Existing franchisee success in Peachtree City and McDonough fuels MassageLuXe’s next phase of expansion across the metro area

ATLANTA – (July 23, 2026) – MassageLuXe, one of the nation’s fastest-growing spa franchises, is targeting Atlanta for continued franchise growth as the company builds on strong local momentum and existing franchisee expansion throughout the market.

MassageLuXe has established a growing presence in the Atlanta area through franchise owners who are investing in the region and helping meet rising demand for accessible wellness services. With three locations operating and three more under construction, Atlanta remains a priority market for future franchise development. In Peachtree City,  Dr. Shania Seibles expanded into wellness entrepreneurship by opening her first MassageLuXe location in May 2023 after building a career caring for mothers and babies.

“Opening my spa has allowed me to continue caring for people in a new way by helping them prioritize their long-term health and well-being,” said Dr. Shania Seibles. “Seeing the strong demand for accessible wellness services in our community has reinforced my confidence in the brand and the opportunity for continued growth throughout the Atlanta market.

In McDonough, retired U.S. Air Force Maj. Lonnie Wilson and his wife, Dianna, opened their MassageLuXe spa in February 2025, bringing the company’s massage therapy, facial and waxing services to another growing Atlanta-area community.

“Atlanta is already proving to be a strong market for MassageLuXe, and the momentum we’re seeing from franchise owners like Shania and Lonnie reinforces why we’re continuing to invest in this region,” said Kristen Pechacek, CEO of MassageLuXe. “Their commitment to growing locally shows the strength of our model and the opportunity that exists across the greater Atlanta area.”

MassageLuXe is prioritizing Atlanta as part of its broader growth strategy throughout the Southeast, seeking additional qualified franchise partners to develop territories across the metro area and surrounding communities. The market’s strong population growth, diverse economy and increasing focus on health and self-care make it a strategic fit for the spa franchise membership-based model, which is designed to support recurring revenue and long-term client relationships.

“Atlanta has the right market fundamentals for long-term franchise development,” Pechacek said. “We see an opportunity to build on the success of our existing franchisees and continue expanding access to high-quality wellness services across the region.”

To support prospective franchisees, MassageLuXe recently launched a six-month educational webinar series led by franchise industry veterans, including Pechacek.

As MassageLuXe continues its national expansion strategy, Atlanta remains a target market for continued development. The day spa franchise’s existing local growth, franchisee investment and continued demand for wellness services position the market as a key area for future expansion.

For more information about MassageLuXe, visit https://massageluxefranchise.com/.

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About MassageLuXe

Founded in 2007 in St. Louis, Missouri, MassageLuXe is a fast-growing franchise-based spa company with a mission to provide an unparalleled experience that supports and encourages health, well-being, and quality of life. MassageLuXe delivers the highest quality massage, facial, and waxing services in a comfortable, relaxing, and luxurious environment. Massage is a service that improves health, promotes relaxation and overall well-being for the consumer, and has been practiced throughout the world for thousands of years. MassageLuXe currently has 101 locations across 20+ states and plans to double in size in the next three years.

Media Contact:

Jordyn Whitted, Thunderly Marketing

(704) 848-7811 | jwhitted@thunderlymarketing.com