Get to Know The NOW with Co-Founder & CCO Gara Post

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

The NOW Massage redefines relaxation with customizable massage services in an inspired setting. The membership-based model offers guests the chance to disconnect from the outside world and reconnect within. Celebrated for its exceptional 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 business.

Starting in 2015, The NOW disrupted the massage space by connecting with the untapped 147m 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.

Gara Post by the sea

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 three consecutive years and was named one of the “Top 150 New & Emerging Brands of 2023,” by Entrepreneur. Looking ahead, The NOW hopes to have 100 locations open and operating by 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, 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 Owners 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 75+ 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 industry associations to source highly qualified massage therapists.

Learn More about Franchising with The NOW Massage

The NOW Massage stands as a testament to the power of innovation and a commitment to holistic well-being. The 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 Massage continues to evolve, it remains an oasis of tranquility in a fast-paced, digitally driven world.

By providing a space where self-care is paramount, The NOW Massage invites guests to embark on a journey to restore and reset mind and body. Whether you’re a potential boutique owner or a guest looking to escape for some much-needed rest and relaxation, The NOW Massage invites you to become part of a community that celebrates the benefits of holistic healing and massage therapy.

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!

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