What Soothe does

Soothe is an on-demand mobile wellness marketplace founded in 2013 and headquartered in Los Angeles, California (registered in Nevada as Soothe, Inc.). The company connects individual consumers, corporate clients, and hospitality partners with independent licensed wellness professionals who deliver massage, skincare, hair, and beauty services at homes, hotels, or offices. Soothe operates across 73 markets in the United States, Canada, the United Kingdom, Ireland, and Australia, and is positioned in company materials as the world's largest on-demand mobile wellness platform.

The platform is built around two mobile applications — the Soothe App for consumers and the Soothe Pro App for providers — supported by proprietary features including Instant Book, timestamped check-in/check-out, and the Soothe Safe™ trust and safety training program. Third-party integrations include Stripe for payment processing, Evident ID for provider background checks, and native distribution through the Apple App Store and Google Play. Soothe's intellectual property portfolio includes registered trademarks for Soothe, SoothePass®, and Soothe Safe™.

Soothe generates revenue through four primary streams: per-booking transaction fees on on-demand consumer services, the SoothePass® monthly subscription membership offering discounted services and loyalty points, corporate wellness subscriptions (Soothe At Work) targeting HR leaders and benefits managers, and managed services revenue from hospitality partners (hotels, spas, residential properties) through the Soothe Spa & Hospitality platform. The company has raised approximately $78 million across funding rounds from 2014 to 2018, led by Riverside Company, and is led by CEO John Ellis with Steve Pogorzelski serving as Chairman. Enterprise customers include Twitter, Salesforce, Airbnb, Slack, WeWork, Lululemon, Peloton, and multiple professional sports teams, while historical acquisitions (Unwind Me in 2015, Melt in 2018) and partnerships (Spartan, Woodhouse Spas) reflect ongoing network expansion.

Name

Soothe

Legal name

Soothe, Inc.

Website

https://soothe.com

Company type

Private

Founded year

2013

Operating status

Operating

Headcount range

11–50 employees

Short description

Soothe is an on-demand mobile wellness marketplace founded in 2013 that connects consumers, corporate clients, and hospitality partners across 73 markets with independent licensed professionals delivering massage, skincare, hair, and beauty services at home, in hotels, or at offices.

Ownership category

akta.pro rank

Product category

On-Demand Mobile Wellness Marketplace

NAICS

Personal Care Services (8121), Other Personal Care Services (81219)

SIC

Services-Health Services (8000), Services-Amusement & Recreation Services (7900)

akta.pro primary industry

Mobile Massage Therapy (HSALAMAF)

akta.pro secondary industries

Mobile Spa & Body Treatments (HSALAMAG), Private Wellness & Retreat Experiences (Personalized Spa, Yoga, Healing) (THAJALAI)

Keywords

• Mobile massage marketplace
• On-demand wellness services
• In-home massage booking
• Corporate wellness programs
• Wellness marketplace platform

Headquarters

HQ city

Los Angeles

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure

Revenue model

1. On-demand service transactions: Soothe charges customers per service for massage, skincare, hair, and beauty appointments booked through the app. Revenue is generated per booking with prices varying by service type, duration, and location. Providers are paid as independent contractors through Soothe's payment collection agency model.
2. SoothePass Subscription: Monthly subscription program offering discounted pricing on all Soothe services (massage, skincare, beauty, nails, hair) with automatic monthly renewal. Members earn points, receive exclusive discounts, and SoothePass minutes. Members of Soothe Plus were converted to SoothePass membership.
3. Corporate Wellness / Soothe At Work: B2B revenue from companies subscribing to employee wellness programs. Employers provide massage and wellness services as employee benefits, with Soothe's nationwide network of independent professionals delivering in-office or remote employee services.
4. Hospitality & Spa Staffing: Revenue from hotels, spas, and premium residential properties that partner with Soothe for on-demand wellness services or additional spa staff during peak demand periods through the Soothe Spa & Hospitality platform.

Pricing tiers

Go-to-market motion3 records

Distribution channels4 records

Marketing channels6 records

Core offering

Soothe operates an on-demand mobile wellness marketplace that connects individuals and businesses with independent, licensed wellness professionals for massage, skincare, hair, and beauty services delivered to the customer's home, hotel, or office. Bookings are made through the Soothe consumer mobile app and provider services are managed through the Soothe Pro app, with services available across 73 markets in the United States, Canada, the United Kingdom, Ireland, and Australia.

