CHICAGO – MassageLuXe, a franchise-based spa company, is setting its sights on Chicago for its next phase of franchise expansion. It has identified Chicagoland as a key development market, with opportunities available across the metro area for entrepreneurs and multi-unit operators interested in bringing MassageLuXe’s membership-based wellness concept to new communities.
“Chicago gives us the opportunity to build around an existing presence while still having tremendous space for growth,” said Kristen Pechacek, CEO of MassageLuXe. “It’s a large, diverse market filled with communities where consumers are increasingly prioritizing wellness as part of their everyday lives. We see an opportunity to introduce MassageLuXe to more of those consumers while partnering with entrepreneurs who understand the market and want to grow alongside us.”
Chicago remains largely untapped for MassageLuXe despite being one of the largest metropolitan areas in the country. The brand has a presence in Willowbrook, which establishes it in the market while leaving significant room for additional development. At the Willowbrook spa, new ownership is already investing in the location and its future within the community after acquiring the business in 2025.
MassageLuXe’s focus on Chicago comes as the brand continues to strategically expand its national footprint, by targeting metropolitan areas where population density, household demographics and consumer spending can support long-term, multi-unit development. It also comes at a time when the definition of wellness is evolving. Consumers are increasingly incorporating services like massage therapy and skincare into their ongoing routines rather than reserving them for occasional indulgences. MassageLuXe is designed around a shift in consumers incorporating massage therapy and skincare into their regular routines, not just reserving them for an occasional indulgence.
For franchise owners, that model creates recurring revenue and ongoing client relationships while providing the infrastructure and support of an established national brand. Franchisees receive comprehensive training, marketing resources, operational guidance and continued business coaching as they build their businesses.
MassageLuXe is seeking qualified franchise partners, including experienced entrepreneurs, existing business owners and multi-unit operators, to develop additional spas throughout Chicagoland. The brand is particularly focused on candidates interested in building a scalable business and establishing a meaningful presence within their local communities.
