US massage franchise Hand & Stone Massage and Facial Spa is set to convert 23 Massage Green franchise locations across the US to its brand.

Launched in 2004, Hand & Stone now has almost 600 locations across 36 states and Canada.

The new additions are located in California, Colorado, Connecticut, Florida, Michigan, Ohio, Utah and Virginia.

Rebranding of the converted Massage Green spas has already begun and all 23 will be fully rebranded as Hand & Stone Massage and Facial Spas by Q4 of 2023.

Select converting franchise owners also plan to open two additional Hand & Stone locations in California and Michigan as part of this transaction.

Hand & Stone says the recent deal allows it to optimise markets where it already operates and to establish a presence in new markets which it sees as priorities.

“The conversions of Massage Green spas into our system are the latest example of our steady and sustainable domestic expansion strategy,” said John Teza, company president and CEO.

“Through this transition, we’ll be introducing our massage and skincare services to a wider audience and attracting additional potential franchise investors in our target markets.”

The converted locations will offer their clients the Hand & Stone lifestyle membership, including access to the following skincare and spa services: CryoSkin treatments, decompression therapy massages, diamond glow facials, NuFace microcurrent facials, percussive therapy massages and LED phototherapy facials.

The locations will also offer CBD oil enhancements and partnerships with skincare and spa brands Dermalogica, ClarityRX and Image Skincare.