Massage and facial franchise finance
The median brand here reports average revenue of $1,090,390 a unit. Percentage fees at the median brand come to 9% of sales. The median cost to open runs $524,989 to $864,729.
Massage and facial franchises at a glance
- Averan Franchise compares seven massage and facial franchise brands, each from its own 2026 FDD.
- The cost to open a massage and facial franchise runs from $131,797 at Clean Your Dirty Face to $1,466,168 at Heights Wellness Retreat.
- Hand & Stone reports the highest average sales of these brands, at $1,402,246, and Clean Your Dirty Face the lowest, at $301,291.
- Franchise fees take 7% to 11.18% of sales across the five brands where Averan Franchise works out the figure.
These figures come from each brand's 2026 Franchise Disclosure Document, as the brand reported them, and were read by Averan Advisors.
Find a massage and facial brand
This guide covers seven brands, each from its own 2026 FDD. Open one, or pick two and compare them.
All 7 brands
The brands in this group
Each brand has its own page on how its locations make money, with every figure set out against the brand’s disclosure document it comes from.
- Clean Your Dirty Face 32 locations · Format bands by chair count
- Elements Massage Revenue by group · Membership conversion disclosed by tier, explaining the whole revenue range
- Hand & Stone Full P&L · Self-selected expense sample tested against the population it excludes
- Heights Wellness Retreat Full P&L · Revenue per member flat across the system, so size is a member-count problem
- Massage Envy Revenue by group · Revenue range tested against square footage, which accounts for none of it
- MassageLuXe Revenue by group · Conversion identical across quartiles, so the gap is traffic times yield
- The NOW Massage Full P&L · Profit curve that turns in year three and then flattens completely
The figures, brand by brand
| Measure | Median | Brands | Basis |
|---|---|---|---|
| Average sales per unit | $1,090,390 | 7 of 7 | Median of each brand’s disclosed average |
| Median sales per unit | $1,057,440 | 6 of 7 | Median of each brand’s disclosed median |
| Initial franchise fee | $49,500 | 7 of 7 | |
| Royalty | 6% | 6 of 7 | Headline rate |
| Brand or advertising fund | 2% | 6 of 7 | |
| Fees paid to the brand | 9% | 5 of 7 | Royalty, brand fund and other fees paid to the brand or its affiliates, as a share of average sales |
| Cost to open, low | $524,989 | 7 of 7 | |
| Cost to open, high | $864,729 | 7 of 7 | |
| Profit margin | Fewer than three disclose | 0 of 7 | Each brand’s own profit line; definitions differ |
| Labor, share of revenue | Fewer than three disclose | 1 of 7 | |
| Building costs, share of revenue | Fewer than three disclose | 2 of 7 | |
| Unit growth over each FDD’s Item 20 period (2025, or 2023 to 2025) | 1.7% | 4 of 7 | (End − start) ÷ start |
| Customers lost over each FDD’s Item 20 period (2025, or 2023 to 2025) | 2.5% | 3 of 7 | Terminated, non-renewed, reacquired and ceased, ÷ opening units; transfers excluded |
Each figure is the median of the brands that disclose it, and the Brands column counts them.
How we calculated this
Revenue is each brand's own reported figure on its own unit basis, so the median describes the group and no single brand. Growth and customers lost are our calculations from each brand's outlet table. Where fewer than three brands disclose a figure, no benchmark is shown.
The model
The business model the top performers in massage and facial are running
What the top performers can do that others cannot
Seven of the seven brands here sell a membership. Rostering against demand is the constraint. Three sell gift cards in volume, which brings cash in months before the service is delivered.
What the customer is buying
The customer buys a plan they pay for monthly whether they show up or not. A location at the middle brand sells $1,090,390 a year; the top group sells $1,687,731. The offer is the same at both ends of that range, so the difference is volume. At three of them the top performers add to what they sell and keep the same building. Retail and higher service tiers raise what an hour earns without adding an hour.
Who the customer is, and how often they come back
This is a retention business. The money is made in the second year of a customer, not the first month, so the number that decides the year is how many stay. Among the massage and facial brands that publish it, a median 43% of locations reach their own brand’s average. The top group sells $1,687,731 against $613,375 at the bottom. Trade area and site set that range before an owner takes a booking.
