
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.
'He Said, She Said': Love Stories Put To The Test At A Weekend For Love
At the A Weekend For Love retreat, we sat down with four couples to explore their love stories in a playful but revealing way with #HeSaidSheSaid. From first encounters to life-changing moments, we tested their memories to see if their versions of events aligned—because, as they say, every story has three sides: his, hers, and the truth.
Do these couples remember their love stories the same way? Press play to find out.
Episode 1: Indira & Desmond – Love Across the Miles
They say distance makes the heart grow fonder, but for Indira & Desmond, love made it stronger. Every mile apart deepened their bond, reinforcing the unshakable foundation of their relationship. From their first "I love you" to the moment they knew they had found home in each other, their journey is a beautiful testament to the endurance of true love.
Episode 2: Jay & Tia – A Love Story Straight Out of a Rom-Com
If Hollywood is looking for its next Black love story, they need to take notes from Jay & Tia. Their journey—from an awkward first date to navigating careers, parenthood, and personal growth—proves that love is not just about romance but also resilience. Their story is full of laughter, challenges, and, most importantly, a love that stands the test of time.
Episode 3: Larencia & Mykel – Through the Highs and Lows
A date night with police helicopters overhead? Now that’s a story! Larencia & Mykel have faced unexpected surprises, major life changes, and 14 years of choosing each other every single day. But after all this time, do they actually remember things the same way? Their episode is sure to bring some eye-opening revelations and a lot of laughs.
Episode 4: Soy & Osei – A Love Aligned in Purpose
From a chance meeting at the front door to 15 years of unwavering love, faith, and growth, Soy & Osei prove that when two souls are aligned in love and purpose, nothing can shake their foundation. Their journey is a powerful reminder that true love is built on mutual support, shared values, and a deep connection that only strengthens with time.
Each of these couples has a unique and inspiring story to tell, but do their memories match up? Watch #HeSaidSheSaid to find out!
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Feature image screenshot/ xoNecole YouTube
Celebrity Engagements Of 2025: All The Stars Who Locked It Down This Year (So Far!)
February might be in the rearview, but love is most definitely still in the air as the gworls are getting wifed up left and right. We love love over here at xoNecole, and 2025 is already shaping up to be a year full of celebrity engagements. Zendaya had the innanet in a chokehold when she kicked off award season flashing a stunning rock on her ring finger, and more recently, Normani announced her engagement to long-time partner DK Metcalf.
As more of our faves take that next step to saying "I do," keep reading for all the couples who got engaged in 2025. Stay tuned!
Every Celebrity Engagement of 2025 (So Far)
Normani and DK Metcalf
“Hold that rock up, baby!” That’s how DK Metcalf casually dropped the news of his engagement to singer Normani while speaking during a press conference that followed the announcement of his trade from the Seattle Seahawks to the Pittsburgh Steelers in a five-year, $150 million contract. And just like that, we all wanted in the group chat.
But before this love story led to a ring, it had to have its start. And for that, we can thank Ciara and Russell Wilson. The couple's mutual friends played matchmakers for Normani, 28, and DK, 27, bringing them together at a party for Ciara’s rum brand after DK had already manifested their love years earlier. “Me and Ciara are really close, and Russell and DK were teammates on the Seattle Seahawks,” Normani shared with Vogue.
“About two years prior to us even meeting, they were playing music videos in the locker room, and ‘Motivation’ ended up popping up on the screen. DK said, ‘The moment I saw you come up on that screen, I said, ‘That's going to be my wife.’’” At the time, Normani was in a relationship, but two years later, Ciara made sure the stars aligned. “I ended up going [to the party], and lo and behold, he ended up being there, and the rest is history.”
As for the actual proposal, DK had been planning it for over a year—initially hoping to pop the question during a family trip to Turks & Caicos. But with Normani focused on her album at the time, he decided to wait for the perfect moment. That moment came on March 12 during another family trip, this time to Houston, where he surprised her with an intimate proposal surrounded by their loved ones. To say that Normani was shocked is an understatement. “I was like, ‘Baby, you knew for over a year?’” she recalled to the publication. “To get anything past me for over a year is crazy!”
Swooning!
Winnie Harlow and Kyle Kuzma
There might be something in the water in Turks & Caicos because while DK Metcalf had dreams of proposing to Normani there, Kyle Kuzma made it happen for Winnie Harlow this past Valentine's Day. The NBA star popped the question to his longtime love in the same place they took their first baecation back in 2022, a trip that, according to Kyle, cemented his plan to propose to the fashion model one day.
