CEO Corner: Co-Founder and CEO of Squeeze Brittany Driscoll

The massage brand founder is seeking to bring increased customizability and convenience to the wellness landscape

As the wellness landscape becomes increasingly saturated, Squeeze, a new massage brand chain, is differentiating itself with affordable and convenient services. Founded by the same team as Drybar, the massage brand offers app-based bookings and customizable service experiences for no additional fee. Squeeze Massage is currently rapidly expanding across the United States, with dozens of locations in the works.

ATN spoke with Brittany Driscoll, the co-founder and CEO of Squeeze, to discuss her background, vision, and goals for the new wellness brand.

“I began my career in marketing and advertising, working with some of the world’s most renowned consumer brands, including Coca-Cola, Disney, Hilton Worldwide, Barbie, and Hot Wheels,” Driscoll said. She went on to lead marketing for Drybar, where Driscoll was instrumental in opening more than 50 shops and launching the Drybar product line with Sephora, Ulta, and Nordstrom.

“I was ready for my next challenge and discussed potential ideas with Drybar’s founders, Alli Webb and Michael Landau,” She continued. “After countless discussions and strategy meetings, Squeeze was born in 2017.”

Driscoll saw an opportunity in the massage experience, both for consumers and employees. “On one end, there are low-end discount chains, and on the other, high-end hotels and spas that aren’t feasible for regular use,” she stated. “We created Squeeze to bridge this gap, offering a premium, luxurious experience at an affordable price.”

Squeeze launched in 2019, but quickly faced the challenges of the global pandemic. The brand re-opened in 2022.

Driscoll explained that Squeeze’s app-based approach sets the company apart. “The app makes scheduling seamless, allowing guests to book, set personalized preferences, pay, tip, rate, and review all from their smartphones,” she said. “This ensures a hassle-free experience, where guests can walk in and float out. Each massage is tailored to the customer’s preferences, including focus areas, pressure, music, lighting, and the use of lotion or oil. We also offer complimentary enhancements like deep tissue, heat therapy, percussion therapy, aromatherapy, and prenatal options.”

Squeeze has also been focusing on its franchising strategy . “Potential franchisees, or operating partners as we call them, often discover us through podcasts, online articles, social media, or personal experiences with the brand,” Driscoll said. After franchisees meet pre-qualification requirements, the discovery and evaluation process takes about 6 to 8 weeks. “Once approved, operating partners receive extensive support, including real estate and development guidance, pairing with a designated mentor, and in-person training sessions at our Studio City location,” she said.

Driscoll’s journey has had challenges, but she relies on her team to drive the business forward. “Building a business from scratch involves constant competing priorities and learning to manage functions I had no previous experience in,” she said. “Fortunately, I have an incredibly hard-working, passionate, and smart team that has helped turn Squeeze into a disruptive, household name.”

She also noted the importance of making deliberate decisions each day. “Every small choice shapes your life, so make thoughtful and deliberate decisions,” Driscoll said. “Don’t give up and stay resilient. Success doesn’t happen overnight, and that’s okay. Things are often made to look easier than they are.”

Squeeze has big plans for 2025: the brand plans to double its footprint in the next year. The company also has over 100 new locations in development.

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