Georgia Doctor Joins Franchise Industry with MassageLuXe Spa

MassageLuXe currently has nearly 80 locations across 16 states and is planning to expand to 250 locations in the next four years.

Dr. Shania Seibles is an Atlanta-area physician specializing in maternal fetal medicine who believes in the healing power of massage therapy so much, she decided to open her first MassageLuXe spa franchise in Peachtree City, Georgia.

Massage therapy is a thriving industry not just in the U.S. but in 29 other countries. According to an FMI Market report, massage therapy is close to a $54B industry in the U.S. And while the revenue potential of owning a massage therapy business is a driver for many who choose to invest, Seibles had a different motivation.

“An increasing number of doctors, including myself, recommend massage therapy to patients,” she says.

“In addition to alleviating the usual muscle aches, massage therapy can be extremely beneficial for people with chronic pain, which can lead to depression if not addressed. It can also reduce anxiety and stress. From a medical standpoint, we can really lessen the burden of many medical problems through massage therapy.”

Unable to find a spa business to accommodate a true massage therapy day for herself and her friends, Seibles decided to open her own. She chose MassageLuXe over other brands because their “franchisees pride themselves on being employers of choice for service providers, which assists in the staffing of MassageLuXe spas. This starts with the partnership between MassageLuXe franchisees and the corporate team.”

In addition to top-notch training and support, MassageLuXe incorporates a custom point of sale software that makes scheduling and client coordination a breeze.

Seibles believes massage therapy is a health and wellness tool with so many benefits that it should be available to people from all walks of life and income levels.

“At MassageLuXe, affordable luxury and accessibility are nonnegotiables. Our membership programs are the most flexible in the business as there are no enrollment fees, no contracts, and a variety of membership options for clients to choose from. Whether you want to share a membership with your family member, pause for a certain period of time, transfer rollover services to a friend or try a new service offering, MassageLuXe democratizes self-care and health and wellness for communities across the country.”

Seibles’ parents were a huge inspiration to her. To honor of their memory, she used her inheritance to continue their legacy.

“As African Americans in the 1950s and 60s, my parents had a lot of challenges in terms of gaining access to higher education. But they persevered and attained PhDs in the study of chemistry. ‘Alchemy’ is the root word for chemistry, which is why I created Alchemy Health and Wellness, Inc., as the parent corporation for my MassageLuXe franchise. A lot of the characteristics and traits that I have are from my parents. Those traits helped me to be a successful physician and I am confident they will also lead me to become a successful business owner.”

Making the transition from full-time physician to entrepreneur can be challenging. However, Dr. Seibles says, “my experiences as a physician, in terms of realizing how important establishing wellness as a person is to my overall success, was a huge component and driving force to seeking ownership in the spa and wellness industry. I think many of the attributes and skills that I have developed as a physician leader translate directly into business ownership, like working with and inspiring a team, dealing with [employees and clients], and certainly talking to clients about their own wellness comes innate to me given my background.”

Seibles has advice for other Black physicians considering franchise ownership. “I would definitely recommend seeking entrepreneurial opportunities whether that is owning your own practice or something outside of medicine. There is a different level of reward that comes with business ownership,” she says. “Invest in something you are highly interested in, that feels natural to you and that you ENJOY, not just for income potential. The process is hard, and business ownership comes with a ton of challenges. This will challenge you in every way possible, including as a person, so make sure you are ready to work on yourself and develop your own skill sets first and foremost.”

MassageLuXe has close to 80 locations across 16 states and is planning to expand to 250 locations in the next four years. Visit its website:

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