FranchiseVerdict
True REST logo
FV-02802·MODERATEExcellent95

True REST

Personal Services - Beauty & SalonFranchising since 2014Website
Investment
$415K – $1.1M
76th pct Beauty & Salon
Avg revenue
$398K
15th pct Beauty & Salon
Royalty
6.0%
18th pct Beauty & Salon
Units
44
50th pct Beauty & Salon
SBA default
0.0%
vs <3% typical

Bottom line

  • Total investment $415K – $1.1M including a $40K franchise fee, 6.0% ongoing royalty.
  • Average unit revenue of $398K/year (median $452K).
  • Rated MODERATE with a risk score of 63/100. SBA loan default rate of 0.0% across 31 loans (below the industry average).
  • System growing at 29.0% CAGR over 3 years with 44 total units — strong expansion trajectory.

Item 1 · who you're contracting with

The Franchisor

Legal entity
True REST Franchising, LLC
Incorporated in
Arizona
HQ
1001 B Avenue, Suite 102, Coronado, California 92118
Auditor
Considine & Considine
Audited financials
Franchisor revenue
$2.4M
vs $2.3M prior year

Yale framework · single-unit ROIC

Returns Analysis

Pulls Item 7 (investment) and Item 19 (revenue) from this brand's FDD into the Yale unlevered-ROIC formula. Override any input to stress-test it against your own assumptions.

The model · Yale framework

What would one True REST unit return on the cash you put in?

Revenue · per unit, per year
$
FDD Item 19 reports $397,787
Franchisor take · royalty + ad fund
Royaltytyp 68%
%
Ad fundtyp 35%
%
Operating costs · category default: personal services
COGS
%
Labor
%
Rent / occupancy
%
Other operating
%
Total invested capital · what you actually put in
Initial investment
$
FDD Item 7: $415K–$1.1M
Working capital
$
FDD reports $5K–$35K

Unlevered ROIC · per unit

11%

Below typical band (30–60%)

0%30–60% Yale band80%

Store EBITDA · annual
$88K
EBITDA margin
22.0%
Total invested
$765K
Payback
105 mo
Unit-level only. A multi-unit portfolio gives up roughly 5–15% of this to shared services (corporate G&A) before reaching the ~10-unit break-even Yale describes.

Levered LBO scenario · Yale Crease Capital framing

What would 25 True REST units return on equity?

Edit assumptions

Equity IRR · 5-yr

49.9%

7.57× MOIC

Year-1 DSCR

1.88×

EBITDA ÷ debt service

Equity required

$1.2M

on $6.0M purchase

Total debt

$4.8M

SBA $3.0M + senior + seller note

Overview

About

True REST franchisees operate float tank and wellness spa facilities offering sensory deprivation flotation therapy, massage, and related relaxation services. Day-to-day operations include managing float tank maintenance, scheduling customer appointments, staffing massage therapists, maintaining facility cleanliness and HVAC systems, and handling retail wellness product sales.

CEO
James W. Rowe
Founded
2014
FDD year
2024
States available
17

Item 7 · what it costs

The Vitals

Total investment
$415K – $1.1M
All-in to open one unit
Liquid capital
$5K – $35K
Cash you must have on hand
Franchise fee
$40K
Royalty
6.0%
Gross Sales · typical 6–8%
Ad fund
2.0%
typical 3–5%
Total fee load
8.0%
vs 9–13% typical
Payback period
Effectively never
Investment too high vs revenue to recover

Item 19

Financial Performance

Avg gross sales
$398K
Per unit, per year
Median gross sales
$452K
Item 19 type
Gross Sales and Expenses
Sample size
38 units
vs category median 34
Range (low → high)
$123K$886K
Cohort dispersion
Transparency
10 / 5
vs category median 4 / 5 · above
Revenue rank15th
vs Personal Services - Beauty & Salon peers
Investment cost rank76th
Lower investment ranks lower (better)
Royalty rate rank18th
Lower royalty = lower percentile (better)
Unit count rank50th
vs Personal Services - Beauty & Salon peers
Risk score rank57th
Lower risk = lower percentile (better)

Item 20 · unit dynamics

The Growth Chart

Total units
44
Opened
4
Last reporting year
Closed
0
Turnover rate
0.0%
Company-owned
4
Corporate units in the system
% franchised
91%
vs corporate-owned
Net growth (yr3)
+11.1%
Net unit change last year
3-yr CAGR
+29.0%
Compounded over last 3 years
2022
40+4
Franchised units
2023
36
Franchised units
2024
31
Franchised units

Year-over-year franchised unit counts and net change. Source: FDD Item 20.

