Creating a new life and career after 25 years in the military can be both exhilarating and daunting – and is not always a straight path. Like many, Lieutenant Colonel (Ret.) Lorine Grosso transitioned from the U.S. Air Force to a government contracting job, but that wasn’t the right fit.
“I was at a crossroads and knew I wanted to try something new,” recalled Grosso. “I was sitting in my living room with the light shining on me and spa music playing, trying to envision the environment I wanted to work in – what I was drawing on paper looked like a spa. It just snowballed from there.”
By the end of 2022, Grosso had joined forces with fellow veteran Jay Styles, a retired Chief Master Sergeant, to open a Hand & Stone Massage and Facial Spa franchise in Colorado Springs, Colorado, where, as veterans, they continue to serve their military community. Grosso’s journey – marked by commitment, passion, and drive – shows where military discipline and personal well-being meet.
A Commitment to Country
Grosso’s story begins in Upstate New York, where her life took a surprising turn. Graduating high school early at 17-years-old, Grosso pursued college but realized she needed more direction. Following in her family’s footsteps of military service, she enlisted in the U.S. Air Force at age 18. Her career began in intelligence, a field that would ultimately shape her professional and personal morals.
She was scheduled to leave the Air Force after six years of service on September 26, 2001. However, the tragic events of 9/11 changed her plans entirely.
“9/11 was tearing at my heart, so I re-enlisted. I went home for my welcome home party to tell them I wasn’t coming home,” said Grosso.
Instead, she finished college, went to Officer Training School, and extended her military career for 16 more years.
Throughout her tenure, Grosso experienced a variety of assignments – from working with fighter squadrons and special operations to contributing to the development of the Space Force. Her leadership roles, including eventually teaching at Officer Training School, honed her skills in managing and supporting others.
One thing Grosso did to prioritize self-care was become a member of Hand & Stone Massage and Facial Spa. She loved the products, the environment, and the affordability. But she did have to travel 45 minutes each way to get to the closest spa – and she wasn’t the only person she knew making that trip.
After the epiphany in her living room, Grosso made a call to Hand & Stone knowing there was a demand for a local spa offering the same quality of service she received from them.
After two years of collaboration and mutual trust working on the same mission, Grosso and Styles decided to approach the franchise ownership opportunity as partners. The more they learned about Hand & Stone’s values and ethics, the more convinced they were it was the right choice. The franchise’s commitment to professional practices, high-quality products, and a calming environment were much like Grosso’s own morals. The brand’s focus on providing a safe, comfortable experience was also a significant factor for her. The attention button in every room – a feature that allows clients or service providers to pause their service if needed – showed Hand & Stone’s dedication to creating a safe environment, something Grosso found essential.
The location they chose for the franchise was strategically located near several military bases and healthcare facilities, making it accessible to military personnel, first responders, and other essential community members. As such, Grosso and Styles made the decision to offer special discounts to the local military, first responders, medical professionals, and educators, extending benefits to their families as well. The spa’s proximity to military bases, and their special discounts, allowed Grosso to continue her dedication to serving those who have served, providing them with affordable self-care options and recognizing them for their service.
Transitioning from the military to franchise ownership, Grosso found that her military skills also applied to her new role. The commitment, discipline, and high standards she had in the Air Force have guided her approach to business ownership. Leading with authenticity and a focus on team well-being, Grosso has created a supportive environment at her spa.
The brand’s structured process, from site selection to ongoing support, was similar to the organized, team-oriented environment Grosso was used to in the military. This support made sure she had a smooth start and ongoing guidance, allowing her to focus on building a successful business.
While the transition from the military to the spa industry might seem uncommon, it has been a natural move in many ways.
“The principles of taking care of the team and executing a mission are similar in both industries,” she explains.
Her leadership style of empathy and dedication has created a positive, client-centered atmosphere at her Hand & Stone spa.
For other veterans considering franchise ownership, Grosso’s advice is to explore your interests, reach out to current franchisees, and follow your curiosity.
Her story confirms the importance of self-care, community support, and having a mission that aligns with personal goals. As she continues to serve her community through Hand & Stone, Grosso proves that the path from military service to business ownership can be both fulfilling and fresh.
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