How the money works
Opening costs $131,797 to $1,466,168 across the group, and inside one brand the top of the range is typically 1.7 times the bottom. At the middle brand franchise fees take 9% of sales. Cash and earned revenue arrive in different periods here, so the cash forecast matters more than the profit line in any given month. Four of these brands publish how a new location builds up, so the first year can be read out of the document instead of guessed at.
Top performers
These are the things that separate top performers in massage and facial
Across the massage and facial brands that publish both figures, the median top group of locations sells $1,687,731 a year and the median bottom group sells $613,375. Across these brands, a median of 43% of locations reach their own brand’s average.
Decided before you open
- Opening cost against sales.The top group sells $1,687,731 a year against a build that tops out at $1,466,168, so at the heavy end of the range a location sells $1.15 for every dollar it cost to open.
- Rent as a share of sales.Occupancy runs 10.0% of sales at Hand & Stone and 11.3% at Heights Wellness Retreat, the two brands that disclose it. Top-group locations put more sales through the same square footage, with longer earning hours, a second daypart, and a site picked for traffic.
Live operating levers
- Seven of the seven brands here sell a membership.
Business model attribute
- Service
- Monthly memberships
- Unit economics
- Members times monthly dues, less members lost
- Four of the seven brands here publish how a new location builds up.
Business model attribute
- Service
- The FDD’s month-by-month build-up of a new location
- Unit economics
- Months until sales cover costs
- Three of the seven brands here sell gift cards in volume.
Business model attribute
- Service
- Gift cards paid for before the service
- Unit economics
- Gift card sales, counted as revenue when redeemed
- Three of the seven brands here can widen what they sell without widening the building.
Business model attribute
- Service
- Retail or higher service tiers
- Unit economics
- Sales per room per hour
- Wages by brand.Wages run 50.3% of sales at Hand & Stone, the one brand that discloses them. The levers are scheduling against booked demand hour by hour, sales per paid hour, and keeping part of pay variable. On the top group’s $1,687,731 of sales, a point of wages is $16,877 a year; on the bottom group’s $613,375 it is $6,134.
- Fees as a share of sales.Fees run a median 9.0% of sales across five brands, from 7.0% to 11.2%. Where a minimum applies, lower-selling locations pay a higher effective rate. At $1,687,731 the fees cost $151,896 a year; at $613,375 they cost $55,204.
Context you underwrite around
- First-year build-up.Four of seven filings in this group show how a new location builds up. The others do not show it.
Operating levers
What each brand’s top performers actually work on
These are the levers each brand's filing supports. Each brand has three to five, read from its own 2026 FDD. Filter by type of business, or open a brand for the figures underneath.
7 brands
Clean Your Dirty Face
Massage and facial
- Fees. Fees run about 8.8% of sales. No minimum royalty applies, so the charge rises and falls with sales.
- Membership drives the model. Track how many members join, how many cancel, and what each member spends beyond the plan.
- Visits. Track how many visits happen, what each one is worth, and how many customers book the next one before they leave.
Elements Massage
Massage and facial
- Membership drives the model. Track how many members join, how many cancel, and what each member spends beyond the plan.
- Gift cards. Gift cards are sold before the service is delivered, and sales peak around the holidays. A gift card is deferred revenue until it is redeemed, so cash and earned revenue arrive in different periods.
- Fees. Fees run about 11.2% of sales. No minimum royalty applies, so the charge rises and falls with sales.
Hand & Stone
Massage and facial
- Wages. Wages take 50.3% of sales. The levers are staff productivity, scheduling against demand hour by hour, and the balance of base pay to commission.
- Occupancy cost. Rent and building costs take 10.0% of sales here. The rent is fixed when the lease is signed, so this share falls only as sales per square foot rise.
- Membership drives the model. Track how many members join, how many cancel, and what each member spends beyond the plan.
- Gift cards. Gift cards are sold before the service is delivered, and sales peak around the holidays. A gift card is deferred revenue until it is redeemed, so cash and earned revenue arrive in different periods.
- Fees. Fees run about 7.0% of sales. No minimum royalty applies, so the charge rises and falls with sales.
Heights Wellness Retreat
Massage and facial
- Occupancy cost. Rent and building costs take 11.3% of sales. Sales per square foot and the hours the space is earning are the only two ways to move it, since the rent itself is fixed at signing.
