What Squeeze does

Squeeze AS is a Norwegian private limited company founded in 2018 and headquartered in Oslo that operates a national chain of professional massage clinics under the Squeeze brand. As of the most recent data the company runs 41 clinic locations across Norway, spanning Oslo, Akershus, Bergen, Trondheim, Stavanger, Agder, Buskerud, Vestfold og Telemark, and Østfold, with announced openings at Oslo Airport Gardermoen and Thon Senter Bergen both slated for July 7, 2026. Treatment lines are organized into Classic Massage (full body, upper body, lower body), Performance Massage (deep-tissue for active individuals, upper/lower body, full body), and Pregnancy Massage (weeks 13–36), with optional paid add-ons including aroma oils, eye mask, foot mask, face mask, tiger balm, magnesium oil, and massage cream. A self-serve Hydrojet massage chair and short walk-in massages are available at the upcoming airport location.

The commercial model rests on a digital booking platform at booking.squeeze.no that handles clinic search, treatment selection, scheduling, and payment, paired with the Squeeze+ subscription programme offering 25, 50, 75, or 100 monthly massage minutes at 595–2,045 NOK/month with a 5–10% loyalty bonus, partner discounts across a curated wellness stack, 12-month minute validity, and pause/cancel flexibility. Revenue is generated from subscription recurring fees, per-treatment one-time payments, gift cards (12-month validity, splittable across treatments), and add-ons; gift cards and walk-in airport treatments act as low-friction entry points that feed conversion into Squeeze+. Marketing combines content marketing on health/wellness topics, long-term ambassador partnerships with elite athletes, Oslo Marathon sponsorship, SEO-optimized clinic pages, email, and prominently featured 90,000+ customer reviews with a 9.4/10 satisfaction rating, and the company has delivered over 700,000 massages since founding.

The company is privately held with no disclosed funding rounds, parent company, or external investors, and operates entirely within Norway as a single-country consumer services business. Operations are lean for the footprint (51–100 employees), reflected in an asset-light retail-massage model where bookings, marketing attribution, and customer data are orchestrated through the proprietary booking platform rather than through complex third-party tooling. GDPR/personal data compliance is maintained under Norwegian law, and the company holds no disclosed patents, certifications beyond GDPR, or regulated medical status despite offering pregnancy-specific services within stated gestational windows.

Name

Squeeze

Legal name

Squeeze AS

Website

https://squeeze.no

Company type

Private

Founded year

2018

Operating status

Operating

Headcount range

51–100 employees

Short description

Squeeze is a Norwegian private massage clinic chain operating 41 locations nationwide, offering Classic, Performance, and Pregnancy massage plus add-ons, with a digital booking platform and the Squeeze+ subscription (25–100 monthly minutes) as its core recurring revenue engine.

Ownership category

akta.pro rank

Product category

Massage Therapy and Wellness Services

NAICS

Other Personal Care Services (81219)

SIC

Services-Nursing & Personal Care Facilities (8050)

akta.pro primary industry

Spa & Massage Services (Day Spas, Massage Studios, Treatment Packages) (THAJAHAC)

akta.pro secondary industries

Deep Tissue Massage (HSALAEAB), Chair Massage & Corporate/On-Site Massage (HSADAHAO), Aromatherapy Massage (HSALAEAM)

Keywords

• Professional massage therapy
• Massage subscription service
• Therapeutic massage clinic
• Wellness massage network
• Recurring massage membership

Headquarters

HQ city

Oslo

HQ country

Norway

HQ region

Europe

Offices17 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Squeeze+ Subscription: Monthly recurring subscription providing 25-100 massage minutes per month at discounted subscriber rates. Includes loyalty bonus (5-10% cashback on treatments), partner discounts, and 12-month validity on accumulated minutes. Minimum binding period followed by rolling monthly commitment.
2. Per-treatment sales: One-time payment for individual massage treatments (25-100 minutes). Classic, Performance, and Pregnancy massage categories with pricing by duration and treatment type. Walk-in options available at Oslo Airport.
3. Gift cards: Pre-paid gift cards redeemable across treatments. Gift card minutes can be split across multiple treatments. Valid for 12 months from purchase. Not redeemable for walk-in 10/20 min treatments or massage chair at Oslo Airport.
4. Add-ons and extensions: Supplementary services added to treatments: aroma oils (Energy/Relax), eye mask, foot mask, face mask, tiger balm, magnesium oil, massage cream. Extra massage minutes purchasable beyond subscription allocation.

