As chief growth officer and now CEO, Kristen Pechacek continues to lead development efforts at MassageLuxe. She joined the brand, which now has 100 locations, in 2020 and took the helm as chief executive early this year.
“I’ve been in franchising for my entire career,” she said. “It’s really where my passion lies.”
Before MassageLuxe, she spent five years in digital marketing roles for Anytime Fitness parent company Self Esteem Brands and also did a stint in marketing for the NFL. Working with a “massive, mammoth brand,” Pechacek learned how to grow both awareness and unit count, and was drawn to emerging brands in particular. Developing connections with franchisees was the main attraction for her, as well as the ability to make important changes.
“I’m a coach, but I’m also a player,” said Pechacek. “I’m rolling up my sleeves and getting in there with them in the emerging brand space.”
In the growth officer role, Pechacek worked to ensure franchisees were profitable while expanding MassageLuxe’s presence. She’s continuing this as CEO, on top of working on innovation and improving communication internally and externally. This includes connecting with other brands, keeping corporate channels open for franchisees and being aware of broader industry developments and trends.
Innovations are going hand in hand with communication via artificial intelligence, she said.
“It’s no longer enough to throw an ad up on Facebook,” said Pechacek. “You need to stand up and personalize your communication.”
For example, if a customer likes a particular massage therapist and that therapist becomes available, they notify customers via an email or text. The AI also looks at the typical times and days a customer makes an appointment to better predict sales. This personalized approach keeps customers informed and interested in MassageLuxe, Pechacek said.
This year she plans to roll out new training and education for franchisees. She has a strong grasp on what ideas work and how to apply those skills now that she’s CEO. Her focus going forward is welcoming new franchisees, so making sure the training is simple and effective is key.
All her efforts, she said, are in service of one goal: keeping franchisees happy. For Pechacek, happy franchisees mean better business both in terms of sales and growth. “People want to join people that are doing well,” said Pechacek. “That’s the golden key to success.”
Executive Ladder
Larisa Walega was named senior vice president and chief growth officer of Ziebart International.
Edible hired Mark Mele as its chief development officer.
MassageLuxe promoted Kristen Pechacek from chief growth officer to CEO and president. Former CEO Mark Otter will serve as executive chairman of the board of directors.
Brian Kahn stepped down from his role as CEO of Franchise Group Inc. Andy Laurence, executive vice president, was named as his replacement.
Perspire Sauna Studio hired Rachelle Reed as director of health and science.
The Market Place named Aaron Anderson as co-CEO.
Pvolve named Stacey Heald as chief operating officer and Alexis McDowel as global vice president of communications.
WellBiz Brands hired Amanda Clark, the former chief operations officer for international at Papa Johns, as its new CEO, replacing Jeremy Morgan.
Dill Dinkers named Rob Pless as chief technology officer.
Mark Bailey was hired as Pepper Lunch’s chief operating officer and Jonathan Whiteside was hired as director of creative and technology.
Spherion Staffing and Recruiting hired Kathy George as president.
Joe Malmuth was promoted from chief franchising officer to chief development officer for Batteries Plus.
Altitude Trampoline Park named Mike Stout as vice president of franchise development.
N-Hance Wood Refinishing hired Bob DeGraff as president.
Ascent Hospitality Management, franchisor of Perkins and Huddle House, announced Steven Roach as chief technology officer and Toni Ronayne as president of Perkins.
Sky Zone announced Shawn Hassel as CEO.
Massage Heights welcomed back co-founder Shane Evans as its CEO. Former CEO and president Susan Boresow stepped down.
Sean Ayres joined Office Pride Commercial Cleaning Services as chief operating officer.
Era Real Estate hired Frank Malpica as senior vice president of franchise development, mergers and acquisitions. Gina Caropreso was hired as vice president of learning.
Sunny Street Café named Mike Stasko as president.
Big Flavor Brands, the food division of Starpoint Brands, announced four hires: Peter Totillo as vice president of support for Big Flavor, Rick Case as vice president of operations at Cannoli Kitchen Pizza, Chuck McAulay as vice president of marketing for The Great Greek Mediterranean Grill and Ryan Papillo as vice president of operations for Graze Craze.
David Lewis joined wedding planning franchise Wed Society as chief growth officer.
Liz Williams was hired as CEO of El Pollo Loco, succeeding Maria Hollandsworth, served as the company’s interim chief executive since November.
Jazzercise appointed Bobbi Quick as president.
Evive Brands—franchisee of Executive Home Care, Assisted Living Locators, Grasons and The Brothers That Just Do Gutters—named Ryan Parson as CEO.
Youth Enrichment Brands, the platform company for School of Rock and i9 Sports, named Rob Price as chief customer officer for YEB, Matt Kurowski as brand president of i9 Sports, Mary Connor as chief human resources officer of YEB and Dorothy Moyer-Hoffman as vice president of financial planning and analysis for YEB.
Taco Bell named Jason Kidd as global chief operating officer.
Code Ninjas hired Navin Gurnaney as CEO, Nancy Delgadillo as vice president of franchise development, Edward Kim as vice president of education and training, Adam Patterson as chief financial officer, Matt Rogers as chief marketing officer and Archana Singh as chief technology officer.
Nan Ward was promoted from chief people development officer to chief operations officer at Captain D’s.
Brooklyn Dumpling Shop announced Jeff Galletly as its first CEO.
Mountain Mike’s Pizza promoted Jim Metevier from president and chief operations officer to CEO.
Robeks named Dawn Eriksen-Foy as vice president of franchise sales.
Wendy’s announced Matt Spessard as chief information officer.
Jason Olah joined Starbird as lead franchising consultant.
Better Homes and Gardens Real Estate hired Karrie Ann Sheppard as vice president of learning.
911 Restoration named Ken Sussex as executive director of franchise development.
Team Schostak Family Restaurants—a franchisee of Applebee’s and other brands—promoted John Andrews from senior vice president of its casual dining division to chief operating officer.
