Play, sweat, and unwind with these newly franchising brands making waves in the wellness scene
By Kym Wolfe
Stress is a part of everyday life, and people are increasingly responding by embracing regular wellness practices. According to the Global Wellness Institute, Canada’s wellness economy was worth $143.8 billion in 2023. For people interested in operating within this growing sector, three recent entrants into the Canadian franchise market offer opportunities that cater to different ages and demographics. Whether it’s providing an immersive and relaxing experience at Sabai Thai Spa, promoting the ultimate “hot exercise” experience at HOTWORX, or building kids’ confidence and sparking their imagination through Drama Kids, these franchises are helping Canadians protect and improve their physical and mental health and wellness every day.
Sabai Thai Spa
Nuttha Goutier was born and raised in a small village in Thailand where she learned natural wellness practices that were part of everyday life—including Thai massage. Her husband, Jacques Goutier, is a trained registered massage therapist. Together they brought a fusion of authentic Thai massage and modern practices to British Columbia with the opening of the first Sabai Thai Spa in 2005. Now they have seven locations across British Columbia and have set their sights on expanding Sabai Thai Spa’s presence across Canada. The first franchise location will open in Burnaby in the fall of 2025, and the couple’s goal is to eventually have 100 locations from coast to coast.
Thai massage involves a combination of stretching, movement, and pressure designed to relieve joint and muscle pain. While it would traditionally take place on a firm floor mat, the Goutiers have adapted their offerings to suit the Canadian market, opting for a typical massage table with a face rest. But the environment they’ve created in their spas incorporates the sights, sounds, and smells found in a traditional Thai setting—bamboo, lemongrass scents, jasmine lotions and oils, and music piped into the treatment rooms that is composed in Thailand and played on traditional Thai instruments.
“Sabai Thai Spa is rooted in authentic, Thai-inspired wellness—a sanctuary where traditional Thai healing meets modern self-care,” says Nuttha. There are a variety of massage options, facials, and skin treatments, plus eco-friendly spa products to take home.
When they first opened Sabai Thai Spa 20 years ago, the Goutiers also ran the Thai Massage School of Vancouver. The school has since closed, but the Goutiers incorporated elements of that curriculum into their current training and created a video library of training tools. Each location has a spa services trainer who works with and tests employees and massage therapists, ensuring that techniques are used properly and consistently across the franchise system.
Initial franchisee training covers all aspects of the spa’s operations as well as customer experience management and how to create an environment that attracts and retains good talent. Technology-driven operational tools are designed to streamline business growth, and ongoing mentoring and marketing support is provided to ensure long-term success.
“The ideal franchisee is passionate about wellness, self-care, and exceptional customer experiences,” says Jacques. “With strong leadership skills and a willingness to embrace our proven model, they can start with a manager, a trainer, and a small team, and easily grow to be multi-unit owners.”
Drama Kids
The Drama Kids concept was launched in Australia in 1979, and for 45 years has positively impacted children and youth in communities around the globe. “Drama programs develop creative expression, confidence, self-esteem, and resiliency, and build communication, presentation, and social skills. It’s empowering for participants… it just changes their lives,” says Ellie Reynolds, CEO of DramaKids Canada. The franchise now has its global headquarters in England and a head office in Canada, where it is in its initial development stage and looking to establish franchise partnerships in communities across the country.
The ideal franchisee will have a passion for working with children and having a positive impact on their lives. “We have teachers and early childhood educators doing this—some initially as a side hustle—because it is so meaningful for them,” says Reynolds, “but you don’t need to have that work experience. We will teach you everything you need to know.”
The initial one-week training program covers specialist teacher training and all curriculums. The structure remains the same each week, but each lesson is different, and Drama Kids has developed ample content geared to each age group, says Reynolds. “A child can join at age three and stay until they are 18 without ever repeating a lesson.” There is also training in operations and marketing, which includes how to hire and train teachers and how to connect with parents, schoolteachers, and principals. During the first year, a new franchisee receives one-on-one mentoring by a seasoned, successful Drama Kids franchisee. Reynolds is also available to provide whatever supports are required. “My objective is to build a strong Canadian team,” she says.
There are three distinct revenue streams for franchisees: one-hour weekly sessions held after school or on weekends during the school year; birthday parties and camps during school breaks and summer; and in-school customized workshops focused on specific themes like Shakespeare, anti-bullying, literacy, the transition from elementary to secondary school, and many more unique workshops. Sessions are held in schools or rented spaces, so there is no cost to building a brick-and-mortar location, says Reynolds. “It could be a library, community centre … it’s a mobile business that allows you to go where the families are.”
This is an attractive franchise opportunity for both owner/operators and investors who want to hire managers for their locations, says Reynolds. “The educational market is fairly recession-proof,” she says, noting that parents will cut back in other places before cancelling extra-curricular activities.
HOTWORX
HOTWORX offers a distinctive workout experience combining infrared-energy-heated studios with small-group exercise programs led virtually by a qualified instructor. Using the HOTWORX app, clients pay a monthly fee that allows them 24/7 access to the studios, so they can schedule an efficient workout (either 15 or 30 minutes long) that fits their own schedule, day or night.
Clients are primarily women between the ages of 25 and 45 “who want to discover their inner warrior,” says CEO Stephen Smith. The company’s patented saunas use infrared energy to penetrate the skin, enhancing the benefits of traditional workouts. The 12 unique workouts, delivered on screens, include isometric and HIIT programs, each tailored to maximize calorie burn and enhance fitness benefits. A typical location will have 10 saunas in which three participants can work out at a time.
There are currently more than 750 locations, mainly in the U.S., and the first Canadian HOTWORX franchise will open in Calgary in the first half of 2025. “We anticipate Canada to be a strong market,” says Smith. The company will initially target cities with a high concentration of fitness enthusiasts and potential franchisees such as Calgary, Toronto, and Vancouver. HOTWORX is seeking multi-unit owners who will hire managers to run the daily operations. The company’s strategy is to have one location for every 100,000 people in every market.
Since the workout classes are all pre-recorded and there’s no need to hire or train instructors, each location will be able to respond quickly to fluctuating client demand when scheduling classes. Locations are staffed by client service providers 50 hours per week, requiring two to three part-time staff in addition to the full-time general manager. Clients can easily access the studios through their HOTWORX app, even when there are no staff on-site.
The initial virtual training program for franchisees comprehensively covers operations, customer service, sales, and marketing. Each new franchise “player” is assigned a member of the HOTWORX coaching staff. “Nothing is more important to the profitability of a franchise location than a reliable weekly business coaching process,” says Smith. “The coaches train and motivate the players to execute the HOTWORX playbook at the highest possible level of business operations.”
Smith says HOTWORX is looking for franchise owners with sound business acumen, leadership skills, and a strong work ethic, who focus on the client experience and understand that growing a business takes time and effort.