Pricing tiers

Go-to-market motion3 records

Distribution channels5 records

Marketing channels6 records

Core offering

Squeeze operates a chain of 41 professional massage clinics across Norway, delivering therapist-led Classic, Performance, and Pregnancy massage treatments in durations from 25 to 100 minutes. Its flagship commercial offering is the Squeeze+ subscription programme (595–2,045 NOK/month), which allocates 25–100 monthly massage minutes at discounted subscriber rates, includes a 5–10% loyalty bonus, partner perks, and 12-month validity on accumulated minutes, supported by a self-serve digital booking platform (booking.squeeze.no).

Product overview

Squeeze is a Norwegian massage services company operating 41 clinic locations across Norway. The core product is Squeeze+, a subscription programme (25–100 minutes/month) that provides members with discounted pricing, a loyalty bonus programme (5–10%), partner discounts, and flexible cancellation terms. Core services are delivered across three branded treatment lines: Classic Massage for general relaxation and wellness; Performance Massage for athletes and active individuals (upper body, lower body, full body deep tissue); and Pregnancy Massage for weeks 13–36. All treatment categories offer multiple duration options with add-ons such as aroma oils, eye masks, foot masks, face masks, tiger balm, and magnesium oil available at booking. Supplementary offerings include gift cards (valid 12 months, splitable across treatments) and a new airport clinic at Oslo Lufthavn opening July 2026.

Differentiator

Problem solved

Functional benefit

Brands

• Squeeze+: Subscription membership program offering monthly massage minutes, best pricing, bonus rewards (5-10%), partner benefits, and flexibility with no commitment and 12-month validity on massage minutes.

Products and services

• Squeeze+ Subscription Monthly subscription programme (595–2,045 NOK/month) granting 25–100 monthly massage minutes at discounted subscriber rates, with a 5–10% loyalty bonus on completed treatments, partner-discount benefits, 12-month validity on accumulated minutes, and flexible pause/cancel with a 12-hour cancellation window. Available to Norwegian consumers aged 18+ via the booking.squeeze.no registration flow.
• Classic Massage (Klassisk massasje) Traditional relaxation and wellness massage offered in 25, 50, and 75-minute durations for full body, upper body, lower body, and face/neck/scalp, designed to relieve muscle tension and improve circulation. Available across all 41 Squeeze clinics in Norway.
• Performance Massage Deeper massage targeting active individuals to accelerate recovery, reduce post-training soreness, and improve mobility. Offered for upper body (50 min), lower body (50/75 min), and full body (100 min). Available across the Squeeze clinic network.
• Pregnancy Massage (Gravidmassasje) Adapted massage for expectant mothers during weeks 13–36, using a specially designed cushion and gentle techniques to relieve pregnancy-related back, leg, and neck discomfort and improve circulation. Available as a 50-minute treatment.
• Gift Cards (Gavekort) Prepaid digital gift cards valid for 12 months from purchase, redeemable across Squeeze clinics on Classic, Performance, and Pregnancy treatments (cannot be used on walk-in 10/20-min treatments or the massage chair at Oslo Airport). Minutes can be split across multiple treatments.
• Treatment Add-ons Optional supplementary services added at booking alongside any massage treatment: aroma oils (Energy and Relax variants, 45 NOK), eye mask (45 NOK), foot mask (75 NOK), face mask (145 NOK), tiger balm (45 NOK), magnesium oil (95 NOK), and massage cream (35 NOK). Extra massage minutes beyond subscription allocation are also purchasable.
• Oslo Airport (Gardermoen) Walk-in Services Airport-located walk-in service at Oslo Lufthavn Gardermoen offering Hydrojet self-serve chairs, 10–20 minute short massages, and full Squeeze Massage treatments for travelers, opening July 7, 2026.

Quantifiable outcome

• 700,000+ massages delivered to date
• +4 more outcomes

Named customers5 records

Segments6 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration3 records

Partnerships

13 partnerships are on record, tiered core and minor.

