When Christina Plhak left a 25-year corporate career, complete with a global executive title and all the trimmings, it wasn’t to slow down. It was to start over, fully aligned with her values, creativity, and the kind of impact she actually wanted to make.

Rewriting the Playbook

After decades in the IT world, Christina made a move many dream of but few do: she left stability behind in search of fulfillment.

“I finally hit a wall. I wasn’t fulfilled anymore. I needed to figure out what would truly energize me.”

That spark led her to the wellness space, a longtime personal passion. After a year of research, she discovered The NOW Massage, a boutique franchise known for its elevated aesthetic and accessible pricing. The brand, the people, and the mission resonated deeply. When the company asked if she’d consider launching in San Diego, Christina and her husband didn’t hesitate.

“It just checked every box. When they asked if I’d bring it to San Diego, my husband and I said, ‘Absolutely.’”

She opened her first boutique in Little Italy in late 2024 and is already scouting two more locations.

“This was the best decision I’ve ever made.”

From High-Level Exec to Community-Centered Entrepreneur

Today, Christina’s work looks very different—but it’s exactly what she envisioned. As a hands-on franchise owner, she’s closely connected to her team, her clients, and the ripple effects her business creates.

“I love seeing the actual difference we make. Whether it’s helping someone restore their body or giving them the time they need to relax and unwind — their experience is everything. 

The career shift also reignited her creativity. Christina launched a consulting business to coach others through their own transitions, As You Walk On By and took on a leadership role at Dogs for Better Lives, a nonprofit that places service dogs with individuals in need.

Why Franchising Worked

Christina is clear: franchising isn’t a shortcut—it’s a strategy.

“It’s not easier—it’s different. It’s structured, it’s proven, and if you find one that aligns with your values, it gives you the freedom to bring your whole self to the table.”

Instead of reinventing every process, she was able to leverage her years of leadership experience into something tangible.

“Starting from scratch in massage therapy? I don’t think I could’ve ever opened the doors. The franchise gave me a foundation I could build on with confidence.”

Building Community

Launching a brand-new business in a new city wasn’t without its challenges. Christina quickly learned that community engagement is a full-time effort—one that requires creativity, collaboration, and consistency. Through strategic partnerships, local pop-ups, and ongoing events, she’s already carved out a strong presence in San Diego.

She credits much of her momentum to the support of fellow business owners, her franchisee network, and communities like Twine.

“Honestly, communities like the one that Twine is building are so important – it’s great to have a place, a safe place to go where  women can relate, we we can support each other , and where we can just be honest and authentic and truly have a meaningful conversation.”

What’s Next

Christina is actively expanding her footprint in San Diego, both through new boutique locations and through her growing consulting and nonprofit efforts. She’s also organizing local fundraisers for Dogs for Better Lives.

Her message to women considering a pivot?

“Don’t wait. I wish I had made the leap sooner. And once you do—trust yourself. You already have what it takes. You just have to believe it.”

Ready for more calm, clarity & connection?

There are many ways to benefit from all the wonderful things Christina brings to the community. In summary, you can: 

• Relax and Recharge in your Neighborhood Oasis: Book NOW – The NOW Massage Little Italy. 
• Connect with Dogs for Better Lives and lookout for local fundraisers to attend.
• If you’re curious about franchising, leadership, or navigating a career pivot, reach out to Christina on Instagram. She offers guidance, insight, and lived experience worth learning from.