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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.
These Newlyweds Found Love Thanks To A Friend Playing Matchmaker
How We Met is a series where xoNecole talks love and relationships with real-life couples. We learn how they met, how like turned into love, and how they make their love work.
Jason and Elise Robinson’s union is a reminder that kind people still get their happily ever after. The pair had their first date in October of 2021 and tied the knot on June 15, 2024. Both of them have dedicated their lives to celebrating and supporting Black culture so it was only fitting they get married in what's considered the Black Hollywood of America during the Juneteenth celebration weekend. From the florists to Elise and Jason's gown and suit designers to the table signage and so much more, everything was Black-owned. It's no wonder their love for Black culture was the jumping-off point for their love story.
When they met, Jason had just moved to Atlanta for a new job opportunity, and Elise was living happily in her career and had put dating on the backburner. But luckily, a mutual connection saw something in both of them and thanks to a yoga-themed baby shower and a chance text message, they found their forever. Check out their beautiful How We Met story below.
I’ll start with the easiest question. Can you both tell me a little bit about yourself and your background?
Elise: Sure, my name is Elise. I’m actually from Atlanta, GA – not a transplant. I grew up here and left right after college to pursue my career. Now I’ve been back going on eight years, and I’m in my early 40s.
Jason: And I’m Jason. I’m originally from Racine, Wisconsin. I went to school at Florida A&M University, so I am a rattler. I went back to the Midwest for a period of time, in Indianapolis. Now, I’ve been in the Atlanta area for a little over two and a half years.
Jason and Elise Robinson
Photo by FotosbyFola
Wow, that’s nice because Atlanta gets a bad rap when it comes to relationships. So you have to give us the deets. How did you two find each other?
Elise: So I work in TV and I was on-air for a number of years and then transitioned into being a producer and then a manager. As a producer, I’d always have guests on. And there was a woman who came on frequently named Rosalynn (@Rosalynndaniels, often referred to as The Black Martha Stewart), and we connected instantly. Anyway, she got pregnant right before COVID and invited me to a “modern-day yoga baby shower.” I came to support, but was also just curious about that theme.
I had an amazing time. And when it was over a few of us stuck around and convos got personal. She ended up asking me the infamous ‘Are you dating’ question. When I told her no, she decided to set me up. So I should tell you, in both of my only two serious relationships, I was set up – so I was like no.
But she pointed at her husband, who was folding up chairs, and said that another friend set her up with him. Sometimes, it takes people outside of us to see what we need. A few months later, she reached out and said she had family relocating and thought I’d really like him. So she gave him my number, and I reached out with a text. He responded with a call, and that night, we talked for about 2-3 hours. So that’s how we met. I was a little nervous because me and Rosalynn were starting a friendship, and here I was, talking to her family!
Jason: It was new for me too. Remember, I was new to the area, and I had heard so many “stories” about how people have been done wrong in the dating world. Whether it’s by theft or scamming (laughs). Plus, I had just got a new job and wanted to focus on that. But I did want to be able to date someone in a more personal way and see where it led. I felt like who better than someone who I trust to connect me. Rosalynn knows I’m private, about business life, and my personal life is important to me.
So let’s get into your courtship. What was your first date like?
Elise: We had our first convo on a Monday, and he asked me out the next day. I didn’t have any plans, but I still said no. I was just playing hard to get (laughs). But we were talking every day, and he told me he wanted to take me somewhere I’ve never been. And I’m like, you’re in my city! But he sends me three options, and sure enough, two of the places I hadn’t gone to. So, our first date was October 1, 2021, and somebody was 45 minutes late.
Now Jason, why were you 45 minutes late?
Elise: It was me – in my own city. I just got turned around, and the traffic was horrible. I kept calling him and giving him permission to leave. Full transparency: I probably wouldn’t have waited if the shoe was on the other foot. But this was my first sign of what I now know and love the most about him. It’s his patience. When I got there, I was frazzled and everything, but he was just super calm. It ended up being a great first date.
Jason: I remember just waiting and being concerned for her well-being. Because I know how traffic can be, especially when someone is rushing. I was just scrolling through my phone and looking through the menu. It was cool.
