Squeeze is a membership-based massage franchise launched in 2019 by the founders of Drybar. The brand is positioned as a modern alternative to both high-end spas and discount massage chains. Squeeze sells a standardized, app-led massage experience.
Guests book, pay and tip through the brand’s app, and saved preferences (pressure, aromatherapy, music and lighting) carry across visits for consistency. Each session includes deep tissue, heat therapy, percussion therapy and aromatherapy at no extra charge, with all-inclusive pricing and a membership model that drives recurring revenue without an in-shop sales team. Squeeze began franchising in 2021 and operates an emerging network of company and franchised studios, supported from its Studio City, California flagship.
Its differentiation rests on design, consumer technology and the founding team’s track record of building a recognizable service brand in a fragmented category. The brand reports a Net Promoter Score of 82 and strong therapist sentiment, with 96% of therapists recommending it as a workplace, signals of guest loyalty and staffing appeal that matter in a service business. As a younger franchise it has fewer formal industry rankings than legacy spa chains.
For resale buyers, brand-level recognition should be weighed alongside the specific studio's local reviews, membership loyalty and community visibility.