The NOW franchise
2025 filing · October 16, 2025GrowingShares sales figures
The NOW at a glance
A massage boutique offering short, menu-based massage sessions in a design-forward studio. At the end of 2025 there were 79 The NOW locations in the US, 75 franchised and 4 company-owned.
The business
- Franchisor
- THE NOW FRANCHISE, LLC
- The company that sells the franchises
- Franchising since
- 2019
- 6 years of selling franchises
- Typical size
- 1,950–3,400 sq ft
What you pay
- Cost to open
- $486K–$849K
- Fee, build-out and opening working capital
- Franchise fee
- $60,000
- Paid once, when you sign
- Royalty
- 6%
- 6% of gross sales or $2,500 a month, whichever is greater
- Brand fund
- 2%
- 2% of gross sales
- Renewal fee
- $10,000.
- When the agreement ends and you sign again
- Agreement length
- 10 years
- Territory
- Protected
- Protected territory
- Franchisor financing
- Some financing offered
Where it is
- US locations, 2025
- 79
- Franchised and company-owned
- Franchised
- 75
- Company-owned
- 4
- Change in 3 years
- +52
- Franchised locations, 2023–2025
- States
- 19
- Most in California, Texas and Illinois
Support and records
From THE NOW FRANCHISE, LLC’s 2025 filing; SBA status from the SBA Franchise Directory, October 28, 2026.
Where it ranks
The NOW among all franchises with the same figure.
| Figure | The NOW | Among all franchises |
|---|---|---|
| Cost to open, midpointHalfway between the low and high estimate | $667,584 | Costs more than 74% of franchises |
| Franchise feePaid once, when you sign | $60,000 | Higher than 88% of franchises |
| RoyaltyShare of sales paid to the franchisor | 6% | Higher than 35% of brands with a set rate |
| US locationsFranchised and company-owned | 79 | More than 72% of franchises |
| Sales per locationYearly, as the brand reports it | $1,367,376 | Higher than 75% of brands that share sales figures |
| Sales against cost to openYearly sales over the cost midpoint | 2.0× | Higher than 65% of brands that share sales figures |
How much a The NOW franchise costs
Opening one The NOW costs an estimated $486,459 to $848,709. That covers the franchise fee and everything else needed to open, through the first months of working capital.
The biggest costs are leasehold improvements ($186,000 to $390,000) and furniture, fixtures, and equipment ($95,000 to $120,000). Here is every line of the estimate as filed:
| What it pays for | Range | Low | High |
|---|---|---|---|
| Initial Franchise Fee | $60,000 | ||
| Initial Training Fee | $15,000 | ||
| Costs and Expenses Associated with Initial Training | $500 | $3,500 | |
| Lease and Utility Deposits | $0 | $15,200 | |
| Rent | $0 | $25,500 | |
| Project Management Fee | $15,000 | $18,000 | |
| Design, Architecture, and Engineering | $11,000 | $20,000 | |
| Leasehold Improvements | $186,000 | $390,000 | |
| Furniture, Fixtures, and Equipment | $95,000 | $120,000 | |
| Permits and Permit Management | $1,500 | $10,000 | |
| Signage | $8,000 | $18,000 | |
| Initial Marketing Kit | $5,450 | $6,250 | |
| Boutique Initial Opening Supplies | $16,759 | ||
| Business Management System | $18,000 | $20,000 | |
| Insurance - 3 Months | $750 | $4,000 | |
| Technology Services | $3,750 | ||
| Initial Marketing Spend | $2,250 | ||
| Professional Fees and Business Permits | $5,000 | $8,000 | |
| Digital Marketing Requirement – 3 Months | $17,500 | ||
| Additional Funds - 3 Months | $25,000 | $75,000 | |
| Total | $486,459 | $848,709 | |
Source: THE NOW FRANCHISE, LLC, 2025 filing, page 23
The NOW franchise fee
The franchise fee is $60,000. You pay it when you sign the franchise agreement.
Source: THE NOW FRANCHISE, LLC, 2025 filing, page 11
Royalty and ongoing fees
| Royalty | 6% of gross sales or $2,500 a month, whichever is greater. |
|---|---|
| Brand or marketing fund | 2% of gross sales. |
| Renewal Fee | $10,000. |
| Initial Training Fee | $15,000 |
The typical franchise royalty is 6% of sales, plus 2% for marketing. See franchise fees and royalties to compare.
Source: THE NOW FRANCHISE, LLC, 2025 filing, pages 14 and 45
Other fees as filed, from pages 18–23. The filing lists every fee, including late fees and audit costs.
Sales and earnings
Shares figures The NOW publishes sales or earnings figures for its locations. The full tables, with notes on which locations are counted, are in its filing.
- Average sales
- $1,367,376
- Median sales
- $1,366,900
- Average Net Profit
- $123,723
- Median Net Profit
- $125,894
Yearly figures for July 1, 2024 to June 30, 2025, covering franchised boutiques (56 locations). The average is about 2 times the midpoint of the cost to open.