Elise and Jason Robinson
Courtesy
That’s beautiful. Now let’s talk about the “what are we” convo? Did you have one of those and if so, who initiated it and how was it?
Elise: I initiated it. Jason was dating me – and still does. But by this time, we had been on a number of dates. We were on our way to a winery, and we had a bit of a drive. So I decided to state my intention. We were just a few weeks in, but we were spending a lot of time together and we are people of a particular age. So I told him, I know Atlanta can be a Black man’s playground. There’s so many beautiful professional women here. But I’m dating with intention. I don’t want to kick it or hang with a good guy even though he’s not my person. I was done with all of that. So I’m “laying down the law” in my eyes, and he didn’t flinch. He let me finish and basically let me know we were on the same page. He was not trying to sow his royal oats.
Jason: Yeah, I was not trying to be Prince Akeem. But also, it was more so about setting a tone and goal for myself. My mama always told me to set my goals. And having a family was always one of mine. I think the biggest thing of it all, was I felt blessed – in terms of moving for work and meeting Elise, now being married. There’s victories being placed in my life.
I love that you both shared that because sometimes I get feedback on these stories and it seems like sometimes we’re afraid to really voice what we desire, no matter what that looks like.
Elise: Yeah, I think sometimes women feel like they don’t want to put pressure on their partner. But it’s not pressure. Look, Jason and I are based in faith, and what is for us is for us. Being upfront and honest is best – and early makes sense. You don’t have to convince someone to be your person.
Jason: I think her sharing those values resonated with me, and hearing her “lay down the law” was fine because I was there, too. I would say to millennial women, don’t be afraid to tell a mate what you want. You never know what that would lead to. Time is a precious commodity. Elise saying that early on showed me that she values both of our time. It showed her heart, character, and integrity, and I was drawn to that and the mature conversation. In the social media world, we don’t have those pointed conversations face-to-face. I would challenge readers to have those conversations in person, and you would get more from that convo than any post or reel. Because you see body language reactions and have deeper communication.
Yeah, I think sometimes women feel like they don’t want to put pressure on their partner. But it’s not pressure. Look, Jason and I are based in faith, and what is for us is for us. Being upfront and honest is best – and early makes sense. You don’t have to convince someone to be your person.
You both have mentioned time, family, and integrity. I’m curious what other core values do you both share?
Elise: Early on, our faith. Not just do you believe in God. It had to be deeper in that. I needed someone who would lead me, our home, and our family. I didn’t want to be in a push-and-pull relationship about prayer, church, or have conversations about being better people. Also, we discussed finances. That doesn’t just mean going to work. We chatted about ownership and what it looks like for us. How do we support each other individually and together? I know I like having my hands in a few different pots, and I needed someone who was supportive of that and likewise.
Jason: My background is that I was raised in the church. My father is a deacon and my mom is a deaconess. They've been married for 55 years. Faith was very important to me and it was crucial that my wife have that relationship as well.
Elise and Jason Robinson
Photo by FotosbyFola
Can we talk about challenges? Big or small, what are some things you had to grow through together?
Elise: I have never lived with anyone – not a roommate, a sister, friend, boyfriend or anything. Now, I’m in my 40s and I'm living with someone. When you’ve been by yourself for so long that was a challenge for both of us. We weren’t pulling each other's hair out but I’m a bit extreme. Things are color-coded in my closet. For me, working in news is chaotic so I want my home to be peaceful and organized.
Jason: I’m a man, and she’s a woman. That dynamic alone adds a flair to it. She wants things a certain way. She’s a Capricorn. But just in terms of how she wants to keep a home was a big adjustment for me. It took time.
On a smaller level, what are some of the things you disagree about day-to-day?
Elise: Cleanliness and systems. Like, he recycles and I do not. But sometimes I just have to decide if it really needs to be a thing or if I can just take care of it.
Jason: This is where my organization takes over (laughs).
What are your love languages? Do you know?
Elise: Jason’s is an act of service which works because I love cooking for him. It doesn’t feel like a chore to me. I love when I’m out, picking up his favorite juice. The other day I saw he needed t-shirts while folding clothes. So I just like doing small things for him that he doesn’t expect. He’s very much that guy that will ask to help so it doesn’t bother me.
