US massage franchise, MassageLuXe, has appointed Kristen Pechacek as chief growth officer, to its executive team.

Founded in 2008 in Missouri, MassageLuXe is a franchise-based spa company with a mission to deliver high-quality massages, facials and waxing services, while providing a comfortable, relaxing and luxurious environment for clients.

As MassageLuXe’s first-ever chief growth officer, Pechacek’s top priority will be to grow franchise sales. Her new role will see her accelerate the brand’s mission to expand from 68 units across 16 states to 250 units within the next five years.

In addition, she’ll help the existing franchisee base by growing spa membership prospects and building revenue.

Pechacek’s hire is the first of a string of executive hires the brand will make as part of its current growth cycle.

She is experienced in franchise and marketing as a certified franchise executive with the International Franchise Association (IFA), and she’s also a member of the IFA 2020 Committee and its Marketing and Innovation Committee.

Pechacek began her career in franchising by working in digital marketing with the Minnesota Vikings and the NFL.

More recently, she served as digital marketing director for Self Esteem Brands, which represents various fitness and spa brands in North America, such as Anytime Fitness.

“I can marry strategic thinking and overarching plans by rolling up my sleeves and getting the job done,” said Pechacek, “as the new chief growth officer, I’ll lay down the plans and help to execute them.”

“MassageLuXe needs a leader who can provide strategic vision and overarching strategy for growth, but one who’s also able to send the emails and write the social posts to facilitate that growth.”

“Kristen is a visible player in the franchise game,” says MassageLuXe CEO, Mark Otter. “One of the important things was to bring someone in for our small brand who has done well in the massage franchise membership-based game.

“She’s had success in growing franchise sales, but she also understands the importance of helping current franchisees, how to build their business, and also the customer journey.”