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Different From Other Franchises
“Our job is to eliminate stress, not add to it,” Goodwin said.
But potential franchisees should be aware that the sector and the LaVida model in particular are much different than other franchise operations.
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“This is not like the pizza joints, or smoothies or frozen yogurt,” he said. “There are a lot of unknowns about it.”
While the company estimates that massage is about a $15 billion industry annually, with people receiving some 230 million massages each year, the potential market remains greatly untapped, with only about a quarter of U.S. adults having received a massage in 2007, when LaVida began franchising.
“Seven out of 10 people you know have never had a massage,” Goodwin says. “Then look at the 30 percent that have had a massage and it was while on vacation, or as a gift, or someone like a girlfriend or a boyfriend dragged them in.”
LaVida is attempting to draw in new customers by emphasizing high-quality services at an affordable price.
According to the company, LaVida’s $50 massage is about $20 less than the average one-hour massage. LaVida’s pricing is nearly half of what the standard spa charges for the same services, but franchisees earn more money through higher volume.
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Franchisees Are Family
Goodwin added that LaVida’s executives and corporate staff are constantly learning from franchisees to make improvements to the system.
“You become more than a franchisee with us—you become family,” he said. “It starts from Day One. I hand out my personal cell phone (number) to anyone we contact and they are welcome to contact me anytime.”
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