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How The NOW Massage Is Revolutionizing the Massage Industry

With its modern interiors featuring raw elements and natural materials, The NOW has created a chic minimalist oasis that provides a sanctuary from the stresses of everyday life.

By Paul Mueller1851 Franchise Contributor
SPONSOREDUpdated 8:08AM 04/26/22

The NOW Massage — a Los Angeles-based massage concept that was founded on the principle that self-care is a necessity, not a luxury — is designed to serve as an oasis from today’s fast-paced, digitally-driven society. The NOW’s mission is to revolutionize the wellness industry by offering high-quality, customizable massage services in an inspired setting without the time commitment and cost of a traditional spa. With 26 locations already open, the brand is poised for tremendous growth, as it plans to open more than 30 boutiques in 2022, targeting 175 in operation by the end of 2025.

“We knew we could revolutionize the industry with our curated design and customizable massage menu at accessible prices,” said Gara Post, Co-founder and Chief Creative Officer. “The NOW has reimagined the accessibility of a walk-in neighborhood massage spot with the premium menu of services and beautiful design typically associated with upscale day spas.”

The NOW’s highly Instagrammable locations feature clean, modern interiors that are inspired by nature. Raw materials such as natural wood surfaces and exposed beams are paired with sheepskins and rawhides, creating an oasis for the ultimate zen experience. The brand’s design is so vastly different from anything else in the marketplace that Forbes dubbed it “L.A.'s most stunning self-care oasis.”

But perhaps what sets The NOW apart from its competition the most is its menu of massage services and enhancements.

Massage therapists at The NOW receive advanced training on custom menu offerings that are designed specifically for stress relief, relaxation and muscle recovery. Guests can choose between three signature Swedish-inspired massage styles, including a signature relaxation massage, an energy-balancing massage designed to reduce stress and a sports-inspired recovery massage. Guests can pair these services with a variety of custom, exclusive enhancements such as herbal heat therapy, deep tissue and hemp calm balm, among a variety of others.

The NOW further differentiates itself from its competition with its emphasis on massage therapy as an integral part of one’s regular wellness routine, which is why the brand offers its increasingly popular Ritual Membership. Created to serve guests who were asking for a membership service from the emerging brand, the Ritual Membership is now one of the primary drivers of The NOW’s business, as guests routinely come back to indulge in both the atmosphere and the relaxation.

This is especially true for the brand’s younger demographic.

“We have so many millennial and Gen Z guests that are passionate about wellness and taking care of their body, mind and spirit,” said Danny Figueroa, who — along with his wife, Rose — opened their first NOW franchise in Ft. Lauderdale, Florida in September. “Our ideal guest is someone that comes in for a massage as part of their ongoing self-care routine, as opposed to other concepts where they go in for a service when their bodies break down.”

The Figueroas are experiencing firsthand the brand affinity and demand for The NOW, which is not limited to South Florida, or even Los Angeles, where the brand was originally founded in 2015. The demand and the opportunity for The NOW is so great that the brand is currently targeting growth in markets from San Diego and San Francisco to Salt Lake City, Minneapolis, Detroit, Boston and more as it progresses toward its goal of having 175 boutiques in operation by the end of 2025.

“We have been overwhelmed by the response from guests,” said Figueroa. “It’s been very satisfying to see how they react to the boutique and how many times they thank us for bringing The NOW to Ft. Lauderdale. We truly feel like we are giving back to the local community through the healing benefits of massage therapy.” 

The Figueroas plan to open five more locations in the Ft. Lauderdale–Miami area, hoping to have each fully operational within the next three years. As the brand continues to spread across the nation and beyond, it will be up to the rest of the industry to keep up.

The cost to open a The NOW Massage franchise ranges from $414,850 - $767,600, 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 the time commitment and cost of a traditional spa. The NOW Massage’s interiors have been recognized by press and influencers for its 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. For more information, please visit