On Monday, March 2, Massage Envy announced they are pivoting from its core body care services to a new model, catering to the on-going industry shift towards personalized, wellness-driven experiences in both skin and body care.
The announcement comes as consumers, particularly younger generations, are increasingly framing wellness as a personalized everyday practice and choosing services based on the outcomes they want to achieve rather than the techniques being used.
In May of last year, global management consulting firm, McKinsey & Company, released a report stating that consumers are increasingly approaching wellness as a daily, personalized practice.
Similarly, The Consulting Report, in a wellness and fitness survey published in 2024, stated that popular investments they had been seeing included health-tracking apps, physical therapy, healthy food and nutrition subscriptions, home exercise equipment, sleep and relaxation products, and smart scales.
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The American Massage Therapy Association's 2025 Massage Profession Research Report echoes these sentiments, stating over 60% of consumers use massage for health/wellness, driving a shift toward highly personalized, results-oriented care.
With this approach, the Massage Envy brand is organizing body care around three common areas that members and guests bring to their sessions:
- Relaxation & Stress Relief (Massage and Assisted Stretch): For those seeking time to unplug, unwind, and recharge, these services focus on promoting relaxation, easing everyday tension, and supporting overall well-being.
- Relief from Everyday Aches & Muscle Tension (Massage and Assisted Stretch): Focused on addressing discomfort in specific areas, these services emphasize easing everyday pain and muscle tension through targeted, results-focused care.
- Improved Flexibility & Mobility (Assisted Stretch): Designed to support ease of movement and range of motion, these services help guests stay limber and move more comfortably as part of an ongoing wellness routine.
Services supporting each area may include massage, assisted stretch, or a combination of approaches, depending on individual preferences and availability at participating franchised locations.
In every session, members and guests work with skilled service providers to personalize their experience and help focus on the results they're seeking.
"This framework is designed around how people actually use massage and body care as part of their everyday wellness," said Nicole Pelishek, Vice President of Innovation for Massage Envy Franchising. "Rather than asking guests to choose a service by name or technique, we're encouraging conversations about goals, preferences, and outcomes so service providers can personalize each session in a way that feels right for the individual."
To support that experience, Massage Envy has also introduced a Body Care Quiz to help members and guests explore options aligned with their personal goals and begin more informed conversations with service providers during the intake process.
"For more than two decades, the Massage Envy brand has believed that massage is an essential part of self-care—not an occasional luxury," said Todd Schrader, CEO of Massage Envy Franchising.
References:
- https://www.mckinsey.com/industries/consumer-packaged-goods/our-insights/future-of-wellness-trends?utm_source=chatgpt.com
- https://www.theconsultingreport.com/consumers-seek-personalized-wellness-solutions/?utm_source=chatgpt.com
- https://www.amtamassage.org/publications/consumer-views-use-of-massage-therapy/#:~:text=According%20to%20a%202023%20survey%20by%20Zogby,who%20discussed%20massage%20with%20their%20doctor%20discussed:
