How LA Massage Boutique The NOW Is Expanding Nationally Amid The Pandemic - Forbes

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The NOW's Silverlake location is a minimalist's spa paradise, filled with natural materials and ... [+] Tulum vibes.

Source: The NOW

Los Angles-based, design-driven massage boutique the NOW launched in 2016 as an ‘everyday-luxury’ massage destination for stressed Angelenos. Chief Creative Officer and Co-founder Gara Post soon opened four locations across the county, from Santa Monica to Studio City, guided by principles of best-in-class therapist training and perfectly styled, zen-beach-chic interiors. Now, Post and the team are embarking on an franchise-based expansion of The Now across 54 new markets. Read on to learn how this LA-based wellness boutique is going national amid the pandemic.

Given the current climate, we are all in need of more massage. But the current climate is also challenging for brick-and-mortar retailers. How has the pandemic changed how you do business?

Every challenge brings with it growth, and the pandemic has led to a time of development as we set our sights on the future with The NOW Massage in franchise mode. There has been an increase in real estate availability with more affordable options and better lease terms that have helped support our expansion. From a consumer standpoint, the wellness segment continues to hold strong, including services offered at The NOW Massage. Our brand focus has always highlighted the importance of taking time to slow down, be present and practice self-care by staying in The NOW. We agree that more people are looking for ways to reset and recover from stress and anxiety. Our guests look to us as an oasis of relaxation, and we have continued to fulfill that promise during this time with content supporting that mission at home including guided sound baths, meditations and tips for stretching and massage at home from The NOW’s massage therapists. Also, our Nourish, Scent and Room by The NOW collections offer a way to bring the feeling of the boutique home and create a mini staycation when you can't travel or get a massage at The NOW.

What is different about the NOW’s franchise model? How did you develop this approach?

From the start our concept was to disrupt the wellness space with high quality, affordable massage services in an inspired setting, without the time and commitment of a traditional spa. This ethos extends to our franchise business. Combined with low buildout costs and a scalable model that easily allows for multiple units, you can see why the response to The NOW franchising has been significant. We consider all franchisees part of our “inner circle” and offer corporate support for every detail from sourcing real estate, to marketing and hiring the best massage therapists. This includes digital advertising, social media, influencer and ambassador engagement, content development, email marketing and website optimization. Our HR support even includes a personalized applicant tracking system to assist with local recruiting efforts to find the best massage therapists and team members in each territory.

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What do you hope these new communities will find at their local NOW studios?

The NOW was founded on the principle that self-care is a necessity not a luxury. Everyone should feel entitled to a monthly massage and time to relax, recover and recharge from today’s digitally driven, stressful society. Our goal is to serve as an oasis in the city. In regard to building a community connection, our local marketing and PR efforts are managed by the corporate team, led by Co-founder and CCO Gara Post, who successfully built out the four LA boutiques and spearheaded the national expansion. Our franchise partners are also already starting to host events in their cities with like-minded brands to spread awareness and introduce The NOW, similar to the ones we hosted in Los Angeles since we opened our doors.

When did you start signing on franchisees? How did you find these partners?

Our goal was always “massages for all” and that included a plan for national expansion. Since our decision to franchise in 2019, The NOW has been growing and gaining new territories all over the country. As the process continues to evolve, we’ve been getting more emails and inquiries from entrepreneurs and wellness enthusiasts looking to open a NOW Massage in their city. We also rely heavily on organic lead-gen and word-of-mouth referrals. Our digital and social footprint keeps growing and we highlight the franchise opportunity and encourage our followers to spread the word. Our ideal partner is an entrepreneurial self-starter who has a passion for the wellness space and self-care. We also have an in-house sales/development team fielding requests, and work with a selection of top-notch brokers around the country who introduce The NOW to different markets. With so much growth in the massage space over the past decade, we understand that there is a lot of interest from all types of investors who see this emerging sector as a great opportunity. Plus, it is a way to give back to the community by providing an escape from the stress of daily life and tech overload.

How are you supporting new franchisees during the pandemic and beyond?

The NOW’s operations team provides expert guidance and one-on-one sales training for all our franchisees. From pre-sale strategies, to grand opening tactics, and bi-weekly webinars – the NOW team is working with franchisees to ensure they are set up to succeed and grow the business, despite the challenges of the pandemic. Locations set to open this year are also receiving complimentary digital ads paid for by The NOW team to give them added brand awareness and support during this time. Franchisees are also receiving hands-on support to assist with local recruiting efforts including working with partners like the International Spa Association (iSPA) and the American Massage Therapy Association (AMTA) to find the best talent for each location.

Has there been any benefit to expanding during this time?

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. Some insurance companies even offer full or partial coverage for massage services related to injuries or mental health concerns. The NOW Massage offers a range of modalities that feature the healing benefits of therapeutic massage including improved circulation, reduced muscle pain, improved sleep, and help managing stress/anxiety.

What will be the first new markets to open? How are you supporting the various franchisees with the many and varied COVID protocols?

Our DC Metro Area location is set to open late fall in Ashburn. Vegas, Nashville and Scottsdale will follow this winter. We are always following the laws and ordinances at the local, state, and national levels, and with the opening of our massage boutiques in different states on the horizon, have been working with a trusted team of medical advisors to ensure that we are compliant with the current, strictest government and healthcare mandates. This includes monitoring the CDC and ISPA guidelines, while working with our team to create the safest environment for rest and relaxation.

What else is in store for the NOW?

We are looking forward to bringing our singular aesthetic, next-level massages and custom enhancements to neighborhoods all around the country. The NOW massage is growing everyday with more than 50 new locations planned for 2020, including Atlanta, Austin, Chicago, Dallas, Denver, Ft. Lauderdale, Nashville, Raleigh, Ashburn and Scottsdale. We are also always developing new wellness products for our branded product lines for guests who want to bring a piece of The NOW lifestyle home with them. Our latest release The Calm Balm arrived just in time for the holidays and we know stress relief and relaxation is going to be high on everyone's list this season!