Former clients and current Massage Addict franchisees Christina and Justin Dabu reflect on their first year as business owners in the wellness industry
By Alyssa Thulmann
In the world of wellness, the holistic approach to self-care begs us to consider the whole picture. Our bodies, connected from head to toe by interlocked systems of personal data, carry with them the effects of everyday life—the stress, the exhaustion, and the labour as well as the love. Therapeutic services targeting the body can improve pain or discomfort as well as decrease stress and improve mental wellbeing; this is the approach that franchised massage therapy brand Massage Addict takes when it comes to caring for their clients through chiropractic care, acupuncture, and yes, massages.
Christina and Justin Dabu began their relationship with Massage Addict as customers, and upon seeing the health benefits, quickly became regular members. Christina came from a background in the dental industry while Justin gained experience in leadership roles at various hospitality and wellness companies.
When it came to their careers, though, the couple had another role that they wanted to muscle their way into. “Christina and I were always keen to one day start a business,” says Justin. “[We] felt franchising was the best approach, with the ability to leverage tried-and-true methods and a support system.” Having experienced for themselves the value of a membership with Massage Addict and learning of the brand’s positive reputation as a franchise, they jumped into opening a location of their own.
Working out the kinks
For the Dabus, 2024 was a big year: Justin earned his MBA and the couple prepared to open the doors of their own Massage Addict location. Fortunately, the franchisor was there to help along the way: “Training and support was best-in-class from the very start. There were weekly calls and regular check-ins in the six months prior to opening,” says Justin.
Massage Addict also provided a library of training resources including recruitment trackers, construction and clinic set-up guides, and operations manuals, alongside virtual cohort training and hands-on in-clinic training.
Finally, on September 4, 2024, the Dabus opened the doors to their new business in Okotoks, Alberta, offering therapeutic wellness services to a welcoming community. “It’s been not only a learning experience but also extremely fulfilling,” the couple shares. “We did not anticipate the impact this business would have and what it would mean for our practitioners and for our clients.”
The first year of operation can be a period full of fluctuations, changes, and challenges for any franchisee. For the Dabus, there was a steep learning curve to navigate with such a big development in their lives. The couple listed construction delays, the recruitment of an entire team from scratch, and the management of their time and workload as some of the kinks they needed to massage out.
“We found it challenging to juggle administrative tasks, daily operations, customer service, and staff management while still making time for family,” Justin says. They also have two young daughters between the ages of six and seven, both of whom are homeschooled. He adds, “it all quickly became overwhelming. Christina and I had to adapt to such a big change for our family.”
However, obstacles are to be expected when beginning any new adventure, and the Dabus built up a support system and a strategy to tackle anything thrown their way. They explain how they focused on prioritizing tasks, delegated and deferred as needed, set boundaries for themselves, and relied on the supports being offered: “This helped to prevent burnout and maintain a healthy balance during this crucial period.”
“In addition, we really needed to be patient, resourceful, and to lean on the franchise systems in place,” says Justin. Since it was their first time owning and operating a business, it was integral they took to heart the expertise of the corporate team. “They helped guide us through many of the year-one challenges of development, construction, recruitment, start-up, and operations.”
Joining the Massage Addict brand also brings with it ongoing support well past the official opening day. The Dabus benefit from being part of a community within the brand. They have access to continuous learning opportunities via webinars offered for both franchisees and staff; recruitment support and invites to recruitment fairs; ongoing system and technology updates; regular check-ins with feedback and performance reports; and shared resources and marketing strategies. Each clinic also has its own franchise business consultant assigned to them. There are even contests between clinics to promote fun and engaging intra-franchise relations.
The holistic approach
As practitioners knead, tap, and align their clients into states of relief and relaxation, Christina and Justin massage the inner workings of their business to ensure the wellness of the establishment as a whole.
“What we enjoy most is the opportunity for Christina and I to bring both of our passions to life through this business. It’s exciting to see how hard work and enthusiasm can translate into something meaningful for so many people,” says Justin.
As many who’ve worked within an organization will understand, one of the most crucial steps in creating a positive environment is developing a team that is not just knowledgeable and hardworking, but supported and happy to be there.
Many of the Dabus’ day-to-day responsibilities revolve around their team—recruiting new members, ensuring that their current staff are set up for success by training, developing, and supporting them in their mission to deliver high-quality care, and fostering opportunities for team building, recognition, and gratitude.
Plus, like any high-quality holistic care, the Dabus consider the whole picture. They handle administrative tasks such as planning the days, weeks, and months in advance so that their front desk team, their practitioners, and by extension, their clients, are conditioned for success. They’re also present to handle any new situations that arise while busting out the necessary problem-solving skills. All of this is to ensure the best care for their clients, who they engage with regularly in order to develop relationships that keep guests coming back again and again.
In traversing their first year as franchise owners, Christina and Justin developed a style that worked well for them and their brand. When Franchise Canada asked the couple the biggest lesson they’ve learned during this time, they responded: “Focus on a few key objectives, namely hiring/developing a great team, investing heavily in early-stage marketing, and cultivating a great in-clinic experience for everyone. These few focuses make the biggest impact in generating momentum and securing early wins.”
Follow your bliss
Now, the Dabus are looking forward to a promising future. They hope to make their clinic the go-to for therapeutic wellness in the Okotoks community. In light of all the positive experiences they’ve gained and the lessons they’ve learned opening their first Massage Addict location, they have plans to open one to two more locations in the next five years as well.
Reflecting on their adventure so far as franchisees, Christina and Justin say, “We would describe the experience as ‘all of the above’: Exciting, challenging, adventurous, transformative, rewarding, and fulfilling.”
For those considering the brand for their own franchise: “Experience a treatment at Massage Addict for yourself, or even better, become a member like we did to learn first-hand the value Massage Addict provides its clients,” the Dabus recommend. “During the discovery process, ask plenty of questions to both the franchisor as well as existing franchise partners—you will learn all you need to know through these conversations.”
Learn more about franchising with Massage Addict