• Oslo MarathoncoreGTM or Marketing Partner · 1 April 2024Second-year partnership providing massage services at subscription pricing for marathon participants. Massage positioned as important for race prep, recovery, and staying injury-free. Partnership active from announcement through September race date.
• EVO FitnessminorGTM or Marketing PartnerSqueeze+ subscriber benefit: Up to 3 months free training. Fitness chain partner providing gym access as subscription perk.
• SALTminorGTM or Marketing PartnerSqueeze+ subscriber benefit: Up to 45% off morning sauna sessions. Wellness partner specializing in sauna experiences.
• Floating OslominorGTM or Marketing PartnerSqueeze+ subscriber benefit: Up to 50% off float sessions. Sensory deprivation/isolation tank provider for recovery and relaxation.
• SpiroxminorGTM or Marketing PartnerSqueeze+ subscriber benefit: 35% off HBOT (Hyperbaric Oxygen Therapy) treatment packages. Medical wellness provider for enhanced recovery.
• SummitminorGTM or Marketing PartnerSqueeze+ subscriber benefit: 50% off first month or 15% off annual membership. Climbing/fitness facility.
• MediominorGTM or Marketing PartnerSqueeze+ subscriber benefit: 3 months free mindfulness and relaxation app. Norwegian mindfulness app with 100+ guided exercises for sleep, calm, and stress relief. Promo code XY74NJK4VE89.
• Heit BergenminorGTM or Marketing PartnerSqueeze+ subscriber benefit: 15% off sauna sessions. Bergen-based sauna partner.
• OliominorGTM or Marketing PartnerSqueeze+ subscriber benefit: 15% off gift cards. Wellness/beauty retailer.
• Kiellands Plass HelseminorGTM or Marketing PartnerSqueeze+ subscriber benefit: Full-body red light therapy in 15 minutes. Health clinic offering photobiomodulation.
• KOKminorGTM or Marketing PartnerSqueeze+ subscriber benefit: 20% off all experiences. Wellness/experience provider.
• Anja Næsland (Ambassador)minorGTM or Marketing PartnerContent creator ambassador. Delivers UGC content for Squeeze marketing. Passionate about wellbeing and self-care.
• Gro Hammerseng-Edin (Ambassador)minorGTM or Marketing PartnerElite handball athlete and long-term ambassador. Former professional athlete using massage for recovery. Long-term partnership promoting massage as everyday wellness habit.

Scale indicators4 records

Recent moves10 records

Expansion highlights5 records

Direct peers

• Massage Envy: Largest US-based subscription massage and skincare chain (~1,100 franchised locations). Operates a near-identical membership model (monthly minutes) and treatment categories, making it the closest global comparable in unit economics and customer behavior.
• Massage Heights: Subscription-based massage and wellness franchise with 130+ US/Canadian locations. Comparable in member-based monthly minutes model and multi-treatment menu (relaxation, therapeutic, athletic).
• The Now Massage: US boutique massage studio chain emphasizing modern, accessible design and walk-in convenience. Comparable in single-massage-category focus, urban retail clinic format, and digital booking.
• Hand & Stone Massage and Facial Spa: US/Canadian massage and facial chain with 500+ locations and a membership model offering monthly services. Direct comparable in retail clinic format, subscription pricing tiers, and mixed classic/performance/facial menu.
• The Massage Company: UK-based monthly membership massage chain with multiple studios. Closest European peer in subscription-driven retail massage model and multi-location suburban/urban clinic strategy.

Broad incumbents

• Life Time Fitness: US large-format fitness club operator with integrated spa, recovery, and wellness services on a membership basis. Comparable in the bundled wellness-membership concept and cross-sell of massage/recovery within a broader active-lifestyle offering.

Emerging players

• Soothe: On-demand mobile massage platform connecting customers with therapists for in-home or hotel treatments. Comparable in customer-facing massage booking and recurring usage, but contrasts with Squeeze's retail clinic model as an asset-light alternative channel.

Regional players

• Farris Bad: Norwegian spa and wellness hotel operator in Larvik offering massage, thermal baths, and wellness packages. Comparable as a regional premium wellness provider competing for the same Norwegian consumer wellness wallet.
• Pure Massage: UK-based boutique massage studio operator. Comparable in service-only model and urban retail footprint, though operating in a different geography than Squeeze's Norwegian domestic focus.

Others

• Booksy: Booking and marketplace platform for beauty and wellness professionals. Comparable as a digital infrastructure layer for wellness appointments; relevant adjacently given Squeeze's self-serve booking platform (booking.squeeze.no) and Norwegian beauty/wellness ecosystem.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/squeeze.no
• LinkedInlinkedin.com/company/squeezeno

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

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

M&A

Investments

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

Frequently asked questions about Squeeze