The NOW on Hamilton Row

The NOW Massage has its first Michigan location at 375 Hamilton Row, Birmingham. The massage boutique is designed for customers as “an oasis to disconnect from the outside world and reconnect within.” The NOW’s goal is to offer high-quality, customizable massage services without the time commitment and cost of a traditional spa. The company was founded in 2015 by Jason and Gara Post who saw a void in the marketplace for high quality massage in an inspired setting, without the time commitment and cost of a traditional spa. After opening the first NOW boutique in West Hollywood, success followed. The company went from one to four boutiques in 18 months, and prepared them for the next stage of expansion which was franchising. Since franchising in 2019, The NOW hopes to have close to 100 locations open and operating by the end of 2025. The Birmingham location is the first in Michigan and is owned by brothers Mike and Andy Valentine. The Valentines plan to open two more locations in Michigan — one in Ann Arbor and another location to be determined. Massage therapists at The NOW receive advanced training on the custom menu. Guests can choose between three signature Swedish-inspired massage styles, including: The NOW, a signature relaxation massage; The HEALER, an energy-balancing massage designed to reduce stress; and the STRETCH, a sports-inspired recovery massage. Guests can pair their service with a variety of custom, exclusive enhancements, such as: Herbal Heat Therapy, Deep Tissue, Fresh Eyes, Hemp Calm Balm, Gliding Cupping, Crystal Hot Stones, and Gua Sha, a traditional Chinese medicine technique that uses smooth rose quartz tools to target specific areas of the body. The boutique also features a curated selection from its own signature line, including specialty personal care items like body oils and lotions, as well as crystals, candles, and jewelry.

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