Brilliant Massage Franchise Creates a Realistic Route to Ownership
Smart Startup Options, Strong Support and Wellness Industry Growth
Jolita Sakmanaite created Brilliant Massage & Skin with a clear vision for future franchisees. She expected many would be massage therapists and estheticians who had never owned a business before, and she wanted to make franchise ownership more accessible to them.
That insight was important in shaping the brand’s model. According to the International Franchise Association’s 2026 Value of Franchising report, nearly two-thirds of franchisees, or 64%, are first-time business owners.
Sakmanaite was once in the same position when she opened her first Brilliant Massage & Skin spa in Burlington, Vermont.
She started as a solo operator, personally performing massages while building relationships client by client. Without a business background, she had to teach herself pricing, marketing, hiring, systems management, and how to scale without burnout.
Her Current Mission
Today, Sakmanaite wants to help other talented service providers become first-time business owners through the Brilliant Massage & Skin franchise.
She says many professionals already have the talent, dedication, and passion needed to succeed, but often do not have the roadmap. Her goal is to give them a path to ownership that feels achievable rather than overwhelming.
She also says one of her biggest lessons was learning that excellence in a craft does not automatically create business success.
Early mistakes included:
• Underpricing services
• Overworking herself
• Trying to handle every role alone
Those lessons became the foundation of the franchise systems used today.
A Different Approach to Spa Franchising
As Brilliant Massage & Skin expanded from one location into a franchise system, Sakmanaite did not copy the standard spa model.
Instead, she built a concept designed for real-world performance.
That included:
• Flexible layouts
• Lean startup choices
• Systems centered on profitability
• Quality service delivery
• Happy employees
Rather than following tradition, she focused on what works best for both providers and customers.
Practical Solutions for New and Experienced Owners
That philosophy led to solutions that are more efficient, practical, and accessible, especially for first-time owners.
At the same time, Sakmanaite says the business model works equally well for experienced investors and solo practitioners who have never managed staff before.
The biggest attraction for many buyers is the lower startup cost.
She notes owners do not need hundreds of thousands of dollars to invest.
For example, longtime massage therapist Kristi Rosberg launched a pop-up Brilliant Massage & Skin franchise with support from Sakmanaite.
Another affordable option is opening a small spa with only two treatment rooms.
These formats allow franchisees to:
• Open quickly
• Start with modest capital
• Generate revenue immediately
• Build clientele organically
From there, owners can grow with confidence by adding rooms, hiring employees, and scaling at a healthy pace.
The company does not force expansion. It guides owners carefully.
That creates a more sustainable route to franchise ownership, especially for professionals moving from employee to entrepreneur.
Hands-On Franchise Support
Sakmanaite says each owner receives direct, founder-led support through every ownership stage.
Real Estate and Leasing Help
• Site selection guidance
• Lease negotiation support
• Focus on second-generation spaces to lower buildout costs
Training and Coaching
Initial training includes:
• Operations
• Hiring
• Customer experience
Ongoing support includes:
• Weekly team script training calls
• Coaching support
• Monthly franchisee calls
Marketing Systems
Every location receives branded materials and launch support.
Each Brilliant Massage & Skin franchise also receives a mini-website built to generate reviews and improve visibility across Google and Meta.
Additional support includes:
• Email campaigns
• Text campaigns
• Retention marketing
• Rebooking strategies
AI and Technology Support
Included systems feature:
• Enhanced client engagement tools
• Supply analytics
• Modern booking systems
• Remote receptionists
Proven and Adaptable Since 2017
Best practices have evolved through real operating experience since the brand launched in 2017.
The franchise also provides:
• Preferred vendor relationships
• Product guidance
• Profitability enhancements
Sakmanaite says strategies are continually updated to reflect treatment trends, new technology, and changing consumer preferences.
She says franchisees receive more than a playbook because the company works alongside them as they grow.
Financial Benefits
The financial side of ownership is another major attraction.
One of the strongest advantages is the membership model that creates consistent recurring revenue.
Instead of relying only on one-time visits, owners build a stable client base returning regularly for massage and skincare services.
This can improve:
• Cash flow
• Customer retention
• Long-term business value
Other benefits include:
• Revenue from massages
• Facial services
• Waxing
• Add-ons
• Retail sales
• Strong average ticket size
• Efficient treatment room productivity
Positioned in Expanding Wellness Markets
The brand also benefits from strong growth in wellness and self-care services.
The global massage therapy market is expected to rise 7.3% annually through 2030, with North America holding the largest share at 40.88%.
The global facial skincare market is projected to grow 5.8% annually through 2030, with North America representing the largest segment at 35.85%.
Final Word
Sakmanaite says the tested systems and refined model inside Brilliant Massage & Skin create a path to ownership that includes building wealth, creating freedom, and taking control of the future.
Built by someone who has personally done the work, the opportunity is designed to help others do the same.
