CG Funk Vice-president of industry relations and product development, Massage Envy
Heading up national programmes for massage, therapists, aestheticians and skincare, CG Funk is a key driving force behind Massage Envy – the member- ship-based massage service chain that has over 750 sites in the US, with 210 more in the pipeline and a network rev- enue of US$804m (¤598m, £504m) in 2011. CG Funk is responsible for the group’s recruitment and retention strategies – for a workforce of 17,000 therapists and 2,000 aestheticians – and in 2009 she created the Massage Envy Spa model based on facials plus spa services, of which there are now 460 across the US.
How did you get into the spa industry? I’ve been involved in the massage therapy and spa industries for 20 years as a thera- pist, instructor, curricula and programme developer, writer, presenter, corporate trainer and school administrator. After working in sales, marketing and guest serv- ices for ski resorts, I attended a massage therapy school and started work as a mas- sage therapist at a destination ski resort in Utah, US. I worked full-time through two ski seasons before starting my own massage therapy business.
How’s your career progressed? I have been very blessed to have a rich and diverse career in massage and spa. I was a
www.spahandbook.com
What has been the biggest challenge of your career? When I first joined the Massage Envy team, we were a fairly small company with about 30 locations. The biggest challenge I had was navigating the waters of resistance to our model within the massage and spa industries. I had to work through negative and sometimes offensive opinions and feed- back. I knew on a very visceral level that this model could really grow and serve the mainstream American population and my job was to guide others to understand the incredible impact this model could make. I had great support from my fellow team members and the Massage Envy family, which helped keep me moving forward.
successful massage therapist and teacher at the Utah College of Massage Therapy (UCMT) for eight years. I joined the UCMT corporate team in 1998, and held several roles within the company. Then in 2005, I joined Massage Envy Spa. The department I run at Massage Envy
is responsible for creating national pro- grammes regarding massage, massage therapists, aestheticians and skincare. I am also a national spokesperson for Massage Envy when dealing with the media, professional organisations and gov- ernment regulatory departments, as well as corporations and businesses.
What makes Massage Envy stand out from the crowd? It is the pioneer and national leader of professional, convenient and affordable massage therapy and spa services with more than 750 franchised sites nationwide and 210 more sites in development. We have hundreds of passionate and intelligent franchisees moving our business forward (see p90), 30,000 incredible staff members, a dedicated corporate team and over one million happy members. The Massage Envy model is simple with a streamlined menu of choices. We are also a membership-based business providing affordable massage and spa services and opening these up to a new audience – 22 per cent of our customers have never had a massage before. Massage
spa business handbook 2012 35
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