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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.
How This New Bond Repair Line Transformed One Mother's Postpartum Shedding Into The Ultimate Curl Comeback
This article is in partnership with SheaMoisture
For Crystal Obasanya, her wash day woes came shortly after her son did. The beauty and lifestyle content creator had been natural for years, but during postpartum, she quickly learned about one reality many mothers can relate to experiencing: postpartum hair loss. “Sis had thinning hair. Sis had split ends,” she shared about her hair changes in a Reel via xoNecole.
Over a year into her postpartum journey, Crystal explained she also had dry, brittle hair, noting that keeping it hydrated before pregnancy had already been “a task.” The 4C natural recalled going from thick hair during pregnancy to a thin hairline due to postpartum shedding as “devastating.” When it came to strengthening and revitalizing her hair, the new SheaMoisture Bond Repair Collection was just the thing she needed to elevate her damaged coils to revive and thrive status and get them poppin' again.
SheaMoisture is providing us with the cheat code for transforming dry and damaged strands into thriving and deeply nourished crowns. By unveiling their 4-step hair system, the SheaMoisture Bond Repair Collection is equipping you with the tools to reverse signs of hair damage caused by protective styling, heat, and color and is uniquely formulated for Type 3 and 4 hair textures.
The haircare system revives damaged natural hair by repairing and rebuilding broken hair bonds through a game-changing combination of HydroPlex Technology and AminoBlend Complex, a unique blend of fortifying amino acids formulated specifically for curly and coily hair. Scientifically proven to reduce breakage by 84% and make your hair six times stronger (vs. non-conditioning shampoo), the collection infuses your hair with the nourishment it craves and the strength it deserves.
All five products of the SheaMoisture Bond Collection are infused with natural strengthening ingredients like Amla Oil and fair-trade shea butter. The collection consists of the 4-step breakage-fighting Bond Repair system, as well as the Bonding Oil.
“When trying it out, I quickly noticed that my hair felt revived and renewed, and my curls were so hydrated,” Crystal said while using the Amla-infused Bond Repair Leave-In Conditioner. “I also felt my hair strands were stronger.” So much so that the influencer felt brave enough to get her hair braided shortly thereafter. “I can definitely say that I will be keeping it in my hair wash routine,” she added in the caption of her Reel about her positive experience using the products.
SheaMoisture Bond Repair Collection is making bond-building a key player in your wash day routines and the purveyor of life for thirsty manes. Because who doesn't want stronger, shinier, happier hair?
Step One: Bond Repair Collection Shampoo
Rejuvenate your hair with SheaMoisture Bond Repair Shampoo, your go-to solution for luscious locks. Packed with hella hydration power, this shampoo adds moisture by 60% while removing buildup without stripping your strands. This shampoo gently cleanses impurities while significantly enhancing shine, smoothness, and softness.
The Bond Repair Collection Shampoo is the first step in the 4-step Bond Repair system, all of which are powered by the uniquely formulated AminoBlend, and HydroPlex, SheaMoisture’s technology that rebuilds hair strength at its core.
Step Two: Bond Repair Collection Conditioner
Tailored to repair styling damage, this creamy conditioner locks in 12x more moisture than standard non-conditioning shampoos, boosting damaged hair strength by 1.5x with significantly less breakage. The creamy SheaMoisture Bond Repair Collection Conditioner deeply hydrates, enhances manageability, and leaves your hair looking healthier and shinier.
Step Three: Bond Repair Collection Masque
This Ultra Moisturizing reparative masque is a moisture-rich game-changer for those dealing with the aftermath of hair damage caused by styling. The SheaMoisture Bond Repair Collection Masque delivers 13 times more moisture compared to non-conditioning shampoos, ensuring your hair feels nourished and soft. Designed to repair and rejuvenate, this masque significantly strengthens damaged hair — making it twice as strong while reducing breakage.
Step Four: Bond Repair Collection Leave-In Conditioner
Elevate your curl game with SheaMoisture’s Bond Repair Collection Leave-In Conditioner. Lightweight and hydrating, the Bond Repair Leave-In Conditioner provides 12x more moisture than non-conditioning shampoos and tames frizz with 24-hour humidity control. Designed to define curls and coils, the leave-in conditioner enhances softness and shine allowing you to detangle effortlessly.
