Massage Envy

Before two thousand two, getting a massage was a luxury event. Seventy dollar sessions at day spas, booked once or twice a year for special occasions. The average American spent more annually on coffee than on massage therapy. John Leonesio looked at the industry and saw a pricing problem disguised as a demand problem. He launched Massage Envy with a membership at fifty nine dollars per month for one session. At that price, massage shifted from a yearly splurge into a routine line item alongside gym memberships and streaming subscriptions. Members who once booked twice a year now booked twelve times. Total spending per customer tripled even as the per session price dropped.