
The Team That Built Drybar Is Back With Massages
The article details the entrepreneurial journey of Alli Webb, co-founder of Drybar, and her new venture, Squeeze, a massage studio chain, alongside co-founder Brittany Driscoll. Drybar, launched in 2010 with Michael Landau and Webb's then-husband Cameron, disrupted the beauty industry by focusing solely on blow-drys, growing into a $100 million national franchise with over 3,000 stylists. Webb, initially a curly-haired woman who understood the struggle of home blow-drying, recognized a market gap for a simplified salon experience. Driscoll's marketing expertise further propelled Drybar's success, establishing it as a dominant chain across the US.
Now, the same entrepreneurial team is tackling the massage industry with Squeeze, aiming to revolutionize the massage experience similar to how Drybar transformed blow-dry services. Unlike Drybar, which primarily catered to women, Squeeze targets a broader demographic, appealing to anyone seeking an improved massage experience. Driscoll highlights that while national massage chains exist, the current experience is often "clunky" with difficult appointment scheduling, indicating a significant opportunity for enhancement through a streamlined approach. Squeeze offers massages ranging from $29 to $129, including shorter, targeted sessions.
A key differentiator of the Squeeze model is its fully digital platform. Customers can book appointments online, select their preferred therapist, and customize their room settings (temperature, lighting, music) in advance. Payments, including tips, are handled entirely through a mobile device, eliminating the need for queues after a relaxing massage. This digital integration aims to create a seamless and consistently pleasant experience, regardless of the therapist. The flagship Squeeze location in Studio City, opened in 2019, features a distinctive teal blue branding and a spa-like atmosphere, complemented by its automated, digital system.
Following Drybar's successful franchise model, Squeeze will also adopt franchising to facilitate rapid national expansion. Driscoll is confident in the demand for a better massage experience and the backend technology developed to support quick growth. Squeeze's headquarters will be in Nashville, Tennessee, a departure from Drybar's Los Angeles base. Webb notes that Squeeze's concept is even simpler to convey to consumers than Drybar's: it offers a superior version of an existing and popular activity—getting a massage. Given the increasing emphasis on wellness among Millennials, massages are seen as a enduring trend.
Beyond business, the co-founders integrated philanthropy into Squeeze's mission from the outset. As animal lovers, they sought a meaningful way to give back, inspired by the vital role of service animals. Rather than unconventional ideas like "goat yoga," they opted for a direct impact: each Squeeze membership sold results in a donation to Canine Companions for Independence, a non-profit that provides service dogs to individuals with disabilities without charge. Webb encourages aspiring entrepreneurs to take action and build their foundation, advising them to hire experts later once the core business is established.
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