The Drybar Team’s Latest Venture, Squeeze, Plots Expansion
The massage studio has 100-plus locations in development.
Massage studio Squeeze is stretching its reach.
The service company, ideated by Drybar founders Alli Webb and Michael Landau and former vice president of marketing Brittany Driscoll, is planning to double its footprint this year and ink deals for 100-plus new franchise locations with a digital-first approach. According to the team, it is expected to reach $10 million in revenue this year.
The inspiration for Squeeze, which celebrated its five-year anniversary in March, came from the success of Drybar.
“On one end, there was the low-end discount chains which, to their credit, made massage accessible to the masses, but lack a lot from a consumer and employee experience,” said Driscoll, who is also the chief executive officer. “On the flip side, you've got high end hotels and spas, which are really lovely but unattainable for that regular routine experience.”
It was a similar opportunity gap that led to the proliferation of Drybar studios nationwide. With this in mind, the team has taken inspo from the hair styling studio, adding in some of its most successful elements, including a digital-first approach.
“The biggest differentiator is our technology. We've built out an end-to-end platform that enables the guests to book an appointment [and] set their personalized preferences all the way through to paying, rating, tipping, reviewing at their leisure,” Driscoll said, adding there is no point-of-sale. “We like to say guests walk in and flow out so you get to stay in that relaxed state of mind for as long as possible.”
While the focus on digital has been strategic, the one-on-one human connection has been equally important, as Driscoll predicts this to be the driver behind the continued growth in services post-pandemic.
"We leverage technology to ensure personalization and convenience, but it helps to emphasize the in-person interaction when you're in the shop," she said. "That is going to continue to be something that people want and find necessary to balance their life and bring a little bit of rejuvenation and relaxation."
In addition, the company has added more customizable elements to the massage experience, including an aromatherapy bar where clients can choose their own oils. Driscoll highlighted other "surprise and delight moments" like amusing quotes on the walls, smiley face accents and vibrant blue branding. The team has also achieved customer connection through its charitable program with Canine Companions — for every membership sold, Squeeze provides a day of canine support to a person with a disability.
"There is something very special about creating what I like to call a 'love brand,'" she said, adding this is Squeeze's take on the Drybar champagne and movie offering. "[It] has those little touches that make you feel emotionally connected to the brand."
With expansion on the horizon, franchising, an approach also borrowed from the success of Drybar, is top of mind. The company's first Studio City location, which opened in 2019, is its only corporate-owned outpost.
"Strategically we chose to franchise Squeeze out of the gate because of our learnings at Drybar," Driscoll said, adding that Drybar is now 100 percent franchised. "The 'aha' behind that is franchisees run their businesses better. They have skin in the game. They're connected to their communities. They are better managers of their team from a retention standpoint."
Currently, the Squeeze team is eyeing key markets like Dallas, New York and the D.C., Maryland and Virginia region.
Driscoll added: "We'll have over 20 locations open by the end of this year and then looking to double our openings next year and onward. We believe that we can build this business to 500 units or more over the next five to seven years."