Shane Evans, the founder and CEO of Heights Wellness Retreat, has turned her initial investment of approximately $100,000 into a thriving franchise with 120 locations. Each location now averages annual revenues of around $1.2 million, showcasing the remarkable growth of her business since its inception.
The journey began over 20 years ago when Shane, then in her early 30s, found herself struggling with back pain. A disappointing experience at a high-end spa in Sedona, Arizona, sparked her desire to create a better, more affordable massage service. At the time, she was working in property management but felt unfulfilled in her career. Inspired by the positive effects of massage on her well-being, she decided to take a leap of faith.
In 2003, Shane and her then-husband cashed out her 401(k) and their daughters’ college savings to fund their new venture. This initial investment, amounting to about $100,000, allowed them to establish a modest massage studio. With her husband’s skills as a general contractor, they built the location from the ground up. It quickly gained traction, becoming popular among local customers.
Initially, Shane explored the option of franchising with an existing massage brand. However, when the brand did not respond to her inquiries, she decided to forge her own path. “We cashed out my 401(k) and our daughters’ college savings accounts, putting everything we had into the business,” she recalled.
As demand grew, Shane recognized the potential for expansion. With the help of a massage therapist who had a business degree, they began franchising locally in San Antonio. This grassroots approach allowed them to connect with friends and family, who were interested in investing.
Scaling the business came with its challenges. Shane and her team had to refine their branding, develop comprehensive manuals, and create marketing strategies. “It was expensive and labor-intensive,” she noted. “If we were going to have 10 franchises, we might as well have 100 — the work required up front was about the same.”
As the company expanded beyond Texas, Shane realized the need to update their aesthetic. The original rustic design suited their initial market but needed to transform to appeal to a broader audience.
Despite lacking a college degree, Shane was determined to succeed. “I knew in my gut this was what I was meant to do, and I put in the work to make it happen,” she stated.
The pandemic posed significant challenges for the business, coinciding with personal struggles, including a divorce. In 2021, Shane took a step back from her role, believing that someone else might lead the company better than she could. “A combination of heartbreak, exhaustion, and self-doubt convinced me I wasn’t good enough to lead,” she explained.
During her two-and-a-half-year hiatus, Shane took the time to focus on herself. This period of reflection allowed her to regain clarity and perspective. Upon her return, she led a rebranding initiative, transitioning from Massage Heights to Heights Wellness Retreat. The new name captures the comprehensive nature of their services, which extend beyond massage therapy.
Today, Heights Wellness Retreat has flourished, boasting 120 locations and a business model that supports both customers and franchisees. “Through my company, I’ve been able to give people wonderful experiences. Our customers receive great treatments, and our franchisees grow their businesses,” Shane said.
Shane’s journey not only reflects her ambition but also highlights the importance of resilience and adaptability in entrepreneurship. As a result of her hard work and dedication, she has created a successful enterprise that continues to enrich the lives of many.
