Hand & Stone Massage and Facial Spa, the fastest-growing spa franchise in North America and a 650-plus-unit accessible luxury wellness brand, today announced strong first-quarter development results, building on its momentum entering 2026.
In Q1 2026, Hand & Stone signed nine franchise agreements – marking the second-highest number of first-quarter signings in the past five years – and opened five new spas, expanding access to massage, facial and skincare services across the U.S. The quarter also included three newly signed leases for locations scheduled to open later this year.
Additionally, more than half of the signed franchise agreements were driven by existing owners expanding their Hand & Stone portfolios – a clear signal of franchisee satisfaction and confidence in the brand’s membership-driven model, as well as spa franchise-leading $1.4 million average unit volume (AUV).
About 50% of the quarter’s agreements also leveraged Hand & Stone’s military incentive program, underscoring the brand’s meaningful appeal with veteran operators. Among the new commitments are deals in the Los Angeles DMA, one of the nation’s most dynamic wellness markets and a region where Hand & Stone sees significant white space and a compelling long-term growth opportunity.
“Our first quarter results are a direct reflection of the investments we’ve made in our development team and infrastructure – featuring more talent, new tools and a sharper focus on presenting what makes our brand special to the right candidates,” said Matt Stanton, Chief Development Officer. “When you see existing operators doubling down, veteran entrepreneurs choosing Hand & Stone and meaningful expansion into high-growth markets, it tells you the model is resonating, and the team is executing. We’re expanding thoughtfully and strategically, and it’s exciting to see the potential of where our brand is headed.”
Q1 Spa Openings Expand Access to Wellness
Translating signed agreements into open spas is one of the clearest measures of a franchise system’s health, and Hand & Stone’s five Q1 openings reflect that. New locations during the quarter opened in Harleysville, Pennsylvania; Millcreek, Utah; Punta Gorda, Florida; Coon Rapids, Minnesota; and Houston Heights, Texas – each bringing professional, affordable and convenient wellness services to its local community.
Signed Leases Bringing New Spas to Three States
Beyond new openings, Hand & Stone’s development pipeline continued to build momentum with three leases signed during the quarter.
New spa openings are projected for later in 2026 in Burr Ridge, Illinois; New Smyrna Beach, Florida; and Stamford, Connecticut – further extending the brand’s presence across established and emerging markets. Notably, the Stamford location will be operated by first-time Hand & Stone franchisees, reflecting the brand’s continued ability to attract new operators who are drawn to its accessible luxury positioning and proven membership model.
Growing Demand and Hand & Stone’s Franchise Model Drives Expansion
Hand & Stone’s growth is fueled by rising demand for professional massage and skincare services, delivered at an accessible price point to a broad and loyal client base. The brand’s membership-based model also creates predictable, recurring revenue for franchise owners while driving strong client retention and engagement.
Additional competitive advantages supporting Hand & Stone’s franchise growth include:
- Named #1 in the Massage & Spa Services category by Entrepreneur in the 2026 Franchise 500 and #1 spa franchise in the 2025 Franchise Times Top 400
- The world’s #1 provider of facials, delivering more than 1.6 million facials in 2025 alone, representing approximately one-third of systemwide sales and driving diversified, high-margin revenue
- Multiple revenue streams including memberships, non-member services, retail and gift cards
- Strategic partnerships with Dermalogica® and IMAGE Skincare, enabling franchisees to offer in-demand skin treatments such as DiamondGlow®, NuFACE® and LED therapy – positioning Hand & Stone as the go-to destination for advanced skincare
- Value-added upsell opportunities across all services that enhance the client experience and produce incremental revenue for owners
- Significant white space for expansion, enabling franchisees to capitalize on the rapidly growing wellness market
With a strong pipeline, refreshed development team and brand proposition that continues to resonate with clients and franchisees, Hand & Stone enters the remainder of 2026 with confidence.
“As we look ahead, our opportunity is to continue elevating the brand while expanding our footprint in a disciplined, strategic way,” Stanton added. “We’re focused on delivering a consistent, high-quality experience at all of our spas, while building a system that drives long-term, sustainable success for our franchisees.”
With more than 650 locations across 38 states and Canada, Hand & Stone is actively seeking qualified franchise candidates to expand in major metro areas nationwide.
For more information on Hand & Stone franchise opportunities, please visit https://handandstone.com/franchise/.
ABOUT HAND & STONE MASSAGE AND FACIAL SPA
Hand & Stone is a more than 650-unit massage and facial spa franchise with a mission to deliver premium spa services to the middle market in a professional, affordable and convenient manner. Launched in 2004, Hand & Stone now has locations across 38 states and Canada. Each spa features best-in-class massage and skincare treatment. Available for women, men and teens, a wide range of services are tailored to each individual’s needs or skin concerns. Hand & Stone facial treatments are performed by licensed estheticians, using top-of-the-line products backed by science including Dermalogica and IMAGE Skincare.
The fastest-growing spa franchise in the country, Hand & Stone has been named No. 1 in the spa category by Entrepreneur Magazine in 2026, 2023, 2021 and 2020 and was ranked No. 8 on Forbes’ Best Franchises to Buy list in the high investment category.
