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The business concept was established in Feb 2002, and pioneered the service of massage in hotel/club environments. The business rationale was simple – people go to the pub or club to relax, socialise and spend their money – massage is relaxing, communicative and worth paying for.
In this first market, 3 Minute Angels determined that lowering barriers to acceptance was critical. It was because of this that the company instigated recipient determined payment at the conclusion of the massage i.e. “Pay us what you think the massage is worth”. This was incredibly popular and became a great conversation piece and point of difference.
Rapid growth and expansion in Social and Airport markets (in 2003 and 2004 we had the massage contract for Qantas domestic terminals) led to the complementary markets of Corporate, Event, Conference and Shopping Centres. 3 Minute Angels now operates Australia-wide covering Sydney, Melbourne, Brisbane, Cairns, Perth, Fremantle and the Gold Coast.
The staff of the company are called Angels, hence the company name. The purposeful disconnect between ‘3 Minute’ and our 5 minute massage has increased the awareness and branding of the company. It is expected that as the business matures the leverage created in the ‘Angels’ brand name will allow for the spin-off of other business enterprises.
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