2025 Fast & Serious Winners: No. 24 The Now Massage - Franchise Times

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New to Fast & Serious, The Now Massage posted a whopping 439.8 percent increase in system sales as it went from $11 million in 2021 to $57 million in 2023. Its unit growth rate by comparison is slower, but equally impressive, at 200 percent, as locations jumped from 19 in 2021 to 57 in 2023. Co-founder and Chief Creative Officer Gara Post said part of that success has been drawing in customers with a well-rounded experience that goes beyond competitors in the category. “While other concepts may focus on massage as a treatment for pain, The Now offers an oasis to disconnect from the outside world and reconnect within through the healing benefits of massage therapy for the body and mind,” Post said. “Our guiding principle has always been that in today’s fast-paced, digitally driven society, self-care is a necessity, not a luxury.” The brand philosophy resulted in the creation of a loyal fanbase and a pipeline of new owners. “Many of our franchisees were once guests and members of The Now prior to purchasing licenses with the brand,” Post said. “This natural brand affinity has created a culture amongst The Now’s franchise network that is rooted in passion, pride and philanthropy, which is exemplified in the unparalleled guest experience found at every boutique.” Maintaining that experience, and continuing to elevate it, remains the biggest challenge for the Los Angeles-based brand, said President Jeff Platt. One way of doing so, he said, has been on the digital front, with the brand building a new website integrated with artificial intelligence. It also enhanced the membership program. “As dedicated wellness enthusiasts, our team is always looking for more bespoke services and new selfcare modalities to enhance our offerings,” added Post. “We are constantly researching and expanding our menu of massages and enhancements, in addition to launching service integration partnerships with best-in-class brands.”

F&S Rank 2024	Prior Year Rank	2021-2023 Sales Growth %	2021-2023 Unit Growth %
24	U-40M	439.80%	200.00%

U-40M: Was under $40M last year (Our sales threshold)