One popular spa brand just reported an impressive first quarter of the year, thanks to expanding relationships with veteran franchisees and building new ones with franchising veterans.
Hand & Stone Massage and Facial Spa signed nine franchise agreements in the first quarter of 2026, making it the second-best first quarter for signings in the last five years. The brand is now positioned as the fastest-growing spa franchise in North America.
More than half of those agreements were expansions for existing franchisees, fueled by satisfaction with a model that generates $1.4 million annual gross sales per unit. Roughly half of the franchisees who signed deals with Hand & Stone in Q1 were also veterans leveraging the brand’s military incentives program.
“Our first quarter results are a direct reflection of the investments we’ve made in our development team and infrastructure – featuring more talent, new tools and a sharper focus on presenting what makes our brand special to the right candidates,” said Matt Stanton, Chief Development Officer at Hand & Stone Massage and Facial Spa. “When you see existing operators doubling down, veteran entrepreneurs choosing Hand & Stone and meaningful expansion into high-growth markets, it tells you the model is resonating, and the team is executing. We’re expanding thoughtfully and strategically, and it’s exciting to see the potential of where our brand is headed.”
Five new Hand & Stone spa locations opened their doors in Q1, including Harleysville, Pennsylvania; Millcreek, Utah; Punta Gorda, Florida; Coon Rapids, Minnesota; and Houston Heights, Texas. Leases are in place to open locations in Burr Ridge, Illinois; New Smyrna Beach, Florida; and Stamford, Connecticut by the end of 2026.
Hand & Stone now operates a network of more than 650 units across the U.S. and Canada in their mission to expand access to massage, facial, and skincare services. Their locations delivered more than 1.6 million facials alone in 2025, making Hand & Stone the world’s top provider of facials.
Thanks to the brand’s alignment with rising consumer demand for high-quality spa services at an affordable price and their healthy franchise development pipeline, Hand & Stone feels poised to continue expanding in markets where there are meaningful white space.
“As we look ahead, our opportunity is to continue elevating the brand while expanding our footprint in a disciplined, strategic way,” Stanton said. “We’re focused on delivering a consistent, high-quality experience at all of our spas, while building a system that drives long-term, sustainable success for our franchisees.”
To learn more about franchise opportunities with Hand & Stone Massage and Facial Spa, visit https://handandstone.com/franchise/.
