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The Business Of Stretching: How Hakika Wise Is Building A Wellness Franchise Empire
You can be a boss, or you can make future bosses. Hakika DuBose Wise, the founder and CEO of the Kika Stretch Studio franchise, is doing both. In 2011, Hakika used her $500 tax return to start a wellness-based business that spread the gospel of fitness through a very specific niche: stretching.
What makes Kika Stretch Studios so unique is the use of trademarked KIKA Method -- a form of passive stretching -- where trained stretch coaches follow standardized stretch routines while exerting force on clients to move their limbs into a new position. According to Hakika, a former professional dancer, the benefits to this approach include mental clarity, improved posture, decreased stress and tension, enhanced performance, improved flexibility, and more. The KIKA method is inspired from Hakika's technical training in dance and personal training, the Alexander technique, Laban movement analysis, and advanced anatomy.
While Hakika's entry into entrepreneurship was first fueled by a desire for autonomy and flexibility, her foray into the business of stretching has made her the youngest female franchisor in the US. She is showing female entrepreneurs nationwide that dreaming big doesn't have to just stop at the typical business model. A 2018 Global Wellness report stated that wellness is now a $4.2 trillion industry. According to a 2018 IHRSA report, health club industry revenue totaled $87.2 billion in 2017. Wellness entrepreneurs who are able to tap into the franchise market and grow an enthused, loyal, and paying community have extreme opportunities for growth. Currently, Hakika has six Kika Stretch Studio locations located across New Jersey, and two more in New York City and Dallas, Texas. Nationwide expansion is at the top of her goals list.
Hakika spoke with xoNecole about the early days of the business, why she pursued franchising, her experiences navigating the wellness industry as a Black female entrepreneur, and the power of fueling and support future owners.
Courtesy of Hakika Wise
What inspired you to launch Kika Stretch Studios?
I trained as a dancer and acted and danced professionally for years. As an undergrad at Montclair State University, I was obsessed with the spine and how it works. I used to always stretch. I was looking for a side hustle and started to stretch bodybuilders. I based it off my own routine as a dancer to keep flexibility. There was a gym right by my house and I knew they needed the service. The owner let me set up shop. I knew I was either going to go back to school or start a business. My son was young at the time and I wanted to do something where I could be part of his life. I told myself that [I would] do this stretching thing. In 2011, I started with one client and I took it from there.
Why is a stretching studio such a unique business idea?
The reason why you should always stretch is that even if you are flexible - stress, bills, husbands, wives, kids - stress you out. It builds tension in the body that cause negative effects. If you never remove that, your quality of life goes down. You should be able to walk through life without feeling anything in your body. Stretch to destress and get rid of those lumps so you can enjoy your life.
How did you market the business early on?
I used guerrilla marketing. I handed out posters. I had someone dress up as a Gumbi. For the first year, I read books on business. Specifically, Guerilla Marketing by Jay Conrad Levinson. I used a lot of those guerilla marketing tactics and they worked. I started with only $500. My rent was $350 and I printed out brochures from Staples. I bought a $25 ball and mat. That's all I needed. People started calling from other areas. My first location was in Montclair, NJ. I started opening up other locations but I quickly realized I didn't want to be responsible for [everything] by myself. That's when I started thinking about franchising. It's not a model that many entrepreneurs consider.
Courtesy of Hakika Wise
"I used a lot of those guerilla marketing tactics and they worked. I started with only $500."
How did you put the franchising dream into motion?
I realized that what I'm building was legitimate. I had overcome a lot of past mistakes by then. For example, my Montclair, NJ location caught on fire two years ago. We were closed for nine months. I had to move to the church on the corner. Our clients went from storefront to the basement of a church. We lost some people. We also gained new clientele that stayed and still come. I knew the method was strong. You can do it anywhere. It's not about the space. I knew I had something I could build off of. It gave me more confidence to franchise.
One day in 2018, I was in Barnes & Noble and said I was going to Google the top franchise consulting firms. I reached out to five. The first person who responded happened to be the person I went through the whole process with. He was on a flight the next week just to meet me. He explained the [entire] process. He has a big company and that's what they do. He had a legal team and contacts I could use under his umbrella. He got in and directed me on exactly what I needed to do. I studied that for six months.
[Franchising] is typically an expensive process but his company positions themselves competitively so they get more people. Finding the right people to use and shopping around is very important.
How did you get your first franchisees?
