The Next Big Massage Franchise: NOW Massage Targets 175 Boutiques by 2025

The NOW Massage, a 22 location Los Angeles-based boutique massage franchise founded on the principle that self-care is a necessity, not a luxury, is embarking on the next phase of its national franchise expansion strategy, and is setting its sights on disruption of the massage/spa franchise industry. 

“There is still huge growth and opportunity in the $16 billion-a-year massage industry,” said Gara Post, co-founder, noting the brand is focused on reaching 175 locations by 2025. “We are very collaborative with our franchise owners who are currently helping shape the future of the brand. Getting in early allows franchise owners to be part of our growth strategy and development.”

Co-founded by Post and her husband, Jason, in 2015, the brand has enjoyed substantial growth by filling a void the Posts saw in the marketplace for high-quality massage in a welcoming setting, without the time commitment and cost of a traditional spa. The NOW plans to open more than 30 boutiques in 2022, targeting 175 in operation by the end of 2025. Prospective franchise owners have the opportunity to be first-to-market in prime states including New York, Connecticut, New Jersey, Philadelphia, Washington D.C., Massachusetts and Maryland.

“The guiding principle at The NOW Massage has always been that in today’s fast-paced, digitally driven society, self-care is a necessity,” said Gara Post, who is also the brand’s Chief Creative Officer. “Massage was once seen as a luxury, but more people understand the need for it on a regular basis, and health professionals are recommending it at a higher rate to manage stress, anxiety and muscle recovery.”

After launching its first locations in Los Angeles in 2015, The NOW began franchising in 2019, and in less than two years signed its 100th franchise location. Its first franchise boutique opened in November 2020 — mid-pandemic — with an additional 15 locations in 2021, proving not only the strength of the brand’s unique offering but also the viability of the self-care market nationwide.

Dubbed “L.A.'s most stunning self-care oasis” by Forbes, The NOW’s highly Instagrammable locations feature clean, modern interiors that incorporate natural materials, heightened by the scent of its signature jasmine coconut candles. 

With its highly curated design and customizable massage menu at accessible prices, The NOW’s ambition is to revolutionize the wellness industry.  And because The NOW believes that everyone can and should incorporate massage as a part of their regular wellness routine, it’s no surprise that much of the brand’s success has aligned with the popularity of its Ritual Membership program, which was born out of demand.

“Our clientele kept requesting a monthly program,” said Post, “so we designed the Ritual Membership with savings on massages, rollover credits, perks and more. In order for our franchise owners to be successful, we knew a strong membership program would be a great foundation for their business.”

The NOW Massage is looking for multi-unit operators and entrepreneurial self-starters with a passion for people and wellness. Because the brand’s ethos centers around providing an exceptional guest experience, previous hospitality and leadership experience are preferred, although many of its franchisees come from the corporate world, from sales and marketing to finance, banking and tech, among other fields.

The global wellness economy is forecasted to grow 60% by 2025, and The NOW Massage is poised to capitalize on that opportunity. It offers a number of benefits for franchisees, including impressive unit economics, a recurring and predictable revenue stream, low buildout costs and in-depth training and support. According to Jeff Platt, president of The NOW Massage, all of this contributes to a scalable model that allows franchise owners to easily open multiple units.

“There is a pride of ownership that comes with owning a NOW Massage boutique that our franchise owners really embrace,” said Platt. “It is truly a lifestyle brand where guests can come to disconnect from the outside world and reconnect within through the healing benefits of massage.”

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 thenowmassage.com/own-a-boutique.

ABOUT THE NOW MASSAGE

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 thenowmassage.com.