What Massage Experts does

Massage Experts is a Canadian franchise massage therapy chain operating under HS Massage Experts Corporation, headquartered in Richmond Hill, Ontario. It delivers Registered Massage Therapist (RMT) services across approximately 16-17 clinics spanning seven provinces from Alberta to Newfoundland. The company was founded in December 2012, opened its first location in Spring 2013, and operates with a total headcount of 101-250 employees across the franchise network. Its service menu spans multiple modalities — Swedish, Deep Tissue, Hot Stone, Prenatal, Sports, and others — delivered by credentialed RMTs in standardized clinic settings.

The business runs on a franchise model with corporate-side oversight of brand, technology, and supplier relationships. Front-end technology is limited to a conventional consumer-facing stack: a mobile app (MEx) and online booking system support appointment scheduling and member account management. No AI/ML components are referenced in the technology stack. On the back end, the chain has built direct-billing integrations with major Canadian insurance platforms including Telus Health eClaims and Provider Connect, allowing in-clinic submission of insured claims, which is a meaningful channel differentiator versus uninsured independents.

Revenue mechanics span several streams: per-treatment retail massage revenue at the clinic level, Club MEx stored-credit membership pre-payments, gift card sales, retail product sales, and corporate wellness contracts. Club MEx functions as a retention and recurring-revenue layer by requiring members to pre-fund treatment credits. Corporate wellness represents a B2B extension beyond the consumer walk-in base. As a privately held franchise parent, Massage Experts does not disclose system-wide or corporate-level revenue, nor any funding events; growth to date appears funded organically by franchisee capital and operating cash flow.

Name

Massage Experts

Legal name

HS Massage Experts Corporation

Website

https://massageexperts.ca

Company type

Private

Founded year

2012

Operating status

Operating

Headcount range

101–250 employees

Short description

Massage Experts is a Canadian franchise massage therapy chain with roughly 16-17 clinics across seven provinces, delivering RMT-administered treatments and direct insurance billing to retail consumers, members, and corporate wellness clients.

Ownership category

akta.pro rank

Product category

Therapeutic Massage Services

NAICS

Offices of All Other Health Practitioners (62139), Other Personal Care Services (81219)

SIC

Services-Misc Health & Allied Services, Nec (8090), Services-Health Services (8000)

akta.pro primary industry

Medical/Therapeutic Massage (Rehab/Pain Management) (HSALAEAO)

akta.pro secondary industries

Deep Tissue Massage (HSALAEAB), Sports Massage (HSALAEAC), Chair Massage & Corporate/On-Site Massage (HSADAHAO), Mobile Massage Therapy (HSALAMAF)

Keywords

• Registered massage therapy
• Therapeutic massage services
• Massage therapy clinics
• Corporate wellness programs
• Franchise massage brand

Headquarters

HQ city

Fredericton

HQ country

Canada

HQ region

North America

Offices17 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Club MEx Membership: Free monthly membership program where members commit to one massage per month. A pre-paid treatment credit is charged on the 1st of each month equivalent to a member-priced 60-minute massage plus taxes. Members receive preferred pricing on all treatments (Save $20 on 60min, $30 on 90min, $40 on 120min), birthday discounts, and can add up to 3 associate members at no additional cost.
2. Per-Treatment Sales: One-time payment for massage therapy treatments including Swedish, Deep Tissue, Hot Stone, Prenatal, Sports, Therapeutic, Cupping Therapy, Lymphatic Drainage, Reflexology, TMJ, Couples, and Veterans/Military special rates. Prices vary by clinic and treatment duration (60, 90, 120 minutes).
3. Gift Cards: Sale of gift cards for massage treatments available for purchase online (instant email delivery) or physical cards at clinic locations. Regional options for Quebec vs rest of Canada.
4. Retail Products: Sale of retail products with Club MEx members receiving 15% discount. Products sold at clinic locations.
5. Corporate Wellness Services: On-site massage services for corporate events, workplace wellness programs, and employee appreciation days. Session lengths range from 5 minutes to full hour treatments, with minimum 4 hours per RMT required.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels7 records

Core offering

Massage Experts is a Canadian franchise brand operating a network of 16+ registered massage therapy clinics across seven provinces, delivering a unified portfolio of 16+ massage therapy services performed by Registered Massage Therapists (RMTs), including Swedish, Deep Tissue, Therapeutic, Hot Stone, Prenatal, Sports, Cupping, Lymphatic Drainage, Reflexology, TMJ, and Couples Massage, plus specialized programs for first-time visitors, Canadian Forces members, veterans, and RMT professionals. The core offering is supplemented by the Club MEx no-contract membership program with preferred member pricing, gift cards, and on-site corporate wellness services.

