Ever think about what you would do if a Massage Envy opened in your neighborhood? Or maybe one already has? It’s a legitimate concern. We’ve seen what Walmart has done to mom & pop shops, and massage franchises can have the potential to have the same sort of impact on independent massage businesses.
But the good news is there are two very important aspects of a great massage that Massage Envy and other franchises are inherently setup to fail.
For Massage Envy, the goal is to get as many people in and out in the shortest time possible to maximize revenue. But….what are the consequences of this?
First, there is burn-out. Imagine having one massage right after another with little-to-no time between appointments. This leads to high turnover at Massage Envy. Many massage therapists will leave simply because the work is unsustainable. This means that a client may not see the same massage therapist for their next appointment - and almost certainly won’t see the same therapist for all of their appointments over time. This is your first easy win: consistency.
As a client, each time you see a new therapist there is a learning curve. The therapist has to learn about your likes: preferred pressure, scents, music, etc. When you have consistency, the overall experience is much more pleasant and the treatment is often more effective. This is an easy way to beat Massage Envy - you can provide a consistent experience and they will struggle to do the same.
Additionally, Massage Envy therapists are given very little time between clients, which means it’s usually the front-desk staff who take care of the check-out process. But it’s this time before and after the appointment where personal connections are formed. Massage Envy therapists do not have the same opportunity that you do to develop a relationship with your client. This is your second win: creating closer connections and providing better customer service.
Below are 5 action items that you can take on today to help compete with Massage Envy. In the end, your business can win by providing a more personal, premium experience.