United States Air Force, Major (Ret.) Lonnie Wilson dedicated 25 years to the military and is just beginning a new phase in his career—bringing health and wellness to the community through business ownership. In February 2025, Wilson, alongside his wife Dianna, opened a MassageLuXe franchise in McDonough, Georgia, fulfilling a long-held goal of entrepreneurship and community impact.
Wilson’s transition from the military to small business ownership was driven by a desire to continue leading and making a difference. Though he currently serves as a Captain at American Airlines with plans to retire just around the corner, he was already preparing for his next chapter. “I proudly served my country, and as I approach retirement from American Airlines, I wanted to create a business that aligns with my values and interests. MassageLuXe was the perfect fit for my family because we believe in the power of health and wellness.”
A Path to Entrepreneurship
The Wilson’s passion for business ownership runs deep. Dianna’s father was a business owner, which inspired her to pursue her own career as a Realtor and Broker. That same entrepreneurial spirit influenced the couple’s decision to invest in a franchise. “Business ownership has always been in our family, and we wanted to continue that legacy. We were looking for an opportunity that allowed us to contribute to our community, and MassageLuXe checked all the boxes,” said Lonnie.
Their journey into franchising began with extensive research. “We were searching for a business that aligned with our vision of promoting health and wellness. That search led us to MassageLuXe, and the rest is history.” Though the military did not provide him with specific transition programs related to franchising, Wilson’s discipline and leadership skills gained during his service made the process more seamless.
Applying Military Skills to Business
Wilson credits his military background for much of his success in business ownership. “In the military, teamwork, leadership, and hard work are essential. Those same skills are critical in business,” he explains. The ability to strategize, manage teams, and problem-solve under pressure has given Wilson a strong foundation to navigate the challenges of running a business.
While business ownership was always part of Wilson’s long-term plan, his previous experience as a restaurant owner and Allstate Insurance Agency operator reinforced the importance of perseverance and adaptability. “Being a business owner can be very challenging, but it is also incredibly rewarding. Each experience has taught me something valuable.”
Challenges and Accomplishments
Opening a new business comes with its fair share of obstacles. For Wilson, one of the biggest challenges was ensuring the new MassageLuXe location was set up for success from day one. “Every business has hurdles—whether it’s staffing, marketing, or operations—but overcoming those challenges makes success even more fulfilling.”
Despite the challenges, Wilson takes great pride in what he has accomplished so far. “Seeing our vision come to life and having a positive impact on our community has been one of the most rewarding aspects of this journey.”
A Vision for the Future
For Lonnie and Dianna, business ownership is more than just financial success—it’s about creating a lasting impact. “Our goal is to grow our MassageLuXe franchise into a thriving business that serves our community while providing a sense of fulfillment for our family. We want to ensure that our business is not just profitable but also contributes to the overall well-being of the people we serve.”
The journey has been demanding, but Lonnie wouldn’t have it any other way. “Small business ownership has given me a great sense of accomplishment, even though it keeps me very busy. I look forward to what’s ahead and hope to continue growing our business to its full potential.”
With a commitment to service, leadership, and community engagement, Lonnie and Dianna Wilson’s MassageLuXe in McDonough is set to become a staple in the area—offering relaxation, rejuvenation, and a continuation of his lifelong mission to serve others.
“MassageLuXe McDonough is more than a business to us—it’s a way to support the well-being of our neighbors,” said Dianna Wilson in an announcement about their grand opening. “We are excited to offer a space where people can relax, recharge, and focus on their self-care. We look forward to welcoming the Henry County community and providing high-quality services that promote health and wellness.”
Grand Opening Celebration
To mark this exciting new chapter, MassageLuXe McDonough held a grand opening celebration with a ribbon-cutting ceremony and special promotions for the local community. The event brought together friends, family, and local leaders to officially welcome MassageLuXe to McDonough. The celebration highlighted the Wilsons’ dedication to fostering strong community connections while promoting health and wellness through their business.