The NOW Massage, a fast-growing franchise disrupting the spa industry with high-quality, affordable massage services in an inspired setting, announced today the appointment of Patti Rother as Vice President of Franchise Development. Rother joins the team with more than 15 years of franchise experience across retail and consumer industries.

Prior to joining The NOW, Rother served as President of Frios Gourmet Pops where she led the company through an extensive rebrand and built support systems to set up existing and future franchisees for success. She has led franchise development and operations for brands like Scenthound, Blink Fitness, Garbanzo, Noodles & Company, and more. Rother is actively involved in the International Franchise Association, serving on the Women’s Franchise Committee, the Pride Council and as co-chair of the Women’s Franchise Network task force.

In 2022, The NOW opened 17 new boutiques, growing by 74% and bringing the total number of open and operating locations to 40. Looking ahead, the brand hopes to have 100 locations open and operating by 2025, proving that the future is bright for the $18 billion a year massage industry.

“Part of what makes The NOW special is our incredible group of passionate Franchise Owners,” said Gara Post, Co-Founder and Chief Creative Officer. “We are excited to bring our oasis for relaxation to more cities across the country.”

To learn more about franchising with The NOW, please visit