Franchisee Profile: Nick O'Neill of Longwood, FL

Location: 2425 State Road 434

Longwood, Fla. 32779

Q: Where are you from?

A: I’m originally from Ireland. I moved to the U.S. when I was 21 years old, working part-time at my uncle’s company in Portland, Me., as a marine engineer. I did that for two summers, then came to the States for good to attend college, where I earned my degree in nursing. After graduation, I worked at a psychiatric hospital for a couple of years as a psychiatric nurse, then was introduced to the property management field. It was around that time that I purchased a few rental properties in Florida, and moved to the state in 2004 to start my own property management company.

Q: How did you decide to open a Hand & Stone?

A: About a year ago, someone gave me a voucher for a massage place and while I was speaking with one of the therapists they told me they were busy all the time. The housing market is testy right now, so I started to think that going into the spa industry might be a smart business move. I began looking into franchise opportunities and saw that Hand& Stone is a brand that has room for growth, a diverse business plan and a better overall system than its competitors.

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

A: With this type of business, you need a lot of startup support. In this market, you can’t afford to learn by making mistakes — it’s just too costly. Business owners know that the first year is critical, and I wanted to make sure that I had the support especially at the beginning so I would make less mistakes than I would on my own.

Q: What skills do you feel have helped you in your business?

A: I think working with people in general in several different areas and different settings has helped me. This is a people business, and it’s about understanding their needs and always trying to look for the best approach. I want to create an atmosphere where people come in and enjoy the service and want to keep coming back.

Q: What are your development or expansion plans?

A: With the expected success of my first location, I hope to expand into other areas in the future.

Hand and Stone featured in Manalapan Patch

Hand & Stone of Manalapan was recently featured in the Manalapan Patch in an article titled “Hand and Stone, a Remedy for the Restless.” Manalapan Hand & Stone owner, Lucy Frost, discussed the many services offered at the massage and facial spa. Frost said customer service is her No. 1 priority, as she gives upscale service without the upscale price. The article also highlighted Hand & Stone’s Mother’s Day specials, noting that Frost’s location celebrated its two-year anniversary on that day. Click here to view the full article!

Hand and Stone, a Remedy for the Restless
By Jack Keever

The weary and the worn seeking respite from the rigors of life have to look no further than the nearest shopping mall. At Hand and Stone Massage and Facial Spa, the tense transform into the tranquil.

Hand and Stone assists locals in freeing themselves of worries by offering a wide array of massages, facials, and waxings. Guests can choose from a variety of massages including hot stone, trigger point, swedish, sports, and deep tissue, among others.

(Read More)

Tax Day Causes Stress for Americans Nationwide; Hand & Stone Massage and Facial Spa Offers Relief

“Relax the Tax” Helps Americans Unwind

Although the IRS has granted Americans three extra days to file taxes in 2011 from April 15 to April 18, millions of Americans will still feel the stress that results from having to get those yearly taxes in order. According to the American Psychological Association, “stress related to tax deadlines can increase reliance on the unhealthy behaviors many people already use to cope with everyday stressors.” Hand & Stone Massage and Facial Spa hopes to provide a glimmer of relief to Americans this tax season by providing a bonus deal on that dreaded day called “Relax the Tax.”

On April 18, participating Hand & Stone locations will offer customers a one day only instant tax rebate of $40 off the regular price of a Hand & Stone massage. What better way to relax on tax day than getting a massage. According to Hand & Stone’s founder, John Marco, stress is the number one reason why consumers receive regular massages. Massage therapy relaxes the muscles which aids the body in generating more blood flow, and therefore helps repair and regenerate muscles faster.

“The treatment is so desirable for consumers because it has identifiable and measureable results,” said Marco. “Massage goers feel rejuvenated after an hour session.”

A massage on tax day will have effects that extend far beyond relaxation. It also:

• Relives Tension and Stress
• Decreases Pain
• Lowers Blood Pressure
• Increases Circulation
• Strengthens the Immune System
• Improves Recovery Time from Injuries
• Reduces Fatigue

“If there is one day of the year that Americans deserve to take an hour for themselves, it’s Tax Day,” said Marco. “We’re here to provide a calm, soothing environment and experience to help them do just that.”