- Membership drives the model. Track how many members join, how many cancel, and what each member spends beyond the plan.
- Service and retail mix. Retail sales and the share of customers on higher service tiers raise revenue per hour without adding hours or rooms.
- Fees. Fees run about 9.0% of sales. No minimum royalty applies, so the charge rises and falls with sales.
- Cash needed in the first year. This filing shows how a new location builds up: the month sales cover costs, and how much cash you fund before then.
Massage Envy
Massage and facial
- Membership drives the model. Track how many members join, how many cancel, and what each member spends beyond the plan.
- Gift cards. Gift cards are sold before the service is delivered, and sales peak around the holidays. A gift card is deferred revenue until it is redeemed, so cash and earned revenue arrive in different periods.
- Service and retail mix. Retail sales and the share of customers on higher service tiers raise revenue per hour without adding hours or rooms.
- Cash needed in the first year. This filing shows how a new location builds up: the month sales cover costs, and how much cash you fund before then.
MassageLuXe
Massage and facial
- Membership drives the model. Track how many members join, how many cancel, and what each member spends beyond the plan.
- Service and retail mix. Retail sales and the share of customers on higher service tiers raise revenue per hour without adding hours or rooms.
- Cash needed in the first year. This filing shows how a new location builds up: the month sales cover costs, and how much cash you fund before then.
The NOW Massage
Massage and facial
- Membership drives the model. Track how many members join, how many cancel, and what each member spends beyond the plan.
- Cash needed in the first year. This filing shows how a new location builds up: the month sales cover costs, and how much cash you fund before then.
Massage and facial cost lines as a share of sales
Two of the seven massage and facial brands in Averan Franchise disclose what their locations spend on wages, rent and space, or cost of goods. Each figure is a share of the average location's sales, from the brand's 2026 FDD. Rent and space covers rent and the other costs of the premises.
| Brand | Wages | Rent and space | Cost of goods |
|---|---|---|---|
| Hand & Stone | 50.3% | 10.0% | Not disclosed |
| Heights Wellness Retreat | Not disclosed | 11.3% | Not disclosed |
Common questions
How much does a massage and facial franchise cost to open?
Among the seven massage and facial brands in Averan Franchise that publish it, the cost to open runs from $131,797 at Clean Your Dirty Face to $1,466,168 at Heights Wellness Retreat, according to their 2026 FDDs.
Which massage and facial franchise costs the least to open?
Clean Your Dirty Face has the lowest starting cost of the massage and facial brands in Averan Franchise, at $131,797 to $333,847.
Which massage and facial franchise has the highest average sales?
Hand & Stone reports the highest average sales of the massage and facial brands in Averan Franchise, at $1,402,246 in its 2026 FDD.
What do massage and facial franchise fees cost as a share of sales?
Across the five massage and facial brands where Averan Franchise works out the figure, franchise fees take 7% to 11.18% of sales.
Questions owners ask next
The figures above raise these, and each one is answered on its own page.
- Money arrives before the service does. How should that be booked?It explains deferred revenue and why the bank balance and the profit line disagree.
- At what level of sales does a minimum fee stop costing me more than the percentage?It works out the sales level where a minimum fee stops applying.
- How much cash do I fund before a new location covers its own costs?It builds a 13-week forecast for the months before break-even.
- What should I be looking at every week?It lists the handful of numbers that move before the P&L does.
- Do I need a bookkeeper, a controller, or a CFO?It explains what each role owns and when the next hire pays for itself.
Run your own numbers.
The Franchise Numbers Check runs the same checks on your own numbers. It scores where you stand and compares you with Item 19 of your brand’s FDD. It works out what one location earns and spends, and builds a 13-week cash forecast. It checks whether you are ready to open another one. It is free and it runs in your browser.
Launch the diagnostic →Where does your unit sit?
We review your unit economics, cash forecast and reporting and compare them with the brands in this guide.
Talk to AveranWhere these figures come from
Every figure here comes from the brands' 2026 FDDs and is unaudited by us. We are unaffiliated with the brands. The medians, growth and customers lost figures are our own calculations. The figures describe past performance at other businesses. They are not a projection of your results. This page is an educational summary and is not an offer to sell a franchise or financial, legal or tax advice. All trademarks belong to their owners. How Averan reads a Franchise Disclosure Document.