WorLd-class Franchise Support

This is your business—but you’re never working alone. From comprehensive startup plans to ongoing operations help and innovative ideas, the support never stops at Waxing the City®.

Self-esteem brands

Improving the self-esteem of the world—that’s the lofty goal of SEB, the parent company of Waxing The City and Anytime Fitness (the world’s #1 “Top Global” franchise), headquartered in Woodbury, MN. The brands start here, and breath this mission.

Passionate Founders

Waxing The City was founded by four smart, dedicated women looking to put service and waxing excellence first, and make waxing a lifestyle. They opened their first unisex facial and body waxing studio in Colorado and are still involved with the franchise.

Experienced Leaders

CEO Chuck Runyon and President Dave Mortensen founded Anytime Fitness, LLC in 2002, and now oversee more than 3,500 clubs in 30 countries. Their corporate team and tried-and-true franchise system are now being leveraged for Waxing The City.

Dedicated Guidance

Every franchisee is assigned a Franchise Business Coach at SEB from day one to help you Get Ready, G.O. (Grand Opening), and Grow. They also provide technology and tools support, offer advice, and answer ongoing questions as your business matures.

“Owning our Waxing the City® studio has provided us with an amazing opportunity to be in business for ourselves, but not by ourselves. We are both excited to go to work each day.

From providing the best waxing services, to building a great staff, we can do it all with the great support we get from the team at Waxing the City®.”


Startup & Beyond

We want you to be confident in every decision. Here are some of the services available when you become a Waxing The City franchise owner.

Site Selection & Lease Negotiation

No-cost assistance is available through our association with Franchise Real Estate, LLC (FRE). A team of experienced brokers at FRE can assist you with a review of the market area and finding an ideal site for your studio(s). They are also experienced negotiators who can help obtain rent and build-out allowances.

Financing Assistance

Our financing department has a streamlined consulting process that begins with a review of your personal and business finances. We then recommend a wide range of products and services for financing your Waxing the City studio(s). These include SBA loans, financing packages, leveraging retirement funds, and making use of personal resources. Note: Franchisees of the Waxing the City® system are eligible for expedited and streamlined SBA loan processing through the SBA’s Franchise Registry Program.

Studio Design & Construction

Our construction and design department has an end-to-end project management solution to set you up with an architect, help you find contractors, obtain bids, and manage the build-out process. A standardized supply system and corporate design guide will help you seamlessly integrate Waxing The City brand elements into your studio décor, producing a welcoming, comfortable, and functional space to run your business.

Comprehensive Training

You and your staff will be supported at all levels. This includes new franchisee training tailored specifically to studio operations, plus ongoing regional workshops, advanced managerial sessions, and an annual conference. Your studio coordinators have a customized training track where they learn the art of superior client service. And our master trainers provide unrivaled technical training to ensure your licensed estheticians are certified to deliver our best-in-class waxing services.

Ongoing Support

Waxing The City offers a host of tools and resources for our franchisees. This includes a Web-based Franchisee Support Center with real-time franchise news, an online operations manual, extensive training curriculum, staff management features, and more. You can also participate in regularly-scheduled conference calls and webinars for ongoing updates and education.

Marketing Support

Our experienced marketing team will help you generate buzz in your community. From a grand opening program that builds excitement in your market 45 days before and after your studio opens, to innovative plans, programs, and promotions using custom-designed marketing pieces, you will have the tools and resources to drive studio traffic. Other innovative ways to attract clients include our corporate-level social media properties (with the option of going local) and guidelines for getting publicity through local media outlets.


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