Lisa Rossmann, Chief Concept Officer at Hand & Stone Massage and Facial Spa.

My introduction to Hand & Stone Massage and Facial Spa came by way of a thoughtful friend who generously shared one of her member credits with me for a much-needed massage outing (the ultimate sign of true friendship, if you ask me!). It was a wonderful experience, and as a lifelong spa enthusiast, I was thrilled to watch the brand continue to expand across the region.

Recently, I visited the newly opened location in South Ogden, Utah, to experience their signature hot stone massage firsthand. As a wellness writer, I’m fortunate to test out the latest industry innovations, but as a busy mom, the hardest step of any self-care routine is simply getting through the doors. My visit was a perfect testament to how accessible and seamless prioritizing self-care can actually be.

After dropping my daughter off at her lesson, I squeezed in a window of time just for myself. From the moment I sat down with a warm, aromatic neck pillow during check-in to my session with my therapist, Aliah— who listened closely to my physical concerns and even shared targeted neck stretches for me to do at home — it was pure bliss for my tired muscles. My only regret? Not booking an extra 30 minutes!

What makes Hand & Stone such a game-changer for modern wellness is its flexible, guest-centric approach. Built around an accessible membership model, clients can enjoy monthly massage or facial credits at discounted member rates, rollover unused services, and easily customize their treatments with high-end enhancements like DiamondGlow facials, LED light therapy or extended time. It turns high-caliber spa care from an occasional splurge into a realistic, recurring routine.

Hand & Stone Massage and Facial Spa has more than 600 spas throughout the U.S. and Canada.

At the heart of this brand evolution is Lisa Rossmann, Chief Concept Officer at Hand & Stone. Starting her industry journey as a licensed esthetician after pivoting from mortgage banking, Lisa has spent over a decade shaping the brand’s service operations, back-of-house protocols, and innovation pipeline — all while upholding the foundational human connection that makes Hand & Stone so special.

We caught up with Rossman to talk about the inspiration behind the brand’s iconic name, how she balances executive leadership with intentional personal boundaries, her go-to daily beauty staples, and her best advice for stepping into your confidence as a leader.

When was Hand & Stone Founded and what is the meaning behind the name?

The brand was founded in November 2004. The name came out of a dinner table conversation between founder John Marco and his son, Nick. They knew "Hand" made sense given the nature of the services and the human connection at the center of everything they were building, but they wanted something more.

As they were planning the menu, they decided early on that the hot stone massage would be a signature offering. Nick, who is now a multi-unit franchisee himself, simply suggested putting the two together. It was a father and son trying to create something that felt more welcoming than the typical spa experience, and it stuck.

What inspired the creation of the brand?

At the time of Hand & Stone’s founding, the idea of getting regular massages was just beginning to emerge as a normalized concept of self-care. There were few options for incorporating convenient relief and relaxation into everyday routines.

Our first location was designed as just that — a place where you could stop in on a recurring basis for restoration, relaxation, and refreshment, then continue with your day. We saw a gap in the market for a more accessible wellness option that didn't require long-term commitment and major time investment.

Hand & Stone specializes in high-quality, customized massages and facial services at affordable prices.

Can you share your background and journey in the industry?

After college, I spent about five or six years in mortgage banking, which I ultimately found unfulfilling. I knew I wanted to enter the spa industry on the business side but wasn't sure how to get there, so I decided to start from the ground up. That led me to become a licensed esthetician in 2009 and eventually to a role within a med spa brand. It didn't take long to realize that channel wasn't the right fit. At the time, it was heavily focused on high-pressure sales and financing packages, which wasn't what drew me to the industry in the first place.

I found my first role at Hand & Stone by applying to a general operations manager listing. The company had about 55 locations then. I was interviewed by the founder and our current interim CEO, who found my combination of mortgage banking experience and esthetics license interesting enough to take a chance on me.

I started by supporting half of the system and helped design many of the SOPs and protocols we still use today. Given my background in skincare, I eventually moved into service operations, with a focus on the back-of-house experience, provider education, and service menu development.

That work grew into leading our innovation pipeline, where my team evaluates and tests new concepts. Today my role has expanded to include labor strategy as well, with a focus on recruitment, retention, and building real growth opportunities for our providers.

Do you have a hero service/treatment?

On the skincare side, it's the DiamondGlow Facial paired with red LED and NuFace. We call that “the triple threat.”

