Elements Massage opens at the Shoppes at UTC - Your Observer

[Lesley Dwyer]

Jason and Irene Brown were just trying to get away.

The couple own 10 Jersey Mike’s Subs franchises in Denver, Colorado but their shared and longtime dream was to buy a second home by the water.

The Browns found a home 15 minutes away from Siesta Key Beach, but when they went to use their Elements Massage membership, they said the studio was booked.

There’s no rest for entrepreneurs who see an underserved market. Two years after buying a vacation home, the pair launched another new business.

In partnership with Irene Brown’s sister Espie Torres, the Browns opened an Elements Massage on Aug. 24 at the Shoppes at UTC.

It’s been quite the change from the hustle and bustle of lunch time at Jersey Mike’s.

“I want to be stressed out (from the bustle of a new business), but I can’t,” Jason Brown whispered inside the quiet studio. “As busy as we’ve been and as stressful as it’s been to open two businesses, it’s so weird because when you’re in the studio, there’s the music, you talk in a soft voice and your stress level just melts.”

The Browns are reviving the Elements franchise in the Shoppes plaza. The first Elements studio was next to Trader Joe’s, where Norman Love Confections is now. The owner retired just a little too soon for the Browns to snag that location, so Benderson Development found them a space across the plaza.

The Browns are also opening a second franchise in another Benderson plaza on Cortez Road in Bradenton.

“Benderson does such a nice job with their centers, and they keep them up so well,” Jason Brown said. “They’re a landlord that really cares about the aesthetics of the center. They do a great job with the landscaping and decorating for Christmas. It really drew us in. It was an easy decision.”

Buying into Elements was another easy decision. The Browns had already been members for seven years, so when they saw a need in their new community, the couple jumped on the opportunity.

Torres lives in Parrish full time, so she runs the operations.

Jason Brown, Irene Brown and Espie Torres are partners and family.


As members, the Browns were impressed by the spa-like atmosphere, customized massages, professional staff and convenience of online booking.

Jason Brown said the flexibility and discount that comes with the membership is another reason they were loyal customers. Depending on the length of the massage, a membership saves between $30 and $60 on each session.

Contracts run month to month, so there’s no long term obligation. Unused hours roll into the next month, or the hours can be shared.

The Browns each had their own membership because they didn’t want to share, but it’s an option. Memberships are good at all 250 plus studios nationwide.

The studio at University Town Center took a little longer to open than anticipated.

“I thought we’d be open by the end of last year,” Jason Brown said. “I’m used to Colorado. We usually get permits in two to three weeks. Our permits took seven months.”

The buildout took four months, but the studio is now open and serving clients.

Irene Brown said once the sign went up, members who frequented the last Elements in the Shoppes started calling to ask when the new studio would be open.

At 2,200 square feet, the space is the same size as the last Elements studio, which allows for eight massage tables. From Swedish to pre-natal, there are seven different massage techniques to choose from and five add-on services, such as an herbal ritual and cupping therapy.

Irene Brown’s new therapy has been found in a dream fulfilled.

“I got up early today. It was still dark," she said. "I got my flip flops on and headed to the beach to see the sun come up."

But her husband still has one dream left in the tank. He started his restaurant career bussing tables at a Mexican restaurant.

"At some point, I'm going to open my own little Mexican restaurant. I already have a menu and recipes," he said. "Then, I'll have come full circle."