Posted inCustomer Retention

Why do mom and pop spas lose out to franchise spas

The spa industry is rapidly growing with a 17% increase in the number of spas in the last five years. Despite this growth, small, independent spas are finding it difficult to compete with the big franchise spas. In this post, we will explore how modern marketing tactics such as email marketing, SMS marketing, monthly and special promotions, loyalty, and referral programs can help small spas compete and thrive.

Why Are Franchise Spas Outcompeting Small Independent Spas?

Franchise spas have a significant advantage in marketing as they have the resources to invest in sophisticated digital marketing tactics. They can use email marketing to stay in touch with existing customers and reach potential new ones, offer special promotions through SMS marketing, and reward both new and existing customers with loyalty and referral programs.

Small independent spas often struggle to compete in these areas because of the lack of resources to invest in such marketing tactics. Consequently, their customer base is limited, and their reach is small.

How Small Independent Spas Can Compete

Small independent spas do not need to be left behind. With the right marketing strategies in place, they can compete with the big franchise spas. Here are a few ways they can get started:

  1. Invest in Email Marketing: Email marketing is an effective way to reach potential customers and keep existing customers engaged. By regularly sending out emails, small spas can increase brand recognition, promote their services, and keep customers informed of any new offerings.
  2. Use SMS Marketing: SMS marketing can help small spas to quickly reach potential customers with special offers and discounts, making it easier to attract new customers and retain existing ones.
  3. Offer Monthly and Special Promotions: Monthly and special promotions can create buzz and interest in the spa’s services, enticing new customers to try them out, while also incentivizing existing customers to come back.
  4. Implement Loyalty and Referral Programs: Loyalty and referral programs are a great way to reward existing customers and attract new ones. For instance, a referral program can offer discounts or free services to customers who refer their friends and family to the spa, while loyalty programs can provide customers with points that they can redeem for discounts or free services.


In the ever-growing spa industry, small independent spas can compete and even thrive against the big franchise spas with the right marketing strategies. By investing in email marketing, SMS marketing, monthly and special promotions, loyalty, and referral programs, they can reach new customers, retain existing ones, and grow their business. To get started with these strategies, contact our marketing agency for a free consultation. We can help you develop a custom plan that fits your spa’s needs and budget and take your business to new heights.