The massage space is crowded.
You’ve got the high-volume, low-price players like Massage Envy and Hand & Stone…
And the luxury tier led by brands like Woodhouse Spa.
But Geoff Schneider thinks there’s a gap in the middle.
That’s why his holding company, GoSaga, just acquired 14-unit Squeeze Massage, founded by the creators of Drybar, and plans to relaunch franchise development in 2026.
Schneider calls Squeeze “affordable luxury.”
Not Gucci. Not bargain-bin.
“More like Coach,” he says.
Squeeze built a strong brand and a tech-forward customer experience, with app-based booking and personalized preferences baked directly into the visit.
But behind the scenes, the franchisor struggled. They grew quickly, touting 70 units in development by 2023, but fell behind operationally, eventually closing six locations.
Schneider bought the company at a “heavy, heavy discount.”
Because the brand equity was strong, but the franchisor systems weren’t.
His thesis is simple, become an efficient franchisor.
Shared services, better vendor leverage, and stronger unit-level support.
To execute that vision, Squeeze now has a new president, Jessica Yarmey, former CMO of Club Pilates. Her priority is to rebuild franchisee trust by giving operators better lead generation, stronger marketing tools, and more control at the local level.
GoSaga is assembling a portfolio across fitness and wellness, Vio Med Spa, FitLab concepts, and now Squeeze, all designed to benefit from scale and shared capabilities.
As Schneider puts it:
GoSaga is in “the messy middle,” shedding some brands, acquiring others, and building toward a platform strong enough to compete with players like Xponential Fitness and Extraordinary Brands.
The next phase starts in 2026.
And Squeeze might be the centerpiece.