Spafinder Wellness Inc has announced a new partnership which will see massage-on-demand company Zeel become the exclusive provider of in-home massages to Spafinder Wellness’ millions of customers.

Zeel’s on-location, on-demand massages are now available through Spafinder Wellness 365 websites and app, giving customers direct access to Zeel’s team of more than 4,500 licensed therapists.

Customers are able to book a Zeel massage either at their home, hotel, workplace, or event, in as little as an hour ahead of time, or up to a month in advance. Zeel massages are available across seven US cities from 8am to 10:30pm, 365 days a year and can be paid for using Spafinder’s wellness/gift cards.

“Zeel is the perfect complement to our wellness, gifting, reward, and incentive programmes,” said Spafinder Wellness Inc chair and CEO Pete Ellis.

“Now our customers have easy access to more ways to improve their wellness, and massage is a huge component of feeling and being well.”

The collaboration is unlikely to be the last between a major spa industry player and a company in the fast growing massage-on-demand sector. As Spa Business editor Liz Terry noted in the latest issue of the magazine, the emergence of massage-on-demand services is likely to prove a major disruption for the spa sector. Pondering what traditional spas can do to counter this threat, Terry pointed out that one option for spas is “to take the view that if you can’t beat them, join them.”

To read an analysis on the impact that massage-on-demand services are having on spas – from the latest issue of Spa Business – click here.