I originally had two locations. The first franchise location was bought by a manager who was running my first location. She was so phenomenal. I didn't want to cap her potential. She needed to grow. The people I was working with told me that I could have my manager franchise the first location because she already knows the system. I met with her and her husband and offered it to them. They decided to go for it.
I started realizing if I went after people who were 9-5 workers, millennials - typically the people who would never be considered to franchise by other companies...if I went after those hungry people, they would do it. This is why all of our franchises (except for one) are minority-owned and run by millenials. This doesn't exist.
I try to change the lifestyle of the franchisees. We have corporate people who are high on the ladder but realize there is a glass ceiling. For example, their retirement plan may not be what they think it is. No one has assets anymore. As soon as you sign on the dotted line of a [Kika Stretch Studio], you own an asset which is huge. It will benefit you and your family.
If you're used to the corporate world, you've [probably] gained skills that will help you run your own business. It's just that no one else has given you the opportunity because you're not an ideal [franchisee] candidate. We look past that.
At this point, I stay up at night thinking about how I can make sure the franchisees are doing the right thing so that they can make money. Their success is my success. That's when I feel like I've done my job.
Courtesy of Hakika Wise
"I started realizing if I went after people who were 9-5 workers, millennials...if I went after those hungry people, they would do it. This is why all of our franchises (except for one) are minority-owned and run by millenials. This doesn't exist."
What is like being a Black woman in the wellness franchising space?
It's very lonely and frustrating at times. You realize how much this industry lacks diversity. Franchising, health and wellness are not diverse. Everyone knows it's harder to access capital as a Black woman, but I've never sought it or wanted it. Now, at this point, people come to me and say they want to partner. They want to buy the business or buy into it but not offer much. I say no because it's not just about the money [to me]. What are you adding? I can't be bought. People look at me and see the brand as an opportunity.
When I ask for a mentor it's hard because [people are] like, "Mentor?" Most of the people I've come across being in this position see me as young and don't think I know what I'm doing. When they realize I do, it's too late because they've already shown themselves.
Courtesy of Hakika Wise
"Franchising, health and wellness are not diverse. Everyone knows it's harder to access capital as a Black woman."
Why is developing and systemizing so important to your process as an entrepreneur?
I was doing everything by myself. I read a book called The E-myth Revisited and it said you have to fire yourself from things [to] run a business. I had to delegate. When I hired my first person, I had to start creating a manual so I could teach them. As I fired myself from different things, I had to write down what they had to do. That became the essence of my franchise. I already had all the paperwork [and processes].
Why is learning sales so important?
As a dancer and actor, I was always selling myself. In order to be good at selling, you have to know what you're doing it for. What's your reason for doing it? Do you have to feed your family? Do you have a project that you want to pursue? For me, it's about helping people and not just convincing people to do something that doesn't work. As long as you help people do something, you'll always be good.
I originally started this business for my son so I could be in his life. Now he's nine and I want to show other people that they can do it too. That's how I've gotten franchisees. There's nothing special. I just didn't stop.
How important is self-care as an entrepreneur?
You [need it]. You'll run yourself down. At one point, I was putting all these things in front of me. Who's taking care of me? Now, I make it an effort. I'll disappear and go to a spa for a self-care day. Sometimes I'll even just go and buy socks.
What marketing strategy has been extremely helpful to your growth?
It starts with the people that you hire, especially in the service business. Hire happy people, people who are good with people, and people who love life. That's what people are attracted to. A lot of people open up businesses and sit behind their desks. Put yourself out there. Show the public that you can help them.
What’s the larger vision for Kika Stretch Studios?
I want to pass this off to my children. I argue about this with my husband all the time. Sometimes I'm like, "Maybe I'll sell it." He'll say no! That's another thing we have to do more of - holding onto things and keeping them for future generations. Even if my kids don't want to do the stretching business, the platform is here. I can pull from it and help them do what they want. They can be internally funded by me instead of someone else.
I am also looking for new franchisees. We're done with New Jersey and are opening two locations in Brooklyn in the summer. We're also opening Dallas, Atlanta, and Florida before the year is out. We're expanding naturally and looking for people who want an opportunity so we can guide them into ownership. We turn employees into employers.
For more of Hakika, click here to check out a Kika Stretch Studios near you.
Rana Campbell is a Princeton University graduate, storyteller, content marketing strategist, and the founder and host of Dreams In Drive - a weekly podcast that teaches you how to take your dreams from PARK to DRIVE. She loves teaching others how to use their life stories to inspire action within oneself and others. Connect with her on Instagram @rainshineluv or @dreamsindrive.
This article is sponsored by Hulu.
