Diane Cooley Named Senior Vice President of Brand Experience at Massage Envy

Cooley will drive growth across day-to-day brand operations and lead various cross-functional teams to further grow Massage Envy's business goals, customer experiences and industry relationships

SCOTTSDALE, Ariz., April 8, 2025 /PRNewswire/ -- Massage Envy, a national leader in skin care and the nation's No. 1 provider of massage in the U.S. collectively across its franchise network, today announced the promotion of Diane Cooley to senior vice president of brand experience. In this newly created role, Cooley will oversee multiple teams across employee brand, operations, learning and development, guest and industry relations, design and construction and franchisee growth initiatives.

"Diane is a highly accomplished leader, with a strategic vision and deep commitment to ensuring that everyone, including members and guests, has a meaningful and fulfilling interaction with the brand," said Todd Schrader, CEO of Massage Envy Franchising. "With this promotion, she'll continue to enhance the Massage Envy brand presence and evolve these collaborations while furthering relationships across trade partners, vendors, and the wellness industry as a whole."

Cooley, who has been with Massage Envy Franchising since 2019, most recently served as the vice president of national operations, where she led the employee brand and learning and development teams, and cultivated relationships with trade groups, including the American Massage Therapy Association (AMTA). She led the establishment of the Massage Envy brand's school grants and scholarship programs for future massage therapy students, providing more than $500,000 in scholarships and more than $250,000 in school grants.

"Stepping into the role of Massage Envy's first senior vice president of brand experience is an amazing opportunity that matches my work at Massage Envy with my operations and multi-unit business expertise," said Cooley. "I am excited to help lead and work alongside the talented teams across the organization and continue to drive industry relationships, shape strategies to support brand and franchise growth, and deliver exceptional service to ensure that Massage Envy remains a national leader in the wellness space."

In her new role, Cooley will serve as the day-to-day lead for key functional groups and growth drivers for the Massage Envy brand. Her duties include supporting franchisee-focused initiatives, developing programs for franchise location renovations and overseeing internal communications between Massage Envy and its franchisees.

Prior to joining Massage Envy, Cooley served in various roles at H&R Block for 25 years, leading initiatives that drove substantial growth in revenue, profit and service quality, strong client experience, and operational success for franchised locations. Cooley also obtained her Certified Francise Executive (CFE) certification in 2021.

About Massage Envy

Massage Envy, based in Scottsdale, Arizona, is a national franchisor and does not independently own or operate any of the Massage Envy franchised locations nationwide. The Massage Envy franchise network, through its franchise locations, is a leading provider of premium skin care offerings and the leading provider of massage services. The Massage Envy brand was founded in 2002 and started offering skin care services in 2008. The brand now has over 1,000 franchise locations in 49 states that have together delivered more than 225 million massages and skin care services. For more information, visit www.MassageEnvy.com or follow @MassageEnvy on Instagram, X and Facebook.

SOURCE Massage Envy