The Now Massage President Jeff Platt with co-founder and Chief Creative Officer Gara Post.
The Now Massage improved on its previous ranking, moving from No. 24 to No. 17. The jump was powered by its steady growth in sales and unit count. System sales hit $82 million in 2024, a 175 percent boost from 2022, when it did $30 million. The number of locations increased by 69.8 percent during that three-year stretch as it ended 2024 with 73 stores.
Jeff Platt, brand president, said the expansion is in line with their approach to growth.
“At The Now, we believe in getting ahead while we are ahead,” Platt said. “Even when sales are strong, our focus remains on innovation and continuous improvement of our guest experience. It’s easy to stay the course when things are going well, but the brands that stand out are the ones that challenge themselves before they have to.”
Gara Post, co-founder and chief creative officer, added that the brand is filling a market need, which creates interest from new franchisees.
“Our guiding principle has always been that in today’s fast-paced, digitally driven society, self-care is a necessity, not a luxury,” Post said. “The Now’s elevated design aesthetic, menu of customizable massages, self-care product collection and highly curated online presence attracts potential franchise candidates and is a driving force behind our growth.”
That online presence has been especially important as of late, with Platt noting a recent push to bring digital advertising in-house.
“It’s resulting in significant double-digit year-over-year revenue growth across our boutiques,” Platt said. “This shift has allowed us to take a far more data-driven approach, leveraging real-time sales data to optimize targeting and spend, ensuring we reach the right guests and build precise lookalike audiences. Managing these efforts internally also gives us the agility to adjust budgets weekly, ramping up spend when new service hours become available.”