Verified — real FDD extraction
SBA-eligible · directory code S4680 since 2019
THE NOW
Beauty & Personal Care · independent · est. —
The NOW is a boutique massage studio offering on-demand and membership-based massage therapy in a relaxing, design-forward setting. It focuses on a streamlined menu of massage services rather than a full spa. A franchisee runs a studio, employing licensed massage therapists and selling memberships.
THE NOW net unit count grew +137.0% from 2022–2024 per its FDD Item 20.
New to franchising? Start here
A franchise is a business where you (the franchisee) pay a company (the franchisor) for the right to open and run a location using their brand and system — think a local Anytime Fitness or Taco John's owned by a small-business owner, not the corporation.
Before you can buy in, U.S. law requires the franchisor to give you a Franchise Disclosure Document (FDD) — a long legal filing covering its fees, finances, and history. The numbers on this page come straight from that document:
- Franchise fee — the one-time cost to buy in.
- Royalty — the ongoing cut of your sales you pay the franchisor.
- Item 20 — how many locations opened and closed, the basis for our verdict (from Proven & strong down to Distressed — or Too new to judge).
The verdict
Too new to judge
Distress
This system grew to 60 franchised units from a base of 9 — the record looks clean because very few units have been exposed for very long, not because many have survived. Median SBA time-to-default is about 61 months; this system has not lived through that window at scale. Judge the disclosures, not a verdict.
Exit rate · latest year
0.0%
vs 5.4% across 21 beauty & personal care systems
Cost to open
$476K–$813K
Item 7 total investment range
SBA loan defaults
0.0%
11 loans resolved — directional only
Market density · California
Typical density
-11% thinner than the national average
Behind the verdict
the record, factor by factor · Item 20
3-yr trend · Item 20 Table 1
terminations + ceased-ops vs. all exits · Table 3
transfers vs. base · Table 3
actual vs. projected openings · Table 5
Item 19 disclosure + completeness
Systemwide units
2022–2024
Survival record
FDD Item 20 · outlet status by year
In fiscal 2024, 0 of 44 franchised outlets left the system — a 0.0% annualized exit rate, vs 5.4% across 21 beauty & personal care systems. Not every exit is a failure — but this is the measurable floor.
Show the outlet tables ↓Hide the evidence ↑
| Status (FTC) | 2022 | 2023 | 2024 |
|---|---|---|---|
| Outlets at start | 13 | 27 | 48 |
| Opened | 14 | 21 | 16 |
| Transfers | 0 | 0 | 0 |
| Terminations | 0 | 0 | 0 |
| Non-renewals | 0 | 0 | 0 |
| Reacquired by franchisor | 0 | 0 | 0 |
| Ceased — other reasons | 0 | 0 | 0 |
| Outlets at end | 27 | 48 | 64 |
| Net change | +14 | +21 | +16 |
The lender's view
SBA 7(a)/504 loan performance · FY1991–present
Banks have made 55 SBA-backed loans to THE NOW franchisees since 2020. Only 11 have resolved so far — too thin for a reliable default rate, but 0 of them charged off.
—
11 resolved · too thin to rate
—
avg. charged-off $ ÷ approved $
—
default rate × loss severity
$552,045
what recent franchisees borrowed
—
approval → charge-off, defaulted loans
16 vs 1
distinct banks still lending
Charge-off rate by loan approval year (%)
Loan performance by state
SOURCE: SBA 7(a)/504 FOIA LOAN DATA (DATA.SBA.GOV), FY1991–PRESENT · MATCHED TO THE NOW BY FRANCHISE NAME · RESOLVED = CHARGED-OFF + PAID-IN-FULL
The owner's side of the deal
FDD × federal loan record
Who finances it
Gulf Coast Bank and Trust Company
44.4% of this brand's loans
That lender charges off 18.0% of its loans to other franchise brands, vs 14.8% nationally.
Who buys it
81.8%
first-time franchise owners
The rest already owned at least one other franchise. Across the corpus, brands bought mostly by repeat operators charge off at roughly 10% versus 17% for brands sold mostly to newcomers.
Does experience help here?
Not enough resolved loans to split
Computed from 55 SBA 7(a)/504 loans to THE NOW franchisees joined to the brand's own FDD. Debt service assumes level amortization at the average disclosed term and rate. A lender's rate excludes its loans to this brand, so it reads the lender, not the brand.
What it costs — and what it drags
FDD Items 5–7 · fees, investment, royalty
Buying in means a $60K franchise fee (Item 5) and a total investment of $476K–$813K (Item 7). The franchisor publishes an earnings claim (Item 19) — read its methodology closely.
To open (Item 7)
$476K–$813K
all-in investment range
Franchise fee (Item 5)
$60K
upfront, one-time
Royalty (Item 6)
6%
of sales, ongoing
Your figure — cross-check against this brand's Item 19 and current-owner validation.
