
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 the 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.
Eva Marcille On Starring In 'Jason’s Lyric Live' & Being An Audacious Black Woman
Eva Marcille has taken her talents to the stage. The model-turned-actress is starring in her first play, Jason’s Lyric Live alongside Allen Payne, K. Michelle, Treach, and others.
The play, produced by Je’Caryous Johnson, is an adaptation of the film, which starred Allen Payne as Jason and Jada Pinkett Smith as Lyric. Allen reprised his role as Jason for the play and Eva plays Lyric.
While speaking to xoNecole, Eva shares that she’s a lot like the beloved 1994 character in many ways. “Lyric is so me. She's the odd flower. A flower nonetheless, but definitely not a peony,” she tells us.
“She's not the average flower you see presented, and so she reminds me of myself. I'm a sunflower, beautiful, but different. And what I loved about her character then, and even more so now, is that she was very sure of herself.
"Sure of what she wanted in life and okay to sacrifice her moments right now, to get what she knew she deserved later. And that is me. I'm not an instant gratification kind of a person. I am a long game. I'm not a sprinter, I'm a marathon.
America first fell in love with Eva when she graced our screens on cycle 3 of America’s Next Top Model in 2004, which she emerged as the winner. Since then, she's ventured into different avenues, from acting on various TV series like House of Payne to starring on Real Housewives of Atlanta.
Je-Caryous Johnson Entertainment
Eva praises her castmates and the play’s producer, Je’Caryous for her positive experience. “You know what? Je’Caryous fuels my audacity car daily, ‘cause I consider myself an extremely audacious woman, and I believe in what I know, even if no one else knows it, because God gave it to me. So I know what I know. That is who Je’Caryous is.”
But the mom of three isn’t the only one in the family who enjoys acting. Eva reveals her daughter Marley has also caught the acting bug.
“It is the most adorable thing you can ever see. She’s got a part in her school play. She's in her chorus, and she loves it,” she says. “I don't know if she loves it, because it's like, mommy does it, so maybe I should do it, but there is something about her.”
Overall, Eva hopes that her contribution to the role and the play as a whole serves as motivation for others to reach for the stars.
“I want them to walk out with hope. I want them to re-vision their dreams. Whatever they were. Whatever they are. To re-see them and then have that thing inside of them say, ‘You know what? I'm going to do that. Whatever dream you put on the back burner, go pick it up.
"Whatever dream you've accomplished, make a new dream, but continue to reach for the stars. Continue to reach for what is beyond what people say we can do, especially as [a] Black collective but especially as Black women. When it comes to us and who we are and what we accept and what we're worth, it's not about having seen it before. It's about knowing that I deserve it.”
This interview has been edited for length and clarity.
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Feature image by Leon Bennett/WireImage
Spring is upon us, and with this time of year comes the annual closet cleanout we so desperately need and collectively look forward to. As the chill of winter finally gives way to sunnier days, it’s the perfect opportunity to clear out what no longer serves us in life and our closets. A symbol of new beginnings and transformations, the shift in seasons is the perfect time to declutter our space while releasing the old to welcome the new.
During the process of evaluating our wardrobes, we determine what we can live without while looking forward to what it is we truly need. With trends constantly coming and going, it’s easy to get caught up in the endless cycle of “must-haves” that barely last a season. To help you create a closet you actually love, one that feels stylish, effortless, and true to you, we’ve curated 10 essentials that will ground your style and keep you ready for whatever the season brings.
1.White Tank Top
The must-have ribbed white tank is the number one staple everyone needs in their spring and summer wardrobe. Perfectly paired with denim, soft trousers, maxi skirts, and more, the combinations are indeed endless. A ribbed tank is relatively inexpensive, even with a quality find that provides plenty of wear and durability.
2.Denim Maxi Skirt
As mentioned above, a maxi skirt is a perfect foundation for a fashion-forward casual outfit. Denim maxi skirts, with their nod to the 2000s era, have proven to be a versatile staple that can be dressed up or down depending on your mood and plans for the day. Keep it casual by pairing a denim maxi with sneakers and a simple white top for everyday errands, or elevate the look with a sleek heel, cut-out top, and moto jacket for a more polished, modern take.
3.Straight Leg Denim
When it comes to denim, the straight-leg silhouette has officially cemented its place as a go-to style. Offering a slim, streamlined fit without the look and feel of skinny jeans, this cut pairs perfectly with everything from boots to sneakers. With a range of washes from light blue to indigo, the slim-leg denim is a timeless wardrobe essential that blends comfort and style easily.
4.Statement Jewelry
Minimal jewelry had its moment, but lately, bold accessories have taken center stage. Statement pieces have the power to elevate even the simplest outfits, adding instant personality and polish. If not wearable art, it's stackable jewelry, with the chunkier being the better. If you’re not ready to give up the minimal look, add in a statement necklace layered with minimal chains and hoop earrings to achieve an effortless, cool girl look.
5.Loafers
If you’re a chunky boot lover, loafers are the perfect swap for warm weather. Style with chunky socks when wearing a skirt, or slip into a classic pair with oversized, long-length, low-rise jeans. Loafers have firmly earned their spot as a year-round staple, offering the perfect blend of style, comfort, and versatility.
6.Oversized Sunglasses
Nothing about this year is about blending in or being subtle, which is why designer frames from Loewe, Gucci, and Tom Ford continue to set the standard for bold, statement-making looks when it comes to eyewear. Just like most accessories, frames are bigger and bolder, thanks to classic aviator styles and oversized sunnies with face-shaping silhouettes.
7.Shoulder Bag
There's something about the shoulder bag that continues to captivate the fashion world. It's small yet conveniently fits all necessities with a limitless range of colors, shapes, and patterns to match any look. It’s also the perfect balance between the micro mini and the oversized tote. If looking for a classic designer bag for spring, its size and shape will be worth the investment, as this silhouette will never go out of style.
8.Button-Down Long Sleeve
The button-down long sleeve is one of the most loved closet essentials. The versatility is unmatched, and the price is unbeatable for the amount of wear one can achieve in this staple piece. Worn open, closed, layered underneath a corset, or wrapped around one's waist, there's more than enough reason to benefit from owning a crisp white button-down top. Pair with leggings and heels for a casual chic moment, layered with statement accessories for a classic spring look.
9. Dad Trouser
Trousers are a great option for women who love to stretch the limits of chic workwear. The "Dad Pant" is a classic tailored aesthetic with a high-rise fitted waist and extra-long hem, a length perfect for high heels, sneakers, or chunky sandals. Opting for lightweight fabric is also perfect for year-round temperatures. Wear long trousers with a fitted white top, and an oversized black or beige blazer with pointed-toe heels for a sophisticated look day or night.
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Featured image by Edward Berthelot/Getty Images
Originally published on March 16, 2023