Los Angles-based, design-driven therapeutic massage boutique the NOW launched in 2016 as an ‘everyday-luxury’ therapeutic massage vacation spot for confused Angelenos. Chief Inventive Officer and Co-founder Gara Publish quickly opened 4 areas throughout the county, from Santa Monica to Studio Metropolis, guided by rules of best-in-class therapist coaching and completely styled, zen-beach-chic interiors. Now, Publish and the workforce are embarking on an franchise-based enlargement of The Now throughout 54 new markets. Learn on to learn the way this LA-based wellness boutique goes nationwide amid the pandemic.
Given the present local weather, we’re all in want of extra therapeutic massage. However the present local weather can also be difficult for brick-and-mortar retailers. How has the pandemic modified the way you do enterprise?
Each problem brings with it development, and the pandemic has led to a time of growth as we set our sights on the long run with The NOW Therapeutic massage in franchise mode. There was a rise in actual property availability with extra reasonably priced choices and higher lease phrases which have helped help our enlargement. From a shopper standpoint, the wellness section continues to carry sturdy, together with companies supplied at The NOW Therapeutic massage. Our model focus has all the time highlighted the significance of taking time to decelerate, be current and observe self-care by staying in The NOW. We agree that extra individuals are on the lookout for methods to reset and recuperate from stress and nervousness. Our company look to us as an oasis of rest, and we now have continued to satisfy that promise throughout this time with content material supporting that mission at residence together with guided sound baths, meditations and ideas for stretching and therapeutic massage at residence from The NOW’s therapeutic massage therapists. Additionally, our Nourish, Scent and Room by The NOW collections supply a option to deliver the sensation of the boutique residence and create a mini staycation when you may’t journey or get a therapeutic massage at The NOW.
What’s totally different concerning the NOW’s franchise mannequin? How did you develop this strategy?
From the beginning our idea was to disrupt the wellness area with top quality, reasonably priced therapeutic massage companies in an impressed setting, with out the time and dedication of a standard spa. This ethos extends to our franchise enterprise. Mixed with low buildout prices and a scalable mannequin that simply permits for a number of models, you may see why the response to The NOW franchising has been vital. We think about all franchisees a part of our “internal circle” and supply company help for each element from sourcing actual property, to advertising and marketing and hiring the perfect therapeutic massage therapists. This contains digital promoting, social media, influencer and ambassador engagement, content material growth, e mail advertising and marketing and web site optimization. Our HR help even features a personalised applicant monitoring system to help with native recruiting efforts to seek out the perfect therapeutic massage therapists and workforce members in every territory.
What do you hope these new communities will discover at their native NOW studios?
The NOW was based on the precept that self-care is a necessity not a luxurious. Everybody ought to really feel entitled to a month-to-month therapeutic massage and time to loosen up, recuperate and recharge from at present’s digitally pushed, annoying society. Our purpose is to function an oasis within the metropolis. In regard to constructing a group connection, our native advertising and marketing and PR efforts are managed by the company workforce, led by Co-founder and CCO Gara Publish, who efficiently constructed out the 4 LA boutiques and spearheaded the nationwide enlargement. Our franchise companions are additionally already beginning to host occasions of their cities with like-minded manufacturers to unfold consciousness and introduce The NOW, just like those we hosted in Los Angeles since we opened our doorways.
When did you begin signing on franchisees? How did you discover these companions?
Our purpose was all the time “massages for all” and that included a plan for nationwide enlargement. Since our determination to franchise in 2019, The NOW has been rising and gaining new territories all around the nation. As the method continues to evolve, we’ve been getting extra emails and inquiries from entrepreneurs and wellness fans seeking to open a NOW Therapeutic massage of their metropolis. We additionally rely closely on natural lead-gen and word-of-mouth referrals. Our digital and social footprint retains rising and we spotlight the franchise alternative and encourage our followers to unfold the phrase. Our ultimate associate is an entrepreneurial self-starter who has a ardour for the wellness area and self-care. We even have an in-house gross sales/growth workforce fielding requests, and work with a number of top-notch brokers across the nation who introduce The NOW to totally different markets. With a lot development within the therapeutic massage area over the previous decade, we perceive that there’s a lot of curiosity from all kinds of buyers who see this rising sector as an incredible alternative. Plus, it’s a option to give again to the group by offering an escape from the stress of day by day life and tech overload.
How are you supporting new franchisees through the pandemic and past?
The NOW’s operations workforce offers skilled steerage and one-on-one gross sales coaching for all our franchisees. From pre-sale methods, to grand opening techniques, and bi-weekly webinars – the NOW workforce is working with franchisees to make sure they’re set as much as succeed and develop the enterprise, regardless of the challenges of the pandemic. Areas set to open this 12 months are additionally receiving complimentary digital adverts paid for by The NOW workforce to provide them added model consciousness and help throughout this time. Franchisees are additionally receiving hands-on help to help with native recruiting efforts together with working with companions just like the Worldwide Spa Affiliation (iSPA) and the American Therapeutic massage Remedy Affiliation (AMTA) to seek out the perfect expertise for every location.
Has there been any profit to increasing throughout this time?
Whereas therapeutic massage was as soon as seen as a luxurious, extra individuals perceive the necessity for it frequently and well being professionals are recommending it at a better price to handle stress, nervousness and muscle restoration. Some insurance coverage corporations even supply full or partial protection for therapeutic massage companies associated to accidents or psychological well being issues. The NOW Therapeutic massage gives a spread of modalities that characteristic the therapeutic advantages of therapeutic therapeutic massage together with improved circulation, lowered muscle ache, improved sleep, and assist managing stress/nervousness.
What would be the first new markets to open? How are you supporting the varied franchisees with the various and diverse COVID protocols?
Our DC Metro Space location is ready to open late fall in Ashburn. Vegas, Nashville and Scottsdale will observe this winter. We’re all the time following the legal guidelines and ordinances on the native, state, and nationwide ranges, and with the opening of our therapeutic massage boutiques in several states on the horizon, have been working with a trusted workforce of medical advisors to make sure that we’re compliant with the present, strictest authorities and healthcare mandates. This contains monitoring the CDC and ISPA tips, whereas working with our workforce to create the most secure setting for relaxation and rest.
What else is in retailer for the NOW?
We’re wanting ahead to bringing our singular aesthetic, next-level massages and customized enhancements to neighborhoods throughout the nation. The NOW therapeutic massage is rising on a regular basis with greater than 50 new areas deliberate for 2020, together with Atlanta, Austin, Chicago, Dallas, Denver, Ft. Lauderdale, Nashville, Raleigh, Ashburn and Scottsdale. We’re additionally all the time growing new wellness merchandise for our branded product traces for company who need to deliver a chunk of The NOW life-style residence with them. Our newest launch The Calm Balm arrived simply in time for the vacations and we all know stress aid and rest goes to be excessive on everybody’s checklist this season!