7th annual contest celebrates excellence in innovation
July 2, 2025 — Franchise Update Media has announced the winners of its 7th annual Franchise Innovation Awards, recognizing brands that are breaking new ground and setting the standard for innovation across franchising. Hand & Stone Massage and Facial Spa is proud to have been honored with not one, but two Innovation Awards this year:
- Most Innovative Employee Recruiting
- Most Innovative Use of Data
These recognitions showcase the brand’s commitment to solving meaningful challenges within the wellness industry, from strengthening the pipeline of licensed massage therapists to leveraging data to enhance franchise operations.
“I couldn’t be prouder of the bold moves the Hand & Stone Massage and Facial Spa team is making, looking around corners, finding the gaps in the market, and executing on creative strategies to drive organizational growth,” said Lisa Rossmann, Chief Concept Officer. “Thank you to our corporate team and our franchisees who continue to pilot and improve these initiatives. Innovation is truly at our core.” This spirit of innovation is clearly reflected in Hand & Stone’s proactive approach to solving one of the industry’s most pressing challenges: workforce development.
Hand & Stone launched a strategic, multi-faceted recruitment initiative to address declining enrollment in massage therapy programs and industry-wide staffing shortages. By partnering with 80 massage schools, offering marketing support, improving financial accessibility through grants and tuition reimbursement, and encouraging franchisee involvement in school expansion, the brand created a sustainable talent pipeline. These efforts have led to hundreds of new enrollments, an increase in available therapist hours, and a reduction in turnover, solidifying Hand & Stone’s position as an industry leader in workforce development.
“This recognition speaks volumes about the relentless dedication of our technology team, both past and present,” said Siddharth Desai, Chief Digital & Technology Officer. “From the early groundwork to the innovative strides we’re making today, this award validates the quiet perseverance and ‘get stuff done’ mentality that drives us every day. And the best part is—we’re just getting started.” That same forward-thinking mindset is driving digital transformation across the brand, helping franchisees gain powerful new tools to run their businesses more efficiently.
Hand & Stone, under the leadership of Siddharth, launched a centralized data warehouse and real-time reporting system to address key operational challenges across its franchise network, including limited visibility into KPIs, staffing inefficiencies, and a lack of benchmarking tools. This innovation empowered franchisees with actionable insights into spa performance, provider utilization, and marketing effectiveness. As a result, the brand saw significant performance improvements, including an increase in gross revenue and measurable growth across member count, appointment hours, and service volume within six months of implementation.
A jury of judges evaluated the innovation, objectives, and results of more than 80 entrants across four categories: Marketing & Branding, Products & Services, Operations, and Human Resources. Sixteen winners were selected and will be featured in an upcoming issue of Franchise Update magazine.
About Hand & Stone Massage and Facial Spa
Hand & Stone Massage and Facial Spa was founded in 2004 by John Marco, a dedicated physical therapist with a vision to make high-quality wellness services accessible to everyone. Today, with over 650 locations across 38 states and Canada, Hand & Stone continues to set the standard in the spa industry. From therapeutic massages to advanced skincare treatments, the brand delivers exceptional, customized wellness experiences. By partnering with trusted names like Dermalogica, IMAGE Skincare, and ClarityRx Clinical Skin Care, Hand & Stone ensures every client receives top-tier quality. In addition to providing great service, Hand & Stone was recognized by CXcellence in 2024 for its outstanding customer-centric culture. The brand has ranked on Entrepreneur’s Franchise 500 list for a decade, coming in first in the spa category several times. For more information on Hand & Stone Spa services, visit https://handandstone.com/. For information on the franchise opportunity, visit www.handandstone.com/franchise/.
About Franchise Update Media
Franchise Update Media has been a leader in the franchising space for more than 35 years. Founded in 1988, the company produces online franchise opportunities and educational websites, two quarterly print magazines, 11 newsletters, three annual conferences, and independent research, 100% focused on franchising. Serving franchise audiences online, in print, and in person, Franchise Update Media delivers a unique combination of educational and lead generation sources to help franchisors, multi-unit franchisees, opportunity seekers, and suppliers achieve their growth objectives.
For more information, visit Franchising.com.
