Massage Envy, a top provider of massage and skincare services in the U.S., is proving that great marketing starts with genuine community connection. By highlighting local therapists and forming strong influencer relationships, the brand is investing in a localized approach that not only strengthens individual franchise markets but also supports national growth. And the payoff is clear, localization has been shown to increase search traffic by 47%, boost website visits by 70%, and lift conversion rates by 20%.
Real Stories, Real Impact
Massage Envy's national campaign, "Where Better Careers Begin", shines a light on the meaningful careers of massage therapists. The campaign tells the stories of two exceptional professionals: Stephanie Hudson, a veteran continuing to serve through healing, and Linn Sandall, who found her calling after experiencing the benefits of massage herself.
This campaign was shot on location in Utah, these heartfelt testimonials ran across TV, radio, digital, and social platforms. By leading with authenticity, Massage Envy helps potential employees and clients alike feel a personal connection to their brand and the actual people behind it. The campaign strengthened engagement across Massage Envy locations, from coast to coast.
Influencer Partnerships That Work
Beyond advertising, Massage Envy has embraced wellness influencer collaborations to expand its reach. By partnering with massage and skincare influencers who had loyal, local audiences, they tapped into a powerful driver of engagement and trust. In fact, 63% of consumers say they're more likely to purchase products recommended by trusted influencers, making these partnerships a smart strategy for boosting visibility and bookings. As part of the program, influencers received free monthly treatments in exchange for sharing honest reviews and experiences.
These long-term partnerships weren't just promotional; they were personal. A dedicated blog series spotlighted each influencer's wellness journey and showcased the value of Massage Envy memberships. Results from these efforts speak volumes: the “Train Like a Pro” campaign generated over 2 million impressions and 110,000 engagements, targeting everyday athletes in select cities with localized influencer content. Meanwhile, another digital marketing strategy helped drive a 118% increase in click-through rates and brought in 35,000 new members through hyperlocal paid and organic campaigns.
This strategic use of influencer partnerships reflects a thoughtful approach to cause marketing. It supports voices in the wellness space who embody the values of care, connection, and consistency.
Interested in developing your own influencer marketing strategy? Whether you're building a national brand or boosting traffic to local locations, the right influencer partnerships can drive meaningful engagement and long-term growth. Download Flamel.ai’s Influencer Marketing Guide and discover proven localization tactics and step-by-step strategies to grow your presence.
Local Outreach with Heart
Massage Envy franchisees actively connect with community health centers and veterans' organizations, extending their mission beyond the studio. These grassroots efforts deepen community ties and make the brand feel both local and approachable.
Rather than chase celebrity influencers, Massage Envy collaborates with trusted local voices. These micro-influencers deliver highly engaged, niche audiences who are more likely to book wellness services. This level of trust is key. In fact, 70% of consumers say they rely on influencer recommendations when choosing a wellness provider.
This blend of local relevance and authentic engagement drives traffic to nearby Massage Envy locations and nurtures long-term loyalty.
Following the Wellness Trends of 2025
Massage Envy’s message aligns with both health and wellness trends and top wellness trends for 2025. Today’s consumers want more than just a service; they want connection, purpose, and a sense of well-being. Massage Envy's focus on storytelling, community, and career fulfillment taps into what people value most. This emotional resonance is key, up to 95% of purchasing decisions are driven by emotion, with 86% influenced by meeting needs like trust, security, and connection.
The Takeaway
Massage Envy has created a scalable marketing model that combines national reach with local heart. By lifting up real therapists, building genuine influencer partnerships, and staying aligned with evolving wellness trends 2025, the brand is setting the bar for franchise success through consistent, purpose-driven cause marketing.
Looking to build your own localized strategy with the help of influencer marketing? Download the Influencer Marketing Guide for Franchisors & Franchisees here for expert tips on creating authentic, scalable partnerships that drive real results.
Find Influencers: Learn how to find influencers who align with your brand & local audience.
Launch Cost-Effective Campaigns: Get tips on running high-ROI, cost-effective collaborations.
Master Outreach & Negotiation: Use our email template and pricing breakdowns to secure the best partnerships for your business.
Track & Measure Success: Get a plug-and-play tracking template to measure influencer impact.
Maximize Engagement & Conversions: Learn why micro-influencers drive 60% higher engagement . . . and how to make the most of it!
