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THE NOW
The Now franchise enables owners to operate massage therapy boutiques that provide licensed massage sessions (seated or lie-down), herbal therapy, crystal healing, and other authorized wellness services, along with related retail products. The business follows a proprietary system with standards for operations, design, and a primary membership model for recurring clientele. It targets the general public seeking convenient, high-end massage and holistic wellness experiences.
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Franchise Costs
6% royalty (or min. $2,500/mo) + 2% brand fund + $955-$1,200/mo technology fee + $925-$1,250/mo marketing agency fee
Financial Performance
Item 19 Financial Performance
Data Based On: 56 franchised locations for the period from July 1, 2024 through June 30, 2025, as presented in Table 1.
* All figures for averages and medians directly extracted from 'Total' rows of Table 1 for 56 franchised locations. The best_guess_profit_low and best_guess_profit_high are taken from the 'Low' and 'High' columns of the 'Total' row under 'Net Profit' in Table 1. Net Profit calculation was verified as Gross Profit minus Wages minus Other Operating Expenses for consistency, matching the provided average net profit.
Extracted Item 19 Section
Avg. Revenue: $1,367,376
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Unlock financial performance dataTHE NOW Franchise Analysis
Wellness seekers are flocking to boutique experiences, and The Now positions itself right in that sweet spot with its membership-driven massage therapy model. Item 19 lays out revenue and profit data that could make or break your decision, while a solid SBA loan track record hints at lender confidence. Is this the scalable spa play you've been waiting for, or does the fee stack reveal hidden pressures?
Item 7 details the initial investment from $486,459 to $848,709, covering build-out for those chic boutique designs, equipment, and initial inventory—think $60,000 franchise fee up front, plus ongoing 6% royalties (minimum $2,500/month), 2% ad fund, $955-$1,200 monthly tech fee, and $925-$1,250 marketing agency fee. Item 19 shines with average gross revenue of $1,367,376 and median $1,366,900 across units, but estimated profits swing wildly from -$246,526 to $496,088, signaling high variance—top performers thrive on memberships, but underperformers bleed cash after fees eat 20%+ of sales. For a 2019 franchisor with 75 franchise locations (plus 4 corporate), that's credible scale in beauty/spa services.
Growth jumped 25% from 60 to 75 locations last year, with 20 new units projected, and 47 SBA loans averaging $528,738 show banks are buying in—lower risk for you if financing. No red flags on terminations or transfers in recent FDDs, but that profit range screams 'location matters' in this HQ'd-in-LA brand targeting urban wellness crowds. If you nail recurring clients, $1.3M+ sales could deliver strong ROI; otherwise, the mid-six-figure downside looms large.
Analysis based on the 2025 Franchise Disclosure Document. All figures should be independently verified before making investment decisions.
How THE NOW Compares
Key Insights
- Higher than average SBA loan default rate in Beauty & Spa Services
| Franchise | Investment | Fee | Royalty | Locations |
|---|---|---|---|---|
THE NOW Current | $486K – $849K | $60K | 6.0% | 75 |
| SPORTS CLIPS (SINGLE UNIT) | $237K – $581K | $30K | 6.0% | 1,702 |
| SUPERCUTS | $186K – $323K | $40K | 6.0% | 1,701 |
| DaVi Nails and Em Lash Studio | $61K – $144K | $65K | N/A | 400 |
| PALM BEACH TAN | $648K – $1.1M | $30K | 6.0% | 397 |
| DAVI NAILS | $57K – $125K | $65K | 0.0% | 387 |
Beauty & Spa Services Average 52 franchises | $413K – $743K | $48K | 6.2% | – |
* Comparison based on latest FDD filings. Investment ranges from Item 7, fees from Item 5. Showing top 5 of 52 Beauty & Spa Services franchises by location count.
Locations & Growth
Outlet Growth Over Time
Total outlets at end of each year
Geographic Distribution (2025)
Outlets by state across the United States
+4 more states
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Unlock location growth dataSBA Loan History
Historical SBA 7(a) loan data for THE NOW franchisees (2020 – 2025)
Loans by Year
SBA 7(a) loan activity over time
* Data sourced from SBA 7(a) FOIA loan records. Default rate calculated from charged-off loans.
47 SBA loans on record
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Unlock SBA loan historyFranchisee Contacts
98 franchisee contacts on file from official FDD filings.
98 Contacts Available
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Unlock contactsDue Diligence
Litigation (Item 3)
Bankruptcy (Item 4)
System Health (Item 20)
Franchise system changes reported in the most recent fiscal year
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Unlock due diligence reportsFrequently Asked Questions
The total initial investment to open a THE NOW franchise ranges from $486,459 to $848,709. This includes a franchise fee of $60,000. Ongoing royalty fees are 6.0% of gross sales.
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