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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
Love On The Brain: What Science Says Loving Someone Does To You Mentally
I dig science. A big part of the reason why is because I really enjoy researching the “whys” of things. While my father always liked that about me, my mother oftentimes had something slick to say about it (that’s another message for another time, chile). To me, it’s whatever. For better or for worse, I’m simply not someone who accepts that the sky is blue “just because” — put it on my daddy’s DNA, I guess; with no apologies in place, I almost always want to know why something is the way that it is.
And since I spend so much of my time working with couples and writing on relationships, I’m sure no one is shocked that I’ve done my due diligence when it comes to figuring out what is really going on in the minds of humans whenever they are hyped about being in love. While on the surface level, it might seem like I’m being cynical, I’m actually not. It’s more about…well, again, I’ve been working with couples and writing about relationships for so long at this point that I think it’s important for folks to know the difference between an “emotional surge” and a truly wise love decision — and being aware of the role that the brain plays when we think that we’re in love with someone? That can help to bring some perspective and clarity into all of this.
So, whether you’re in something new and you’re currently on cloud nine, you’ve been in something for a while now and you’re wondering if you’ve “lost that loving feeling” or if you’re borderline on the verge of self-sabotage or, you’re like me, and you simply like to know random information just because — I’ve got 10 things that might be of interest to you as far as what science says love can literally do to you on the mental tip.
It’s fascinating stuff, indeed.
1. Dopamine Gets Activated
It’s pretty interesting thatdopamine is a type of neurotransmitter that plays a significant role in things like how you are able to experience pleasure or create memories because both of those are quite relevant when you’re in love with someone. Well, according to science, when you feel like you truly love an individual, dopamine gets activated on a whole ‘nother level to the point where you not only feel euphoric but,it’s at the level of what alcohol or a cocaine high can produce (have mercy!) I’m not exaggerating, either.
In fact, Medical News Today once published an article entitled, “Falling In Love Hits The Brain Like Cocaine Does.” Hmm…makes you wonder if some people run up outta there marriages, not because there’s really anything “wrong”; it’s just that they have crashed from their “cocaine high” and no one prepared them for how to handle it (get into premarital counseling, engaged folks; it makes all the difference in the world!). Also,as far as dopamine goes, when men are “falling” for a woman, it’s dopamine and vasopressin that increase, while, for women, it’s dopamine and oxytocin. During sex, vasopressin drops in men, while oxytocin increases when a woman climaxes. The more you know.2. Euphoria Increases
Let’s go a little bit deeper into the whole euphoria thing. At the end of the day, euphoria is about intensity. I mean, a part of the reason whythe series Euphoria has been so popular (and jarring) is that it showshow drug abuse can put people into a euphoric state — at first in a pleasurable way and eventually on a devastating level. When it comes to love, some experts say that three stages transpire when you feel like you’re in a love-related euphoric state:arousal, attraction, and attachment. And you know what? If you aren’t intentional about doing what Ben Franklin once said (“If passion drives you, let reason hold the reins.”), you could find yourself being on a roller coaster of emotions without having a relationship that consists of much stability. Yeah, euphoria increasing can be problematic as hell if you don’t get all of what comes with that.
3. Oxytocin Surges
When it comes to the articles that I’ve written on love, sex, and relationships on this platform, I don’t know if there’sany hormone that I’ve shouted out more than oxytocin. That’s because there are countless amounts of intel supporting the fact thatit bonds people through things like hand-holding, cuddling, kissing, and definitely sex. That’s whysome experts say that oxytocin can cause people to become “single-minded” about a person, it cancultivate feelings of trust, and it can literallycreate physiological changes that cause you to seek out your love interest.
This is a part of the reason why, when people declare that they are “in love” after say, a one-night stand, my mind immediately thinks, “Eh. Sounds more like an oxytocin surge.” You don’t know them well enough to love them; you can “love” how they make you feel, though. It’s essential to know the difference.
4. Fear Decreases
Now, this is an interesting one. Something else that science says happens when people are in love is the neural pathway that is associated with things like fear and judgment. It actually deactivates itself (chile…CHILE). Yep, some studies reveal that the part of your brain that encourages you to make “critical assessments” of individuals. When you feel like you love them, that shuts down. As a direct result, in walks the rose-colored glasses, and out goes the red flags. And that’s why, when I recently read that a particular actor didn’t heed some warnings from her friends regarding her new relationship, I literally shook my damn head.
