Automated spa business Planet Beach has announced the promotion of David Mesa to president of franchise operations.

Mesa will be responsible for overseeing and managing the company’s various franchise operations, both domestic and international. Headquartered in New Orleans, US, but with with a presence in Egypt, Australia, Canada and Saudi Arabia, the company recently took its first steps into the European market.

“David’s experience in taking a strategic vision and executing on that vision will strengthen Planet Beach’s position as the industry leader,” said Stephen P. Smith, CEO of Planet Beach.

“With a proven track record for successfully leading large-scale initiatives and driving innovation, David’s leadership skills are well suited to lead Planet Beach’s development efforts as we continue in our mission to change the way the world rejuvenates.”

Mesa previously served eight years in the US Marine Corp as an air traffic controller and also worked as director of business operations for personnel staffing company Allegis Group.

Hired by Planet Beach in 2003, Mesa has made steady progress in roles at the New Orleans HQ. Prior to his promotion, Mesa served as senior VP of international franchise recruitment, as well as products and equipment director.

Founded in 1996, Planet Beach has transformed its image from a tanning salon to a full-service skincare and spa centre over the last few years. In 2007, the company introduced fully automated spa services that don’t require attendants. Planet Beach challenged the traditional day spa by introducing services accessible at the push of a button. Members also enjoy unlimited spa services for a monthly fee.