$78K worth of free massages for COVID-19 frontline workers thanks to Massage Envy franchise owner - NJ.com

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As the state’s war against the coronavirus enters its fifth month, those on the frontlines of the pandemic continue to bear the brunt of its unprecedented tribulations, challenges and uncertainties.

Now, someone’s got their back — literally.

Greg Robertson, owner of the Massage Envy established in Hillsborough, Flemington, and Lawrenceville, donated $78,000 worth of massages to healthcare workers and first responders across the state in an effort to provide some relief to those who have relieved the suffering of so many.

“There’s no doubt that people are under a lot of stress,” Robertson said. “Some people lost their jobs and are out of work, some people are financially struggling. ... And therapeutic massage is different from your regular foofoo kind of massage, especially for these people who have been fighting COVID and working tireless hours.”

During a ceremony held outside of the Massage Envy location in Hillsborough on Tuesday, hospital administrative staff and senior management from the Hunterdon Medical Center, Capital Health Hospitals, and St. Peter’s University Hospital each received approximately 220 vouchers for a one-hour massage.

Vouchers for free massages at Massage Envy locations in Hillsborough, Flemington and Lawrenceville.Caroline Fassett I NJ Advance Media for NJ.com


The Hunterdon Medical Center is located in Raritan Township. Capital Health is headquartered in Pennington and St. Peter’s University Hospital in New Brunswick.

To underscore their gratitude for the free massages, representatives of Capital Health Hospitals and the Hunterdon Medical Center both drew upon the immense hardships their staff has endured throughout the pandemic.

“When I think back to when we were in the height of things back in April ... we had quite a high number. They were suffering. For me as an administrator, I saw the staff, and I really saw the stress. And it was just eating away at the staff,” Jeremye Cohen, director of planning for Capital Health Hospitals, said. “So the idea of just giving these people massages — they’re just going to be absolutely through the roof.”

“Our team, our staff — especially those on the clinical side who have been going through a lot in the last five months — something like this is a great opportunity to provide them good mental health and physical health,” Philippe Beekman, senior vice president of the Hunterdon Healthcare Foundation and Community Relations, said. “We were happy to come and accept this incredible donation.”

Massage vouchers for St. Peter’s University Hospital will be distributed amongst their nursing staff in celebration of Nurses Week, which has postponed from May to October because of the coronavirus.

“It’s been very generous to receive all the donations that we’ve gotten from the community,” Lindsey Jandoli, a registered nurse at St. Peter’s University Hospital, said. “It just shows a lot of support for the physical and emotional wellbeing of the nurses and the staff caring for the patients right now. So we’re just so grateful.”

A group gathers in front of the Massage Envy location in Hillsborough to celebrate the donations to frontline workers.Caroline Fassett I NJ Advance Media for NJ.com


Robertson spearheaded the initiative over a month ago after the benevolence of another New Jersey resident galvanized him to make a difference himself.

“This idea just started with my wife (Renée) and I watching TV one night, and we saw that a local pizzeria donated about 40 pizzas to Morristown Memorial,” Robertson said. “We thought it was fantastic, and said, ‘Somehow, someway, we’ve got to get involved ourselves.‘”

While initially the project began with Robertson alone donating hours to provide free massages, over time he expanded the initiative to his Massage Envy staff and then to its members. Voucher recipients can be massaged for free at any one of the three New Jersey locations Robertson oversees, all of which have adapted to new health and safety protocols in response to the epidemic.

These include the installation of an air purification system in every massage room, taking visitors’ temperatures when they arrive, staggering appointments, and sanitizing rooms in 15 minute intervals between each session.

“We’ve done everything that the state Board of Massage (and Bodywork Therapy) has asked, that the government has required, and what Massage Envy corporate has asked,” Robertson said. “And we’ve taken it a step further to make sure the clients and people coming in feel really, really safe.”

That’s not only thing for which Robertson has gone one step further. The multi-unit franchise owner’s initiative has been adopted by all 45 Massage Envy locations across the state, which are still in the process of collecting and finalizing their donated massage sessions.

Looking forward, Robertson expressed his confidence that their cumulative contributions will exceed his own.

“I really believe that it’s possible for the region, once they see the success that we’ve had, to donate even more,” Robertson said. “My hope is that it gets to at least $400,000 or $500,000 (in donations).”

Pictured from left to right are Jeremey Cohen, director of planning for Capital Health Hospitals; Michele Bez, a clinical coordinator at the Hunterdon Medical Center; Greg Robertson, owner of Massage Envy in Hillsborough, Flemington and Lawrenceville; Lindsey Jandoli, registered nurse for St. Peter's University Hospital; and, Nicole Lagoeiro, registered nurse for St. Peter's University Hospital.Caroline Fassett I NJ Advance Media for NJ.com


Robertson’s decision to further broaden his initiative illustrates his belief that the free massages are not about himself, but about those on the frontlines “who work tirelessly ... for the sake of other people.”

Still, in acknowledging his altruistic efforts, Robertson joyfully described Tuesday as perhaps “the best day of my life.”

“I don’t think I’ve felt this good in a long, long time,” Robertson said. “I’m hoping that the people that receive these massages can really, really benefit from them. It feels awesome to give.”

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Caroline Fassett may be reached at cfassett@njadvancemedia.com. Tell us your coronavirus story or send a tip here.