The largest massage provider in the US, Massage Envy, is to undergo a business-wide refocus and transform 700 of its massage-focused sites into full service day spas.

Moving beyond its successful model of offering affordable massages, by the end of the year, around 60 per cent of Massage Envy clinics will offer a range of new services – such as facials, microdermabrasion, stretching, magnetic taping and chemical peels.

The selected 700 Massage Envy clinics will gradually be re-imaged with a new look and feel.

Changes include a complete rebrand, with the company's new logo featuring “ME” as a visual and symbolic shift to "total body care".

The change has been driven by Massage Envy president and CEO Joe Magnacca, who joined the company last year.

Since taking up the post Magnacca has prioritised innovation, setting up an Innovation Department focused solely on new way ways to move the company forward and “add value to customers and franchisees”.

Magnacca said: “The overall objective of the refreshed look and new service offerings is to allow us to offer a complete total body care package to our members and ideally raise our per-location membership average.

“Our membership model transformed the wellness industry and now we are evolving our brand on all fronts to remain the industry leader and best serve health-minded consumers in the US and around the world.”

Founded in 2002, Massage Envy now has 1,170 sites in both the US and Australia, with further international development planned.