UnPrisonedhas returned for its highly anticipated second season, delving deeper into the complex dynamics of the Alexander family.
The series premiere comes a year after its debut season garnered rave reviews from fans and critics and earned record-breaking ratings for Hulu's Onyx Collective brand. UnPrisoned's success can be attributed to its raw, relatable themes and comedic appeal.
Inspired by creator Tracy McMillan's life, the show follows Paige (Kerry Washington), a therapist and single mother whose life takes an unexpected turn when her father, Edwin (Delroy Lindo) --who was released from prison-- moves in with her and her teenage son, Finn (Faly Rakotohavana).
Throughout UnPrisoned's first season, viewers witnessed how Edwin's incarceration deeply affected Paige's life and relationships. In the series, Paige unpacks her trauma through interactions with her inner child and her online followers. Meanwhile, Edwin is overcoming specific struggles with his own past that led to his life of crime, including a dysfunctional upbringing and his mother's arrest. As the Alexanders attempt to reconcile, new challenges arise.
This new season promises to further explore their unconventional family dynamic. Here are several compelling reasons why season two of UnPrisoned should be on everyone's watchlist.
The Alexander Family Life Is Still In Shambles
UnPrisoned's second season resumes where the series left off, with Paige grappling with the fallout from her troubled therapy practice and Edwin navigating life independently after moving out. Meanwhile, Finn faces his own challenges. The teenager is battling anxiety and seeking information about his father—a topic Paige avoids discussing.
The Alexander Family Are Attending Therapy To Resolve Their Underlying Issues
Amid the chaos in their lives, the Alexander family decides to mend their bond by confronting their past traumas. They seek professional help and attend therapy sessions with a “family radical healing coach,” played by John Stamos, a new cast member. This collective effort aims to unravel the complexities of their shared history and strengthen their relationships.
The process of unraveling each character's internal conflicts and their potential impact on future relationships may clash with Paige's textbook therapy approach. While Paige is used to being in the therapist's seat in both career and family, this forces her into the unfamiliar role of a patient during therapy sessions. This shift would compel her to look in the mirror and try a radically different approach.
The Alexander Family Learned A Big Lesson During A Therapy Session
In therapy, the Alexanders are tasked with addressing their individual traumas to salvage their remaining relationships. One of the family therapist’s eccentric suggestions was an exercise involving a family wrestling match. During this session, Paige faces tough questions about her refusal to share information about Finn's father.
While it's unclear whether this scene is reality or fantasy, the image of the family duking it out in the ring certainly makes for hilarious yet compelling television.
Paige Tries Dating Again Following Failed Relationships
Amid her life's chaos, Paige decides to step back into the dating field. However, her many attempts have left her with mixed results. The dating apps have turned out to be a fail, and an outing with her ex Mal (Marque Richardson), who is also her father's parole officer, doesn’t go quite as expected after he brings an unexpected guest – his new girlfriend.
The situation takes an awkward turn when Mal's new partner learns why the former couple split, partly due to Paige's self-sabotage.
UnPrisoned Is A Perfect Balance Of Comedy And Drama
As a dramedy, UnPrisoned takes a comedic approach to its heavy subjects. The show takes us on a ride with Paige's dating misadventures and navigating a friendship with her ex.
Other lighthearted moments include Edwin's attempts at CPR based on online videos and, of course, the antics of the Alexander family's unconventional new healing coach.
The second season of UnPrisoned is now available on Hulu.
UnPrisoned | Season 2 Trailer | Hulu
Feature image courtesy
The Common Denominator Is You. So, Why Do You Keep Choosing The Wrong Men?
Everywhere you go, there you are. It’s one of those popular sayings (kind of like “It is what it is”) that I find myself using a lot, especially when I’m in sessions with my clients. Why? Well, it’s kind of likean article that I once read that pretty much said our culture likes to play the toxic game of blaming other people because it’s an easy way to deflect from personal accountability (check out “What It Actually Means To 'Hold Yourself Accountable'”). So true, so true,
Well, another way of saying “everywhere you go, there you are” is using the math term “common denominator” — and today, what we’re going to attempt to tackle is, why is it that some of us, if we stepped back a moment to take a very real and honest assessment of our dating life, do we always end up with the same kind of guy? One who really isn’t the best for us; sometimes, not even close.
Before getting into some questions that I think can help you get to the answer, let me just say that this is definitely one of the kinds of pieces that may step on at least your pinky toe before it’s all said and done. At the same time, although this might not be the most comfortable of reads, keep in mind what the late poet, singer, and publisher Tuli Kupferberg once said, “When patterns are broken, new worlds emerge.”