Product overview

Soothe is a marketplace platform connecting individuals and businesses with independent wellness professionals offering on-demand massage, skincare, hair, and beauty services delivered to homes, hotels, or offices. The platform operates through two complementary mobile applications: the Soothe App for consumers to book and manage appointments, and the Soothe Pro App for providers to manage their schedules and earnings. The offering includes subscription membership through SoothePass® (providing discounted pricing and loyalty points), gift cards for gifting wellness experiences, and enterprise solutions via Soothe At Work for corporate employee wellness programs and Spa & Hospitality Solutions for B2B partners seeking staffing and on-demand wellness services. The company also operates a proprietary safety training program called Soothe Safe™ and uses third-party vetting through Evident ID for provider background checks.

Differentiator

Problem solved

Functional benefit

Brands

• SoothePass: Monthly subscription membership program offering discounted pricing on all Soothe services including massages, skincare, beauty, nails and hair. Previously known as Soothe Plus.
• Soothe At Work
• Soothe Safe

Products and services

• In-Home Massage, Skincare, Hair and Beauty Services

Quantifiable outcome

• 73 markets served across US, Canada, UK, Ireland, and Australia
• +1 more outcomes

Named customers12 records

Segments4 records

Ideal customer profiles4 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration3 records

Feature4 records

Partnerships

Two partnerships are on record, tiered core.

• Woodhouse SpascoreChannel Partner/ Reseller/ Distributor · 6 October 2022Soothe announced an exclusive partnership with Woodhouse Spas, a high-end luxury day spa franchise that brings a resort-like experience to communities across the US. The partnership was designed to support Woodhouse Spas franchise growth by enabling Soothe to provide supplemental staffing and on-demand wellness services during peak demand periods, leveraging Soothe's network of independent licensed wellness professionals.
• SpartancoreGTM or Marketing Partner · 26 September 2022Soothe, the largest on-demand mobile wellness platform, and Spartan, the world's leading endurance sports and extreme wellness brand, announced a partnership to provide professional massage treatments for athletes after endurance races. Soothe professionals set up tents at 5 select Spartan races (New Jersey, Southern California, Dallas, Arizona, Central Florida) through December 2022. Spartan+ members received personalized massage treatments and individualized wellness plans. CEO John Ellis stated: 'Massage plays a critical role in helping athletes recover and perform at their best.' Ian Lawson, VP Global Partnerships at Spartan, added: 'Massage treatment alleviates soreness, improves range of motion, and helps prevent injury.'

Scale indicators2 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Zeel: On-demand massage therapy marketplace offering in-home and workplace massage bookings via an app, with similar independent-provider model and corporate wellness channel. Most direct head-to-head competitor in mobile massage in the US.
• Blys: On-demand mobile wellness marketplace operating in Australia, the UK, and other countries, offering in-home massage, beauty, and wellness services through a provider network. Directly comparable mobile marketplace model in overlapping geographies.

Broad incumbents

• Urban Company (UrbanClap): Large multi-category home services marketplace (massage, beauty, cleaning, repairs) with a similar app-based, vetted-independent-provider model. Operates at significantly broader scale across multiple service categories and geographies.
• Mindbody: Large incumbent SaaS platform for booking and business management across salons, spas, fitness, and wellness studios. Overlaps with Soothe on the spa/wellness booking layer and represents an alternative channel for therapists Soothe relies on.
• Booksy: Booking and business management platform for beauty and wellness professionals (salons, spas, barbers, massage). Competes for the same independent provider supply and consumer booking intent as Soothe, especially in the beauty/wellness crossover.
• Vagaro: Cloud-based booking, marketing, and management software for salons, spas, and wellness professionals. Competes for the same independent provider supply and consumer booking workflows Soothe depends on.

Emerging players

• MassageBook: Booking, marketing, and practice-management software for massage therapists and small studios. Competes for the supply-side (therapist) attention that Soothe depends on, while also enabling direct consumer booking — partial overlap with Soothe's marketplace.
• Priv (Priv Beauty): On-demand mobile beauty services marketplace (hair, makeup, skincare) delivering to customers' homes. Comparable marketplace model on the beauty/skincare side of Soothe's offering rather than massage.
• Glamsquad: Mobile beauty services provider delivering hair, makeup, and skincare to clients' homes and offices, with corporate event offerings. Comparable on-demand model and B2B event channel to Soothe's beauty and corporate-wellness segments.
• StyleBee: On-demand mobile hair and beauty services platform serving consumers in major US metros via vetted independent professionals. Comparable mobile-marketplace model on the beauty segment of Soothe's portfolio.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/soothe
• Instagraminstagram.com/soothe
• Xx.com/Soothe
• LinkedInlinkedin.com/company/3348544

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Subsidiaries1 record

Funding overview

Funding rounds5 records

Investors6 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A2 records

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Soothe