we don’t just consider today or tomorrow, but also five and 10
years from now.”
While guidelines established by franchisors can keep franchisees from getting creative on their own, they also ensure that
guests receive the same treatments and level of service at a spa
franchise regardless of its location or staff. The hard part comes
in building a skilled staff that adheres to these protocols.
“I have found that the biggest challenge I face is finding and
hiring the right person who is willing to deliver The Woodhouse
Day Spa experience every day without compromise,” Elias says.
Garrett agrees, adding that finding qualified staff personnel is
a challenge not just for The Woodhouse, but also for the spa
industry as a whole.
“We strive to have the best, most qualified people on The
Woodhouse team, but it’s a known fact in the industry that the
number of trained and skilled massage therapists and nail technicians is low,” she says. “It is becoming increasingly harder to find
the right person.” ■
SHIFTING GEARS:
From Navy Pilot to Spa Owner
former Navy fighter pilot and owner of two
Massage Envy locations in Virginia, Dave
Dequeljoe got into the business after injuring
his back while in military training. He turned to
massage therapy to alleviate his back pain and, after
seeing positive results, decided he wanted to help
provide this service to others.
“I knew that after experiencing the benefits of
massage therapy myself, it would be a great service
we could provide for our community. People always
ask me, ‘Isn’t it so different from being in a fighter
squadron?’ [In reality,] the principles of excellence
and leadership are exactly the same,” he says.
Dequeljoe isn’t the only veteran getting into the spa franchise business. Over the past few years, Massage Envy
has seen a surge in veteran franchisees. In fact, Massage Envy was recently named to the 2012 Military Friendly
Franchises list, compiled by G.I. Jobs, a publication for military veterans.
“I can only speak for myself, but I know that it is nice to have a team that supports what you do in the field. This
concept is very similar to how a squadron operates,” he says. “We flew the missions, but we had a great team in
our squadron and on the crew of the aircraft carrier to help us achieve success!”
Dequeljoe’s personal story resonates with the military population near his Massage Envy locations. As a result,
he has a higher concentration of male clients than the rest of the Massage Envy community.
“It is great to see our military forces coming in for a massage therapy, especially since it has helped me recover
in such a tremendous way,” he says. “Our corporate marketing team also provides us with all of the marketing tools
and resources we need to be successful.”
Massage Envy is further tapping into the military connection by making it a priority to recruit franchise owners
with military experience. A member of the International Franchise Association’s VetFran Program, Massage Envy
offers a discounted franchise fee to veterans and implemented a marketing program aimed at educating and
recruiting veteran franchisees.
A
September 2012
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PULSE 33