And so, if when it comes to the caliber of men you’ve dated, what you’ve been doing is revealing that your pattern is not really working for your ultimate good, spend a bit of time trying to unpack just why that could be the case — why, at the end of the day, you truly are the common denominator in it all.
How Self-Aware Are You?
About five years ago, I penned an article for the site entitled “These Are The Things Self-Aware People Do Daily.” You know, of all of the things to be in this life, prioritizing self-awareness is king because self-aware people do things like hold themselves accountable, know their strengths and weaknesses, identify their triggers, have good boundaries, self-reflect, pay attention to their own “blind spots” — and they can — eh hem — take feedback and constructive criticism pretty well.
That last one? If you’re constantly in a hamster wheel or even a cul-de-sac when it comes to men, be honest with yourself: did your family, friends, hell, even your co-workers warn you about some of the guys you dated, and you found yourself either defending, deflecting or getting offended? Yeah, self-aware people don’t get down like that because they would rather have peace and be wrong than act like they are always right and remain in chaos.
So yeah, if you’re always in some foolishness or even in relationships that are simply a counterproductive waste of time, pondering how self-aware you actually are is a really good place to start. Self-reflect. Know your weaknesses. Listen to what others have to say about your tendencies. All of this can do you a whole lot of good.
How Humble Are You?
Society is a wild place, boy. The reason why I say that is because, while it’s out here acting like humility is a bad thing, Scripture says, “By humility and the fear of the Lord are riches and honor and life.” (Proverbs 22:4) And why is humility such a vital spiritual attribute? Because, when you’re humble — you’re grateful; you’re teachable; you’re open to seeing things outside of your own perspective; you’re compassionate and empathetic; you’re flexible; you’re forgiving, and you’re able to release your ego so that you can accept what you need over what you want.
What you need over what you want. Chile, if that doesn’t keep some people in cyclic stuff, I honestly don’t know what does. There’s a client that I have right now who only contacts me when she’s basically blown up her life because she constantly gets caught up in a man’s looks and bedroom performance. When I tell her that she needs to stop making that #1 and #2 of things to look for in a relationship, she “uh-huh's” me and then does what she wants to do anyway — only for it to end up wreaking all sorts of havoc…again.
It’s another message for another time about how some of us could stand to look within to see if wanting a fine man above all else is more about validating some deep-rooted insecurities that we have about our own looks (ouch). For now, I’ll just say that if your ego is out here telling you that looks and sexual performance should trump things like character and consistency, it is LYING to you. If you chose to heed the humble side of yourself, you would know that.
And this actually brings me to my next question.
How Stuck Are You in Your “Type”?
The reason why I wrote “According To Experts, We All Have A ‘Type’” back in the day is because it’s true — pretty much all of us have a type which is pretty much a preference; there’s absolutely nothing wrong with that either. At the same time, I’m advising, from very up close and personal experience, that it’s a good idea to spend some time pondering “the origin story” of where your type came from.
Me? I’m always gonna be down for a very tall, hella chocolate, basketball (or soccer) build Black man. However, I’m a sexual abuse survivor and my molester looked a lot like that, so during the healing process of what he did to me, I had to factor in his influence. Plus, my first love also fits the physical mold and he definitely had quite an impact on my life. So…see what I mean? My type didn’t just come out of nowhere. Yes, sometimes your type may have some trauma or drama attached to it. And yes, that might be really uncomfortable to think about; still, that doesn’t mean it’s not true.
Now my late fiancé? He was right at about 6’ and, complexion-wise, he was lighter than I am. He treated me better than most of the men of my past, though — and even though he definitely pursued me for a while to get me to consider us beyond being friends, because I took a risk outside of my type, I learned what it was like to be loved in a healthy way. And what that did for me was it taught me to remain open outside of my standard type. I still like a tall-ass Godiva man, chile (and don’t let him have a beard and be in a tailored suit!). I don’t limit myself to that package, though. To do so would be severely limiting — potentially tragic even.
How Healed Are You?
“Healed” is a word that comes up A LOT in the social media space. When it comes to relationships, specifically, it’s important to ask yourself if you are healed from your past because, if you aren’t, you very well could be reliving it over and over…and over again, whether you realize it (or choose to accept it) or not.
