The Drybar of Massages

The team behind industry-disrupting concept Drybar is back with a new massage franchise, Squeeze. Here's how they spot opportunities that others don't.

- MADELINE GARFINKLE

Alli Webb was still in the trenches at Drybar-the blowout salon company she cofounded with her brother Michael Landau in 2010-when she had her next big idea. It was just an inkling at first. But by the time they sold Drybar's product line in 2020 for $255 million and the franchise business was acquired by WellBiz Brands in 2021, the inkling had become a full-blown concept: What if they could revolutionize the massage experience the same way they had the blowout? "We knew we were onto something really special again," Webb says. They called the new concept Squeeze, and it now has 70 franchise locations set to open across the country.