After six years as a product marketing leader at Meta Platforms Inc., Joseph Luchenta recently shifted his focus from social media to spas.

This summer, Luchenta acquired the McKinney and Richardson locations of VIO Med Spa and plans to open a spa in Prosper. VIO’s franchised spas specialize in non-invasive cosmetic and wellness treatments.

VIO said Luchenta secured franchise rights for a fast-growing North Texas corridor. The company didn’t define the boundaries, though. Ryan Rao, VIO’s chief development officer, said Luchenta will help make inroads in one of the chain’s priority markets.

“Joseph brings the leadership experience and long-term vision to strengthen two established locations while expanding the brand into Prosper, one of the region’s fastest-growing communities,” Rao said in a statement. “His buy-and-build investment strategy reflects the opportunity experienced operators see in VIO’s model and gives us a strong foundation to build greater density across North Texas.”

Founded in 2017, Nashville, Tennessee-based VIO operates 65 locations in 20 states. This includes locations in Dallas, Flower Mound and Plano. VIO’s offerings include injectables, skin rejuvenation, advanced facials, wellness services and medical-grade skincare. 

Investing in ‘meaningful relationships’

At Meta, which owns Facebook and Instagram, Luchenta spent six years as a go-to-market executive. Earlier in his career, he worked at management consulting firm McKinsey & Co.

With those jobs behind him, Luchenta started pursuing entrepreneurial opportunities such as VIO. Luchenta said he sought opportunities that would enable him to work with people, business operations and communities. As a result of the search, he settled on the medical aesthetics industry.

Luchenta concentrated on the Dallas area, ultimately acquiring two VIO spas along the U.S. Highway 75 corridor and planning a third spa.

“I was ready to move beyond building another technology company and invest in something more tangible, where strong teams and meaningful relationships directly shape the business,” Luchenta said. “VIO stood out for its clinical foundation, growth trajectory and the strength of the resources behind the brand.”

Focusing on McKinney and Richardson

Luchenta bought the McKinney and Richardson spas in the second quarter of this year. Over the next 18 to 24 months, he plans to support and strengthen those two spas before selecting a site for the Prosper spa.

Entrepreneur magazine named VIO the No. 1 in the med spa category of its 2026 Franchise 500, the third year in a row the chain has topped the category. VIO says it has established, sold or planned more than 175 franchise territories in the U.S.

VIO’s expansion aspirations got a boost in September 2024, when private equity firm Freeman Spogli bought a majority stake in VIO.

An industry on the rise

With his investment in VIO, Luchenta entered a rapidly growing sector.

Grand View Research estimated the global med spa industry at $27.8 billion in 2026 and projected it would grow to $78.2 billion by 2033. Procedures performed by med spas include facial treatments, body shaping and contouring, hair removal and tattoo removal.