Erin and Layton Phillips, Owners of Hand & Stone Massage and Facial Spa Waterloo, shared their journey of transitioning from operating Bulk Barn locations to entering the wellness industry with the Hand & Stone franchise in a recent interview with CanadianSME Small Business Magazine. Their deep-rooted connection to the Guelph and Waterloo communities inspired them to diversify their business ventures, aiming to enhance local quality of life through comprehensive wellness services. Emphasizing their core values of community involvement, professionalism, and lifelong learning, Erin and Layton prioritize personal connections and continuous improvement in their operations. Their plans to expand into Kitchener and Cambridge reflect their commitment to bringing high-quality wellness services to a broader audience while maintaining strong community ties.
Erin and Layton Phillips are a dynamic father-daughter entrepreneurial duo with a deep-rooted commitment to their community and a proven track record of success in the franchising industry. Hailing from Guelph, Ontario, where their family history spans five generations, the Phillips have always been passionate about contributing to the well-being of their hometown.
With over 20 years of experience as multi-unit franchisees of Bulk Barn, Canada’s largest bulk food retailer, Erin and Layton have honed their operational skills and business acumen. They currently own and operate five Bulk Barn locations across Guelph and Waterloo.
In 2023, Erin and Layton ventured into the wellness industry by opening their first Hand & Stone Massage and Facial Spa in Guelph. Their decision to bring Hand & Stone’s premier wellness services to their community was driven by a desire to provide a sanctuary where individuals could relax, rejuvenate and discover the benefits of self-care. The Guelph location marked the beginning of their journey with the Hand & Stone franchise, and they have since expanded their presence by opening a second spa at The Boardwalk in Waterloo in June 2024. The duo has plans to open additional locations in Kitchener and Cambridge in the coming years.
Having successfully operated multiple Bulk Barn locations, what inspired you both to transition into the wellness industry with the Hand & Stone franchise?
Erin: Our journey with Bulk Barn has been incredibly rewarding, allowing us to serve the Guelph and Waterloo communities through our five family-run stores. Transitioning into the wellness industry from the food retail sector has been an exciting challenge for us. We were confident in our ability to manage multiple businesses successfully and were inspired to diversify our businesses by our desire to bring something new and beneficial to our beloved community. We pride ourselves on being thoughtful about the types of businesses we invest in, aiming to enhance the quality of life for our neighbors.
Layton: The wellness industry, particularly the services offered by Hand & Stone, aligns perfectly with our belief in personal connection and community well-being. We recognized the growing need for self-care options in our community, and the Hand & Stone brand stood out to us because of its commitment to excellence and the wide range of services offered, from Swedish to Oncology massages and advanced skincare treatments. We felt that bringing such a comprehensive wellness service to Guelph and Waterloo would be a meaningful way to give back to our community and help individuals to improve their physical and mental health.
As lifelong residents with deep family roots in Guelph, how does your local heritage influence your business strategies and community engagement at your spa locations?
Erin: With family roots in Guelph spanning five generations, our long-term presence in this community significantly influences how we approach our business. We understand the importance of trust and personal connections, which drives my family to prioritize community engagement and ensure that our business practices reflect the values of our hometown. We aim to create a welcoming and inclusive environment at our spas and stores, so every guest feels valued.
Layton: Having been a part of this community for over 40 years, I can confidently say that our long-standing connections in the area allow us to better understand and meet the needs of our clients and customers. We leverage this by integrating community-focused strategies into our operations. This includes participating in local events, supporting neighborhood initiatives, and creating relationships with other local businesses. We see our spas as extensions of our family’s commitment to Guelph.
Could you elaborate on how you integrate your core values of community involvement, professionalism, and lifelong learning into the day-to-day operations of your wellness centers?
Erin: To maintain the high level of professionalism, our staff are selected not only on their experience and skillset, but the way they treat others. As we always strive to provide a better service than the last, this is maintained through continuous training and development of our employees. Lifelong learning is a core value that we instill in our team and we will always promote ongoing education in the wellness industry, which allows us to stay ahead of the curve, implementing the latest trends and techniques that our clients desire.
Layton: By staying updated with the latest advancements in massage, wellness and skincare, we continue to offer innovative treatments that enhance our clients’ experience and further improve their well-being. We also prioritize feedback from our clients and team members to ensure we are continually improving our services and operations. And of course, community involvement is at the heart of everything we do, as we are always seeking new ways to give back and support our neighbors.
You have plans to expand into Kitchener and Cambridge. What factors make these areas attractive for your business growth, and how do you foresee the expansion influencing your operations?
Erin: Our decision to seek expansion opportunities in Kitchener and Cambridge is driven by their vibrant communities and dynamic environments, which aligns well with the high-quality, professional services that we plan to introduce. The proximity to our existing locations in Waterloo and Guelph also allows us to maintain a cohesive operational strategy and leverage our established reputation in the region.
Layton: Expanding into Kitchener and Cambridge allows us to extend our reach and make Hand & Stone’s premier service offerings more accessible throughout Ontario. This growth allows us to create more job opportunities and contribute to the local economy as well. Our goal is to maintain the same level of personal connection and community engagement that we have in Guelph and Waterloo, ensuring each location feels like a natural extension of our family business.
Reflecting on your journey into the wellness industry, what has been the most rewarding aspect of this new venture, and what advice would you offer to other entrepreneurs considering a similar path?
Erin: The most rewarding aspect has been seeing the positive impact our services have on our clients’ lives. It fills me with great joy to see our clients leaving the spa with a smile on their face feeling totally rejuvenated. It’s fulfilling to know that we can help people find balance in their busy lives and improve their overall well-being.
Layton: My advice to other entrepreneurs is to thoroughly research and choose a business that aligns with your values and passions, and just as importantly, ensure that it will enhance your community. It can always be a bit daunting to jump into something new, but if you are dedicated to providing exceptional service and truly care about the area you are operating in, it will be a rewarding experience. Surround yourself with a supportive team and never stop learning.
