- Shane Evans started a massage business in her 30s; now it's a franchise with 120 locations.
- She cashed out her 401(k) and kids' college savings to fund the initial business.
- Two years away from the business helped her clarify her vision, she says.
This as-told-to essay is based on a conversation with Shane Evans, the CEO and Founder of Heights Wellness Retreat. It has been edited for length and clarity.
When I was in my early 30s and struggling with back pain, I was thrilled to get a massage at an expensive spa in Sedona, Arizona. But I was taken in late, and the whole experience was rushed. I left thinking, "I could do better than that, and make it more affordable." That's how my career began.
At the time, about 20 years ago, I was working in property management with my then-husband. I had never felt fulfilled by any work I'd done. Massage had helped me tremendously as I dealt with back pain, and I loved the idea of helping my community in the way I had been helped.
We opened a small location and quickly started local franchises
Initially, I inquired about franchising with a massage brand. But when the company didn't return my call, my then-husband and I decided to handle it ourselves. We cashed out my 401(k), and our daughters' college savings accounts, putting everything we had into the business.
That gave us about $100,000 in cash. My husband was a general contractor, so he was able to build the location. It was very small and humble, but it immediately became a hit with customers.
One of our first massage therapists had a business degree, and saw the potential. Her father approached us about investing, as did other customers. We began franchising locally around San Antonio, mostly to friends and family.
I realized we'd already done the work needed to scale
I soon realized how much work goes into franchising. We had to refine our logo and make sure our branding was consistent; we created manuals and marketing plans. It was expensive and labor-intensive. If we were going to have 10 franchises, we might as well have 100 — the work required up front was about the same.
We also had to reconsider our aesthetic as we expanded beyond just Texas. Our initial building had a very rustic look, in part because that was cheap to build in Southwest Texas. We needed to exchange that local look for something that fit all markets.
I felt unstoppable as I grew the business. I didn't have a college degree. My parents weren't college grads, and they never emphasized education. That didn't hold me back, however. I knew in my gut this was what I was meant to do, and I put in the work to make it happen.
I cherish being able to provide experiences to people
The pandemic was difficult for the company, and for me personally, as I went through a divorce. In 2021, for the first time, I felt someone else could run the company better than I could. A combination of heartbreak, exhaustion, and self-doubt convinced me I wasn't good enough to lead.
I stepped away for two-and-a-half years to focus on myself. I realized I'd lost myself in business just like I'd lost myself in my marriage. Now that I'm 55, I can see how young I was when I started the business at 34. Stepping away gave me clarity I didn't have before.
When I returned, I led the company through a rebrand, from Massage Heights to Heights Wellness Retreats. The new name reflects that we do more than just massage. Today, the company is thriving, with 120 locations that have an average annual revenue of $1.2 million.
Through my company, I've been able to give people wonderful experiences. Our customers receive great treatments, and our franchisees grow their businesses. My kids, who are now adults, have had experiences alongside me thanks to the company's financial success. I cherish being able to provide those.
