Eyeing 100 Locations, The NOW Massage Is Changing the Way People Relax & Recover

The “Instagram-worthy” franchisor is redefining the massage experience as it embarks on an ambitious growth plan backed by Gen Z influencers

A little over half of consumers received a massage last year for relaxation and stress reduction, and 42% for health and wellness purposes, according to survey findings from the American Massage Therapy Association.

The NOW Massage is poised to increase those numbers; the boutique massage franchisor is in growth mode at a time when wellness practices are surging — and plans to open 100 locations by the end of 2025.

Athletech News spoke with Gara Post, co-founder and chief creative officer of The NOW Massage, about the boutique massage brand’s franchise growth plans, how it’s targeting the wellness-obsessed Gen Z consumers and the shift from massage as a luxury perk to a holistic health practice recommended by health professionals.

‘ Approachable Luxury’

Having launched in 2015 with its first boutique in West Hollywood, California, The NOW Massage quickly earned a reputation for delivering a premium massage experience within a curated environment that Post describes as “approachable luxury” — incorporating the aesthetic of beachside destinations from around the globe. Guests settle into a calming world with sheepskin throws, plants and whitewashed walls before embarking on a relaxing journey of self-care.

The experience quickly gained fans and positive reviews, propelling The NOW to open four boutiques in 18 months and opening the door to a franchise model in 2019. It wasn’t always the brand’s intention to franchise, but Post found a void in the marketplace for high-quality massage services in a design-driven setting without the time commitment (and cost) of a traditional spa.

“At the time, it felt like the only options were massage chains with limited aesthetics, high-end hotel spas or expensive day spas,” she said. “We wanted to create an oasis that made massage convenient and easy to incorporate into one’s self-care routine.”

Even staring down a global pandemic that saw businesses fold, Post says The NOW continued to scale and didn’t see interest wane – a testament to the concept and consumer interest in self-care practices and wellness.

“Since franchising began, The NOW has opened 64 boutiques to date and has 160-plus locations in development,” she said.

A Wellbeing Tool

Self-care is a necessity, according to Post, especially in our fast-paced and digitally-driven society.

“While massage was once seen as a luxury, 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,” she explained.

Having a monthly or bi-monthly massage routine (both of which The NOW offers as membership plans) can support overall health and well-being.

“More than ever, health-conscious individuals are looking for alternative ways to support and manage the stress and strain of daily life,” Post noted. “Recent studies show that regular massage offers significant benefits beyond relaxation. It can reduce inflammation, manage stress and anxiety, treat sports injuries, aid sleeplessness, decrease tension headaches, and increase flexibility and range of motion.”

Several modalities and customizable enhancements are available for guests at The NOW, who can select from three Swedish-inspired massages: The Now, a signature relaxation massage, The Healer, an energy-balancing massage and The Stretch, a sports-inspired recovery massage.

Guests have the option to pair their selected service with luxurious add-ons such as Herbal Heat Therapy, Deep Tissue, Fresh Eyes, Hemp Calm Balm, Gliding Cupping and Gua Sha, a traditional Chinese medicine technique.

Appealing to Gen Z & Millennials

The NOW is in tune with young consumers, crediting its connection to its local communities as an integral part of its success since day one. Not only are the boutiques exquisitely designed, but they are also “highly Instrammable,” as Post points out.

“Our popularity in the press and on social media created the blueprint for how we connect with Millennial and Gen Z audiences in each market and was a groundbreaking development in the massage space,” she said, adding that social media has helped drive awareness of practices such as massages, cold plunge and Gua Sha.

The NOW has embraced younger consumers eager to carve out time for self-care, amassing a network of thousands of Millennial and Gen Z influencers and ambassadors. Post said that the brand receives new influencer collaboration requests daily.

Beyond aesthetics and social media, The NOW also appeals to younger consumers with customizable options starting at $60 in select markets.

Growth Ambitions

By the close of 2025, The NOW aims to have 100 locations open and operating.

While the massage franchisor has upcoming boutique openings in Texas, New Jersey, Arizona, South Carolina, North Carolina, Georgia, Florida, Nevada and California, The NOW has prime territories available in major markets such as Minneapolis, Salt Lake City, Boston, New Jersey and Washington D.C., and Austin, Houston and San Antonio in Texas.

The franchisor has attracted franchisees from various corporate backgrounds, with its ideal franchise partners being multi-unit operators who share a passion for wellness.

“Franchise owners should have an authentic interest in wellness and understand the healing benefits of incorporating regular massage as part of one’s self-care routine,” Post explained. “Our ideal franchise owner is proud and enthusiastic about bringing a NOW Massage boutique to their city and has a desire to make a positive impact in their community.”

The post Eyeing 100 Locations, The NOW Massage Is Changing the Way People Relax & Recover appeared first on Athletech News .