Hand & Stone Massage and Facial Spa has kicked off 2026 with a strong development run, signing nine franchise agreements and opening five new locations in the first quarter, signalling continued momentum for one of North America’s fastest-growing wellness franchises.
The Q1 performance marks the brand’s second-highest number of first-quarter signings in the past five years, alongside three additional leases secured for spas slated to open later in 2026.
Growth was driven significantly by existing franchisees, who accounted for more than half of the new agreements, underscoring confidence in the brand’s membership-based model and its reported average unit volume of $1.4 million.
Veteran operators also played a major role, with nearly 50 percent of the deals leveraging the company’s military incentive programme, highlighting its appeal among former service members entering the wellness space.
“Our first quarter results are a direct reflection of the investments we’ve made in our development team and infrastructure,” said Matt Stanton, Chief Development Officer. “When you see existing operators doubling down, it tells you the model is resonating.”
The five new spas opened across Harleysville (Pennsylvania), Millcreek (Utah), Punta Gorda (Florida), Coon Rapids (Minnesota) and Houston Heights (Texas), expanding access to massage, facial and skincare services in key local markets.
Further expansion is already in the pipeline, with upcoming locations planned in Illinois, Florida and Connecticut, including a mix of seasoned multi-unit operators and first-time franchisees.
With more than 650 locations across the U.S. and Canada, Hand & Stone continues to scale its “accessible luxury” positioning through a membership-driven model that delivers recurring revenue, high client retention and multiple income streams spanning services and retail.
The brand is also targeting high-growth regions such as the Los Angeles DMA, citing significant white space and long-term expansion opportunities as demand for wellness services continues to rise.
