Massage Bar Inc. Gets a New Look; New Brand Image Focuses on Providing a Wellness Experience for Travelers.

Lifestyle Editors/Business Editors/Travel Writers

SEATTLE--(BUSINESS WIRE)--June 24, 2003

Massage Bar(R) Inc., the leader in airport-seated massage and wellness services, today announced the launch of a new brand image, which focuses on providing a wellness experience for travelers.

The brand image is brought to life in the physical redesign of the retail environment, through the use of recycled materials and natural elements including bamboo, river rock and recycled rubber tire flooring. The image is carried through with a renewed focus to customer service and in the offering of additional services and wellness products.

"We want our customers to be transported from the stressful airport environment to the tranquil, peaceful dimension of wellness," said Cary Cruea, president and founder of Massage Bar.

The new brand image will be launched with the opening of two new airport locations this summer, a kiosk and storefront, and a third location by year-end. The redesign will be rolled out to Massage Bar's existing sites, including Nashville International Airport within the year.

Massage Bar has been in the business of airport-seated massage for nearly 10 years, with their first seated-massage concession opening in Seattle-Tacoma International Airport in 1994.

"What was important in terms of design elements for bringing massage into a public setting 10 years ago has changed dramatically," said Cruea. "Ten years ago it was important to portray a highly professional image because the general public was less accepting of massage. We portrayed that image with a classic look, design elements that included dark wood with brass and dark green accents."

"Today, professionalism is still important, but with the acceptance and demand for massage in the airport environment, the focus has shifted to wellness and providing an experience to travelers," said Cruea.

With Massage Bar's customer base split 52/48 men and women, the goal in the redesign was to create a wellness environment that would appeal to both male and female travelers.

Colors, textures, and materials used in the redesign are natural -- light bamboo wood for the bar, a warm brown sugar hue for the face rests and rust color walls that provide a striking contrast. Other elements include nature murals suspended from the walls and recycled rubber tire flooring that absorbs sound so customers can enjoy their services.

In addition to the physical redesign of Massage Bar, the image of wellness will be carried through in customer service and additional offerings.

"The customer experience has been and will remain our first priority," said Cruea. With the new brand image, the Massage Bar has created a host position that will be devoted to the customer from the time they enter the store to the time they leave.

New locations will offer additional services such as foot massage and heated neck wraps. The storefront locations will also have wellness products for sale. Nine product lines will be offered and include products such as organic lotions and travel candles.

About Massage Bar(R), Inc.

Massage Bar(R), Inc. (www.massagebar.com), established in 1993, is the leader in airport seated massage and wellness services. Massage Bar's time-tested techniques have relaxed more than half-a-million travelers during the companies nearly 10 years operating in the airport environment. Massage Bar has been in the airport massage industry longer than any other airport massage retailer, operating in four locations nationwide, with plans to expand to seven total locations by year-end.

Massage Bar's mission, to provide wellness-oriented personal care services to travelers, has grown in acceptance over the past ten years. Travelers are increasingly unwilling to compromise their good health for the sake of recurring air travel and are looking for ways to integrate healthy habits into their travel schedules. Massage Bar provides travelers with a shot of relaxation that refreshes their spirits and rejuvenates their minds.

Massage Bar Inc., Single Shot Massage and Double Shot Massage are either registered trademarks or trademarks of Massage Bar Inc. The names of actual companies and products mentioned herein may be the trademarks of their respective owners.