Sales are what a location takes in before rent, payroll, royalties and other costs, not what its owner keeps.
Source: THE NOW FRANCHISE, LLC, 2025 filing, pages 66–68
Growth and closures
Share of franchised locations, 2025 / 2023–2025. Typical means the median: half of brands are above it, half below.
| Measure | The NOW | Typical massage brand | Typical franchise |
|---|---|---|---|
| GrowthNet change in franchised locations | +25% / +226% | +4.7% / +18% | +1.2% / +10% |
| ClosuresTerminated, not renewed or stopped operating | 0% / 0% | 1.5% / 4.1% | 3.9% / 16% |
| Bought backLocations the franchisor took back | 0% / 0% | 0% / 0% | 0% / 0% |
Typical massage brand is the median of the 10 brands in massage franchises with three years of counts.
How The NOW compares
Of the 19 massage franchises on this site, The NOW is the 12th cheapest to open and the 8th largest by number of locations.
| Figure | The NOW | Typical massage brand | Typical franchise |
|---|---|---|---|
| Cost to open, low end | $486K | $321K | $222K |
| Cost to open, high end | $849K | $730K | $477K |
| Franchise fee | $60K | $43K | $40K |
| Royalty | 6% | 6% | 6% |
| Brand fund | 2% | 2% | 2% |
| Sales per location | $1.37M | $1.09M | $794K |
| US locations | 79 | 49 | 21 |
| Shares earnings figures | Yes | 16 of 19 | 2,147 of 3,352 |
Typical is the median across the 19 brands in massage franchises; typical franchise, across every brand here.
Locations opened and closed
| Year | Franchised | Company-owned | Opened | Closed |
|---|---|---|---|---|
| 2022 | 23 (+14) | 4 | – | – |
| 2023 | 44 (+21) | 4 | +21 | 0 |
| 2024 | 60 (+16) | 4 | +16 | 0 |
| 2025 | 75 (+15) | 4 | +15 | 0 |
Closed or left counts terminations, non-renewals, locations bought back by the franchisor and locations that stopped operating.
See which brands grew most in the fastest-growing franchises rankings.
More in the guides: franchise failure rates.
Over 4 years, from the start of 2022 to the end of 2025, franchised locations went from 9 to 75 (+66, +733%). The earlier years come from the brand's 2024 filing.
Source: THE NOW FRANCHISE, LLC, 2025 filing, page 75
2022: THE NOW FRANCHISE, LLC, 2024 filing, page 74
Where The NOW locations are
At the end of 2025, The NOW had locations in 19 states. The most are in California, Texas and Illinois.
- California16
- Texas11
- Illinois8
- Florida7
- Colorado5
- Georgia5
| State | Franchised | Company-owned | Total |
|---|---|---|---|
| California | 12 | 4 | 16 |
| Texas | 11 | 0 | 11 |
| Illinois | 8 | 0 | 8 |
| Florida | 7 | 0 | 7 |
| Colorado | 5 | 0 | 5 |
| Georgia | 5 | 0 | 5 |
| North Carolina | 4 | 0 | 4 |
| Arizona | 3 | 0 | 3 |
| New Jersey | 3 | 0 | 3 |
| Oregon | 3 | 0 | 3 |
All 19 states
| Maryland | 2 |
|---|---|
| Nevada | 2 |
| Ohio | 2 |
| South Carolina | 2 |
| Tennessee | 2 |
| Louisiana | 1 |
| Oklahoma | 1 |
| Virginia | 1 |
| Washington | 1 |
Source: THE NOW FRANCHISE, LLC, 2025 filing, page 76
Who owns The NOW?
The NOW franchises are sold by THE NOW FRANCHISE, LLC. It is a subsidiary of Now Parent, LLC.
From THE NOW FRANCHISE, LLC’s 2025 filing, page 6.
Lawsuits and bankruptcy
| Lawsuits and regulatory actions | Yes. The filing describes past or pending cases involving the franchisor, its affiliates or its executives on page 11. |
|---|---|
| Bankruptcy | None. The filing says no bankruptcy has to be disclosed. |
Franchisors must disclose lawsuits and bankruptcies involving the company, its parents and affiliates, and its executives. Many cases are routine disputes with franchisees over fees or contracts; read the descriptions in the filing and ask current owners about anything that worries you.
Source: THE NOW FRANCHISE, LLC, 2025 filing, litigation on page 11, bankruptcy on page 11
The NOW filings
A franchisor files a new disclosure each year it sells franchises. The figures on this page come from THE NOW FRANCHISE, LLC’s 2025 filing, issued October 16, 2025; the earlier ones below are on record with the Minnesota Department of Commerce and fill in older location counts.
| Filing | Issued | Registry | On this page |
|---|---|---|---|
| 2025 filing | October 16, 2025 | Minnesota | Costs, fees and locations, 2023–2025 |
| 2024 filing | – | Minnesota | Locations, 2022 |
Each link opens the filing as a PDF. See the newest filings across all brands.
Other massage franchises
All massage franchises
The NOW is also on these lists: spa franchises.