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Community Highlights: Meet Tricia Karabas

Today we’d like to introduce you to Tricia Karabas.

What can you tell us about your story and your business?
Opening a NOW Massage franchise, and the brand’s first Arizona boutique, has been a very fulfilling experience. Coming from a career in the corporate world, I wanted my next move to align with a brand I felt passionate about and one that helped support the wellbeing of others. I started to look into franchising opportunities and was introduced to The NOW. The strong brand aesthetic, its popularity in the press and on social media, and the brand’s core values led me to open a NOW boutique of my own. One of my favorite core values at The NOW Massage is “care for those who care for others.” This is important to keep top of mind as a business owner to create an inviting culture for both our boutique team and guests.

How did you first learn about The NOW and what made you decide to open a franchise?
I first learned about The NOW Massage from one of my husband’s long-term clients. I had just finished my yoga certification, and after looking at numerous opportunities in the health and wellness space, we felt a strong connection to The NOW. After traveling to the Los Angeles headquarters to visit the boutiques and meet with the corporate team, we were confident in bringing the brand to Arizona. We currently have one boutique in North Scottsdale and will be opening two other NOW boutiques in the area.

Can you talk to us about the challenges and lessons you’ve learned along the way?
One of the biggest challenges was opening our boutique during the pandemic. Since then, we’ve been able to build a loyal community of guests and members who are prioritizing their physical and mental health through the healing benefits of massage therapy. We think this demand is only going to increase as society continues to emphasize self-care.

What else should we know about what you do or your business?
The guiding principle at The NOW Massage has always been that in today’s fast-paced, digitally driven society self-care is a necessity. While massage was once seen as a luxury, more people understand the need for it on a regular basis and health professionals are recommending it at a higher rate to manage stress, anxiety and muscle recovery. Since The NOW Massage first opened its doors in Los Angeles in 2015, it has been covered extensively by press and social media influencers for its singular design aesthetic. The boutique’s clean, modern interiors incorporate natural materials, and are heightened by the scent of our signature Jasmine Coconut candles. The menu of services offers a variety of modalities and customizable enhancements so that guests can target specific concerns and personalize their experience.

Can you talk to us about happiness and what makes you happy? How do you stay in The NOW?
Supporting our team members and helping them grow in their wellness careers brings us joy. I like to stay present by practicing yoga, hiking, spending time in nature and of course by unplugging with a next-level massage at The NOW.

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