From Burgers To Biohacking—The Rise Of Wellness Franchises

Forbes Business

by Meggen Harris, Contributor

February 26, 2026

AI-Generated Deep Dive Summary

The U.S. franchise industry is undergoing a transformative shift, with wellness-focused franchises overtaking traditional food-based models as the fastest-growing sector. Once dominated by fast food and drive-thrus, franchising now centers on high-touch services like massage therapy, IV drips, facials, and infrared saunas. Companies such as StretchLab, Restore Hyper Wellness, and Hydration Room are leading this charge, tapping into consumers’ growing demand for structured self-care. This shift reflects a broader recalibration of the franchise model, driven by membership-based economics, multi-unit operators, and a rising preference for wellness over fast food. The wellness franchise boom is backed by strong economic momentum. Franchise output is projected to reach $921.4 billion in 2026, with GDP growing to $558.4 billion. Employment is expected to rise by 150,000 jobs, reaching nearly 8.9 million workers. The Southeast and Southwest regions are key growth areas, aligning with the expansion plans of many wellness concepts. This transformation highlights how franchising is evolving to meet changing consumer preferences while maintaining its economic resilience. Membership models are a cornerstone of this shift, offering recurring revenue streams that drive higher margins compared to traditional food franchises. Wellness franchises often achieve mid-to-high teens EBITDA margins, with multi-unit operators benefiting from centralized overhead and streamlined operations. For example, The NOW Massage emphasizes membership as core to its business model, aiming to secure 100 members before a location opens and growing to 350 members within a year. This approach not only ensures cash flow stability but also enables rapid profitability, with many locations becoming cash-flow positive within six to nine months. Today’s franchise owners are increasingly multi-unit operators who prioritize scalability and long-term growth. Many start with single licenses and expand

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Originally published on Forbes Business on 2/26/2026