As the American budget spa market continues to heat up, the president of Hand & Stone massage and facial spas, Todd Leff, has announced plans to grow his business in 2014.

Last year the spa franchise chain – which offers massage, facials and hair removal – reported strong growth, opening 45 new locations to take its unit count beyond 140. In addition, sales across all mature outlets grew by 25 per cent, as the company racked up more than US$85n (£50.9m, £61.9m) in sales. It plans to open a further 55 locations in 2014.

“Most clients aren't coming as an indulgence. They're coming for stress reduction and pain relief – many on the suggestion of their doctors. They look at our services as an investment in themselves — something that is almost a necessity these days, because it helps give them a relaxing escape,” he told Spa Opportunities.

Launched in 2004 by John Marco, a physical therapist with 20 years of experience who serves as chief operating officer, Hand & Stone says its mission is to bring massage therapy and quality facial services to the masses, affordably and conveniently.

The spas typically have nine to 14 rooms and occupy 2,300sq ft to 3,500sq ft (214sq m to 325sq m) in retail shopping centres. Targeting middle market consumers, the company stays true to its three core services, with massage offerings covering Swedish, hot stone and deep tissue, as well as more specialised areas such as prenatal, oncology, and trigger point.

For facials, the company focuses on results-driven services like rejuvenating facials, anti-ageing collagen facials and a full line of peels and microdermabrasion. The company recently changed from traditional waxing services to a botanically based hair removal process using the Nu Free line of products, with customers responding positively the less painful and more environmentally sound treatments.

In terms of other products, the main offerings are Dermologica and Clarity Rx: "The Clarity Rx brand is loved by our estheticians and is very results-driven,” adds Leff. “Clarity has been instrumental in helping us develop our facials and training programme over the past three years.”

The company currently has a presence across 20 states in the US and Canada. That region will be the focus of expansion over the next few years, although Leff revealed a push into other international markets remains a part of the long-term thinking.