From One Boutique to Four, and Franchising Coast to Coast, Post Breaks Down the Brands Evolution and Success

The NOW Massage is designed as an oasis to disconnect from the outside world and reconnect within. The NOW’s goal is to offer high-quality, customizable massage services without the time commitment and cost of a traditional spa. Celebrated for its chic, minimalist design and menu of bespoke enhancements, see why The NOW stands out from other massage concepts and is the emerging brand to watch in the wellness industry.

Founded in 2015, The NOW disrupted the massage space by connecting with the untapped 152m Gen Z and Millennial markets and serving them affordable luxury. With the social media following to prove it, influencers and celebrities frequent The NOW and press follows.

What is the history of The NOW Massage?

When we set out to disrupt the massage space in 2015, we saw there was 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 aesthetic, high-end hotel spas, or expensive day spas. We wanted to create an oasis that made massage convenient and easy to incorporate into one’s self-care routine.

After opening the first NOW boutique in West Hollywood in 2015, success followed. Our excellent ratings, reviews and high demand, took us from 1 to 4 boutiques in 18 months, and prepared us for the next stage of expansion – which was franchising. Since franchising in 2019, The NOW has been recognized by Franchise Journal as a “Top Franchise Brand” for five consecutive years and was named one of the “Top Brands of 2025,” by Entrepreneur. Looking ahead, The NOW hopes to have close to 100 locations open and operating by the end of 2025.

What is unique about The NOW Massage?

The NOW has differentiated itself from key competition by connecting with the 152 million untapped Gen Z and Millennial generations and serving them affordable luxury. The NOW reimagined the approachable luxury of a neighborhood spa with premium massages and an original aesthetic inspired by beachside destinations from around the world. Since we opened our doors, The NOW has been covered extensively in press and on social media for its design-driven boutiques and highly customizable menu of services.

Massage therapists at The NOW receive advanced training on the custom menu that goes far beyond the traditional modalities. Guests can choose between three signature Swedish-inspired massage styles, including: The NOW, a signature relaxation massage; The HEALER, an energy-balancing massage designed to reduce stress; and The STRETCH, a sports-inspired recovery massage. Guests can pair their service with a variety of custom, exclusive enhancements, such as: Herbal Heat Therapy, Deep Tissue, Fresh Eyes, Hemp Calm Balm, Gliding Cupping, Crystal Hot Stones, and Gua Sha, a traditional Chinese medicine technique that uses smooth rose quartz tools to target specific areas of the body.

In terms of innovation, we listen closely to feedback, and our guests are always looking for new services and enhancements to add to our menu.

Who is an ideal franchise owner for The NOW Massage?

The NOW’s ideal franchise owner is a multi-unit operator and entrepreneurial self-starter with a passion for wellness. Franchise owners should understand the healing benefits of incorporating regular massage as part of one’s self-care routine. 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.

We have built an inclusive culture upon a common set of Brand Truths – encouraging our franchise owners to “Live In The NOW,” which means to be present and take time to recharge and reconnect within. Also, “Care For Those That Care For Others,” is one of our core values and calls on our franchise wwners to foster an environment where team members feel valued, recognized and rewarded. One of our favorite brand truths is “Kindness is Magic,” positive energy is really important and creates a circle of warmth for our guests.

What type of franchise support does The NOW provide to franchise owners?

The NOW’s seasoned executive team, led by President Jeff Platt, has a combined 100+ years of experience leading franchise owners to success. Each department of The NOW’s in-house support team, including real estate and construction, sales and operations, training, HR support, marketing and PR, work closely with franchise owners to support their boutiques.

The NOW helps franchise owners with favorable real estate terms, including access to market comparables, expertise in negotiations, and established relationships with local landlords and developers. The operations team provides expert guidance and ongoing sales training both at headquarters and in each boutique to ensure franchise owners are hitting key metrics, driving membership sales and growing the business. The NOW also has an experienced team to manage public relations, digital advertising, email marketing, online presence, and partnerships with massage associations to source highly qualified massage therapists.

Learn More about Franchising with The NOW Massage

The NOW’s journey from its inception to its current position as a prominent name in the wellness industry underscores the vision and passion of its founders. As The NOW continues to evolve, it remains an oasis in the city for guests and members to disconnect from the outside world and reconnect within.

Whether you’re a potential franchise owner or a guest looking to escape for some much-needed rest and relaxation, we invite you to become part of our community NOW.

Learn more about The NOW Massage here. If you’re ready to start a conversation with our franchise team, start here.

We look forward to hearing from you!

VP of Learning and Development, Jennifer Murphy, Explores Franchising with The NOW Massage

Jennifer Murphy, VP of Learning and Development with The NOW Massage, has been supporting franchise businesses for 12+ years. Since joining The NOW team in 2022, Murphy has been able to develop a robust training program from the ground up that has an impact on people at every level of the business. From front line team members to franchise owners and to a skilled group of massage therapists, everyone benefits from Murphy’s systems. In this interview, we learn more from Murphy about why The NOW is a franchise opportunity worth considering.

