Wellness Concepts Eyeing Atlanta for Growth

The parent company of several national beauty and wellness concepts is eyeing Atlanta for the growth of two of its brands.

WellBiz Brands wants to bring several more locations of Elements Massage and Radiant Waxing to metro Atlanta.

“Atlanta is a growth market for both the brands,” Director of Franchise Development Erin Iglehart told What Now Atlanta. “This is what we would consider a priority market.”

Elements Massage offers handcrafted, personalized and therapeutic massages to ease muscle aches and minimize stress. Radiant Waxing provides full-service and speedy waxing services.

Iglehart said they believe the metro Atlanta area could support between five and 10 locations of each concept. The ideal timeline for opening the first location would be in 2025.

Based in Denver, WellBiz Brands is also the parent company of Drybar, Amazing Lash Studio and Fitness Together. Their portfolio includes a total of more than 900 locations.

Iglehart said the brands typically draw existing franchisees who are interested in expanding their portfolio, with many of them coming from the restaurant space.

The ideal locations for Elements Massage and Radiant Waxing are typically between 1,400 to 1,600 square feet, a size that might lead to a more approachable investment for interested franchisees.

“It’s neat that we can build a 1,400-square-foot location or a 1,600-square-foot location,” Iglehart said. “A lot of competitors in the space are building 3,600 square feet, which obviously is a distinct difference. That cost of capital and cost of real estate is quite significant.”