Recognition reflects MassageLuXe’s people-first culture and the high franchisee satisfaction that continues to attract new investors to the fast-growing brand

ST. LOUIS, Mo., – (Dec. 1, 2025) – MassageLuXe, one of the nation’s fastest-growing spa franchises, announced today that Franchise Business Consultant Maria Hetherington has been named the 2025 Franchise Operations Rockstar by Franchise Business Review.

The annual award celebrates standout operations leaders across the franchising sector. More than 400 operations professionals were eligible this year. Hetherington was selected as a finalist and ultimately earned the top honor based solely on nominations from MassageLuXe franchise owners.

This recognition not only reflects Hetherington’s impact but also speaks to the strength of the MassageLuXe system. Franchisees submitted heartfelt nominations that highlighted her support, leadership, and belief in the people she serves. Their enthusiasm reflects the culture of franchisee satisfaction that MassageLuXe has worked intentionally to build. The brand credits this trust-driven culture as a hallmark of its franchise opportunity and a key factor in continued strong performance across the system.

“Maria is the definition of a franchise operations rockstar,” said MassageLuXe CEO Kristen Pechacek. “She leads with relationships first. She coaches with heart, empathy and a belief in the people she supports. Maria is passionate about helping franchisees grow and this award reflects the impact she has on our system every single day. We are incredibly proud of her. The fact that our franchisees nominated her speaks volumes about the culture we continue to build together.”

Franchise Business Review’s announcement highlighted Hetherington’s reputation as a trusted partner to MassageLuXe owners across the country. Franchisees consistently describe her as supportive, thoughtful and exceptional at elevating both performance and confidence. FBR noted that Hetherington is “always willing to help,” “a cheerleader,” and “an overall gem.”

“I am honored and grateful for this recognition and for the franchisees who took the time to nominate me,” Hetherington said. “Working alongside our owners is the best part of my job. Their drive and passion inspire me every day, and I am committed to helping each of them succeed.”

As Franchise Business Consultant, Hetherington supports MassageLuXe franchise owners nationwide with operational coaching, training, guest experience initiatives and long-term business planning. Her people-first leadership has strengthened franchisee relationships, improved operational consistency and supported the brand’s expansion.

This award adds to a year of meaningful momentum for MassageLuXe, which is preparing to launch new technology enhancements, expand its spa footprint and continue investing in franchisee support and system-wide performance.

For more information about MassageLuXe and its business ownership opportunities, visit massageluxe.com/franchise-opportunities/.

###

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

jwhitted@thunderlymarketing.com

Search