Hand & Stone Massage and Facial Spa to Open in Non-Traditional Location; Geared to Allure Vacationers and Local Residents Alike

Looking to double its store count nationwide by the end of 2011, Hand & Stone is the first membership-based massage and facial services franchise to tap into locations that have typically been reserved for high-end spa experiences. Recently, Hand & Stone announced it is opening a location at The Club at Morristown, an exclusive fitness club located at Headquarters Plaza in Morristown, New Jersey. Headquarters Plaza is a multi-function commercial complex featuring the newly renovated Hyatt Morristown full service hotel, three office towers with over 600,000 sq ft of office space and the exclusive The Club fitness club.

“Over the past two years, we’ve been focused on educating consumers on the health benefits of massage which lead to more consistent massage use,” said Todd Leff, CEO of Hand & Stone. “We believe our new location at Headquarters Plaza will be a tremendous benefit to The Club, the Hyatt and Hand & Stone Massage and Facial Spa as we will attract business and leisure guests staying at the hotel as well as members of the fitness club so that it will become a destination for a larger audience who wishes to utilize massage and facial services consistently for its health benefits.”

Alain Goulet, the new franchisee of the Morristown location, is optimistic that the opening will produce wonderful results. “This location creates a new direction for Hand & Stone,” said Leff. “We’ve got our traditional retail locations and newer options for nontraditional locations like this.”

As large scale expansion plans are under way, Hand & Stone looks to mirror this projected success. “As we continue to discover new ways to grow, we have our eye on ways we can expand the business opportunities to new Hand & Stone franchisees,” said Leff. “We expect to see business professionals stopping in on their lunch hour for a Swedish massage; and at the same time vacationing couples looking to for that great spa getaway experience.”

Proving that spa services aren’t just for the rich and famous anymore, the new Hand & Stone locations will erase what once was considered a penchant of the affluent by offering services to all levels of consumers.

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 around $60 per visit.

As massage spas become more mainstream in the health care industry, Hand & Stone stays at the top of the game by adding locations and services to keep the brand fresh. That strategy has proven to be successful, as the addition of facials and waxing to the services roster has boosted the average comparable store sales by over 40 percent during this past year, in a very tough economic environment. After awarding a record 40 new franchises in 2010, Leff expects to sign another 50 new franchisees to the Hand & Stone system this year, each one investing a total of around $325,000.

Maggie Brown's entreprenurial story featured in AZ Magazine

Hand & Stone’s Arizona Regional Developer and Scottsdale Franchisee, Maggie Brown, was recently featured in AZ Magazine. The article delves into Maggie’s journey in becoming a Hand & Stone franchisee after cashing in her retirement fund. Maggie discusses being introduces to massages as a consumer first, where she fell in love with the industry and business model. Maggie felt that Hand & Stone offered a higher quality spa experience and felt that the executive team had a strong grasp on growing the business. By partnering with Hand & Stone, she has had the full support of the corporate team every step of the way and her franchisees in Arizona get the same support as well. Maggie’s story shares the risks and rewards of owning your own business and her piece of advice is, “work at something you like and the money will follow.”

AZ Magazine - Maggie Brown Article Nov 2010

Alternative Medicine Becomes Mainstream: Benefits Provided to the Masses

What was previously thought of as just a luxury and pampering experience is now being called a way of life for millions of Americans, even to the point of a necessity. Massage clearly delivers the physical and mental benefits that are very easy to understand and appreciate.

“After being in physical therapy for 25 years, I recognized that many patients’ injuries were improved better and more quickly through massage therapy,” said John Marco, Founder and COO of Hand & Stone. “No longer is massage considered a luxury item, it’s now driven by those who are seeking longevity and wellness, making it a lifestyle choice above all else.”

The industry alone had over 130 million visits annually and boasted sales of $12.8 billion in 2009 and there’s not one finite person who typically gets massages; they are from every walk of life, male or female, young to old. 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.

These staggering statistics indicate that consumers are “getting it” and they now understand that massage has positive medical implications. According to John Marco, massage does much more than just relax you. It:

• Relives Tension and Stress
• Decreases Pain
• Lowers Blood Pressure
• Increases Circulation
• Strengthens the Immune System
• Improves Recovery Time from Injuries
• Reduces Fatigue
• And a lot more…

Marco said that stress is the number one reason why consumers continually receive massages. Massage therapy relaxes the muscles which aids the body in generating more blood flow, and therefore helps to repair and regenerate muscles faster.

