Spa Growth & Transfers

Top 5 Myths about Opening a New Spa

Over the past few months, the Franchise Development Team has had the opportunity to connect with many franchisees as we continue welcoming new owners—both through fresh openings and resales—into the Hand & Stone community.

A common question we’ve been hearing is: “Why are so many new franchisees joining the system right now?” Naturally, this often leads to the next question from our team: “Are you ready to grow?”

In these conversations, some concerns have surfaced may have been rooted in partial truths but, over time, have evolved (much like the old game of telephone) into exaggerated stories about the challenges of growth within Hand & Stone.

To provide clarity and perspective, we’ve gathered the Top 5 Myths we’ve heard from franchisees and paired them with the real story behind each one. Our hope is that this helps you cut through the noise, see the facts clearly, and feel more confident as you consider your own next steps for growth.

Top 5 Myths

It takes too long to grow memberships in a new spa

The Reality: With the right strategy, new spas can launch with momentum and predictable revenue.

Opening a Hand & Stone spa costs $1,000,000+

The Reality: We've strategically lowered costs to make ownership more accessible than ever. This is unheard of in today's market!

Opening a new spa is overwhelming

The Reality: At Hand & Stone, you're never opening alone. Today, our dedicated New Spa Opening Team provides an unmatched level of expertise and support.

Staffing a new spa is nearly impossible

The Reality: With the right team and strategy, it's absolutely achievable.

Spa profitability has declined and continues to decline

The Reality: Profitability is improving- and the trend is upward

Ready to invest in your future and open a location

Please reach out to Jim Atkinson, Vice President of Franchise Development at 858.722.9479 or jatkinson@handandstone.com

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"Opening a new spa is a significant commitment, and the Hand & Stone support team takes that responsibility seriously. We remain dedicated to continuously enhancing the resources and guidance we provide to both new and existing franchisees, ensuring the brand grows strategically, responsibly, and sustainably. In 2025, we’ve welcomed outstanding new franchisees who are currently selecting sites or building their dream spas—bringing the Hand & Stone wellness ritual to even more communities." - Jim Atkinson, VP, Franchise Development

Robert & Dana Chesler

NC Gastonia – 1 Unit

8/13/2025

We’re excited to announce that Robert and Dana Chesler are bringing two new Hand & Stone Massage and Facial Spas to the Tucson, AZ market—a brand-new territory for our brand!

Robert brings more than 20 years of executive leadership experience across financial markets, sales, physical commodities, and the food industry. Throughout his career, he has specialized in integrating people and technology to drive growth, market analysis, and strategic initiatives. His focus on creating sustainable value for teams and stakeholders has defined his professional journey.

Now, Robert and Dana are channeling that expertise into entrepreneurship. Motivated by a desire to be closer to his family after years of extensive travel, Robert saw franchising with Hand & Stone as the opportunity to both sustain his family and make a meaningful contribution to his community.

Please join us in welcoming Robert and Dana to the Hand & Stone community and celebrating our exciting growth into the Tucson market!

Special thanks to Don Williams for helping this duo through their due diligence process!

Welcome Robert & Dana!