Massage-therapy chain reaching beyond U.S. borders

Marcela Rios Gary / San Antonio Business Journal

Glenn Franson, founder and CEO of Massage Heights, has tapped one of the founders of Westover Hills to take his concept to U.S.’ neighbor to the north.

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The co-founder of San Antonio master-planned community Westover Hills is now a driving force behind a locally based massage chain’s plan to expand its reach internationally.

Canadian businessman Peter Thomas has been appointed president of Massage Heights Canada, where he will guide the expansion of the chain into that country. Plans call for Thomas to oversee the opening of 125 franchise locations throughout Canada over the next five years.

Thomas is also the founder and chairman of Century 21 Real Estate Canada Ltd. and Mystic Tan Canada.

It was back in 1994 that Thomas and his partner, Marty Wender, purchased 1,270 acres of land on the city’s far West Side and created Westover Hills — a major employment hub that is now home to more than 40,000 employees and major employers such as JPMorgan Chase Bank, QVC and SeaWorld Adventure Park.

Thomas’ business acumen will be key to growing Massage Heights in Canada, says Glenn Franson, founder and CEO of the San Antonio-based massage-therapy chain.

Franson also announced that he and Thomas have entered into a joint venture to take Massage Heights to other countries as well.

“We’re already making inroads into New Delhi, the United Kingdom and Australia,” Franson says. “It’s getting really exciting.”

Thanks, in large part to Thomas, Franson adds.

“(Thomas) is internationally known; he has contacts everywhere,” Franson says. “When he gets involved in something, the word gets out — and others will get onboard.”

For Thomas, who had been looking at the massage-therapy business for his latest venture, Massage Heights offered a critical advantage over other like businesses.

Chief among those edges is its address.

“When the Massage Heights project came up, and I learned its home was San Antonio, the battle was halfway there,” Thomas says. “I love excuses to go to your beautiful city, and it keeps on getting better.”

Affordable luxury

Franson has been successful so far with the Massage Heights concept in San Antonio and the United States.

Since opening his first facility in 2004, Franson has grown Massage Heights into a chain with a total of eight stores in San Antonio.

In April 2007, the firm launched a national franchise program. To date, there are 55 Massage Heights franchise locations nationwide — including facilities in Texas, Arizona, California, Colorado, Florida and Washington.

For 2008, the firm company recorded revenues of $17 million.

For 2009, Franson is projecting revenues of $40 million.

How has that been possible in these tough financial times? By offering luxury at an affordable price, Franson says.

Massage Heights is a membership-based organization, with monthly rates ranging from $49 to $79, which includes one complimentary massage each month. Thereafter, massage services start at about $40 per one-hour session.

First-time customers can also get a massage at the $40 membership rate. After that, should they opt to not become a member, the cost for a one-hour massage is $80.

By comparison, a one-hour massage at other facilities can average anywhere from $65 to $100, Franson says. The monthly membership agreements allow Massage Heights to provide discounted treatments. Memberships, he adds, are honored at all Massage Heights locations.

As Franson summed up the model in a Business Journal story from May 2008: “There’s a lot of value built in.”

The international expansion of Massage Heights marks Thomas and Franson’s first business venture together. Franson, however, is very familiar with his new partner’s Westover Hills venture.

“Turns out he was raised two miles from the site I was so involved with for so long,” says Thomas of Franson.

“I remember riding my bike and my go-cart through there,” Franson adds.