Wellness news

Chic massage concept from L.A. pulls back curtain on first Fort Worth-area studio

Massage concept from L.A. pulls back curtain on Fort Worth-area studio

The Now massage studio
Hope no one snores. Photo courtesy of The Now

UPDATE 10-13-21: The NOW Massage will debut in Southlake on Friday, October 22. According to a release, membership specials and complimentary enhancements will be offered with all massage bookings to mark the grand opening, October 22-28. Check the website for more details.


The booming Dallas-Fort Worth area is gaining not only peoplerestaurantscoffee, and skincare from the West Coast, we're now getting their massage studios, too.

A Los Angeles-based wellness concept called The NOW Massage will debut its first Tarrant County location in Southlake, at 2102 E State Hwy. 114, Suite 107, within the District 114 shopping center. According to a release, it will open this fall.

Southlake will be the third DFW studio after two opened in Dallas in spring: on Greenville Avenue and in the Preston Forest Village shopping center. 

“We are excited to open our first Southlake boutique and continue The NOW’s expansion in Texas by bringing our unique aesthetic and elevated massage experience to the area,” says Gara Post, co-founder and chief creative officer of The NOW Massage, in the release.

The NOW touts itself as "having the approachable luxury of a neighborhood spa with quality massages and custom enhancements that offer relaxation and healing."

Services include three signature, Swedish-inspired massage styles:

  • The NOW, a signature relaxation massage.
  • The HEALER, an energy-balancing massage designed to reduce stress.
  • The STRETCH, a sports-inspired recovery massage.

Each massage is available for 25-minute ($50), 50-minute ($80), and 80-minute ($110) appointments.

Custom $10-enhancements include Herbal Heat Therapy soothing neck packs, Fresh Eyes eye mask, Calm Balm warm-cold therapy for sore muscles, and Gua Sha, a Chinese medicine technique that uses rose quartz tools to target specific areas of the body. A special prenatal massage is offered for moms-to-be at least 12 weeks along.

This is not like the swanky local spas where massages are done in complete privacy, with doors closed so no one hears you snore. The NOW boutiques use canvas draping to separate therapy spaces, "creating an airy feeling that adds to the relaxing atmosphere," they say. It's part of their chic, minimalist design, which incorporates natural materials and includes the scent of signature Jasmine Coconut candles throughout.

They also sell a branded product line and custom jewelry collection designed by Post.

“The NOW was founded on the principle that in today’s fast paced society self-care is a necessity, not a luxury,” Post says. “We designed the boutiques to feel like an oasis for recovery and relaxation and look forward to introducing Dallas to our inspiring wellness brand.”

Memberships are available and offer perks like $10 off massages, discounts on retail, and exclusive monthly gifts. Private events and parties will be offered when such things are safe again. Find more information on their website.