The beauty and wellness franchisor behind Drybar and Elements Massage opened six studios and signed 15 new agreements in a strong second quarter.
WellBiz Brands, the franchisor behind Drybar, Elements Massage, Fitness Together, Amazing Lash Studio and Radiant Waxing, closed the second quarter with six new studio openings, 15 new franchise agreements and nine renewals. The growth pushes the portfolio to 737 locations. New agreements included multi-unit Drybar development in Northern New Jersey and a three-unit Elements Massage deal in the Bay Area, plus first-to-market Drybar and Radiant Waxing studios in Buffalo, New York.
Running five brands under one franchisor lets WellBiz spread marketing, technology and supply chain costs across a bigger base, then point interested owners toward whichever concept fits their market best. That's a structural advantage single-brand franchisors don't have, and it shows up in the renewal rate: nine existing franchisees signed on for more territory instead of cashing out.
WellBiz has spent the past year trimming Drybar's development costs, a direct response to franchisees flagging build-out expenses as a barrier to new signings. Lower upfront costs paired with a membership-based revenue model make the brand easier to pitch to first-time owners, which matters as franchise development competes harder for capital across every category.
WellBiz used its annual Next Starts Now conference to unveil an updated Elements Massage studio design, aiming to get existing franchisees to reinvest in refreshed locations rather than just adding new ones. For operators in adjacent membership-model categories, that focus on retention and same-store reinvestment is as telling as the new unit count.
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