- BusinessMassage company, three locations, membership model
- EngagementFractional CMO, since May 2024
- Figures throughQ3 2026, from the company’s own booking and payment records
The Starting Point
An established company with three locations, a loyal clientele and a membership program, ready for senior marketing leadership. Its newest location had opened weeks before the engagement began.
What The Work Looked Like
- Annual goals and quarterly targets on the numbers that compound: membership dues, the member roster, service revenue
- Membership drives run as campaigns with a goal and a stretch set in advance
- Gift card seasons, from Mother’s Day to the holidays, run as campaigns rather than left to the front desk
- A weekly numbers review and a quarterly review against every target
The Results
+$687k/yr
New service revenue
$2.38M of service revenue in months 7 to 18 of the engagement, against $1.70M in the 12 months before it: +40%.
+37%
Membership dues, one year
$217,270 in Q3 2026, an $869k annual run rate and $233k a year more than a year earlier. Members grew from 498 to 688.
238%
Of membership-drive goal
119 new members against a goal of 50 and a stretch of 90; the same weeks a year earlier brought 69.
$716k
Best card quarter since 2024
Q2 2026 ($716,122) and Q3 2026 ($709,446) are its two best card-revenue quarters since its current records began in mid-2024. 2026 to September is $2.08M, +10.6% on 2025.
Across The Business
+75%
Newest location, year over year
$93,098 in Q3 2026 against $53,336 a year earlier, and 4.1× its first full quarter.
+51%
Another location, two years on
$345,051 in Q3 2026 against $227,944 in Q3 2024, and its members grew from 167 to 257 in the last year.
+29%
Massages per quarter
4,762 massages in Q3 2026 against 3,702 in Q3 2024.
+23%
Guest visits
4,576 visits in Q3 2026 against 3,715 in Q3 2024, and 2,857 unique guests against 2,449.
−17%
Member churn
Cancellations fell from 10.9% to 9.1% of members a quarter, even as the roster grew.
+42%
Online gift card sales
$319,131 sold online in 2025 against $224,363 in 2023, the last full year before the engagement. December alone was up 54%.
$47,249
Best Mother’s Day on record
Online gift cards in May 2025: +35% on May 2024 and the best month outside December since 2019.
+26%
Holiday gift card season
$131,347 online in November and December 2025 against $104,202 in 2023. The holiday before the engagement grew 2.7%.
How These Numbers Were Measured
Service revenue compares months 7 to 18 of the engagement with the 12 months before it, across the company’s move to a new booking system; part of one location’s early 2023 is estimated from its appointment counts. The newest location opened in April 2024, weeks before the engagement, so its first year includes a new location’s ramp; the +75% is its second year. Online gift card figures cover the online store only, since in-store sales from before the system change are not on file.