LA-Based Massage Concept To Open Scottsdale Location

SCOTTSDALE, AZ — A Los Angeles-based massage concept is set to open its first Arizona location in Scottsdale this December, with an Arizona State University grad at the helm.

The NOW Massage currently operates four locations in Los Angeles and is aiming to open 50 new boutiques across the country, including Scottsdale. The city's interest in the wellness industry put it high on co-founder and chief creative officer Gara Post's list when it came time to expand.

"We had always had Scottsdale high on our list for national expansion," Post, an ASU alum who co-founded the company with her husband, told Patch. "Although Arizona has become a mecca for wellness tourism, we saw there was nothing like The NOW in the greater Phoenix area for a massage experience."

The NOW's philosophy is adding self-care and relaxation to the everyday routine: a perfect fit for the greater Phoenix area, Post said. The shop will open at The Shops at Zocallo, near the Scottsdale Quarter and Kierland Commons.

The franchise aims to reimagine the neighborhood massage experience with high-quality services and products at an affordable price. Customers can choose between three different massage types: The NOW, a Swedish-inspired massage; The STRETCH, a sports-inspired massage for athletes; and The HEALER, an energy balancing massage.

A 25 minute massage will run you $50, 50 minutes will cost you $80 and an 80 minute massage will add up to $110. Enhancements like Gua Sha or deep tissue will cost an additional $10. A monthly membership option offers perks like discounts on products or $10 off of each massage. The chain also has its own line of branded products and jewelry.

Undertaking a national expansion in the middle of a pandemic might seem crazy to some, but it makes perfect sense for The NOW, according to Don Michael, the chain's president. He came on board in February 2020, just before the pandemic hit the U.S.

The company stretched from one boutique to four in just 18 months, he said, and continued "controlled growth" is on the docket for the rest of the year and into 2021. The NOW boasts 30 employees at the corporate level and the four boutiques currently employ 150 staff members.

"Every challenge brings with it growth, and this pandemic has led to a time of development as we set our sights on the future," he told Patch in an email interview. "There has been an increase in real estate availability with more affordable options and better lease terms that have helped support our expansion. From a consumer standpoint, the wellness segment continues to hold strong, including services offered at The NOW Massage."