From Facebook Pioneer to Franchise Powerhouse: Kristen Pechacek on Leading MassageLuXe
In this episode of Behind the Franchise, host Paul Ehlinger sits down with Kristen Pechacek—CEO of MassageLuXe and a digital marketing pioneer—to unpack her journey from launching Facebook pages in the MySpace era to leading one of the fastest-growing wellness franchises in the U.S.
Kristen shares how she turned early social media success into a powerful franchising career, with stops at the Minnesota Vikings, Self Esteem Brands, and now MassageLuXe. Learn how she scaled emerging brands, built out tech stacks for growth, and why her marketing background gave her a unique edge as a CEO.
Topics Covered:
How early social media shaped Kristen’s franchise leadership
Secrets to scaling from 50 to 100+ franchise locations
Why authenticity beats over-produced content in today’s social media landscape
Building systems for growth: CRM, loyalty programs, and mobile apps
The power of "attainable luxury" in the wellness space
What franchise brands still get wrong about digital strategy
Kristen's take on communication, leadership, and soft skills in franchising
Whether you're a franchisor, marketer, or aspiring CEO, this episode is packed with insights on how to build trust, scale systems, and lead with vision.
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Learn more about MassageLuXe: MassageLuXe.com
Connect with Kristen: LinkedIn - Kristen Pechacek