Product overview

Massage Experts is a Canadian franchise massage therapy company offering a unified service portfolio centered on registered massage therapist (RMT) treatments. The core offering comprises 16 distinct massage therapy services including Therapeutic Massage, Deep Tissue Massage, Swedish Massage, Hot Stone Massage, Prenatal Massage, Sports Massage, Cupping Therapy, Lymphatic Drainage, Reflexology Therapy, TMJ Massage, Couples Massage, and specialized services for first-time visitors, Canadian Forces members (CF1), veterans (Veterans Affairs), and RMT industry professionals. Supporting the service business is Club MEx, a free monthly membership program providing preferred pricing and discounts. Additional offerings include Gift Cards, Corporate Wellness (on-site workplace massage), Family Appointments, and Group Reservations. The company operates a mobile app for appointment booking. Services are available across 17+ franchise locations spanning Alberta, Ontario, Quebec, Nova Scotia, New Brunswick, and Newfoundland, with direct electronic insurance billing through third-party platforms.

Differentiator

Problem solved

Functional benefit

Brands

• Club MEx: Free monthly membership program offering preferred pricing on massage therapy treatments, discounts on retail products, and special birthday offers.

Products and services

• Therapeutic Massage Customizable registered massage therapy combining therapeutic, deep tissue, sports, and stress-relieving Swedish techniques, tailored to the client's physical capacity and long-term health goals. Sold per session to individual consumers.
• Deep Tissue Massage Registered massage therapy using firmer pressure and slower strokes to reach deeper layers of muscle, tendons, and fascia, used to release knots and chronic tension, favored by athletes. Sold per session to individual consumers.
• Swedish Massage The brand's most popular treatment using effleurage, petrissage, friction, bending, stretching, and vibrational techniques at light to medium pressure to increase blood oxygen levels and improve circulation. Sold per session to individual consumers.
• Hot Stone Massage Therapeutic massage combined with warmed stones that provide moist heat directly to deeper muscle layers, for clients who prefer less manual pressure. Sold per session to individual consumers.
• Prenatal Massage Safe, natural registered massage therapy for pregnant women during any trimester, using specialized bolsters for side-laying or face-down positioning to reduce swelling and ease tension. Sold per session to expecting mothers.
• Sports Massage Collection of registered massage techniques for athletes to activate weak muscles, increase range of motion, improve flexibility, enhance performance, and aid recovery from delayed onset muscle soreness. Sold per session to athletes and active individuals.
• Cupping Therapy Modified Chinese medicine practice using suction cups on the skin to break down rigid tissue, release excess fluids and toxins, and improve blood flow and range of motion. Sold per session to individual consumers.
• Lymphatic Drainage Massage Gentle connective tissue massage technique that accelerates lymphatic fluid movement through the lymphatic system to reduce edema and decongest pathways. Sold per session to individual consumers.
• Reflexology Therapy Gentle stimulation of nerve endings to increase blood circulation and encourage natural healing, working on feet, hands, or ears depending on health requirements. Sold per session to individual consumers.
• TMJ Massage Registered massage treatment for jaw pain, bruxism, jaw clenching, and Temporomandibular Joint dysfunction, targeting the masseter muscle and upper cheekbone area. Sold per session to individual consumers.
• Couples Massage Shared massage experience with two therapists providing synchronized treatments in a couples room equipped with two massage tables. Sold per paired session to couples.
• Your First Visit Massage Introductory registered massage offer for new clients featuring customized therapeutic, deep tissue, sports, and Swedish techniques at special first-visit pricing. Sold per session to first-time individual consumers.
• CF1 Therapeutic Massage Discounted registered massage service for Canadian Forces members and their immediate families on DND insurance benefits, providing member-equivalent rates without a membership contract. Sold per session to CF1 / DND beneficiaries.
• Veterans Affairs Massage Specialized registered massage therapy for veterans with VAC pre-authorization, with direct billing through Médavie Blue Cross and support for physical and emotional wellness needs. Sold per session to VAC-authorized veterans.
• RMT Industry Rate Massage Discounted registered massage service for registered massage therapists (RMTs), providing self-care rates with no sales pitch, requiring only a valid RMT Association ID. Sold per session to RMT professionals.
• Club MEx Membership Free monthly membership program offering preferred pricing on treatments ($20 savings on 60-minute, $30 on 90-minute, $40 on 120-minute), a $10 birthday massage discount, 15% retail discounts, and the ability to add up to three associate members at no additional cost. Members commit to a pre-paid monthly treatment credit equivalent to a member-priced 60-minute massage.
• Gift Cards Gift certificates redeemable across the Massage Experts network for any massage service, available for purchase online with instant email delivery or as physical cards at clinic locations, with regional variants for Quebec vs. the rest of Canada.
• Corporate Wellness On-site workplace registered massage services including chair massage, office massage, stress management workshops, and employee appreciation events, delivered using portable massage chairs and tables by visiting RMTs. Sold directly to corporate employers with a minimum 4-hour per RMT booking requirement.
• Family Appointments Family massage sessions in which multiple treatment rooms and therapists are used simultaneously so that multiple family members — including children — can receive treatment during one clinic visit. Sold per coordinated multi-room session to families.
• Group Reservations Group booking service for relaxation dates, bridal parties, bachelor parties, staff appreciation events, and family or friend reunions, using private treatment rooms at Massage Experts clinics. Sold per event to event organizers.
• MEx Mobile App Native mobile application for booking appointments, viewing clinic updates, and getting directions, available on iOS and Android app stores.

