Rice Equity Group Expands Into Health and Wellness Industry with Acquisition of Multi-Unit Massage Envy® Portfolio in Columbus, Ohio

COLUMBUS, Ohio — Rice Equity Group today announced the acquisition of a multi-unit Massage Envy® franchise portfolio located in Columbus, Ohio, marking the company's first strategic entry into the health and wellness industry and expanding its platform beyond traditional restaurant operations into consumer services.

Located near the campus of The Ohio State University, the newly acquired Massage Envy locations place Rice Equity Group in one of the nation's most vibrant and growing markets, serving a diverse population of students, professionals, families, and health-conscious consumers.

The acquisition represents a significant milestone in Rice Equity Group's long-term strategy of building a diversified portfolio of exceptional consumer brands. While the company has established a strong presence in the restaurant industry through strategic franchise acquisitions, this expansion into health and wellness reflects the company's continued focus on identifying businesses that align with evolving consumer behaviors and long-term market trends.

“We are extremely excited to enter the health and wellness space through our partnership with Massage Envy,” said TJ Rice, Chief Executive Officer of Rice Equity Group. “This acquisition represents more than just adding another brand to our portfolio—it represents our belief in where consumers are heading. Since COVID, people have placed a much greater emphasis on living healthier, more balanced, and more energetic lives, and we believe Massage Envy is positioned perfectly within that movement.”

Rice continued, “We have tremendous respect for the Massage Envy brand and the executive leadership team behind it. Their vision, innovation, and ability to adapt in the digital age stood out to us. They have built a platform that continues evolving with consumers while maintaining the personal connection and service experience that makes the brand special.”

Massage Envy’s ability to serve a broad range of consumers through wellness services designed for different lifestyles and age groups was a key factor in Rice Equity Group’s decision to enter the category. The company believes the brand’s combination of personalized services, digital engagement, and nationwide recognition creates significant opportunities for long-term growth.

“One of the things that really attracted us to Massage Envy was the brand’s ability to connect with such a wide range of guests,” Rice said. “Health and wellness is no longer a niche category. It impacts everyone—from young professionals and athletes to families and individuals looking to improve their quality of life. Massage Envy has created a platform that meets people where they are.”

The Columbus acquisition will be supported by Rice Equity Group’s operational leadership team as the company focuses on enhancing guest experiences, developing team members, and leveraging technology to create a modern, customer-focused wellness experience.

“We believe the future of consumer businesses is built around experiences,” Rice added. “Whether it is enjoying a meal with family, ordering catering for a business, or investing in personal wellness, consumers are looking for brands they trust. Our mission is to partner with great brands and provide the operational support needed to help them reach their full potential.”

The acquisition expands Rice Equity Group’s portfolio into a new industry segment while reinforcing the company’s broader vision of becoming a leading multi-brand operator across restaurant, hospitality, and consumer service industries.