Squeeze

Squeeze is a modern massage franchise created to address common problems in traditional massage services, including uneven quality, unclear pricing, and inconvenient booking. Alli Webb and Michael Landau, the creators of Drybar, founded the brand in 2019 with co founder and CEO Brittany Driscoll. The first Squeeze location opened in Studio City, Los Angeles. The concept was built around an affordable luxury massage experience supported by an app based service. Franchise expansion began in 2021, and by late 2024 Squeeze reported 16 franchised units, compared with six open shops in July 2023. The system is 100% franchise owned and operated. Squeeze operates in the Offices of All Other Miscellaneous Health Practitioners category, which represents a total addressable market of approximately $840 billion based on the most recent available data. The brand combines an experienced leadership team with a service model designed to bring a more consistent and technology supported experience to an underserved segment of the wellness market.

Massage is a core part of the broader wellness and self care economy, generating over $17 billion each year, with nearly 50 million Americans using massage services annually. The related Offices of Physicians industry, which includes various health practitioners, had a total addressable market of approximately $840 billion and a compound annual growth rate, or CAGR, of around 3.5% before 2020. The market was expected to decline in 2020 because of COVID 19, followed by projected growth at a 7% CAGR from 2021 and a projected value of $1953.2 billion in 2023. North America represented 47% of that global market in 2019. Consumer demand is supported by greater interest in self care and wellness, along with a preference for personalized and low stress experiences. Sixty two percent of Americans say their health matters more to them than it did before the pandemic. Among Millennials, 49% prefer products, services, or apps that use personal data to create personalized experiences. Another 45% of consumers intend to spend more on wellness services or app based services over the next year. The massage industry remains fragmented, leaving room for brands that can provide consistent service, standardized operations, and technology supported customer interactions.

The Squeeze franchise fee is $60,000. The typical total initial investment for a franchised facility ranges from $544,000 to $890,000. Leasehold improvements are estimated at $206,545 to $347,871, while furniture, fixtures, and equipment are estimated at $65,300 to $92,500. Architect, engineer, permits, and licenses are projected at $31,000 to $59,500, and the project management fee is $20,000 to $25,000. Other stated costs include a grand opening plan of $18,300 to $41,300, exterior signage of $11,000 to $31,000, a technology start up fee of $1,500, and initial inventory and supplies of $19,800 to $20,400. Franchisees must also plan for the first 3 to 6 months of operations, with estimated working capital of $103,000 to $179,000. A separate source gives a broader initial investment range of $619,900 to $1,121,416. The difference may reflect location, the type of space, and whether the franchisee leases or purchases the property. Applicants are required to show at least $300,000 in liquid capital and a minimum net worth of $1.2 million. Continuing fees include a royalty of 6% of net sales, plus brand fund contributions of 2% of net sales for national marketing and $1,500 per month for local marketing. These requirements place Squeeze in the mid tier to premium range for franchise investment and make it more suitable for well capitalized individuals or groups with business experience.

Squeeze is designed to deliver an affordable luxury experience while giving its Operating Partners support for day to day management. Guests use the proprietary app to book appointments, customize massage preferences, rate therapists, and leave tips. Customization options include pressure, aromatherapy, music, and lighting. By handling much of the administrative process digitally, the system allows therapists to focus on massage services and may support team member retention. Every massage includes enhancements such as deep tissue, heat therapy, percussion therapy, and aromatherapy at no additional charge. These features are intended to distinguish Squeeze from conventional massage businesses and add value for members. Memberships for a 50 minute Mid Squeeze start at $89. Initial training is provided through Squeeze School in Los Angeles. The program covers brand knowledge, marketing, recruiting, leadership development, business operations, and technology integration. After training, a centralized guest experience team serves as a first level resource for franchisees and their teams seven days a week. During pre opening, the corporate team conducts weekly or bi weekly calls, according to Operating Partner Meghan Wells. Squeeze also assists with site selection and real estate, including the Letter of Intent, or LOI, lease negotiation, permitting, and construction project management. Additional support includes store design and a customized customer relationship management system. The brand reports over 90 territories in development, although one source states that exclusive territories are not available. That point matters for buyers considering multiple locations. Because the system is 100% franchise owned and operated, the Operating Partner role is central to the model.

That location also reached almost 1,000 members, providing an early example of the brand's membership based model and demand in a prime market. Squeeze had over 50 new locations in development by October 2022, over 70 by July 2023, and over 90 territories in development by January 2024. In July 2023, the brand stated a goal of reaching 300 to 500 units within the next five to seven years. By January 2024, that target had been restated and expanded to 500 to 700 shops open and operating within the next 5 to 7 years. The size of the development pipeline and the performance of the Studio City location provide indications of the model's potential, but they do not replace disclosed systemwide financial results. Any buyer should distinguish the reported performance of one location from results that may be achieved across the franchise system.

Squeeze began franchise expansion in the United States in 2021. Its development pipeline grew from over 50 locations in October 2022 to over 70 in July 2023 and over 90 territories in January 2024. The brand initially targeted 300 to 500 units within the next five to seven years, then raised the stated goal to 500 to 700 shops open and operating over the same general period in January 2024. Priority states include Florida, Texas, and New Jersey. Squeeze leadership has identified capacity for 40 to 45 shops in Florida, or potentially more, with target markets including Tampa, Orlando, Jacksonville, West Palm Beach, Miami, and Fort Lauderdale. The second Squeeze location opened in Scottsdale, Arizona, in July 2022, showing expansion beyond the initial Los Angeles market. The brand's differentiation comes from the Drybar creators' service franchising experience, its app for booking and massage customization, and the ability to manage therapist preferences and interactions through technology. Complimentary deep tissue, heat therapy, percussion therapy, and aromatherapy are included with every massage. Support from the centralized guest experience team, along with assistance in real estate, construction, and operations, is another part of the system's competitive position. Squeeze is using digital tools to improve customer convenience and reduce administrative work for therapists, allowing them to concentrate on service delivery.

Squeeze looks for Operating Partners with business experience, strong business judgment, and a genuine interest in community engagement. The brand expects franchisees to be active leaders in their local markets rather than passive investors. Experience leading and managing teams is relevant because the business depends on service operations and employee management. The brand does not state formal multi unit requirements. However, its growth plans and the identified capacity for 40 to 45 Florida shops suggest that it may favor operators able to develop several locations in a region. As of January 2024, over 90 territories were in development, creating potential markets across the United States. The stated geographic focus includes Florida, Texas, and New Jersey, with Florida targets in Tampa, Orlando, Jacksonville, West Palm Beach, Miami, and Fort Lauderdale. The period from signing a franchise agreement to opening a location includes a structured pre opening process and weekly or bi weekly calls with the Squeeze team, although the source does not provide a specific duration. The franchise agreement term is not available, and transfer and resale terms are also not provided. The available information does indicate an operating model built around continuing support and active participation by the Operating Partner.

Squeeze is positioned in the $17 billion annual massage market and the wider wellness and self care sectors. The concept draws on the experience of the Drybar creators and uses an app based model to offer affordable luxury, booking convenience, personalization, and included service enhancements. The brand's stated growth target is 500 to 700 units within the next 5 to 7 years, supported by training, guest experience assistance, and help with real estate and construction. Demand indicators include rising interest in self care, greater preference for personalized services, and the finding that 62% of Americans consider their health more important than before the pandemic. PeerSense provides franchise research that includes SBA lending history, Loan Activity Score, location maps with Google ratings, FDD financial data, and side by side comparison tools. Buyers can use the complete Squeeze franchise profile on PeerSense to review the available independent franchise intelligence.