The NOW Massage franchise unit economics
The NOW Massage franchisees run boutique massage studios that sell monthly memberships and massage services.
The NOW Massage franchise at a glance
Across 56 franchised boutiques the average was $1,367,376 of gross sales and $123,723 of net profit, a 9.0% margin.
The NOW Massage franchisees averaged $1,367,376 of sales in the year to 30 June 2025, with a median of $1,366,900, according to Item 19 of The NOW Massage’s 2025 FDD, issued 16 October 2025. The NOW Massage franchise costs $486,459 to $848,709 to open.
- A NOW Massage franchise costs $486,459 to $848,709 to open, according to the brand's 2025 FDD.
These figures come from The NOW Massage's 2025 Franchise Disclosure Document, as the brand reported them, and were read by Averan Advisors.
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Talk to Averan → Move your books and accounting to Averan →- Years one and two run at a loss. The median boutique open 1–2 years finished at a loss of $15,660, against an average loss of $4,022 across those sixteen.
- Net profit is $202,299 at 3–4 years and $202,894 past four. NOW Massage boutiques open more than four years keep $595 more net profit than those at 3–4 years, on $62,501 more revenue.
- Wages take over half of revenue at every stage. NOW Massage wages are 54.3% of revenue in the first two years and 50.2% past four, a drop of 4.1 points.
- Product costs about a tenth of revenue. NOW Massage product costs run 10.2% to 11.6% of revenue across every group.
- The four affiliate boutiques bill 1.75 times the mature franchised average. The NOW Massage affiliate boutiques average $2,950,456 against $1,687,731 for franchised boutiques open more than four years.
How much does a NOW Massage franchise make?
The average NOW Massage unit reported $1,367,376 of revenue in the 2025 disclosure document, and the median reported $1,366,900. The brand’s disclosure document discloses revenue and not profit, so what an owner keeps depends on the cost structure set out below. Revenue is not income. Rent, wages, cost of goods and the franchise fees all come out before an owner is paid. The figures for the highest-selling and lowest-selling businesses are below.
How the business works
Profit and loss by years open
| Open for | Boutiques | Gross sales | Product | Wages | Other operating | Net profit | Net margin |
|---|---|---|---|---|---|---|---|
| 1 to 2 years | 16 | $900,818 | 11.6% | 54.3% | 34.6% | −$4,022 | −0.4% |
| 2 to 3 years | 19 | $1,448,955 | 10.5% | 51.1% | 28.4% | $144,201 | 10.0% |
| 3 to 4 years | 13 | $1,625,230 | 10.2% | 50.6% | 26.7% | $202,299 | 12.4% |
| More than 4 years | 8 | $1,687,731 | 10.2% | 50.2% | 27.6% | $202,894 | 12.0% |
| All 56 | 56 | $1,367,376 | 10.6% | 51.4% | 29.0% | $123,723 | 9.0% |
Gross sales and net profit as the brand reported it.
Wages take 54.3% of revenue in the first two years and 50.2% past four. The 4.1-point drop comes while average revenue rises from $900,818 to $1,687,731. At The NOW Massage, matching therapist hours to booked hours is what moves the wages line.
Product costs 10.2% to 11.6% of revenue in every group. With product costs that steady, NOW Massage owners have little to recover on the buying side. The schedule and the price of a session are the lines an owner can move.
Top performers
What separates the top NOW Massage performers
The NOW Massage splits its locations into groups instead of publishing one average. The top group averaged $1,687,731 a year. The lowest averaged $900,818. Both run the same brand, on the same agreement, paying the same fees. The middle location sold $1,366,900. The average was $1,367,376. More than half the system is below the number the brand quotes.
Decided before you open
- Site and trade area.The top band sells 1.9× the bottom band. Catchment, daytime population and neighboring businesses affect where a location falls.
- Opening cost range.Opening costs $486,459 to $848,709, a 1.7× range inside one brand.
