bannerGrowing a Franchise

Danny Figueroa of The NOW Massage Awarded “Franchisee of the Year” by International Franchise Association

The NOW Massage franchise owner is being honored for his efforts in successfully becoming one of the network’s top-performing franchise boutiques.

By Jeff DwyerStaff Writer
SPONSOREDUpdated 11:11AM 03/24/23

Danny Figueroa, a franchise owner of the emerging massage concept The NOW Massage, has been named a “2023 Franchisee of the Year” by the International Franchise Association. Figueroa was recently honored at the 63rd IFA Annual Convention in Las Vegas, Nevada for being an exemplary franchise owner and operator.

Danny and his wife, Rose, opened their first location in Fort Lauderdale in September 2021 and have grown that franchise into one of the top-performing boutiques under The NOW Massage network. Their second boutique in Plantation, FL is set to open this April.

Figueroa was born in Havana, Cuba, and immigrated to the U.S. in 1980. He spent nearly 20 years as a wholesale HVAC distributor. Throughout his career, he has more than 30 years of entrepreneurial experience.

In 2022, the Fort Lauderdale franchise reached new heights as it was able to generate over $1 million in revenue. Since opening, the Figueroas have also succeeded in securing over 800 monthly members. They are firm believers in giving back to their community, and as such, they actively participate in philanthropic work. For the Fort Lauderdale boutique’s grand opening day, Figueroa partnered with The Trevor Project and donated all earned revenue to support suicide prevention services for LGBTQIA+ youth. For the Plantation boutique’s grand opening, they will partner with the Backpack Barber Foundation, a nonprofit providing a range of services to address the needs of the homeless population in South Florida, including complimentary haircuts, hygiene products, and more.

Additionally, Danny was appointed to The NOW’s first Franchise Advisory Council, where he serves as a founding member. The Figueroas have signed to develop six total NOW boutiques in South Florida, with a Wynwood Miami location on the horizon.

“Danny and Rose are ideal franchise owners, and we’re so excited for them to continue to grow The NOW in South Florida,” said Gara Post, co-founder and Chief Creative Officer at The NOW Massage. 

The cost to open The NOW Massage franchise location ranges from $477,459–$819,109, including a $60,000 franchise fee. For more information on franchising with The NOW Massage, visit


The NOW Massage was designed as an oasis to disconnect from the outside world and reconnect within. The NOW Massage’s goal is to offer high-quality, customizable massage services without a traditional spa's time commitment and cost. The NOW Massage’s interiors have been recognized by the press and influencers for their elevated aesthetic, inspired by exotic destinations from around the world. With boutiques currently open from coast to coast and steady expansion on the horizon, The NOW Massage is looking forward to bringing its thoughtfully crafted menu, healing products and signature design to cities all over the United States.