The NOW Adds Patti Rother as Vice President of Franchise Development

HW - Patti Rother, The NOW

Rother Brings 15-Plus Years of Franchising Experience to the Role

The NOW, a Los Angeles-based massage concept, has tapped Patti Rother to serve as vice president of franchise development. In this role, Rother will oversee the entire franchise system. She brings over 15 years of franchise experience across retail and consumer industries to the position.

She looks forward to introducing the concept to more potential franchise owners and continuing to support The NOW’s national expansion. “I am very passionate about bringing next-level massages and self-care to communities across the U.S.,” Rother said.  

After Jeff Platt, president of The NOW, introduced Rother to the brand, she immediately fell in love with it. “So much of what The NOW stands for aligns with my personal beliefs, which I think is truly important for someone in a development role. After meeting with the team at The NOW’s Beverly Hills headquarters and touring the Los Angeles boutiques, I knew the position would be a great fit.”

Paiit Rother, The NOW
Patti Rother is the new vice president of franchise development for The NOW.

Spa Industry Trends

Rother’s goal is to help The NOW stay on the leading edge of industry trends. She envisions diversification of services in response to consumer demands. “To expand on our Swedish-inspired massage modalities, The NOW offers a variety of enhancements including traditional Chinese medicine add-ons like Gua Sha, and we will soon be launching gliding cupping nationwide.” She looks forward to leveraging her franchising experience in the role. 

Rother’s Franchising Background 

While attending college, Rother got her accidental start in franchising. “I was hired at the local Panera Bread, which was a franchised location, and that led to an entire career in franchising. Throughout my career, I’ve worked with both franchisees and franchisors across many different business functions. I love that franchising offers the ability for aspiring entrepreneurs to own their own business without assuming all the risk.”

Before joining The NOW, Rother served as president of Frios Gourmet Pops and led the company through a rebranding and the building of support systems. She has also led franchise development and operations for Scenthound, Blink Fitness, Garbanzo, Noodles & Company and more.

Active in the IFA

Rother’s special roles within the International Franchise Association (IFA) include serving on the Women’s Franchise Committee and the Franchising Pride Council. She also co-chairs the Women’s Franchise Network task force. “It helps me stay on top of industry law, legislation, trends and forecasts. Being involved in the Women’s Committee and Franchising Pride Council helps me bring more awareness to the franchising community while supporting diversity and inclusion initiatives, something I am very passionate about. Diversity councils are so important in highlighting diverse voices in the industry while also igniting change.”

Patti Rother, The NOW
Rother serves on the IFA’s Women’s Franchise Committee and Franchising Pride Council. She is also the co-chair of the Women’s Franchise Network task force.

Advice From an Industry Pro

Based on her experience, Rother’s main tip for prospective candidates is to follow their passion. “It’s easy to get distracted by fad brands or fast-growing concepts. I have always found that the most successful franchisees are those who are passionate about the business they are investing in. If you love what you do, believe in the service or product you are providing to your community, and are backed by a supportive franchisor, you can be very successful.”

She also is convinced that the more tools that franchisors can provide franchise owners, the more likely they are to find success. “Creating diverse content is important, including videos, hands-on training and quick instructional guides so that every learning style is covered. Lastly, nothing can replace quality in-person time with your franchisees, so visiting and spending time in their locations is crucial.”

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Haley Cafarella is a passionate journalist and writer for IFPG. In her role as content and marketing specialist, she creates original articles for FranchiseWire and Franchise Consultant Magazine. Her specialties include educational articles about buying a franchise and franchise consulting. She also reports on franchise professionals who were recently promoted or hired through FranchiseWire’s popular HireWire series.

Haley has contributed to a variety of regional publications, including Quo Vadis, New Brunswick Today, and the Trenton Monitor. She holds a bachelor's degree in journalism from Rutgers University.
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