Item 20 · 15 states with active franchisees

The Territory Map

Derived from franchisee contact records. Shows states with at least one current operator — not where the franchisor is registered to sell new units (that data is re-extracting in a future refresh).

AK
ME
VT
NH
MA
RI
CT
NY
NJ
PA
DE
MD
DC
WA
OR
CA
NV
ID
MT
WY
UT
CO
AZ
NM
ND
SD
NE
KS
OK
TX
MN
IA
MO
AR
LA
WI
IL
MS
TN
MI
IN
KY
AL
OH
WV
GA
VA
NC
SC
FL
HI
Registered · 15 states
Not registered

States derived from franchisee phone area codes (Item 20). Approximate — ported numbers may show the original state, not the franchisee's current location.

Government records

SBA Loan Data

Aggregated from SBA 7(a) loan disclosures, public data unique to FranchiseVerdict.

Total loans
31
Loan volume
Avg loan
Default rate
0.0%
vs <3% typical · system-wide
5-yr default

FranchiseVerdict rating + FDD Items 3, 5, 6, 12, 17

Risk & Legal

63
Risk · 0-100
MODERATE63 / 100

True REST presents extreme investment risk with a fundamentally broken unit economics model, going concern warning, and profitability that suggests franchisees are operating at near-total loss despite moderate revenue.

Score breakdown · what drove the 63 / 100 rating

  1. 01MINORCatastrophic profitability crisis: Average net income of only $269 on $397,787 revenue (0.07% net margin) indicates systemic business model failure
  2. 02HIGHGoing Concern warning from franchisor suggests financial instability and potential system collapse risk
  3. 03MINORMassive investment-to-profit ratio: $414,547 minimum investment requires 1,540+ years to break even at current profitability levels
  4. 04MEDSlow unit growth (11.1% YoY) with only 44 locations indicates limited scalability and market traction
  5. 05MINORNo Item 19 financial disclosures (Avg Revenue/Net Income appear unverified or worst-case scenarios)
  6. 06MINORHigh franchise fee ($39,950) relative to franchisee profitability suggests franchisor revenue model prioritizes upfront fees over franchisee success
  7. 07MINOR6% royalty on near-zero profits creates additional cash flow burden on already-drowning unit economics

Severity inferred from the FDD text · not a regulatory classification

FDD Items 5, 6, 12, 17 · continued from Risk & Legal

Contract & Territory Detail

Territory
Radius
Protected territory
Yes
Initial term
10 years
Renewal term
10 years
Online sales rights
Restricted
Franchisor can compete
Yes
Hire a manager?
Allowed
Litigation count
0
Right of first refusal
No
Franchisor can buy back on resale
Mandatory arbitration
Yes
Jury trial waiver
Yes
Non-compete
2 yrs
Post-termination restriction
Owner-operator
Optional
Governing law
California

Item 11

Training & Operations

Classroom training
24 hrs
On-the-job training
48 hrs
POS system
Boulevard
Operating tech stack

Item 20

Franchisee Contacts

Phone numbers extracted directly from this brand's FDD Item 20. After purchase, you'll also receive a list of validation questions tailored to this brand.

Franchisee contacts

20 numbers

Locked
(517) 373-••••
MI
(850) 488-••••
FL
(808) 586-••••
HI

One-time purchase · CSV download · Validation questions included

FDD download

True REST · FDD (2024) PDF

Single-page checkout · instant download · CSV export of contacts available separately above