The Now Massage Franchise Costs, Fees & Owner Salary (2023)









May 2, 2024


The Now Massage

a franchise?

The Now Massage

The Now Massage, established in 2015 in Los Angeles, California, represents a distinctive concept in the massage industry. It was founded on the philosophy that self-care is essential, not a luxury. This ethos is reflected in their services and the serene environment they offer, designed as an oasis in today’s digitally driven society.

Their franchise model, which began a few years after their founding, has experienced significant growth throughout the United States. The Now Massage is particularly appealing to the Gen Z and Millennial generations, differentiating itself in the wellness industry with its unique approach and offerings. 

The franchise provides a variety of Swedish-inspired massage services, including their signature massage "The NOW", "The STRETCH" aimed at athletes, and "The HEALER" which focuses on mind and body balance. These services can be enhanced with options like Deep Tissue, Prenatal, and Scalp Renewal.

The brand's success is built on a combination of factors: an aesthetic that resonates with a modern audience, affordable luxury, and a commitment to wellness. This mix has not only made The Now Massage a popular destination for self-care but also an appealing business opportunity for entrepreneurs in the flourishing wellness sector.

How many

The Now Massage


are there?

In 2022, there were
outlets in
the United
States, of which
are franchises, and
are corporate-owned.

What are the

The Now Massage



Advertising fee


Initial Franchise Fee

Franchisees must pay an initial franchise fee of $60,000 upon executing the Agreement. This fee is non-refundable and fully earned upon payment.

Royalty Fee

The Royalty Fee is the greater of 6% of Gross Sales or $2,500 per month. Franchisees must pay this fee monthly, and if the monthly Royalty Fees are less than $2,500, franchisees are required to pay the difference.

Technology Fee

Franchisees are required to pay a Technology Fee for the use of the Business Management System and associated software. The exact amount and any changes to this fee will be communicated with 30 days' prior notice.

Local Advertising Requirement

A minimum of $500 per month must be spent by franchisees on local advertising and promotion of their franchised business.

Training Fee

Franchisees must pay training fees, which currently amount to $500 per day per trainer for any training where a fee is applicable.

Project Management Fee

A Project Management Fee of $15,000 is charged for pre-opening real estate, construction management, and general project management activities associated with establishing the franchised business.

Transfer Fee

A transfer fee of $10,000 is applicable for each undeveloped franchise in the event of a transfer, subject to state laws.

Renewal Fee

Franchisees are charged a renewal fee of $10,000 for renewing their franchise agreement.

Digital Marketing Requirement

Franchisees must pay $1,500 per month for digital marketing management and placement services, starting when they acquire a Certificate of Occupancy for their business premises, unless otherwise agreed in writing.

Note: The fees presented here can be found in the Item 5 of the Franchise Disclosure Document. For a complete list of all the fees borne by the franchisee, please consult the Franchise Disclosure Document.

How much does

it cost

to start a

The Now Massage


It costs between
to start a
The Now Massage
Type of Expenditure Amount
Initial Franchise Fee $60,000
Initial Training Fee $15,000
Costs and Expenses Associated with Initial Training $500 to $3,500
Lease and Utility Deposits $0 to $13,100
Rent $0 to $24,000
Project Management Fee $15,000 to $18,000
Design, Architecture, and Engineering $11,000 to $25,000
Leasehold Improvements $186,000 to $335,000
Furniture, Fixtures, and Equipment $95,000 to $125,000
Permits and Permit Management $1,500 to $10,000
Signage $8,000 to $17,000
Initial Marketing Kit $5,450 to $6,250
Boutique Initial Opening Supplies $13,334 to $14,064
Business Management System $18,000 to $20,000
Insurance - 3 Months $750 to $4,000
Technology Services $3,750
Initial Marketing Spend $2,250
Professional Fees and Business Permits $5,000 to $8,000
Digital Marketing Requirement – 3 Months $4,500
Additional Funds - 3 Months $25,000 to $75,000
Total $470,034 to $783,414

Note: The table above provides a snapshot of the main costs associated with starting the most common franchise format (as disclosed in the Item 7 of the Franchise Disclosure Document). For a complete overview of all the expenses involved with the various formats offered by the franchisor, please consult the Franchise Disclosure Document.


The Now Massage



to its


The Now Massage

The franchisor has a comprehensive training program for its franchisees and their staff:

Initial Training Program

  • This program is offered for up to three designated individuals from the franchisee side, tuition-free, provided they attend at the same time. It includes the franchisee or one of the franchisee's principals and the designated manager responsible for day-to-day management.
  • The training is conducted at the franchisor’s corporate training location or another designated boutique, subject to availability of the franchisor’s training personnel.
  • Additional owners or managers of the franchise may attend, subject to the payment of the then-current initial training fee and any incurred expenses.

Replacement Personnel Training

  • The franchisor provides the Initial Training Program to replacement personnel or those who fail to complete the program, with the franchisee paying the current initial training fee and any costs incurred.

Additional and Refresher Training

  • The franchisor may develop additional and refresher training courses and require franchisees and their management to attend.
  • Attendees may need to pay the current training tuition fee and cover any expenses incurred.


The Now Massage




The Now Massage franchise system provides franchisees with a designated territory, but not with exclusive territorial rights. The franchisor may open or license other businesses offering similar services under different trademarks within the franchisee's designated territory. Additionally, the franchisor reserves the right to establish boutiques in non-traditional locations within the franchisee's territory.

Can a

The Now Massage


be run as

a passive


The Now Massage franchise system does not allow for passive investment. Franchisees are expected to be actively involved in the management and operation of their franchise, either directly or through a designated manager who has completed the franchisor's training program. This requirement for active involvement indicates a limited scope for passive investment.

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