Mark Otter spent the early years of his career learning the ropes of franchising on the restaurant side. He spent 7 years as a division president for a national burger brand, and before that 5 years as a franchisee of an upscale steak and seafood brand. Four years ago, when he saw an opportunity to step into the C-suite at MassageLuXe, he jumped right in. Today, he is president and CEO of the spa brand, which offers massages, facials, and waxing.
Massage therapy is big business. A recent study by the American Massage Therapy Association documented it as an $18 billion industry—and growing. That’s one of the reasons Otter is on a quest to see MassageLuXe grow from its current 69 locations to 250 locations in the next 5 years. “The plans around that are to continue to add great people to support the franchise base and to become the premier provider of massages and facials,” he says.
Otter believes that communication and teamwork will always be followed by success and growth. Hard work and building relationships have been two of the cornerstones to his success. Franchisees and their success, he says, are a key factor in his leadership approach. “My role is to assure the success of franchisees and facilitate the growth of the brand.”
Otter doesn’t shy away from bold predictions and says to expect an “explosion” of growth in the next year as he continues bringing in the right team members to support the system’s 5-year plan. “People are going to see who we are in the business community, and people are going to want to get on that train,” he says.
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