Bonding Oil
The SheaMoisture Bond Repair Collection Bonding Oil is a multitasking all-in-one formula that acts as a heat protectant and provides the hair with moisture, strength, shine, damage protection, and intense nourishment. This lightweight oil not only offers 24-hour frizz and humidity control but also fortifies your tresses, making them up to 5 times stronger with significantly less breakage.
Featured image courtesy
10 New Moms Share What They Wish They Knew About Sex Post-Delivery
Back when I was the teen mom director for the local chapter of a national non-profit organization, I decided to become a doula. One reason was that I couldn’t stand how disrespectfully dismissive a lot of doctors were towards pregnant teenagers (how you gonna pre-schedule C-sections in girls who are in their first trimester?). My second reason was to do some healing from my own past pregnancy choices (check out “Why I Named The Children I Aborted”). Over time, another reason was that when a woman has a child, she needs support for more than just birthing her baby.
Take her sex life, for example. Although some women have a pretty thriving sex life throughout their pregnancy and, after their six-month check-up, they resume having sex relatively smoothly then as well, for other women, their experience is quite different. And because sex, post-delivery, still (amazingly) remains a taboo topic on a lot of levels, other (new) moms suffer in silence because they feel like they are alone.
That, right there, is why I decided to sit down with some mothers to have them share what they wish someone had given them the heads up on when it comes to sex after having a child. If you are a mom who’s having some challenges in the bedroom, hopefully, this will assure you that others get exactly where you are coming from. If you’re not a mom (yet), my goal is that you can get an idea of some things that could possibly happen — so that you can surround yourself with the support that you need (i.e., a girlfriend, some other new moms, even a counselor, if necessary). That way, you can do what needs to be done to get your sex life back (or right) to where you want it to be…in time.
*Middle names are used in this type of content so that people can speak freely*
1. Bevelynn. 28. Mom of a Six-Month-Old Daughter. First Child.
“The weirdest thing for me is there are certain positions that can always make me cum that were super uncomfortable throughout most of my pregnancy. So, it felt like I was having sex for my partner instead of with him. Then, after having the baby, my man was so used to hurrying through sex because that’s how I was while pregnant that he felt self-conscious that I was trying to ‘coach him’ through foreplay like he wasn’t a good lover.
"You know how they say that sex, after abstinence, is like riding a bicycle? The hell you say! There was a lot to relearn that it was almost like having sex for the first time again. Pretty much a year of sex being one way and then adjusting to something else will do that to you. We’re still figuring it out.”
2. Embree. 34. Mom to a 11-Month-Old Son. Third Child.
“I never had postpartum depression, thank God. I did go through a long sex lull. I love my babies, Lord knows that I do, but you don’t really get just how much sex creates them until you have them, if that makes sense. Being a mom is fulfilling and draining — any woman who says otherwise isn’t taking her role as seriously as she should. And when you sit and realize that kids can’t exist without sex, you have moments when you’ll avoid having it at all costs because you don’t want to risk what comes from it — another baby. And that’s just the truth.”
3. Gail. 37. Mom to a Four-Month-Old. Third Child.
“Please don’t give your husband a hard time about getting used to your new body and hormonal changes during sex. It might be popular to act like men shouldn’t have a say in giving birth or what comes with it, but science says otherwise, and while they’re supporting you through your changes, they might end up going months without intimacy — no man wants that. The more talks [that] you have about sexual needs and expectations before getting pregnant, the better. Remember that he is a part of all of this, too.”
4. Quincee. 32. Mom to a One-Year-Old Daughter. First Child.
“I was told that I should get a doula before having my daughter, and I should’ve listened because it makes no sense to push out a baby on your back. My friends who had doula assistance learned positions that were way more helpful. Since I didn’t and my daughter, although I love her dearly, has a really big head, I tore pretty badly. The healing process was borderline hell but, more than anything, I had some PTSD about allowing any — and I do mean anything — from going into my vagina.
"I don’t care if it was a penis, a sex toy, or even a tampon, I was traumatized. Get those perineal massages before giving birth, squat during labor, and get a man who loves oral sex, both ways, so that you both can get through the adjusting. That’s the best advice that I can give on it.”
5. Francis. 30. Mom to a Seven-Month-Old. Second Child.
“You might need to see a sex therapist after having children. It might sound crazy, but no one talks about how having a baby changes everything about you — every single thing. My husband has always been able to please me, and he’s not small in the least, but after having our first child, my vagina never felt the same. That kept me from feeling the same pleasure, which made me want to have sex less and even resent him for not being able to please me like he used to.
