JEM Wellness Brands

What JEM Wellness Brands does

JEM Wellness Brands is a privately held, Atlanta-based franchise investment company founded in 2022 that owns and operates multiple wellness service brands across the United States, including Crunch Fitness (fitness clubs), Massage Envy (therapeutic massage, stretch, and skincare), and European Wax Center (professional waxing and skincare). The company employs 51-100 corporate staff, supports a workforce of more than 900 active massage therapists (615 full-time), and operates 15 Crunch Fitness locations nationally with an announced expansion target of 75 new Crunch gyms by 2032. Its operating geography currently spans Northern California, Illinois, and Wisconsin, with the Naperville, IL Crunch (opening fall 2026) marking its first suburban location.

JEM generates revenue through three distinct franchise channels: recurring membership and personal-training fees at Crunch Fitness, subscription-based therapeutic massage and skincare services at Massage Envy (with members visiting monthly and 87%+ system-wide booking rates), and transactional service fees plus retail product sales at European Wax Center. The Crunch Fitness brand, which JEM operates as a franchisee, ranks #1 in fitness and #32 overall on Entrepreneur's Franchise 500 (2025), spans 500+ corporate-system locations and 3 million members globally, providing significant brand leverage to JEM's owned locations. Massage Envy locations are reported to maintain 87%+ booking rates with top centers reaching 99%, supported by an unusually strong therapist retention profile (3.5-year average tenure, 200+ therapists with 5+ years, 26 with 10+ years).

The company's go-to-market motion is franchise acquisition and unit rollout, formalized through a partnership with Atticus Franchise Group since 2022 (initially six Northern California Crunch acquisitions) and a stated goal of disciplined multi-region unit growth. There is no proprietary technology platform disclosed; operations rely on the underlying franchisor systems (Crunch, Massage Envy, European Wax Center) and standard corporate marketing channels (LinkedIn, Facebook, Instagram, blog, careers). Leadership comprises CEO Troy Croghan and COO Amber Martinez for Crunch Fitness, alongside Regional VP of Operations West (Scott Melvin), VP of Operations (Chris Getty), and Director of L&D (Fatima Rodriguez). No external venture or private equity backing is referenced in the available materials; the company appears founder- or management-owned.

Name

JEM Wellness Brands

Legal name

JEM Wellness Brands, LLC

Website

https://jemwellnessbrands.com

Company type

Private

Founded year

2022

Operating status

Operating

Headcount range

51–100 employees

Short description

JEM Wellness Brands is an Atlanta-based franchise investment company that owns and operates Crunch Fitness, Massage Envy, and European Wax Center locations across the U.S., serving individual wellness consumers through fitness memberships, therapeutic massage subscriptions, and beauty services.

Ownership category

akta.pro rank

Product category

Wellness and Fitness Services

NAICS

Fitness and Recreational Sports Centers (713940)

SIC

Services-Membership Sports & Recreation Clubs (7997)

akta.pro primary industry

Corporate/Workplace Wellness Coaching (HSADAGAL)

akta.pro secondary industries

Athlete Wellness & Lifestyle Management/Concierge (Relocation, Personal Ops) (MPAKAMAK), Private Wellness & Retreat Experiences (Personalized Spa, Yoga, Healing) (THAJALAI)

Keywords

• Wellness franchise operations
• Fitness club management
• Massage therapy services
• Skincare and waxing services
• Consumer wellness memberships

Headquarters

HQ city

Atlanta

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Infrastructure, Marketing or Sales, Others

Revenue model

1. Franchise Operations - Crunch Fitness: Operating Crunch Fitness health clubs as a franchisee. Revenue generated from membership fees, personal training services, and ancillary fitness services. Company has acquired six Northern California Crunch locations and partnered with Atticus Franchise Group for expansion.
2. Franchise Operations - Massage Envy: Operating Massage Envy locations providing therapeutic massage, stretch, and skin care services. Revenue from membership subscriptions and per-service fees. Members typically visit monthly under membership model with 87%+ booking rates.
3. Franchise Operations - European Wax Center: Operating European Wax Center locations offering waxing services and skincare products. Revenue from service fees and retail product sales.

Distribution channels3 records

Marketing channels5 records

Core offering

JEM Wellness Brands is a franchise investment company that owns and operates three health and wellness franchise platforms: Crunch Fitness (strength training, cardio, group fitness, HIITZone training, and recovery spaces), Massage Envy (therapeutic massage, stretch therapy, and skincare services via membership), and European Wax Center (professional waxing services and skincare/brow/body products). Services are delivered in-person at owned physical retail locations, generating revenue from recurring memberships, per-service fees, and ancillary retail product sales.

