Behind The Scenes of the Best Massage Envy

Nataliya Kisseleva was the first Massage Envy franchisee in her county and has outperformed network benchmarks for 15 years — including hitting peak performance in year 13 post-pandemic. She breaks down the four membership metrics she lives inside, the reporting gap hurting franchise systems (only 50–80% of operators submit usable financials), and what to do in the 90-day window before private equity shows up.