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Why The NOW Massage is Targeting the Northeast for Massive Growth

A high concentration of Millennial and Gen Z populations makes Northeastern markets ideal for the innovative massage brand.

By Paul Mueller1851 Franchise Contributor
SPONSOREDUpdated 8:08AM 05/12/22

The NOW Massage — the emerging massage brand committed to offering high-quality, customizable massage services without the time commitment and cost of a traditional spa — is poised for massive growth in 2022 and beyond. To keep pace toward its goal of 175 boutiques in operation by the end of 2025, The NOW plans to double its footprint by the end of the year. 

As part of this growth plan, The NOW is currently targeting Northeast markets from Massachusetts and New York down to Washington D.C. and Maryland for expansion.

“We see expansive growth opportunities in the Northeast region,” said Jeff Platt, president of The NOW. “Our target markets are densely populated urban cities or suburban neighborhoods that offer the potential to reach Millennial and Gen Z guests. The Northeast offers plenty of opportunities to do just that.” 

The NOW Massage is a Los Angeles-based massage concept that was founded on the principle that self-care is a necessity, not a luxury. Dubbed “L.A.'s most stunning self-care oasis” by Forbes, its highly Instagrammable locations feature clean, modern interiors that are inspired by nature, creating an inspired setting for the ultimate zen experience.

“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,” said Gara Post, Co-Founder and Chief Creative Officer. “We filled the void in the marketplace for high-quality massage services at an affordable price point in an inspired setting.”

The brand caters to Millennial and Gen Z guests, and with more than half the U.S.population now being Millennial, Gen Z or younger, there is a wealth of opportunity for The NOW to serve its target guests nationwide. Statistics show that 88% of Millennials are concentrated in metropolitan areas, and with Gen-Z rental shares up 60% in Manhattan, Boston and Philadelphia, the opportunity in the Northeast is not just for The NOW, but also for franchise owners to be first to market in prime territories.

The NOW 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. However, many of its franchisees come from the corporate world, from sales and marketing to finance, banking and tech.

As part of its Northeast expansion, The NOW is currently looking for qualified franchisees in Massachusetts, Connecticut, New York, New Jersey, Philadelphia, Washington D.C. and Maryland. 

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