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Advice From a Multi-Unit Franchisee: Danny Figueroa, The NOW Massage

1851 Franchise spoke with Danny Figueroa about his journey in multi-unit franchising and his advice for the next great multi-unit owners.

Multi-Unit Franchisee: Danny Figueroa

Franchise: The NOW Massage

Danny Figueroa is a successful multi-unit franchisee with The NOW, a massage boutique franchise with over 60 locations nationwide. With a background in entrepreneurship and a deep passion for wellness, Figueroa has expanded his portfolio to include 10 locations in South Florida, setting a precedent in the franchise industry for what a great multi-unit owner looks like. He was even named a “2023 Franchisee of the Year” by the International Franchise Association at the 63rd IFA Annual Convention in Las Vegas, Nevada.

“One of the benefits of franchising is the built-in network of mentors, whether at the corporate level or within your community of fellow franchise owners,” said Figueroa. “You can lean on one another and help guide each other to success.”

1851 Franchise talked with Figueroa about his journey in franchising, his accomplishments and advice for other entrepreneurs looking to become the next great multi-unit franchisee.

1851 Franchise: Frame your personal story for us. What did you do before franchising, and how did you decide franchising made sense for you?

Danny Figueroa: I was born in Havana, Cuba, and immigrated to the United States with my family in 1980. My father always aspired to own his own business, and in 1984, he started an appliance repair business. Growing up around entrepreneurial parents was inspiring and led me to work alongside my father to help grow our family business.

After operating a wholesale HVAC distributor for over 20 years, I founded my first business,, which revolutionized the way Americans purchase home comfort products via an e-commerce platform. I then created in 2008. I was the founder and CEO of both businesses, which I sold in 2017.

A friend reached out to my wife, Rose, and me for advice on various franchise opportunities. Given our entrepreneurial backgrounds, we were happy to lend our expertise. Throughout the process, we became personally interested in opportunities in the wellness space. When we saw the momentum and potential in the self-care space, we knew we wanted to be a part of that, and that’s when we came across The NOW.

1851: What made you pick your first franchise brand?

Figueroa: When we introduced The NOW to our family and friends and saw their excitement, we knew we had found the right concept. The NOW’s design-driven aesthetic and straightforward menu of high-quality, customizable massage services drew us in.

The NOW provides a unique experience in the massage space, especially in South Florida. We never thought we would become franchise owners, but we are glad we invested in an innovative brand that aligns with our core values. We also appreciate the founders’ and executive team’s extensive franchising experience, which has been invaluable.

1851: Tell us about expanding to multiple units. How did you start to expand your portfolio and what was that process like? Were there any challenges you had to overcome?

Figueroa: As of today, my wife Rose and I have 10 total NOW boutiques in development in South Florida. We currently operate boutiques in Fort Lauderdale, Plantation and Wynwood in Miami. The NOW Fort Lauderdale, which opened in September 2021, is a top-performing boutique across The NOW Massage franchise network, generating over $1.9 million in revenue in 2023 and securing close to 800 monthly members since opening. The success of our first boutique gave us the confidence to expand our portfolio.

Since then, we have grown our territory from an initial three units to six, and then to eight, and now we are set to open 10 total locations in South Florida, with potential plans to expand further in the coming years.

1851: What advice do you have for other franchisees thinking about expanding to multiple units?

Figueroa: My advice is to always remember that your success in business comes down to your team. It’s about creating a support system and environment where your team feels empowered, valued and rewarded. It’s also important to understand your unique set of skills and hire accordingly.

One of the benefits of franchising is the built-in network of mentors, whether at the corporate level or within your community of fellow franchise owners. You can lean on one another and help guide each other to success.

1851: What was your perception of franchising prior to becoming a franchisee, and what do you want people to know about franchising now that you are in it?

Figueroa: A major difference from my past businesses to franchising with The NOW is the support system that myself and all of The NOW’s franchise owners are supplied with from The NOW Corporate team, spanning across sales, operations, marketing, real estate, construction and more. The built-in support system helps make certain business decisions less challenging.

If you are a prospective entrepreneur looking into franchising, a franchisor hoping to expand or a franchise consultant growing your business, check out The 1851 Growth Club — a sales/growth consultancy hyper-focused on doing franchising the right way.