From Massage Heights to Heights Wellness Retreats: Reinventing Through Demand

What if the best franchise systems aren’t planned—butdiscovered? In this episode of Franchise Today, Stan Friedmansits down with Shane Evans, CEO of Heights Wellness Retreats, to explore how an unplanned franchise journey turned into a 120+ unit wellness brand built on organic demand, adaptability, and resilience.Shane opened the first Massage Heights location in 2004 withno intention of franchising. But customers quickly began asking for more locations—and investment opportunities. By 2006, franchising wasn’t a strategy; it was a response to demand.Through the 2008 financial crisis and COVID-19, Shane andher team continuously evolved the model—reworking memberships, expanding services, and eventually rebranding into Heights Wellness Retreats. Today, the brand blends massage and skincare with touchless wellness technologies, like cryotherapy, red light therapy, and sauna experiences. Shane explains how together, AI and wellness two of the fastest-growing sectors globally, have enabled her to utilize technology to enhance—notreplace—human service, and what modern franchisees must understand about capital, culture, and consumer experience.This episode offers a masterclass in listening beforescaling—and building a franchise system that lasts.