- Cash needed in the first year.This filing shows how a new location builds up: the month sales cover costs, and how much cash you fund before then.
Live operating levers
- Membership drives the model.Track how many members join, how many cancel, and what each member spends beyond the plan.
Context you underwrite around
- What the filing does not include.The NOW Massage’s Item 19 gives no count of locations that reached the average.
How older locations do
Change in results by year open
| Step | Revenue added | Net profit added |
|---|---|---|
| 1–2 years to 2–3 years | +$548,137 | +$148,223 |
| 2–3 years to 3–4 years | +$176,275 | +$58,098 |
| 3–4 years to more than 4 | +$62,501 | +$595 |
We took the difference between the disclosed group averages.
The step to the second group adds $548,137 of revenue and $148,223 of profit. It is the largest step in the NOW Massage curve, and it takes a boutique from a loss to a 10.0% net margin.
After year three, $62,501 more revenue adds $595 of profit. The oldest group bills $62,501 more than the 3–4 year group and keeps $595 of it. Net margin actually slips from 12.4% to 12.0%. The cost of serving those added sales takes $61,906 of the $62,501.
First two years
The median boutique in its first two years lost $15,660, and the average lost $4,022. That is before any owner draw. With total investment running $486,459 to $848,709, the working capital that carries you to year three is as much a part of the plan as the build-out.
The group counts tell a second pattern: 16 boutiques at 1–2 years against 8 past four. The system has been opening quickly, so most of the network sits in the part of the curve where profit is thin or absent.
Discounts available
- The NOW Massage's development fee is $110,000 for two boutiques, $50,000 per boutique for three to five and $45,000 per boutique for six or more.
- For franchisees who signed before October 14, 2022, The NOW Massage's development fee is $100,000 for two more boutiques, $45,000 each for three to five, $40,000 each for six to nine and $35,000 each for ten or more.
From Item 5 of the The NOW Massage 2026 FDD. The costs on this page use the full initial franchise fee for one unit, before any discount.
Companies the brand owns
Affiliate-owned and franchised boutiques
| Group | Boutiques | Average gross sales | Median |
|---|---|---|---|
| Affiliate-owned | 4 | $2,950,456 | $2,612,051 |
| Franchised, open more than 4 years | 8 | $1,687,731 | $1,669,666 |
| All franchised | 56 | $1,367,376 | $1,366,900 |
All figures as the brand reported it.
The affiliate boutiques bill 1.75 times the mature franchised average. Since the franchised curve flattens at about $1.69 million, the affiliates show that considerably more volume is possible in the right market. With their cost lines withheld, whether more volume there becomes more profit stays open.
In the NOW Massage maturity table, revenue past year three adds $595 of profit on $62,501 of sales. The filing does not show whether the affiliates break that pattern.
Gross sales by opening year
| Opened | Boutiques | Average gross sales | Median |
|---|---|---|---|
| 2021 | 8 | $1,687,731 | $1,669,666 |
| 2022 | 13 | $1,625,230 | $1,541,764 |
| 2023 | 19 | $1,448,955 | $1,375,234 |
| 2024 | 16 | $900,818 | $922,050 |
| All | 56 | $1,367,376 | $1,366,900 |
As the brand reported it.
Questions we get asked
How much does The NOW Massage franchise make?
The NOW Massage franchisees averaged $1,367,376 of sales in the year to 30 June 2025, with a median of $1,366,900, according to Item 19 of The NOW Massage’s 2025 FDD, issued 16 October 2025. The NOW Massage franchise costs $486,459 to $848,709 to open.
Does The NOW Massage disclose profitability?
Yes, and by maturity, which is the useful way to do it. Gross sales, gross profit, wages, other operating expenses and net profit are given for 56 franchised boutiques split into four groups by years open, with averages and medians. It excludes boutiques the franchisor took over managing during the year, and the figures are unaudited.
Which number should I measure my boutique against at The NOW Massage?
