Hand & Stone Massage - Destin

HSM Day Spa represents the gold standard for membership-based wellness businesses. This established franchise location in Destin, Florida offers premium massage therapy, facials, and wellness services with a focus on converting introductory visits into long-term memberships — turning a $20 service into $3,000+ lifetime value per client.

The Story Starts Here

Breaking into Destin’s competitive wellness market requires surgical precision. HSM faced the challenge of attracting both tourist traffic for immediate revenue and local residents for sustainable membership growth. Traditional advertising wasn’t delivering the quality leads needed to hit membership conversion targets, and with slim margins on introductory services, every marketing dollar had to work harder.

The spa needed a strategy that could:

• Target competitor customers during peak visit times
• Reach affluent locals in high-conversion neighborhoods
• Capture commuter traffic from the northern suburbs
• Balance tourist revenue with membership building

The Process

HSM partnered with Kymera to implement Pathfinder, our proprietary GPS-based targeting platform. This hyperlocal approach identified and engaged high-value prospects including:

• Competitor Targeting: Customers visiting rival spas and wellness centers
• Geographic Precision: High-density neighborhoods with existing client profiles
• Commuter Capture: Professionals crossing the bridge from suburban areas
• Resort Targeting: Beach resort guests for immediate service bookings

Campaign Evolution: After two months of strong performance, Kymera identified optimization opportunities in our targeting algorithms. Split testing revealed a more effective configuration that dramatically improved visit generation while maintaining cost efficiency.

Conversion Tracking: Real-time attribution from digital ads to spa visits to membership conversions, giving HSM complete visibility into true ROI.

The Results

Kymera’s evolved strategy delivered industry-beating performance:

Cost Efficiency

• $18.22 Cost per lead vs $62.80 industry average (71% better)
• $3.35 Cost per click vs $5.00 industry average (33% better)
• 8.80% Conversion rate vs 6.80% industry average (29% better)

Campaign Performance:

• 192 total leads generated in 4.5 months
• 130% improvement in visit generation after optimization
• 33% membership conversion rate from spa visits
• 20:1 projected ROI including lifetime membership value

Revenue Impact:

• $9,400 immediate service revenue
• $183,000 projected lifetime membership value

The Optimization Breakthrough: After implementing our refined targeting approach, visit generation per impression improved by 130%, proving that continuous algorithm refinement drives superior results.

GPS-Based Geofencing (Pathfinder)
Competitor Targeting
Demographic & Geographic Segmentation
Algorithm Optimization & Split Testing
Real-Time Conversion Tracking
Performance Dashboards
ROI Attribution Modeling

Client Quote

“I’ve tried plenty of marketing companies. Most promise the moon and deliver garbage. These guys delivered quality prospects that actually became members. After they optimized their process in March, conversion rates jumped significantly. Real money in my pocket. For franchise owners who want results, this works.”
— Don Williams | Owner, HSM Day Spa