Meet Gene Storm of Resonance Massage and Bodywork in Lakeview and Lincoln Park

Today we’d like to introduce you to Gene Storm.

Gene, let’s start with your story. We’d love to hear how you got started and how the journey has been so far.
The business has actually been here since 1995. I started there part-time as a massage therapist 20 years ago, eventually becoming the manager. When the owner wanted to move to the west coast in the fall of 2009, my partner John and decided to buy it. This was the chance to make the changes I’d always envisioned, but never had the authority to make.

The previous owners put a big focus on retail. They sold tons of neck and back pain relief product- everything from back scratchers to office seating. We felt this took away from the relaxing atmosphere we were going for. We needed to do a bit of rebranding and focus on what we did best: Massage. We wanted to be less corporate, more community. Instead of having a wall full of uninspired retail products, we brought in local artists to showcase their work.

Has it been a smooth road?
When the opportunity of buying the business came about, everything happened so fast. We found ourselves having to navigate how to open a business account, negotiate a lease, and find secure credit card processing. One of the biggest hurdles was getting a business license. Licenses aren’t simply transferred with the sale of a business. You become a new entity. Massage establishment licensing in Chicago is particularly complicated. For one thing, the owners must have a background check. It’s also more than twice the cost of a general business license; all this just to have the word “massage” in your name!

When you have a small business, you find yourself taking on a lot of roles. You’re the owner, the general manager, publicist, copywriter, bookkeeper, computer expert, cheerleader…Oh, and you have to take out the trash too! In world of DIY everything, it’s easy to feel overconfident with new tasks. I think it’s important to focus on things you’re good at and enjoy doing, and to know when to ask for help for things that require specialized knowledge. Fortunately, we have an amazing, talented staff, so I’ve never been alone here.

We’d love to hear more about your business.
Chicago isn’t lacking for places to get a massage. What sets us apart is that we’re a walk-in massage studio. All our massages are done fully- clothed, in a common treatment room separated by screens. We believe this style of clinic offers a safe and comforting place for our clients to relax communally. We like to call it “shared stillness”. We only do walk-in massage. We feel that scheduling an appointment needlessly invites the opportunity for added stress.

Heaven forbid you’re running late, need to re-schedule, or need to cancel your booking at the last minute for a fee. This seems to be a faulty process. We want to address your pain and fix your aches when you need it – not in a week! Because we’re not encumbered by a schedule, we can be present in our work. You’ll ever feel rushed. Once it’s your turn you’ll have our time and attention.

I’m happy we’ve been able to offer employee benefits that you usually see in a much larger business; health insurance, 401K, paid time off, and holiday pay. We have really low employee turnover. There are six massage therapists (including me), and everyone has worked here at least five years. I think our clients appreciate the fact that they know when their favorite therapists are working, and that a new employee won’t be there instead.

Because, we’re independent, we can be less rigid than a large corporate-owned spa that may not have the customers’ (and employees’) best interest at heart. We can be more flexible with our business policies and practices. For example, clients that have memberships and packages can share them with anyone. We think we draw from the good things about a corporation, without the bad. In a decidedly low tech industry, we use only state-of-the-art computer software and credit card safety practices.

Is our city a good place to do what you do?
Any big city is not without big city problems and we’re no exception. But Chicago is a hard city to beat when it comes to things to do. Chicago has always been about its neighborhoods and unique independent businesses and we provide a little piece of that. My advice for someone just starting out? It’s important to be who you really are. Don’t layer too much into your business. Stay focused on your core product. Find your identity and embrace it!

Pricing:

• 10-minute tune up $15
• Monthly Membership- 60 minutes for $59.88 . Unused massages roll-over. No contract. Package minutes can be shared with friends. or family, and never expire.
• Our 20 minute“ Total Escape” is our most popular service. ($26 on a chair, $31 on a table). It’s long enough to relax and have some specific areas worked on, but short enough to fit into a busy day. And if you want more time you can always extend the session.

Contact Info:

• Address: 547 W. Diversey Parkway. (between Hampden Ct & Lehmann Ct).
• Website: www.resonancemassageonline.com
• Phone: 773-248-4782
• Email: info@resonancemassageonline.com