Quantifiable outcome

• Many insurance plans cover 80-100% per visit, potentially costing members as little as $0-$20 per treatment after benefits
• +2 more outcomes

Named customers4 records

Segments7 records

Ideal customer profiles6 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration7 records

Feature3 records

Partnerships

Nine partnerships are on record, tiered core.

• Canadian Forces CF Appreciation ProgramcoreGTM or Marketing PartnerMassage Experts partners with the Canadian Forces CF Appreciation Program to offer discounts to eligible military personnel and their immediate families. CF1 card holders receive membership-equivalent discounts without signing a contract. This supports the Canadian Forces community's health and wellness needs.
• Telus Health eClaimscoreTechnology or IntegrationInsurance direct billing platform processing claims for multiple insurance providers including Benecaid, Canada Life, Desjardins, Manulife, Johnston Group, and many others. Enables electronic claims submission for massage therapy treatments.
• Medavie Blue CrosscoreTechnology or IntegrationProcesses direct billing for Alberta Blue Cross, Médavie Blue Cross, RCMP members, and Veterans Affairs Canada. Enables seamless insurance claims for massage therapy services.
• Sun Life FinancialcoreTechnology or IntegrationInsurance direct billing partner enabling members to claim massage therapy benefits directly through Sun Life insurance plans.
• ManulifecoreTechnology or IntegrationInsurance direct billing partner. Note: Manulife requires pre-registration on their website before electronic direct billing can be processed.
• Canada LifecoreTechnology or IntegrationInsurance direct billing partner including Public Service Health Care Plan (PSHCP) for government employees.
• Green Shield CanadacoreTechnology or IntegrationInsurance direct billing partner processed via Provider Connect platform.
• Veterans Affairs CanadacoreGTM or Marketing PartnerVeterans Affairs Canada members receive pre-authorized massage therapy with direct billing through Medavie Blue Cross. Requires annual doctor's prescription and K-health card. VAC rate and direct billing available to eligible veterans.
• RCMPcoreGTM or Marketing PartnerRCMP members receive direct billing through Medavie Blue Cross with annual doctor's prescription required. Must provide identification number beginning with 'R'.

Scale indicators3 records

Recent moves9 records

Expansion highlights4 records

Direct peers

• Elements Massage: US-based franchise studio chain focused on therapeutic, deep tissue, sports, and prenatal massage with a customized single-massage focus per visit. Comparable service portfolio, franchise unit economics, and target customer base to Massage Experts.
• Massage Heights: US-based membership-driven massage therapy franchise with therapeutic, deep tissue, Swedish, sports, and hot stone offerings. Highly comparable franchise model, membership pricing structure, and service menu breadth to Massage Experts' Club MEx approach.
• Hand & Stone Massage and Facial Spa: US-headquartered franchise chain offering massage therapy and facial services with a membership-driven recurring revenue model and direct insurance billing. Expanding into Canada, comparable in franchise unit economics, service breadth, and Club MEx-style loyalty program.
• Massage Addict: Canadian franchise-based massage therapy chain with multiple clinic locations across Canada, offering therapeutic, deep tissue, sports, and relaxation massage. Most directly comparable competitor to Massage Experts by business model, service menu, and Canadian geographic footprint.

Broad incumbents

• Woodhouse Spa: US-based day spa franchise offering massage, facial, and body treatments in a full-service spa setting. Overlaps with Massage Experts on therapeutic and relaxation massage services but operates as a broader day-spa concept with wider service menus and higher price points.
• Massage Envy: Largest massage therapy franchise in North America with over 1,000 locations, operating a membership-based model and offering both massage and skincare services. Acts as the broad incumbent benchmark for franchise-driven, subscription-style massage services in the same category as Massage Experts.

Emerging players

• Soothe: App-based on-demand mobile massage platform connecting customers with licensed therapists for in-home and hotel massage services. Comparable consumer-facing massage offering but with a digital-first, no-clinic delivery model that competes for the same end-customer wallet share.
• The NOW Massage: Boutique massage studio brand emphasizing design-forward, walk-in-friendly massage experiences with a curated service menu. Comparable to Massage Experts on therapeutic massage offering but differentiates on aesthetics, urban locations, and tech-led booking experience.

Regional players

• Blo Blow Dry Bar: Canadian-born franchise chain specializing in blow-out and beauty services, expanding into skincare and wellness. Comparable Canadian franchise DNA and consumer-brand positioning in adjacent personal care services.
• The Ten Spot: Canadian franchise chain offering beauty and personal care services including manicures, pedicures, facials, and massage. Operates in similar Canadian geographies with a comparable franchise model and consumer-facing service portfolio, providing adjacent personal care competition.

Market position

Strengths1 record

Weaknesses1 record

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/MassageExperts

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 Massage Experts