Massage Luxe vs The Now Massage
Massage Luxe vs The Now Massage: Massage Luxe costs $571K to $799K to open; The Now Massage costs $350K to $765K. Massage Luxe has 64 units, The Now Massage has 46. SBA loan history: Massage Luxe = 76 loans (1.3% default); The Now Massage = 50 loans (0.0% default). The franchise with more SBA funded units, a lower SBA default rate, and a lower royalty load is the safer financing bet; see the comparison below.
Massage Luxe vs The Now Massage: Capital, Scale & Lending Analysis
Analysis based on FDD filings and SBA 7(a) loan level data. Each pairing reflects a unique combination of capital intensity, system scale, and financing path.
Capital Intensity
The Now Massage requires the lower minimum capital commitment ($350K vs $571K for Massage Luxe), a 63% spread. Initial franchise fees come in at $43K for Massage Luxe versus $60K for The Now Massage, Massage Luxe has the lower entry fee. Ongoing royalty load is 6% for Massage Luxe and 7% for The Now Massage, giving Massage Luxe the lighter per-unit drag on operating income.
System Scale & Tenure
On scale, Massage Luxe operates 64 units to The Now Massage's 46. Massage Luxe has been operating 19 years (founded 2007) versus 11 for The Now Massage (founded 2015), a 8-year tenure gap that affects unit-economics maturity and FDD revision history.
SBA Lending Profile
Massage Luxe has the deeper SBA lending track record, with 76 7(a) approvals compared with 50 for The Now Massage.
Risk Signal
SBA default rates are 1.3% for Massage Luxe and 0.0% for The Now Massage, The Now Massage has the cleaner SBA loss record by 1.3 points. PeerSense FPI scores come in at 65 (Strong) for Massage Luxe and 64 (Moderate) for The Now Massage, giving Massage Luxe the stronger composite signal across SBA performance, lender appetite, and operational consistency.
Health & Performance
FPI Score | 65/100 | 64/100 |
Health Tier | Strong | Moderate |
Confidence | N/A | N/A |
Lending Trend | Declining | Declining |
SBA Lending
SBA Loans | 76 | 50 |
SBA Volume | – | – |
Default Rate | 1.3% | 0.0% |
Peer Tier | established | established |
Investment & Costs
Total Investment | $571K to $799K | $350K to $765K |
Franchise Fee | $43K | $60K |
Royalty Rate | 6% | 7% |
Ad Fund | N/A | 2% |
Liquid Capital | N/A | N/A |
Net Worth Required | N/A | N/A |
Financial Performance (Item 19)
Item 19 Status | Not Disclosed | Disclosed |
System Size & Operations
Total Units | 64 | 46 |
Franchised Units | 64 | 46 |
Company Owned | – | – |
Term Length | 10 yrs | 10 yrs |
Brand Information
Year Founded | 2007 | 2015 |
Franchising Since | 1960 | 2017 |
Years Franchising | 66 yrs | 9 yrs |
Headquarters | Chesterfield, MO | DANVILLE, CA |
Category | Other Personal Care Services | Other Personal Care Services |
Website | ||
FDD Year | 2020 | 2025 |
Which Is Better, Massage Luxe or The Now Massage?
Lower upfront capital required
The Now Massage
Massage Luxe: $571K starting · The Now Massage: $350K starting
More SBA lender confidence
Massage Luxe
Massage Luxe: 76 SBA loans · The Now Massage: 50 SBA loans
Lower SBA default rate
The Now Massage
Massage Luxe: 1.3% · The Now Massage: 0.0%
Larger system & brand presence
Massage Luxe
Massage Luxe: 64 units · The Now Massage: 46 units
Lower ongoing royalty load
Massage Luxe
Massage Luxe: 6% · The Now Massage: 7%
More lender financing options
Massage Luxe
Massage Luxe: 29 unique lenders · The Now Massage: 17 unique lenders
Decision matrix uses publicly disclosed FDD and SBA loan data. Not a recommendation. Your best franchise depends on capital, market, operating capacity, and risk tolerance.
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About These Franchises
Massage Luxe vs The Now Massage: Franchise Funding Comparison
Comparing Massage Luxe and The Now Massage is about more than brand preference. It's about which franchise fits your financial profile and funding strategy. Investment ranges from $350K to $799K.
Massage Luxe has 76 SBA loans on record and The Now Massage has 50. Those totals are cumulative history rather than a measure of current appetite. Recent lending activity is trending down for at least one of these brands, so current lender appetite has to be checked deal by deal rather than assumed from the totals.
SBA 7(a) loans are the most common franchise funding vehicle, offering up to $5M with as little as 10% down. PeerSense connects franchise buyers with the specific lenders who have approved loans for these brands, not generic referrals, but lenders with actual franchise lending track records.
Data sourced from SBA loan records, Franchise Disclosure Documents, and public filings. Updated regularly. Not financial advice, consult with a lending professional before making investment decisions.
Massage Luxe vs The Now Massage, Frequently Asked Questions
Which is a better franchise investment, Massage Luxe or The Now Massage?
How much does a Massage Luxe franchise cost compared to The Now Massage?
Can I finance Massage Luxe or The Now Massage with an SBA loan?
Which has a lower SBA default rate, Massage Luxe or The Now Massage?
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Page Review
Reviewed by Edward L. Freeman, Founder and Managing Director, PeerSense
- PeerSense is a capital advisory firm that places commercial financing with direct capital sources; the capital source sets final terms.
- Edward L. Freeman founded PeerSense in January 2020.
- He is a Registered Franchise Consultant with Business Alliance, Inc., a credential issued in March 2022, and worked as a franchise consultant there from March 2022 to May 2023.
- His recorded experience includes a $22 million SBA construction loan, with about $16 million funded on the deal.
- In the 12 months through September 30, 2026, PeerSense tracked 912 publicly announced financings with a disclosed size of $361.32 billion. PeerSense Capital Data Report · Methodology page
Last reviewed LinkedIn profileAbout Edward Freeman