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Why This Entrepreneurial Couple Chose to Bring The NOW Massage to South Florida

After opening their first location in Ft. Lauderdale to rave reviews, Danny and Rose Figueroa are poised to open five more NOW Massage boutiques in South Florida to meet growing demand.

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

The couple have a long history as business owners in South Florida. So when a friend approached them about opening a franchise, they were happy to lend their expertise. The process of researching different brands and concepts piqued their interest, and suddenly, the husband-and-wife team felt the urge to dive into a new venture themselves.

“We knew we wanted to look into opportunities in wellness,” said Danny. “A strong financial track record was definitely a plus, and when we saw what was happening in the self-care space — all the momentum and all the potential — we knew we wanted to be a part of that.”

That’s when they found The NOW Massage, a Los Angeles-based massage franchise founded on the principle that self-care is a necessity, not a luxury. 

According to Rose, when she and Danny introduced the concept to their family and friends and saw their excitement, they knew they had found the right opportunity. The more they learned about The NOW’s mission to revolutionize the wellness industry by offering high-quality, customizable massage services, the more excited they got.

“The design-driven aesthetic really drew us in,” said Rose. “The NOW provides an experience that is completely new to the massage space and to guests in our market. We never in a million years thought we would become franchise owners, but we are so glad we invested in a truly innovative brand where we identify with the core values.”

The NOW’s core values which the Figueroas so clearly identified are anchored in an inclusive culture that encourages franchise owners to live in “The NOW,” care for those who care for others and to bring a positive energy that enhances the overall NOW experience. In addition, everything The NOW does is centered around offering a space for its guests to escape the daily pressures of life and recharge their spirit through the healing benefits of massage therapy.

“Developing a connection to the local community has been critical to The NOW Massage’s success since day one,” said Gara Post, Co-Founder and Chief Creative Officer. “We are looking for franchise owners who are passionate about people and wellness, who see the value in massage and self-care and who have a desire to make a positive impact in their community. Danny and Rose are ideal franchise partners and we’re excited for them to open more NOW boutiques in South Florida.”

Since opening their first boutique in September, the Figueroas have received even more validation that bringing The NOW to Ft. Lauderdale was the right decision.

“We have been overwhelmed by the response from guests,” said Danny. “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.”

The NOW’s goal is to open more than 30 boutiques in 2022, targeting 175 in operation by the end of 2025. The Figueroas plan to open five more locations themselves in the Ft. Lauderdale–Miami area, hoping to have each fully operational within the next three years.

“This is more than just a business,” said Rose. “We personally enjoy what we do and we are proud to be franchise owners of The NOW Massage. There is no better place to live and run a business than South Florida, and we are excited to grow The NOW’s presence as we continue to expand.”

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