Start with your own group, then the wages line. If you are past three years, the benchmark is $1.6 million of sales, wages near 50% and a net margin around 12%. If you are inside two years, the benchmark is a small loss, so a small profit at that stage already puts you ahead of the median.
When does a boutique become profitable at The NOW Massage?
It happens in year three. The 1–2 year group averages −$4,022 with a median of −$15,660. The 2–3 year group averages $144,201. That step adds $548,137 of revenue and $148,223 of profit, and it is the largest move in the whole curve. Budget working capital to have two years of losses before it arrives.
Why does profit stop growing after year four at The NOW Massage?
The oldest group bills $62,501 more than the 3–4 year group and keeps $595 of it, with net margin easing from 12.4% to 12.0%. Wages hold above 50% throughout, so the likeliest reading is that later revenue arrives through hours that cost close to what they earn.
Who does bookkeeping for The NOW Massage franchise?
Memberships and prepaid packages bill ahead of the massage, so part of your balance is service you still owe. On the cost side, wages at more than half of revenue need splitting between therapists and front desk, because that single ratio decides your year and one wages line will hide whether a soft month came from bookings or from rostering. Track your NOW Massage group’s benchmarks monthly. They show the figures for boutiques at your stage of maturity. Averan provides bookkeeping, controller, and fractional CFO support for franchise owners and has Certified QuickBooks ProAdvisors on the team.
- The filing gives no attainment figure. The filing does not say how many locations reached the average it publishes.
Questions worth putting to The NOW Massage
These are questions the The NOW Massage filing leaves open. An owner or a buyer can put them to The NOW Massage directly.
- What do locations at the median spend on wages and rent as a share of sales?
- Which factors does The NOW Massage see in its highest-selling locations, such as trade area, years open and size?
- How long does a new location take to reach the average you publish, and what does the build-up look like month by month?
- What do the fees add up to as a share of sales at the average location, once minimums and technology charges are counted?
- How many NOW Massage locations closed, were sold, or changed hands last year, and why?
Run your own numbers.
The Franchise Numbers Check runs the same checks on your own numbers. It scores where you stand and compares you with Item 19 of your brand’s FDD. It works out what one location earns and spends, and builds a 13-week cash forecast. Checks whether you are ready to open another one. It is free and it runs in your browser.
Launch the diagnostic →Run these numbers against your own boutique.
We review your unit economics, cash forecast and reporting, so you know where you stand against the disclosed averages.
Talk to AveranWhere these figures come from.
Every figure here comes from The NOW Franchise, LLC's 2025 disclosure document, covering the year to 30 June 2025. The document is unaudited by us. We are unaffiliated with the brand. The figures describe past performance at other boutiques. Calculations of our own are labeled where they appear. This page is an educational summary and is not legal or tax advice. The NOW® is a registered trademark of its owner. How Averan reads a Franchise Disclosure Document.
These figures come from the brand's disclosure. They are not a forecast, an offer to sell a franchise or advice. Source: The NOW Franchise, LLC, 2025 Franchise Disclosure Document, issued 16 October 2025.
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The NOW Massage reads against the rest of the massage and facial group: Elements Massage · Hand & Stone · Heights Wellness Retreat · Massage Envy · MassageLuXe. The massage and facial guide compares all of them on the same figures.
Questions owners ask next
The figures above raise these, and each one is answered on its own page.
- At what level of sales does a minimum fee stop costing me more than the percentage?It works out the sales level where a minimum fee stops applying.
- How much cash do I fund before a new location covers its own costs?It builds a 13-week forecast for the months before break-even.
- My payroll percentage keeps climbing. Is that a payroll problem?It shows how to tell whether payroll is rising or revenue is falling.
- How much of Item 19 can I rely on?It explains what an Item 19 financial performance representation tells you and what it leaves out.
- What should I be looking at every week?It lists the handful of numbers that move before the P&L does.