Jason: I’d say Elise is all of them, but physical touch would probably be the biggest one. I had to get used to that. She’s taught me it in a number of ways. I remember we actually talked about love languages, and I sent her this song called “More Than Words” by Extreme. That explained to her how I felt.
Finally, can we end with the proposal? Tell us everything!
Jason: It was at a restaurant. And again, I was trying to find somewhere she hadn’t been. Also, I didn’t want to do it on our anniversary because that would have been too obvious. I contacted one of the restaurant’s staff and decided to change up the dessert menu. Each item was something special to us.
Elise: We go on so many date nights, so I just thought it was a regular night. We had finished eating, and I had to go to the bathroom. They had a nice mirror, girl. So I’m in there taking videos and stuff.
Jason: While she’s in the restroom, I’m getting everything in place with the waitress.
Elise: So as I’m reading the menu, I realize it’s telling our story and he eventually proposed. It was so special; I actually had the menu framed! It was so beautiful and thoughtful.
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Feature image by FotosbyFola
'ACross Generations With Tiffany Cross' Highlight Career Hardships With Melba Moore And Amari Marshall
ACross Generations with Tiffany Cross, the thought-provoking podcast featuring intergenerational discussions returns with a new episode exploring the realities of the entertainment industry.
This installment brings together host Tiffany Cross, Tony Award-winning actress and Grammy-nominated singer Melba Moore, and dancer extraordinaire Amari "Monster" Marshall. The dynamic trio engages in a compelling conversation, delving into the artists' financial struggles, the impact of social media, and the importance of mentorship in the industry.
A standout moment in the discussion came when Moore, who has been in the entertainment industry for over 50 years, shared how losing everything ultimately helped her conquer career-related fears.
“I think losing my whole life, losing my daughter, losing my family, losing my career, [and] being homeless,” she said.
To provide context for her past hardships, Moore recounted living in Central Park South in New York, an area described as unsafe at night due to crimes like mugging and assault.
“That’s where I used to live,” she added. “That’s when I realized I have to get a suitcase with wheels.”
When Cross inquired about how Moore, a successful Broadway actress and singer, ended up in such dire circumstances, the 78-year-old shared a shocking revelation. Moore explained that her husband, who also served as her manager, had forged her signature to transfer all their assets to himself.
“My manager/husband, behind my back, forged my name on divorce documents,” she said. “Divorced me. Signed all of our business and marital assets to himself.”
Moore revealed she discovered her ex-husband's actions through his family. Fearing for her safety and reputation, she decided to go public with her story. She explained that she wanted the press to be aware of her situation if something happened to her, ensuring her legacy wouldn't be tainted by false headlines.
Eventually, Moore regained her footing after starring in Michael Matthews' gospel Broadway productions, which led to other roles. Since then, Moore disclosed that despite the hardships caused by her ex-husband's actions, her family is now healing.
Following Moore's admission, Cross expressed disbelief at the actress's experience but noted that many people are going through similar situations and using social media to expose them.
“There’s so many incidents like this and now with Instagram, you see the mess,” she stated.
Further into the discussion, Marshall opened up about the struggles she faced as a dancer early in her career. She revealed a particularly challenging situation where an employer took most of her earnings, leaving her to survive on only $100 a month.
“Me and my mom lived in every part of Los Angeles before we were able to get our own studio apartment,” she shared. “It was a family of six. I’m traveling the world nonstop. Nobody would have known that I was still making $100 a month.”
Marshall explained that she didn't openly discuss her financial hardships, leading people to make assumptions. Because she worked with stars like Rihanna, Lady Gaga, Janet Jackson, and Beyoncé and toured the world, many believed that Marshall was earning a substantial amount of money.
Following that experience, Marshall learned the importance of navigating the business and budgeting effectively. Toward the end of the conversation, the star reflected on how challenging times can ultimately benefit one's life.
“If you don’t have those bad times, you’re not really learning,” she said.
The full episode of ACross Generations with Tiffany Cross, featuring this discussion and other compelling topics, is now streaming on the show's official YouTube channel.
Celebrating the Impact of Black Women in Arts with Melba Moore and Amari Marshall
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Feature image ACross Generations With Tiffany Cross/ YouTube