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Massage Envy Inks Multi-Unit Deal for 70 Additional Franchised Locations throughout Rocky Mountain & Great Plain Regions

Colorado-Based Venture Capital Firm to Continue Growing Brand in Colorado and Beyond
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(Franchise Clique)
Updated: Mar 29, 2019
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Massage Envy Inks Multi-Unit Deal for 70 Additional Franchised Locations throughout Rocky Mountain & Great Plain Regions

Colorado-Based Venture Capital Firm to Continue Growing Brand in Colorado and Beyond

Scottsdale, AZ (March 21, 2019) – Massage Envy, the leading provider of therapeutic massage and skin care services collectively across its franchise network, has signed a deal with Novarus Wellness Concepts to expand the brand through the purchase of existing franchised locations and the development of additional franchised locations. The franchise group signed on to add 70 additional franchised locations to its portfolio over the next five years in the Rocky Mountain and Great Plains states.

Novarus Wellness Concepts, a Denver-based venture capital firm, is owned by longtime Massage Envy franchisee Eric Kenealy and Randall Brown serves as the company’s President and CEO. After building three Massage Envy franchised locations in 2005, Kenealy has spent the last 14 years growing with the wellness brand and he now owns 18 franchised locations across Colorado. Novarus is looking to expand by eight or nine locations per year through the development of additional units and acquisition of existing locations. Notably, Novarus intends to explore the opening of a franchised location in Wyoming, which would mark the first-ever Massage Envy in the state – the only state currently without a Massage Envy franchised location.

Since Novarus has successfully scaled its multi-unit business, it is often invited to participate in testing for new products and services for the brand, allowing them to get an early look at where the franchise system is heading. While Massage Envy just recently announced its partnership with HyperIce to offer Rapid Tension Relief (RTR) massage services, Novarus and its massage therapists built up a fervent fan base for the service at Denver franchised locations months ago when they were piloting RTR.

“One of the reasons we partnered with Massage Envy to grow by 70 more locations is because we have so much confidence in where the brand is headed,” said Brown. “Massage Envy is the first and largest massage franchise, but it isn’t resting on its laurels. We’ve had the pleasure of seeing what’s next for the brand, and we are proud and excited to grow with it. Massage Envy is the market leader, and we want to be a part of the next chapter of its growth story.”

The agreement with Novarus Wellness Conceptsis part of Massage Envy’s ongoing strategy to optimize its franchise group through multi-unit operators. The brand is looking to accelerate and strengthen its national footprint by partnering with experienced operators like Novarus who can dedicate resources to help ensure each franchised location is set-up for success.

“Across the country, we see meaningful opportunities for unit growth,” said Joe Magnacca, Massage Envy Franchising President and CEO. “The Kenealys’ track record of success with the franchise combined with their substantial knowledge of the region, make Novarus the ideal partner for continued Massage Envy growth in the Rocky Mountains and Great Plains.”

For interested parties, several company executives including VP of Franchise Development Tim Weiderhoft and Director of Franchise Development Scott Weidholz will be available to discuss the multi-unit franchise opportunities at this year’s Multi-Unit Franchising Conference in Las Vegas, March 24-27, 2019. Massage Envy will be located at booth 201,and registration for the event can be found here.

About Massage Envy
Massage Envy, based in Scottsdale, Arizona, is a national franchisor and, through its franchise locations, is the leading provider of therapeutic massage and skincare services. The Massage Envy franchise system is, collectively, the largest employer of massage therapists and estheticians, with more than 35,000 dedicated wellness professionals that provide best-in-class service to over 1.65 million members. Founded in 2002, Massage Envy has more than 1,150 franchise locations in 49 states that have together delivered more than 100 million massages and facials. For more information, visit


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