Royalty you'd pay / yr
$60K
6% of sales, before profit
Over a 10-yr term
$600K
royalties alone, excl. ad fund
This is not profit. It's the only money the FDD actually pins down — what you put in, and the royalty you owe on every dollar of sales. Your real take-home depends on labor, rent, food cost, and ramp-to-breakeven, none of which any FDD discloses.
Build a real pro-forma for THE NOW with an independent CPAModeled risk
FDD Risk Score · modeled from the public record
The public record puts this brand toward the safer end of the systems we score — but the evidence is thin, so treat it as a range, not a number.
Risk percentile (range)
4–28 / 100
Directional
Modeled SBA charge-off
8.2%
Observed SBA charge-off
0.0%
Top drivers: Share financed by high-loss lenders (lowers) · Net unit growth (lowers) · System size (log units) (raises) · Single-lender dependence (lowers). Thin loan history — treat this as a range, not a number. A linear scorecard built from this brand's own disclosure figures plus the federal loan record behind its franchisees; full spec and cross-validated accuracy on the methodology page. A score is context, not a verdict.
Distress signals
news-sourced · bankruptcies, closures, lawsuits
No recent closures, bankruptcies, or major lawsuits found in the news for THE NOW. That's a good sign — but it reflects news coverage, not a guarantee.
7 questions to ask a THE NOW franchisee
Built from this brand's own disclosures · take it to your validation calls
The franchisor will give you a list of owners to call. Most buyers ask whether they like it. These are the questions built from what THE NOW has actually disclosed — each one carries the number it came from, so you can tell whether the answer squares with the record.
- 01
Item 7 says the low end to open is $476K, but the average recent SBA loan to a THE NOW franchisee was $552K. What did you actually spend to open, all in?
Lenders size loans to real project costs. A large gap between the disclosed floor and what banks actually fund is the most common way buyers get underfunded.
FDD Item 7 vs SBA approvals FY2020+
- 02
You pay 6.0% royalty on gross sales, plus the ad fund, before any of your own costs. On your actual revenue last year, what did you take home as the owner — not revenue, take-home?
Royalty is charged on sales, not profit. This is the number the brochure never shows and the one your life actually runs on.
FDD Item 6
- 03
THE NOW makes an earnings claim in Item 19. Does your unit look like that number — and do you know which units they included to build it?
Item 19 is legal to build from a flattering subset. Ask whether they excluded new units, closed units, or company stores.
FDD Item 19 · 2024
- 04
How many months did it take to cover your own costs, and how much cash did you burn getting there?
Ramp-to-breakeven working capital is the most underestimated line in any franchise purchase, and the most common reason otherwise-good units fail.
Not disclosed in any FDD — ask an owner
- 05
What does the franchisor charge for that you didn't expect — required tech fees, mandatory remodels, approved-supplier pricing?
Required spending appears across Items 6, 8 and 11 rather than in one place, so buyers routinely miss the total.
FDD Items 6, 8, 11
- 06
If your agreement came up for renewal tomorrow at current terms, would you sign again?
The single most predictive question you can ask. A hesitation is the answer.
Ask every owner you speak to
- 07
Who else should I call — including someone who left?
The franchisor's list is curated by definition. Former franchisees are where the unflattering truth lives, and current owners usually know how to reach them.
Ask every owner you speak to
Want this as a checklist you can take to the calls?
I'll email you the printable version, and tell you if THE NOW’s numbers move — a new filing, a rising exit rate, a distress signal. Unsubscribe in one click.
A broker is paid by the franchisor to place you. I'm paid by you — and the job is pressure-testing THE NOW's numbers, including talking you out of a bad deal.
This page is what buyers see before they call you for validation. If the record above is wrong — or right in a way the numbers can't show — say so. Corrections are checked against the filings; nothing you write is published with your name unless you agree to it.
THE NOW franchise questions, answered from the filings
What percentage of THE NOW franchises closed last year?
In THE NOW's latest FDD Item 20 (fiscal 2024), 0 of 44 franchised outlets left the system — an annualized exit rate of 0.0% — compared with 5.4% across 21 beauty & personal care systems tracked here. That counts terminations, non-renewals, and "ceased operations — other reasons." There is no official failure rate, and not every exit is a failure, but this is the measurable floor.
How much does a THE NOW franchise cost?
Per THE NOW's 2024 FDD, buying in requires an initial franchise fee of $60K (Item 5) and a total initial investment of $476K–$813K (Item 7).
What royalty does THE NOW charge?
THE NOW charges an ongoing royalty of 6.0% of gross sales, per Item 6 of its 2024 FDD.
Does THE NOW disclose earnings (Item 19)?
Yes — THE NOW makes a financial performance representation in Item 19 of its 2024 FDD. Read it closely: franchisors choose which units and which metrics to include.