"We tried to figure it out on our own, but that started to affect his self-esteem, and then we weren’t having much sex. My girlfriends had some of the worst advice, so I spoke with a marriage counselor who referred me to a sex therapist who helped me to understand the transitions of motherhood, sexually. It’s one of the best things that happened to our relationship. My best advice is nothing is fully ever the same after a baby — sex, for me, was on top of that list.”
6. Erda. 25. Mom to a Three-Month-Old Son. First Child.
“Being a mom is hard as sh-t — do you hear me? I am terrified of getting pregnant. I don’t mean any time soon; I’m contemplating being done forever because my pregnancy was difficult, and my son thinks that we all should be up all day and all night long. People keep telling me that this will pass, but until it does, whenever I see my husband’s penis, it’s like ‘enemy #1’ in my eyes. We can do some oral action; I’ve always been about that. But if he wants to put that thing in me, I always want him to put on three condoms — I’m NOT playing.”
Shellie here: As a doula, I’ll be checking back on her in six more months or so. Something tells me that this will have a bit more balance in the narrative. Those first few months can be a mutha, indeed.
7. Laurelle. 39. Mom to a One-Year-Old. Fourth Child.
“Even after having four kids, I never got used to my breasts being available to everyone. Mine, then my husband and mine, and then, for a season, my kids — and then sometimes everyone’s. Our two first children were less than two years apart, so I swear that my husband didn’t get to touch my breasts for like three years straight…and he’s a breast man! I don’t think anyone can fully prepare you for how to be a momand a sexual being at the same time. It’s one of the hardest things about motherhood to date.”
8. Iris. 30. Mom to a One-Year-Old. Second Child.
“Your erogenous zones might change. Mine did. I used to not be a breast person, but I started having orgasms while breastfeeding, which kind of creeped me out but then it made me want my breast played with more than ever during sex with my man. The other thing is my thighs got pulled on a lot during labor, and so, I’m kind of jumpy when my fiancé reaches out for them now — and he’s a thigh man. Having a child isn’t just a miracle because of the baby. Being able to figure out a new normal in the bedroom is a miracle, too, sis.”
Shellie here: If you can relate to what Iris just said about climaxing while breastfeeding, there is no reason to feel embarrassed or guilty.Breastfeeding tends to produce some of the same hormones that come from sexual stimulation — for instance, remember that oxytocin is a bonding chemical.It’s for this same reason that you might produce extra milk when you orgasm after having sex with your partner. It’s natural. It also tends not to last forever. It will usually pass.
9. Hope. 32. Mom to a Four-Month-Old. Second Child.
“The talk about the whole ‘Madonna-Whore’ thing that men may go through — you know, how once you become their wife or mother of their child, they have a hard time seeing you as a sexual being. Some of us go through that, too. I don’t have hang-ups about sex. I’m just not as nasty as I used to be. My body is used for so many different things now, and the fluids get all mixed in together — I dunno. Sometimes, when I’m about to show my porn side, I’m like, ‘Hold up — is this appropriate? I’m a mother now. It’s so complex, honey.”
10. Tateyana. 27. Mom to a Nine-Month-Old. First Child.
“I was told to get a co-sleeper and keep our baby out of our bed. I didn’t listen. I wish I had because now our bedroom is more like a nursery/daycare and it’s harder than ever to keep our son out of our bed — emotionally. My husband is patient; sometimes, he’s the one who wants our son to stay in the bed but we know that sex is an important part of marriage and we certainly didn’t sign up to be co-parents who are roommates. When they say that the bedroom is for sex and sleep only, the sleep part really shouldn’t be your children. They’ve got a room. They’ll be fine in there. We’re trying to wean him off now, so I’m preaching to the choir here. Sex after babies…it’s just so much.”
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Sex after babies…it’s just so much. As you can see, sex, post-delivery can be layered, complex, and sometimes challenging. Still, if you have a partner who is understanding, if you’re patient with yourself throughout your transitions, and if you get that healthy intimacy has a mental, emotional, and spiritual component that can get you through all of the physical “growing pains” that you may be experiencing — sex after having a child can become richer, closer and even better with time.
After all, a new normal? Sometimes, it exceeds what you’ve been accustomed to.
And isn’t that something to look forward to when it comes to post-delivery intimacy? Definitely.
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