Just so that we’re all on the same page, the word “heal” means things like healthy, sound, and whole. Synonyms for the word include improve, restore, mend, soothe, and rehabilitate. Signs that you have healed from past hurts of a relationship (or a series of relationships) include you don’t think of them with anger or bitterness; you can see the silver linings from the experience; you’ve forgiven them for things that they did wrong (or that simply hurt you — and no, that’s not always one and the same), and you don’t pick (or avoid) other people to be in your life solely based on what someone else did to you.
What I mean by that last one is an unhealed woman may say something like, “I don’t want to do [such and such] for a first date. That’s what my ex liked to do.” The new guy isn’t him, so why does he have to be beholden to your past? Or, “I don’t trust men who won’t let me go through their phone. That’s how I found out my ex was cheating.” You know, for all of the women who like to play a non-animated form ofInspector Gadget (the real ones know), they sure don’t want their phones inspected as much as they like to do all of the inspecting. SMDH. Anyway, I don’t go through phones. For what? I don’t pay the bill and I’m not anyone’s parent. And so, your next guy not preferring it either? That doesn’t automatically mean that he’s up to no good — he may just want his boundaries respected. An unhealed person may not accept that. A healed one tends to, though.
And how can being unhealed play a direct role in you choosing the same guys over and over again? It’s weird because, sometimes you will go back to what’s familiar to you — because the new guy is such a risk, you’d prefer to “stick to the devil you know” than take a chance on someone who rolls very differently. It’s a cryptic way of remaining the common denominator in your dating dynamics. Oh, but it happens all of the time, chile.
What Makes a Man WRONG for You? Specifically?
Okay, with a lot of the inner work out of the way, how do you even come to the conclusion that someone (or several people) is wrong for you? Because you know what? Once you’ve done some real healing (and serious maturing), you can oftentimes find yourself accepting the fact that just because someone may not be right for you, that doesn’t automatically or necessarily make them a bad person. No, not at all.
Although the word “wrong” can mean that something or someone isn’t morally right, wrong also means things like erroneous, not suitable or appropriate, not in accordance with certain requirements, or — and please catch it — out of order (which sometimes consists of the right thing happening at the wrong time). So, if it does seem like you keep choosing (because it is always a choice; that is also where accountability comes in) men who aren’t appropriate, aren’t in accordance with your needs or standards, or who aren’t what you need at the time — why is that? Is it rooted in fear? Impatience? Settling? What?
I have had enough clients go through this to know that it’s not good enough to be abstract about someone being “wrong” for you. You need to set aside one weekend, get some wine and a fresh journal, and really get into what wrong looks like. For instance, if you keep lowering your standards (which is the wrong thing to do, by definition), why is that? Because no matter how wrong the guy may ultimately turn out to be, what you have to be willing to accept is — again — you chose him. Why do you choose what’s wrong? Because, more times than not, some red (or at least orange) flags were waving long before the relationship came crashing down; oftentimes, they reveal themselves within the first couple of dates. You just chose to ignore them.
One more.
Do You Know a Good Man When You See One? You Sure?
As we close all of this out, when you get a chance, please check out “Question: Is The Man In Your Life Good 'TO' You? Good 'FOR' You? Or...Both?” Learning the difference between “to” and “for” took my own relational processing to an entirely new and freeing level. And you know what? Back to the healing point, another way to know that you’ve healed is you don’t generalize men. Meaning, that if you’re out here declaring that there aren’t any good ones, that’s not true; you’re just jaded (I mean, it’s the truth), and that head and energy space is affecting your judgment and perspective.
That said, if you’re constantly selecting the wrong men, ask yourself if you even know what a good man looks like (cue India.Arie’s “Good Man”). Again, by definition, good means things like morally excellent, right, kind, friendly, benevolent, educated, financially sound (not rich, stable and responsible…goodness), genuine, reliable, dependable, responsible, attractive, warm, intimate — satisfactory to the purpose (yes, that’s a literal definition).
For a man to be good for you, you need to know what purpose he is to serve at this particular point in your life because if, for example, all men seem to do, in your eyes, is use you for sex, why are you prioritizing sex over an emotional connection if the latter is the purpose that you seek right now? A lot of women can stop being the common denominator when it comes to choosing the wrong man if they 1) become the good that they seek and 2) do not betray the purpose behind why they even desire a relationship in the first place.
____
I know. When things aren’t going your way when it comes to matters of the heart, it can be easy to always say it’s the man’s fault. If there’s a pattern, though, please be a bit more self-reflective than that.
Once you do, you’d be amazed by how much about you shifts — to where the wrong guys can’t even get close to you, in the way that they used to, anymore.
Because you cease to be the “common denominator” you once were.
And how wonderful is that?
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