Hand & Stone’s Top Franchisee Inks 13-Unit Expansion Deal

By Lauren Simo

One of Hand & Stone's largest franchisees is adding 13 more locations.

Hand & Stone Massage and Facial Spa, the leading accessible luxury wellness brand in North America, has announced a major expansion with its largest franchise operator. Eric Danver, CEO of FGG Spa, LLC, has signed a development agreement to add 13 new locations to his existing portfolio over the next six years.

Scaling the Wellness Footprint

The deal significantly bolsters Danver’s current operations, which currently span 63 spas across eight states. This new phase of growth will focus primarily on the Florida market, where the demand for wellness services continues to surge.

All 13 units are slated as new construction projects, with the first location expected to debut within the next 12 months. The expansion reflects a strategic push to deepen the brand's presence in the Southeast, building on Danver's established footprint in New Jersey, Pennsylvania, and Virginia.

"I’ve watched Hand & Stone grow from the inside for years—as a client, and now as a franchisee—and I keep investing because I believe in the leadership, the demand for what we offer and the runway this brand still has."

Leadership Built for Growth

To manage this aggressive scaling, FGG Spa has fortified its executive team. In January 2025, the group appointed Kris Smith as Chief Operating Officer, a move designed to leverage his 13 years of experience as the franchisor’s former Senior Vice President of Real Estate Development.

During his tenure at the corporate level, Smith was instrumental in growing the Hand & Stone network from 50 to more than 600 locations. His transition to the franchise side signals a sophisticated approach to site selection and operational excellence for the 13-unit rollout.

A Path to 100 Locations

Under Danver’s leadership, FGG Spa has become a powerhouse within the system, generating more than $95 million in annual sales revenue and employing over 1,800 professionals. This latest agreement is a pivotal step toward Danver’s ultimate goal of reaching 100 locations.

"Growth like this doesn’t happen by accident. It’s a result of the trust our top franchisees have in the brand and the opportunity they see ahead."

Beyond the financial metrics, Danver emphasizes that the expansion is a vehicle for internal advancement. By increasing the unit count, the group aims to create new leadership roles and career paths for its growing workforce.

Industry Implications

This massive commitment from a top-tier operator underscores the continued resilience of the health and wellness sector. As Hand & Stone nears 700 units, the move by FGG Spa suggests that the market for membership-based massage and skincare services remains far from saturated, particularly in high-growth corridors like Florida.