US beauty and wellbeing franchise expands in Australia

Sarah Stowe

U.S. based wellness franchise Massage Envy has partnered with Collective Wellness Group and will open its first international location in Sydney. 

The Sydney location is the first in a 100-unit, 15-year deal between Massage Envy and Australia-based Collective Wellness Group, which will manage Massage Envy’s Australian operations. Along with Massage Envy, the Collective Wellness Group also oversees operations for Australia-based Anytime Fitness and Urban Yoga locations.

“Australia has a very health-conscious culture, which is one of the reasons we believe our first foray into being a global brand fits well there,” said Joe Magnacca, president and CEO.

“As a company dedicated to empowering people to live healthy lifestyles and to re-think what wellness means to them personally, we are very excited to welcome Massage Envy to Australia,” said Justin McDonell, Collective Wellness Group chairman.

“From a business perspective, our partnership with Massage Envy creates new opportunities for franchise growth and enables us to make Massage Envy the premier provider of therapeutic massage and skincare services in the country.”

The brand also focuses on affordable massage and skincare memberships.

“We’ve had amazing domestic growth here in the United States. Now, it’s time to make Massage Envy a global brand,” said Lee Knowlton, senior vice president of global sales and international at Massage Envy.

The existing Paddington-based Massage Collective outlet, which is one of the two upcoming Sydney locations, will convert to the Massage Envy brand. Both outlets will be company-owned.