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FRANCHISE RESALES

Buy a The Now Massage Franchise

The NOW Massage is a boutique wellness brand founded in 2015 in West Hollywood, California, and franchised nationally since 2019 through Post Investment Group, a Beverly Hills-based investment firm. With more than 85 boutiques open across the United States and over 190 franchise licences sold, the brand has expanded quickly since entering the franchise market.

Each location positions itself between low-cost massage chains and traditional day spas, offering accessible pricing in a design-led setting. The service menu includes The NOW (a Swedish-inspired signature), The Stretch (sports-focused), and The Healer (energy-balancing), each available in multiple session lengths. Enhancements such as gliding cupping, crystal hot stones and deep tissue work are available as add-ons.

The business model centres on the Ritual Membership programme, offering members recurring monthly massage credits with no long-term commitment required. Franchisees supplement membership income through à la carte bookings, enhancement add-ons, branded retail lines (Nourish, Scent and Room by The NOW) and gift cards. Each location employs licensed massage therapists directly rather than subcontractors.

Latest Resales

  • There are currently no The Now Massage resales available
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Why buy a The Now Massage Franchise?

The accessible wellness category has proven durable across economic cycles, with consumers prioritising stress management and preventive self-care even in tighter spending environments. The NOW’s positioning at the accessible end of the premium market gives franchisees broad demand potential. To buy a The NOW Massage franchise is to enter a membership-driven model with predictable recurring income.

Consumer brand partnerships with names such as Rare Beauty, Ouai and Summer Fridays have added marketing reach and service menu innovation, helping attract and retain younger wellness-oriented members. The semi-absentee structure means day-to-day operations can be delegated to a location manager, making the model accessible to multi-unit operators.

The Now Massage Franchise Costs & Information

  • Minimum Qualifications

    • Initial Franchise Fee

      $60,000

    • Initial Investment

      $470,034 - $783,414

  • Royalty

    • Royalty Fee

      6%

  • Training & Support

    • 68 hours on the job training

    • 53.5 hours classroom training

    • Ongoing support

The Now Massage – Additional  Information

  1. Training & Support

    Initial training covers 53.5 classroom hours and 68 hours on-the-job through the NOW University programme, including a two-day Discovery Day at The NOW's Los Angeles office and boutiques. Ongoing support includes monthly progress calls, bi-annual field visits, year-round online training modules and a full-service marketing team managing national and local digital, influencer and PR campaigns. The NOW holds partnerships with the American Massage Therapy Association (AMTA) and Associated Bodywork & Massage Professionals (ABMP) to support franchisee therapist recruitment. Resale buyers should ask about transfer training and NOW University access for any existing unit.

  2. Ideal Owner

    The NOW's semi-absentee model suits operators comfortable in a management role rather than delivering massage services directly. Franchisees oversee licensed massage therapists, with a location manager handling daily floor operations. Strong candidates are process-oriented and comfortable managing staff, since membership retention depends on team consistency and guest experience. Prior wellness experience is not required; the brand has attracted multi-unit operators and career changers from hospitality and retail. Resale buyers should review staff stability and consider how much of the membership base may be tied to specific therapists through an ownership transition.

  3. Recognition & Awards

    The NOW Massage debuted on the Entrepreneur Franchise 500 in 2025, ranking No. 306, and was named one of the five fastest-growing franchise brands in that year's list. The brand has also received recognition from Franchise Business Review's Top Franchises for Women programme. Consumer-facing coverage has included ABC News, the Los Angeles Times, Goop, PopSugar and The Hollywood Reporter. For resale buyers, brand-level recognition builds consumer trust, but territory-level reputation and local membership retention are the more direct indicators of unit performance.

  4. Industry / Market

    The US massage therapy sector has expanded as consumers increasingly treat regular massage as part of their wellness routine rather than an occasional luxury. North America accounts for the largest regional share of the global massage therapy market, which Grand View Research valued at approximately $19 billion in 2024 with a projected annual growth rate of around 7% through 2030. Demand drivers include rising stress levels, consumer spending on preventive health and broader acceptance of massage for pain management and recovery. For resale buyers, a unit's local demographics and proximity to residential neighbourhoods affect membership conversion rates.

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