Shane Evans
Shane Evans returned as CEO of San Antonio-based Massage Heights, the massage and wellness franchise she founded in 2004 when she couldn’t find relief for her own pain.
“It was one of those things that came from a need and an opportunity that I thought other people could really benefit from,” said Evans. “It started out as an organic concept and all we offered was massage therapy.”
Evans created the brand out of personal need, and that sentiment carried through for the last 20 years. Affordability, customization and effectiveness have been mainstays of Massage Heights since the inception. Additional services, such as facials, evolved naturally from customer feedback, and the brand has grown to more than 115 locations in 16 states and Canada.
After stepping down as CEO in 2021, Evans said she returns to her role after gaining further experiences and perspectives through her involvement elsewhere in franchising, such as serving on the board of the International Franchise Association. She takes over for Susan Boresow, who led Massage Heights for the past two and a half years.
Seeing Massage Heights as an innovator in the space, Evans plans to enhance the brand through utilizing customer data to lead decision-making.
“Our mission has always been to provide high quality, customizable wellness services,” said Evans. “Right now, I’m more excited than ever about where we are as an industry and what wellness means to people.”
After the pandemic, consumers grew more interested in educating themselves on wellness and health, and Evans aims to feed into the interest through more personalization of services.
Trying out new massage techniques and bringing in new technology such as artificial intelligence tools for skincare are among the initiatives Evans is evaluating, along with expanded brand partnerships that help extend Massage Heights’ focus on holistic treatments.
Mental health is another area Evans is looking at as she considers the role Massage Heights can play for its customers. Evolving the services for relaxation and stress relief, as well as finding partners to facilitate new services, is the next direction Evans sees the brand taking as it continues to adapt.
“A lot of it is around the personalized experience,” said Evans. “We have a lot of data on our guests and members, so focusing on utilizing that data to create a more personalized experience for the guest each time they come in will be a big part of innovation.”
JD Rothberg
Executive Ladder
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Chrissy McKinney
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Send promotions and new hire news in franchising to Megan Glenn, mglenn@franchisetimes.com.