Product overview

JEM Wellness Brands is a franchise investment company operating a portfolio of first-in-class health and wellness franchise platforms. The company owns and operates three distinct wellness brands: Crunch Fitness (fitness/gym services), Massage Envy (therapeutic massage and skincare), and European Wax Center (hair removal services). JEM serves communities, team members, and guests through these brands, with a focus on delivering returns to all stakeholders while empowering people to feel good in their bodies, confident in their choices, and connected to a lifestyle of wellness.

Differentiator

Problem solved

Functional benefit

Brands

• Crunch Fitness: The 'No Judgement Gym' — a fitness franchise brand offering strength and cardio equipment, group fitness classes, HIITZone training, and recovery spaces. Ranked #1 Gym in Fitness by Entrepreneur Franchise 500 (2025).
• Massage Envy
• European Wax Center

Products and services

• Crunch Fitness Fitness gym franchise branded as the 'No Judgement Gym,' offering strength training equipment, cardio machines, group fitness classes, HIITZone training areas, and recovery spaces for individual consumers on a recurring membership basis.
• Massage Envy Therapeutic massage, stretch therapy, and skincare services franchise founded in 2002 and offered by JEM Wellness Brands via a membership model targeting individual consumers who visit monthly, supported by 900+ active massage therapists.
• European Wax Center Hair removal salon chain offering professional waxing services along with proprietary Comfort Wax, private waxing suites, and skincare, body, and brow retail products for individual consumers.

Quantifiable outcome

• 87%+ booking rates across massage therapy locations
• +3 more outcomes

Named customers3 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Two partnerships are on record, tiered core.

• Continental Realty CorporationcoreChannel Partner/ Reseller/ Distributor · 17 March 2026Continental Realty Corporation owns and operates the Fox River Commons shopping center in Naperville, Illinois. JEM Wellness Brands signed a lease with Continental Realty to open a new Crunch Fitness location (32,744 sq ft) in the former Bed Bath & Beyond space at this shopping center.
• Atticus Franchise GroupcoreStrategic or Co-development PartnerJEM Wellness Brands partnered with Atticus Franchise Group as part of their expansion strategy. Since 2022, the company has acquired six Northern California Crunch locations and continues to grow through this partnership, with goal to open 75 new gyms by 2032.

Scale indicators7 records

Recent moves9 records

Expansion highlights5 records

Others

• Roark Capital Group: Roark Capital is a private-equity firm focused on multi-unit franchise businesses (Inspire Brands, Driven Brands, FOCUS Brands, Massage Envy franchisor). Relevant capital-provider and consolidator analogous to a potential JEM exit or scale-up path.

Emerging players

• Glo30: Glo30 is an emerging franchise combining infrared fitness, Pilates, and skincare services. Comparable to JEM's multi-modality wellness approach, though smaller and earlier-stage.
• The NOW Massage: The NOW Massage is a boutique massage-focused franchise brand with a contemporary retail-store concept. Emerging competitor in the massage category where JEM operates Massage Envy locations.

Direct peers

• Hand & Stone Massage and Facial Spa: Hand & Stone is one of the largest massage-and-facial-spa franchises in North America. Direct competitor to JEM's Massage Envy operations in the membership-based massage category.
• Massage Heights: Massage Heights operates a membership-based therapeutic massage and skincare franchise. Direct competitor to JEM's Massage Envy business with similar membership model and therapist-led service delivery.
• Xponential Fitness: Xponential Fitness is a publicly-traded multi-brand fitness franchisor (Club Pilates, Cyclebar, Row House, StretchLab, Rumble Boxing, etc.). Most directly comparable to JEM in operating a multi-brand wellness franchise roll-up strategy.
• F45 Training Holdings: F45 operates a global functional-training fitness franchise. Comparable to JEM's Crunch Fitness operations as a franchise-based boutique/group fitness brand with similar membership economics.

Broad incumbents

• Self Esteem Brands (Anytime Fitness parent): Self Esteem Brands operates Anytime Fitness and several other franchise brands (basecamp, The Bar Method) globally. Larger multi-brand wellness/fitness franchisor with broader portfolio and international footprint.
• Planet Fitness: Planet Fitness is the largest low-cost membership fitness operator in the U.S. with 2,500+ locations. Overlaps with JEM's Crunch value-positioned fitness offering in the membership gym segment.
• Life Time Group Holdings: Life Time is a publicly-traded premium health club operator with 170+ locations. Comparable to JEM's Crunch operations as a large-scale membership fitness brand, though operating company-owned rather than franchised.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/jemwellnessbrands
• LinkedInlinkedin.com/company/jemwellnessbrands
• Instagraminstagram.com/jemwellnessbrands

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 records

Subsidiaries3 records

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 JEM Wellness Brands