Massage Envy
Company: Massage Envy
Entered by: PAIRELATIONS, LLC
Company Description: Massage Envy Ltd.is the only nationally franchised massage company in the U.S. focused on providing professional, convenient and affordable massage therapy through a network of more than 200 franchised clinics throughout 25 states (April 2007). Massage Envy serves consumers seeking quality massages at affordable prices and appointments that accommodate busy lifestyles.
Nomination Category: Company, Office & Product Awards Categories
Nomination Sub Category: Best Franchisee
Nomination Title: Massage Envy-Colorado: Meeting the Kneads of Coloradoans
1. Tell the story about what this nominated franchisee achieved in the past year (up to 500 words). Focus on specific accomplishments, and relate these accomplishments to past performance or industry norms. Be sure to mention obstacles overcome, innovations or discoveries made, and outcomes:
In 2002, Larry Reiff decided he wanted to become an entrepreneur. After 20
years in healthcare finance and operations roles, he set out to find the right
business to own.
Reiff spent 18 months conducting extensive research, pouring over business
plans and interviewing many businesses. When he found Massage Envy, he
envisioned the potential. In February 2004, he became Colorado's regional
developer of this rapidly growing franchise that ranked third on Entrepreneur
Magazine's 2007 list of top 25 new franchises. In December 2004, he opened the
first Massage Envy franchise in a flourishing suburb of Denver. Today, that
location, along with 11 others across Colorado's Front Range, are thriving.
Massage Envy is a novel concept that has transformed massage from an "elite"-
only service to a mainstream and affordable one. Its membership-based concept
(similar to an athletic club) offers members professional massages --
affordably and conveniently. The $49 monthly fee includes a one hour-massage;
all others in a given month are $39. Clinics are open early in the morning
until late at night, seven days a week. Each market in which Massage Envy
participates boasts strategically located clinics, catering to the most vibrant
parts of town and certain demographics, all of which are carefully analyzed
before opening.
Colorado's Front Range is no different. Since starting his own franchise in
2004, Reiff's career and investment in Massage Envy has taken off beyond his
wildest dreams. He has dedicated the past three years to identifying
franchisees, nurturing their business interests, finding the right real estate
for potential clinic locations and fostering openings. Massage Envy in
Colorado is one of the fastest-growing areas for the company - expanding from
just one clinic in 2004 to a network of a dozen.
In 2006, Massage Envy experienced the most explosive growth yet, lead by
Reiff.
·Grew to 11 locations (soon 14) across Colorado's Front Range; eight opened in
2006.
·Witnessed a 300 percent growth rate in locations from 2005 to 2006.
·Saw revenue expand 220 percent from 2005 to 2006.
·Awarded 13 franchises in 2006; 20 since inception.
·Grew membership to 5,769, an increase of 260 percent.
·Performed 71,824 massages, up 195 percent over 2005.
·Added 200 employees.
The road to growth for Massage Envy-Colorado wasn't easy for Reiff, who faced
many challenges. First, the new concept was unknown locally. Reiff marketed
Massage Envy and created brand awareness strong enough to attract membership
and grow dramatically. Second, pinpointing real estate was tricky because the
standard size for clinics is different than that of typical "boxes" agents
lease. Additionally, certain landlords exclude "massage parlors" on their
properties. Reiff had to convince them this was a therapeutic clinic -- not a
parlor -- a significant hurdle. Reiff also had issues identifying qualified
franchisees but quickly learned how to choose the best type of person. Lastly,
copycats surfaced heightening competition.
Reiff overcame these obstacles and expects Massage Envy-Colorado to operate 24
locations by the end of 2008.
2. List hyperlinks to any online news stories, press releases, or other documents that support the claims made in the section above. IMPORTANT: Begin each link with http://, and enclose each link in square brackets; for example, [http://www.youraddress.com]:
http://denver.bizjournals.com/denver/stories/2006/12/25/story6.html
3. Provide a brief (up to 100 words) biography about the leader of this nominated franchisee:
Larry M. Reiff serves as regional franchise developer for Colorado for Massage
Envy, a growing franchise company focused on providing professional, convenient
and affordable massages therapy services. Reiff is also the owner/franchisee
of the Highlands Ranch, Colo. Massage Envy clinic.
Reiff has more than 20 years of experience within the healthcare field, serving
in various operations and finance roles. His extensive operations and finance
background armed him with tools necessary to head the budding Massage Envy
business across Colorado. Reiff's background and experiences are compatible
with the qualifications necessary to continue to expand this rapidly growing
franchise concept throughout Colorado.