As for massages, I love a good, classic, firm-pressure massage with CBD oil. It is a great combination that leaves you feeling very relaxed.

A wide range of facial treatments are available at Hand & Stone for a completely customized guest experience.

What are your personal favorite services from Hand & Stone?

The DiamondGlow facial is a personal favorite, and it also happens to be our most popular and most premium upgrade. Its success has inspired us to continue expanding the premium facial side of our menu.

We serve the middle market, so we're naturally sensitive to price, especially when it comes to attracting new clients. But what we've seen is that once guests experience Hand & Stone and become regulars, about 7 out of 10 move toward more progressive treatments and choose to add enhancements.

A big part of our strategy is educating guests on skincare and introducing them to options they may not have considered. The membership model supports that by encouraging repeat visits and building relationships with providers, which leads to genuinely personalized treatment plans.

On the massage side, extended time is our most popular enhancement. Guests frequently add an extra 30 minutes, which speaks directly to our focus on relaxation. It has always been our most requested add-on, and we've seen a 15% increase in that upgrade over the past year.

Where can you go to book a treatment?

Guests can visit us online to find their nearest spa and book a service.

Classic, Hot Stone, Deep Tissue, Prenatal, and other massages are available to choose from at Hand & Stone.

Who or what inspires you?

Kecia Steelman, CEO of Ulta Beauty, is a major source of inspiration for me. She started as an $8-an-hour retail clerk and worked her way up, all while raising a family as a single mother. She leads with integrity, heart, and a deep understanding of both the customer and employee experience. What draws me most to her story is that she proves you don't need a traditional pedigree to succeed.

More broadly, I find inspiration in the pace of modern life. People are more overscheduled and overstimulated than ever, and that motivates me. I see Hand & Stone as a brand that can support people through moments of stress and chaos; a genuine place to pause.

What is your secret to success?

Boundaries. I’ve built clear, non-negotiable boundaries regarding my time and energy. Every day, I must pick and choose between my priorities, but there are a few things I will not compromise on: my personal health, the time I commit to my children, my mental clarity, and sleep.

Any beauty secrets you swear by?

Daily LED mask, every day after the shower. I recommend finding one you can wear while moving around so it works while you go through the rest of your morning routine.

A few product staples I never skip: retinol, eye cream, and SPF. I do pull back on retinol during the summer months.

Hand & Stone’s licensed estheticians and massage therapists provide professional services that are elevated yet attainable.

What are your top wellness tips?

I've always gone back to three essentials: sleep, water, and SPF. Quality sleep gives your cells time to regenerate. Hydration is just as important. I start every morning with a full glass of water with lemon and make a point to stay hydrated throughout the day. And SPF is non-negotiable. It sounds simple, but many people still skip it, especially when they're not planning to be in direct sunlight. The reality is there are so many great options now that don't feel heavy or greasy. It really comes down to finding the right one for your skin.

What is the best advice you’ve received?

As Oscar Wilde once said, "Be yourself; everyone else is already taken." I've always considered myself someone who resists conformity, the safe path, traditional roles and expectations. When you're younger, and I see this constantly watching my middle school aged daughters, it's so much easier to bend yourself for acceptance and reliable outcomes.

But once I recognized my unique strengths and what I genuinely bring to the table, I stopped worrying about what others think of me and my choices. That shift has been freeing in ways I didn't anticipate. It unlocked a stronger sense of self and, ultimately, the confidence to step into my career as a bold leader. I'm curious without fear of looking foolish. I make choices with the brand's best interest at heart. And I refuse to compromise on the boundaries that are critical to maintaining the fortitude to keep going.

How do you like to relax and unwind?

I like to use an infrared sauna about four times a week. I find it extremely restorative. It may not be accessible to everyone, but for me, it’s also a great time to relax and meditate.

I also prioritize rest. Every Sunday around 3:30 pm, I take a quick nap. It’s become part of my routine. I think it’s important to listen to your body and recognize when it needs something.

For more information about Hand & Stone, visit their website and follow on Instagram: @handandstoneusa

[Images courtesy of Hand & Stone Massage and Facial Spa]

Beauty Boss: : Lisa Rossmann, Chief Concept Officer at Hand & Stone Massage and Facial Spa, Shares Her Best Advice for Leadership in the Wellness Industry, and More

When was Hand & Stone Founded and what is the meaning behind the name?

Do you have a hero service/treatment?

What are your personal favorite services from Hand & Stone?