A smashing success! iSmash sells 21 new franchises across US

iSmash, the rage room franchise that originated in the Rochester area, is growing with the sale of 21 new franchise units across the United States over the past couple of months.

“We are excited to see such strong interest in our brand,” said Steven Shortino, founder and CEO of iSmash.

He said the new franchises are a testament to the growing appeal of iSmash and the company’s commitment to providing a fun, safe and profitable business opportunity for its franchisees.

Shortino. a Rochester area native, started iSmash (originally called Smash Therapy) at its current location on Jefferson Road in Henrietta, in 2018.

A smash — or rage — room is a controlled environment in which participants can safely break items for entertainment or stress relief. The location offers a variety of packages and also includes splatter paint sessions and axe throwing.

Since its launch, the business has grown, with Shortino opening a second location in Syracuse in 2021. The business venture is now being franchised across the country.

The current brand locations that are officially open are: Rochester, Syracuse, Tampa, Fla.; Long Island, NY; Omaha, NE.; Reno, Nev., and Las Vegas, Nev.

There are two dozen additional expansions, including four additional locations in Tampa, Fla., two in Salt Lake City, Utah, one in King of Prussia, Pa., one in San Francisco, Calif., one in Toledo, Ohio, one in Edison, N.J., six locations in the Philadelphia and New Jersey areas, two locations in Houston, Texas, one location in Laredo, Texas, three locations spread across Raleigh and Charlotte, N.C., one location in Fairfax, Va. and one location in Charleston, S.C.

Shortino, a Spencerport High School graduate, started iSmash when he was 21.

He initially heard about people making a business out of letting people smash things in 2017 from a friend. He was unsure about the concept but decided to move forward with it.

Originally working in manufacturing, Shortino had no prior experience in the entertainment venue sector but stayed on-budget and received support and guidance from his father — a longtime business owner — when it came to starting the venture.

Shortino’s goal is to have 100 iSmash locations and he believes he is well on his way to meeting that goal.

He believes iSmash has found success in the market by offering a unique experience where customers can release stress in a controlled environment by smashing assorted items, including electronics and glassware.

The brand’s rapid expansion is also driven by its adaptability to different markets and demographics, he added.

The concept has resonated with a wide audience, leading to a surge in demand from entrepreneurs.

Shortino attributes iSmash’s growth to its high-profit margins, low startup costs and a comprehensive support system.

Franchisees benefit from site selection assistance, construction management, marketing expertise and an evolving supply chain strategy designed to ensure operational excellence.

iSmash franchisees also start with a strong business model with substantial earning potential.

Based on the company’s 2023 financial due diligence, iSmash locations generated net profits of nearly $200,000, with profit margins of 27.8%, data on the company’s website shows.

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