Spa chain Burke Williams is stripping away all the indulgent extras at the Simply Massage concept launching this month in Marina del Rey.

The no-frills offering will be a scaled-back version of the Culver City-based company’s menu of massages at a lower price point and won’t have saunas and steam rooms. For example, an hourlong deep-tissue rubdown runs $139 for nonmembers at Burke’s regular locations versus $79 at Simply Massage. Monthly memberships will also be cheaper.

“We’re catering to people who don’t necessarily have the time to indulge in the whirlpools and sit in our quiet rooms in the larger locations and want the efficiency of getting a massage and getting on to their next appointment,” said Bill Armour, 62, who co-founded the company with his wife, Theresa, in 1984.

He said the massage market has grown rapidly and Burke Williams needed to accommodate customers coming in for a weekly or monthly massage who want a pared-down experience.

Armour said the company is aiming to add two Simply Massage centers near each one of its 10 luxury spas spread throughout the state.

“Our research indicated that the market depth is certainly there,” he said.

– Marni Usheroff

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