The rub

Admitted massage junkie Shane Evans co-founded a massage business off the remnants of a bad customer experience she had while in an Arizona resort.

That firm, San Antonio, Texas-based Massage Heights, is now one of the fastest-growing massage chains in the country, with about 120 locations nationwide. Scottsdale, Ariz.-based Massage Envy is the industry leader, with more than 1,200 locations.

Florida is key to the growth plans at Massage Heights, executives say, mostly because of the diverse demographics and the amount of people who care about holistic living.