“What fuels the rapid growth of the industry is the direct ‘feel-good’ results that occur due to instant relaxation that each client experiences during and after a massage,” said Marco, “The treatment is so desirable for consumers because it has identifiable and measureable results, where they feel rejuvenated after an hour session.”

While the typical massage client used to have to track down a freelance Massage Therapist, schedule an appointment days in advance, and pay as much as $90 or more 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 even less per visit.

As massage becomes more and more mainstream in the health care industry, Hand & Stone Massage and Facial Spa stays at the top of the game by adding locations and services to keep the brand fresh. That strategy has proven to be successful, as the addition of facials and waxing to the services roster has boosted the average store sales by over 14 percent during this past year, in a very tough economic environment. Marco expects to sign another 25 new franchisees to the Hand & Stone system this year, each one investing a total of around $325,000.

“Massage and facials are a great way to maintain a healthy body and healthy skin,” Marco said. “It provides an escape for many individuals, where you can take an hour or two to focus on pampering yourself while receiving long-term health benefits too.”

Hand & Stone Featured in Orlando and Tampa Business Journals

Hand & Stone was recently featured in The Orlando Business Journal in an article entitled “Spa franchise opening 6 new area locations, adding 150 new jobs”. The article was also published by The Tampa Business Journal. The story focuses on Hand & Stone’s expansion and continued growth throughout central Florida, and it also announces Hand & Stone’s intentions of bringing on new franchisees to be owner/operators. A portion of the article can be found below and the full article can be viewed here.

Hand & Stone sets target of 20 sites statewide
by Melanie Stawicki Azam

A New Jersey-based massage and facial spa franchise is looking to go from two Tampa Bay locations — one in St. Petersburg and another in Palm Harbor — to as many as 10 in the next two year.

Hand & Stone also is looking to grow in Southwest Florida, between Sarasota and Naples, and the company is working to triple its Central Florida locations during the next two years. It is targeting Winter Park, Dr. Phillips, Clermont, Waterford Lakes, downtown Orlando and Melbourne in Central Florida.

A new franchisee is opening the Dr. Phillips location in the first quarter of 2011, said Rob Beers, regional development director. Hand & Stone is seeking entrepreneurs for the other sites.

(Read More)

Hand and Stone Feautred in Colorado Springs Gazette

Hand and Stone was recently featured in a great article in the Colorado Springs Gazette called, “Prime territory? Four franchisors see Springs as ripe for business,” which published Saturday, August 14. The article was built from an in-depth interview with Erik Bostrom about why Colorado Springs is a great expansion market for Hand & Stone, what makes Hand & Stone a step above the competition and who makes the ideal franchisee. A portion of the article is below and you can view the article in its entirety here.

Prime territory? Four franchisors see Springs as ripe for business
By Bill Radford

HAND & STONE
Hand & Stone, a massage and facial spa, was launched by a physical therapist in New Jersey in 2005 and has grown to about 30 locations. Erik Bostrom operates a Hand & Stone franchise in Highlands Ranch; he’s also regional developer for Colorado and is looking at three markets: northern Colorado, Denver and Colorado Springs. He envisions two to three locations in the Springs and 20 or so in the Denver area.

In Colorado, “we’re looking at kind of a perfect storm of conditions that make it perfect to grow,” he said. Colorado’s economy is starting to recover more quickly than the nation as a whole, he said; at the same time, a soft commercial real estate market makes acquiring property easier. And Colorado’s active, healthy lifestyle provides the ideal clientele, he added.

Bostrom said he is particularly interested in the Springs because of its large population of former military.

“Folks that are former military tend to do very well in franchises,” he said. “They understand the benefits of following a designed system.”

Bostrom cites a total initial investment of $280,000 to $375,000 for a franchisee. Beyond the finances, he said, he’s looking for franchisees with solid management skills.

“We’re going to teach you the industry,” he said. “That’s what we’re experts in.”

Another massage franchise, Massage Envy, is already settled in town with two locations in the Springs.

“I give Massage Envy credit,” Bostrom said. “They were the first in this industry.”
But he said, “I think we’ve built a better mousetrap in a number of different ways.” One factor he cites is the breadth of Hand & Stone’s services, going beyond massage to include services such as facials, chemical peels, microdermabrasion and a variety of waxing services.

(Read More)