Ashley Ratliff was 16 years old when her mother introduced her to a spa and the experience of a massage. She’s been smitten ever since. “It’s something I’ve always incorporated into my wellness,” says Ratliff, who is now 41.
Thus, it wasn’t too great of a stretch when she and her husband began exploring potential franchise opportunities, massage therapy concepts were a natural fit. Ashley’s background spans 20 years in marketing and communications in the technology industry. French, her husband, has spent 24 years in management, most recently with a prominent retail brand. “We were deciding what we wanted to do,” she says. “One day, I was trying to find a massage,” recalls the mother of two young girls, “but I couldn’t find an appointment.”
Ashley’s frustration prompted French to begin researching spa franchises, and together, the couple narrowed their options to MassageLuXe, a St. Louis-based concept with 93 locations around the U.S. “They provide a lot of support,” Ashley says of her experiences with the franchise company, which helped provide guidance with site selection, construction, and marketing. “We didn’t have to start over and re-create the wheel.”
In November, Ashley and French opened the doors to their MassageLuXe franchise with a festive ribbon-cutting, complete with balloons and officials from the Wake Forest Chamber of Commerce. The business occupies 2,400 square feet in Atlas Stark’s new 535 Warehouse on South White Street in Downtown Wake Forest. “Business is going really well,” Ashley says of their first few weeks in operation. By late November, the couple had enrolled 160 members – setting a record for a newly launched MassageLuxe location, according to corporate officials – and sold several hundred gift certificates. The business currently has a workforce of 12, with plans to hire more. “It has really taken off,” Ashley says. “We were quite surprised by the interest we’ve seen so quickly.”
Founded in 2007, MassageLuXe offers a wide range of massage treatments, including Swedish and sports to hot stone and deep tissue massages. The franchise even provides prenatal massages and sessions for couples. Members can also choose from a wide menu of facials and waxing treatments. Licensed massage therapists and estheticians review a confidential questionnaire with each new member prior to providing services. Additionally, each therapy room is equipped with a “courtesy button” that allows both members or therapists to summon front-desk personnel to pause the treatment if needed.
MassageLuXe strives to deliver a luxury wellness experience at membership-based pricing that makes its services more accessible. “That was the environment I knew and loved,” says Ratliff, referring to the franchise’s warm textures and elevated mood, which stand in contrast to the “clinical” look of many competing spas. “It just feels different when you walk in,” she explains. “You feel like you’re in a high-end spa, but the member rate allows you to come in more often.”
The Ratliffs chose Wake Forest for their business because of the town’s rapid growth. “Downtown Wake Forest is thriving,” Ashley says. The location was ideal not only due to the area’s development but also because the couple lives nearby in Wakefield, with her parents residing in Wake Forest. Given that the couple’s two daughters are now age 3 and 5, convenience is key. “We don’t want to be absent at home,” Ashley explains.
Support from Atlas Stark and the Town of Wake Forest helped smooth the Ratliff’s start-up journey. The couple worked closely with Hunter Diefes, Development Manager at Atlas Stark. The Raleigh-based company, known for its expertise in adaptive commercial real estate reuse, acquired the nearly 2-acre property in late 2021 and worked for more than two years on its renovation. “Hunter helped us a lot,” Ratliff says. “It’s been hassle-free.”
The Town of Wake Forest also played a pivotal role in their success. “The permitting office is super-fast – the same when it comes to inspections,” according to Ratliff. “They understood what we were working toward, and we were able to meet our deadline for opening,” she adds. “We felt really supported.”
Jason Cannon, President and CEO of Wake Forest Business & Industry Partnership, says the Ratliffs embody a rising generation of entrepreneurs arriving in Wake Forest to pursue their business dreams. “I really admire what they are doing,” Cannon says. “They’ve done their research, they’ve worked hard and smart – and those are the key ingredients for small-business success.”
MassageLuXe is the second business to open in 535 Warehouse, which was originally built in 1961. Earlier this fall, PureBarre, a boutique fitness franchise specializing in body sculpting and strength training, opened next to MassageLuXe. Two food and beverage concepts – Cardinal Bar and Lil Hombre – are expected to launch in late spring next year. Additionally, Mosaic Pediatric Therapy, a provider of specialized services for autistic children, will soon occupy nearly 8,000 square feet in the former furniture warehouse.
“535 Warehouse is transforming into a unique business space that is sustaining the energy that’s been building along South White Street,” Cannon says. “We extend our thanks to our partners at Atlas Stark, and our organization looks forward to supporting the success of MassageLuXe and the other exciting businesses moving into this beautifully restored structure.”