What do you think is different about The NOW?

The NOW’s brand, guest, and team experience is unique, from the open and clean design aesthetic to the journey room with waves and canvas draping, which draws guests and team members in. The Brand Truths lay the foundation for a strong culture and supportive working environment. The Brand Truths attract great, like-minded people to be a part of The NOW team and help foster an authentic, kind, and caring environment.

How do you support The NOW franchise owners?

In Learning and Development, we support business operations through opening new locations, implementing sales training and tools for skill development, championing leader development, creating team onboarding, and supporting overall business training and development needs.

Learning and Development helps onboard franchise owners and their leadership teams to all things The NOW. Understanding the brand, brand truths, boutique operations, and the hiring, training, and onboarding of their boutique team. We take them through virtual training sessions and live, in-boutique training through our NOW University program.

One of the best parts of my team’s support is being on the ground the week leading up to a boutique opening to help the franchise owner and boutique leadership ensure their team is onboarded, trained to brand standards and protocol, and ready to deliver a great guest experience.

Why is this the right time to franchise with The NOW?

The NOW is a fast growing disruptor in the massage space. People feel connected to the brand, whether as guests or team members, and you can really feel the difference in the experience, not only with the design, but in the massage and enhancement offerings. The NOW Massage is a show-stopper in any market we enter.

What are you most proud of in your work with The NOW?

I am most proud of developing multifaceted onboarding resources for every NOW boutique team member to utilize to provide the best NOW experience to our guests and to feel confident in their knowledge and abilities to perform their jobs. It’s very exciting to see the business flourish and grow to NOW 50+ locations across the US! I can’t wait to see where we grow next.

Learn More about The NOW Massage Franchise

The NOW Massage franchise presents a groundbreaking business opportunity in the wellness sector, merging time-honored massage traditions with contemporary relaxation concepts. Offering aspiring franchise owners a chance to tap into a market hungry for holistic well-being experiences. By seamlessly harmonizing expertise, ambiance curation, and personalized client engagement, The NOW Massage creates an environment conducive to total relaxation.

With a commitment to enhancing wellness and an innovative business model, The NOW Massage stands out as a testament to the relevance of self-care in today’s society. For potential franchise owners exploring the path to entrepreneurship in the wellness industry, The NOW Massage offers a compelling journey filled with growth potential and the chance to contribute to the well-being of their communities. Learn more about this exciting franchise opportunity here. To start a conversation with our franchise team, fill out our inquiry form here. We look forward to hearing from you!

Owner of Multiple Franchises, Jason Bowman Discusses His Journey

Deep within the bustling streets of Chicago is a haven of tranquility and self-care owned and operated by The NOW Massage multi unit franchise owner, Jason Bowman. With a past in investment banking, Bowman decided to take a different approach to his future with a focus on wellness. With two open franchise locations and another in development, his instincts were right. The future is bright for Bowman and The NOW. Keep reading to learn more about his experience, and why The NOW Massage is the franchise opportunity you’ve been searching for.

What is different about The NOW Massage franchise?

The people and the culture are definitely different from most franchise concepts. The aesthetic of The NOW Massage and its purpose, which is to actually help people, stood out to me.

What is the support like as a franchise owner?

The NOW franchise team is always helpful and willing to provide any amount of time to help address any concern. The people are what makes The NOW truly unique, and they have always been eager and willing to help solve any problem.

The NOW team helps instill the culture that makes this a unique business concept and brand, and invests time in each owner so they can be an ambassador of that culture to their team and community. They also provide all the resources required to create and grow a successful franchise location.

What are you most proud of when it comes to your experience with The NOW?

I’m really proud of the incredibly strong culture we have been able to build and foster in our locations. The culture of the brand is centered around really helping people, and to be able to bring that to my community makes me and my team very proud.

In addition to the amazing culture of The NOW, I’m also very proud of all the times we’ve been able to help our guests, to make them truly feel calm and comfortable, and to help them with a holistic approach. I also feel proud when I see a member of my team receive support and truly grow in their role. Through The NOW team, not only have I grown through more franchise locations, but my team has had the opportunity to further their skills, and that’s a testament to the support and culture that The NOW created.

Learn More about Franchising with The NOW Massage

The NOW Massage stands as a testament to the transformative power of massage therapy and self-care in today’s society. From its inception, The NOW Massage has provided a respite for those seeking relief from the hustle and noise of everyday life. Through innovation, exceptional service, and a deep understanding of the mind-body connection, The NOW Massage continues to redefine the wellness landscape.

As a franchise opportunity, The NOW Massage offers a proven business model, opportunities to scale, and a winning culture promoted by our holistic approach. To learn more about The NOW Massage and what the franchise opportunity entails, start here. If you’re ready to schedule a call about investing in The NOW Massage franchise, fill out our form here.

Your future in wellness starts NOW!