The minute I walked into The NOW Massage in Minneapolis’ North Loop, I felt my shoulders drop. It’s easily one of the most relaxing spa environments I’ve experienced—and it doesn’t rely on the usual spa formula to get you there.
Courtesy of The Now
I was invited to check out the new boutique, which opened in August as Minnesota’s first location of The NOW Massage. Franchise owner Luise Belisle, a California native who moved to Minnesota to raise her family, hopes this is only the beginning, with plans to grow the brand locally in the coming years. The concept is membership-based, although walk-ins and nonmembers are welcome. My massage was complimentary; gratuity is additional.
I tried The NOW’s signature Swedish-inspired massage for 60 minutes, adding a Herbal Heat Therapy enhancement. Before the massage, my therapist, Leisha, took me into the “intention room,” a private one-on-one space with a large mirror covered in crystals. The room immediately sets the tone: intimate, quiet, and genuinely calming as we talked about where I was sore, what needed attention, and what she should avoid.
Then you enter the massage area, and the atmosphere completely changes. Walking down the shared hallway past treatment spaces divided by flowing canvas and linen curtains almost feels like entering a secluded retreat. Instead of the predictable spa soundtrack, the sound of crashing, whooshing ocean waves fills the space. It’s surprisingly transformative. Add incredibly soft sheets and a delicate fur-like blanket on each massage table, and the outside world starts to feel very far away.
Most importantly, the massage delivered. Leisha was fantastic—attentive to everything we had discussed beforehand and especially good at finding the areas that needed work without overdoing the pressure. I wanted something approaching deep tissue, but not the kind of massage that leaves you bracing yourself for the next move, and she struck exactly the right balance. I’ve had a lot of massages over the years, and this was genuinely one of the best.
Before I left, Luise—who is every bit as warm and welcoming as the space she’s created—sent me home with the cutest swag bag filled with a lip balm, hand sanitizer, a hat, and other goodies. I also did a little shopping of my own and bought The NOW’s Copper Dry Brush, which has quickly become a favorite (who knew dry brushing was a thing?).
The beautiful surroundings certainly help, but what stayed with me was how thoughtfully the entire experience is designed to make you disconnect. For an hour in the middle of the North Loop, The NOW managed to make Minneapolis feel very far away.
Courtesy of The Now