When you’re all in love, especially in the beginning stages, having folks around who don’t feel the same ways about the person as you do can actually help you out in the long run, so long as they are good friends with a solid track record, they are going to notice some things that your neural pathway is keeping you from paying close attention to. Yeah, y’all be careful out there.
5. Your Prefrontal Cortex Slows Down
Speaking of desensitized senses, something else that transpires when you’re caught up in someone isyour prefrontal cortex becomes sluggish. Why is this problematic? Well, that’s where the logical part of your brain is housed. This means that when you love someone, you may not be the best at making sound and practical decisions. Although I don’t agree with an article that said this means that love is illogical (love is sound, sane, and stable; it’s folks who jack relationships up…not love), I do think all of this is a reminder that you must rely on more than just how someone makes you feel when you’re trying to decide who to build a life with. Moving on.
6. Your Hypothalamus Revs Up Your Sex Hormones
I don’t know about y’all, but I don’t know too many people who aren’t attracted to the object of their love and affection. And so, when you do fall in love, something else that happens isthe part of your brain known as the hypothalamus stimulates your ovaries while it also stimulates your man’s testicles — and that is what makes you feel an overwhelming feeling of desire (i.e., lust) for your partner.
7. Your Brain’s “Reward Circuit” Lights All the Way Up
Speaking of longing for your partner, three parts of your brain — the amygdala, the hippocampus, and the prefrontal cortex — are known as its “reward circuit,” and whenever you even speak about your bae, this is the part of your brain that lights up like a Christmas tree. Something that’s really interesting about this particular point is, that while this is happening, your serotonin levels typically drop.
Why does this matter? Well, serotonin helps to keep your anxiety levels in balance, and it also helps you to regulate your appetite(s). This would automatically cause me to believe that people who struggle with love addiction probably have a low level of serotonin operating in their system.
Oh, speaking of serotonin, although you may never think to get your hormone levels checked strictly to learn more about how you’re acting/reacting in your romantic relationship,I also found it interesting that people who have more dopamine in their system tend to take more risks when it comes to love while those who have more serotonin are usually far more cautious. Meaning, that how you are in your relationship(s) may not be just about your personality; your hormone levels tend to have a say as well.
8. Your Anterior Cingulate Cortex May Make You Obsessive
Your anterior cingulate cortex is the part of your brain that’s associated with things likemotivation and action. Anyway, since overactivity in this part of the brain is oftentimes linked to things like obsessive-compulsive disorder,some researchers believe that the reason why some people seem to think obsessively about their partner, almost to the point of obsession, if they don’t stay on top of it, is because of how their brain reacts to their attachment to their partner.For the record, this is also the part of your brain that literally lights up whenever you see your partner, too.
9. Vagus Nerves “Sync Up”
Your vagus nerves are a part of your nervous system that starts at your brain and runs through your digestive tract. This makes them an integral part of things like your immunity, your speech, your moods, and your heart rate. As far as your brain goes, some studies reveal that after a couple has been together for a longer period of time, it’s not uncommon for their vagus nerves to “sync up” in the sense of having similar facial expressions and hand gestures being and even their hearts starting to beat at the same pace.As a direct result, the syncing makes it easier for both individuals to make sacrifices for one another in order to remain together. Share that with your grandparents the next time you see them. #wink
10. If You’ve Been Together for a While, Your Angular Gyrus Becomes Stronger
Speaking of longevity, another perk that comes with couples who choose to go the distance is the part of their brain known astheir angular gyrus becomes more active. What’s actually sweet about this is that not only is this what makes it easier for you to learn complex languages, but you can also start to anticipate your partner’s actions with it too. As a direct result, science says that many couples can finish each other’s sentences — and it’s all because their angular gyrus has gotten stronger as a result of them staying committed.
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After reading all of this, how could anyone possibly look at being in love casually? There are far too many intricate parts at work — yes, literally. Yeah, when Rihanna sang about having “love on the brain,” she said more than a mouthful…whether she realized it or not.
And if you declare that you are in love, make sure to factor in what your brain is going through. Then choose wisely. Even your brain and mental health depend on it. Also…literally.
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