he wanted to look for another growing industry; the next big player in franchising. Rob not only wanted to own a franchise location but he also wanted to get involved in the growth aspect of the business and play a larger part in building a brand nationwide.

After searching for a year, Rob discovered Hand & Stone, which had just been introduced to the franchising world, having only two locations at the time. Seeing that the brand had tremendous growth potential, a superior, quality product, and a strong executive team, Rob felt that Hand & Stone would be a great concept to expand throughout Florida. Rob signed on as the Regional Developer for Central & Southwest Florida and opened his own franchise in October 2008 in Kissimmee.

Something Interesting About Rob’s Story…

As the Regional Developer for Central Florida, Rob has been responsible for adding four more Hand & Stone spas in his market; Lake Mary, Palm Harbor, St. Petersburg, and Winter Springs. Two more will be opening in the Orlando market in the next six months. Focusing on growing the brand throughout Central Florida, Rob plans to develop 10-15 new locations in the cities of Orlando, Tampa, Sarasota, Ft Myers and Naples. Passionate about the brand, Rob has taken an active role in providing support to his fellow franchisees in the Central Florida region and focuses on creating a team environment.

Where Specifically Did Rob Learn About Hand & Stone?

Rob started to research various franchises while investing in a real estate company. Rob searched through the internet, spoke with existing franchisees and researched concepts from top to bottom for an entire year. After his year of searching, he felt that Hand & Stone was exactly the opportunity that he was looking for and outmatched all competing brands that he looked into. Although it was a risk at the time, he believed in the concept and was passionate about spearheading the brand’s growth in Florida.

Franchisee Profile: Shahira Raineri

Franchisee Since: Summer 2010
Franchise Location: Mission Viejo and Tustin, California

How Shahira Raineri Got Started With Hand & Stone…
For over 20 years, Shahira led teams in Marketing and Product Management in the corporate world and wanted to take this experience to be an owner of her own business. Her career experiences allowed her to work on many projects including launching new products and services as well as new brands, all of which helped Shahira recognize her passion for starting new ventures. At the same time, she grew tired of the slow-moving bureaucracy plaguing the corporate world. Shahira decided to take her skills and accomplishments and move in a direction that would allow her to become her own boss.

Shahira made a list of things she enjoyed and began some serious soul searching. Before long she began looking at franchises, particularly those in the service industry. As a massage enthusiast, Hand & Stone became a clear choice.

What Intrigued Shahira Raineri about Hand & Stone …
In the early stages of her search, Shahira looked at a number of massage franchises in addition to Hand & Stone, including Massage Envy and Massage Heights. However, Hand & Stone’s sound business strategy helped rule its competitors out, and a meeting with Hand & Stone CEO Todd Leff cemented the brand as the right choice. Shahira knew the excellent executive management of Hand & Stone combined with her extensive experience in brand creation and new project launches would be a recipe for success.

Something Interesting About Shahira Raineri’s Story…
Shahira put a lot of time into finding the perfect market to open Hand & Stone locations. She ultimately chose the Orange County, California area. The two initial locations, Mission Viejo and Tustin, are both located in high-income areas. Shahira is so confident about the Orange County region that she’s uprooted her family in New Jersey and moved 3,000 miles to the area. She has even signed on with Hand & Stone as an Area Developer, meaning she will be responsible for franchise development throughout the region. Current plans include opening two locations in fall 2010 in Mission Viejo and Tustin in Orange County, with another location on the books. Her future plans include 3 more locations in the area and as area developer, to bring many more future franchises on board in the Orange County, California region.