The Owner and CEO of Zen Massage Franchising, Inc., Keith Larson, has built his career on a simple but powerful vision – making wellness accessible to everyone without the stress of contracts or memberships. With a long history in marketing and franchising, including 13 years with the McDonald’s system, Keith has a deep understanding of how to create strong, sustainable businesses. When he discovered Zen Massage and its unique model, he immediately saw the potential to change the wellness industry for the better.
What drew Larson in was the company’s approach of “No Contracts-No Membership Fees.” Unlike many competitors that tie clients into long-term commitments, Zen Massage focuses on delivering Five-Star massage and facial treatments at everyday low prices. For Keith, the business was not only about offering services but about creating a true escape for people – a place where they could find peace and relaxation without unnecessary strings attached. This idea became the foundation of what makes Zen Massage stand out in today’s crowded market.
The journey has not been without challenges. Like many businesses in the wellness industry, Zen Massage faced a difficult time during the COVID years. Being a smaller system made it harder to weather the storm, but Keith’s leadership and the unwavering demand from consumers kept the company moving forward. He guided the brand through one of the most difficult periods in business history, and today, Zen Massage continues to grow stronger than ever.
Larson says that the future of wellness is bright. As people focus more on living longer, healthier lives, the demand for massage and skin care services will only increase. In his view, Zen Massage is perfectly positioned to meet that demand by offering both quality and affordability. Consumers are seeking value and authenticity, and Keith’s model of no contracts and no pressure aligns perfectly with those expectations. He sees 2025 and beyond as years of major opportunity, with Zen Massage ready to grow its share of the market.
Innovation and technology also play an important role in Zen Massage’s growth. Larson acknowledges that much of this innovation happens behind the scenes, in operational systems that make the business more efficient. While some providers are moving toward automated check-in and check-out processes, Keith insists Zen Massage will never lose the personal touch. Direct human contact is at the heart of the client experience, and while the company embraces technology for operating efficiency, it remains committed to keeping the “Zen” feeling personal and human.
As a leader, Larson describes his role as providing vision, focus, and support. He emphasizes that the franchisees and center teams are the ones who make everything happen. His responsibility is to remove obstacles, keep the organization focused on what matters most, and ensure that the culture remains high-performing. He believes in taking care of people and learning from successful leaders. This approach has allowed him to build trust within the system and create a sense of shared purpose.
Larson’s philosophy is simple yet powerful – take care of your team, focus on quality, and stay true to your values. By following this path, he has not only sustained Zen Massage but also set the stage for its continued growth. His future goals are clear: to expand the system, bring the benefits of massage and skin care to more people, and keep prices modest without sacrificing quality. Importantly, Zen Massage will continue to avoid contracts and memberships, staying true to the values that set it apart from the beginning.
For Keith, success is not about making things complicated. It is about listening to what people want, keeping the experience authentic, and building a business that improves lives. He sees Zen Massage as more than a brand – it is a movement toward accessible wellness. By staying focused on these values, Keith Larson is shaping the future of the industry, one center and one client at a time.