The Milwaukee Bucks player went all out for the occasion, chartering a private jet decked out with roses, balloons, chocolates, and champagne, all of which Winnie assumed was just an elaborate Valentine’s Day surprise. But the real moment came when Kyle, 29, read Winnie, 30, a heartfelt poem he had written, which ended with the words, “Will you be my wife?” The 8.5-carat oval-cut engagement ring that accompanied it sealed the deal.
The couple celebrated with a dreamy beachfront dinner, fireworks lighting up the sky as Winnie held up her ring in disbelief. She later shared the news with her fans on Instagram in a post, writing “To eternity” alongside a carousel of photos capturing the magical moment.
Amber "AD" Smith and Ollie Sutherland
If you know the Love Is Blind lore, this engagement announcement is going to hit a little different. After all, AD Smith and Ollie Sutherland both made it to the altar in their respective seasons, but not with each other. Now, in a full-circle plot twist for the ages, the two reality stars found love off-screen, and they just made it official.
During the recent Love Is Blind reunion special, AD and Ollie dropped the bombshell news that they’re engaged! The couple met while filming the upcoming season of Netflix's Perfect Match, but while we don’t know all the ins and outs of how their love story began (yet!), we do know where they are now. The pair opened up more about their engagement on AD’s podcast, What’s the Reality?, while Ollie took to Instagram to hard launch their love with a collab post captioned, “THIS is how you do a hard launch! 💍 #TheSutherlands.”
After everything they’ve been through in their respective Love Is Blind journeys, AD and Ollie are proof that sometimes, love finds you when and where you least expect it. And we’re always here for a second chance at true love.
Paige Hurd and Royce O' Neal
Paige Hurd is engaged, y'all! The actress, known most recently for her work in Power Book II: Ghost, and Phoenix Suns forward Royce O’Neale are officially tying the knot following a romantic proposal in Cabo San Lucas, Mexico.
Their love story feels like something straight out of a rom-com. Paige, 32, had just sworn off dating, fully focused on her faith and personal growth—then, boom, in walks Royce, 31, to change everything. “Nice as can be,” she recalled in a PEOPLE exclusive, though she initially only saw him as a friend. But Royce? He had a very different vision of who he saw her as in his life. “She was my lifelong crush,” he admitted. “A couple years ago, I told my friends, ‘One day I’ll meet her, date her, and marry her.’ Of course, they thought I was joking, but I was serious.”
Fast forward to February 13, and that longtime manifestation became reality. During an intimate oceanfront dinner at the Viceroy Riviera Maya, surrounded by candlelight and rose petals, Paige was served a slice of red velvet cake with “Will you marry me?” written on the plate. And their journey to a lifetime is only beginning.
From childhood crush to future husband, Royce spoke this love into existence. And with Paige calling him “the most thoughtful, down-to-earth, gentle man I’ve ever known,” it’s clear this is a love story written in the stars.
Jilly Anais and DeShaun Watson
Jilly Anais and her longtime love DeShaun Watson are officially engaged! The Cleveland Browns quarterback popped the question to the singer/content creator with the help of a gorgeous beachside backdrop. On March 16, the couple announced the news in a collab Instagram post, where Jilly beamed ear to ear while showing off her massive diamond ring. “Mrs. Watson loading…” she captioned the post, sending friends, fans, and NFL teammates into a frenzy.
Their love story first began in 2019 when Watson slid into Jilly’s IG DMs, and they’ve been inseparable ever since. From celebrating career wins to house-hunting together on Selling Sunset, these two have been building a life together—and now, wedding bells are otw.
Kyle Massey and Hana Giraldo
From Disney Channel star to fiancé, Kyle Massey is officially an engaged man! The That’s So Raven and Cory in the House alum popped the question to his longtime love, Hana Giraldo, daughter of rock legend Pat Benatar and Neil Giraldo.
Hana announced the big news on Instagram, writing, “IM ENGAGED 💍 to my best friend, my soulmate, and my forever @kylemassey. A lifetime of love, laughter, and adventure begins now! I love you so much Xo.” The couple, who have been together for years, couldn’t be happier to step into this next chapter together. “I'm marrying my best friend, this is a dream come true,” Hana shared.
DeVon Franklin and Maria Castillo
DeVon Franklin and celebrity trainer Maria Castillo are engaged! The preacher and producer proposed during a romantic getaway in Maui on December 27, 2024, but the couple kept their engagement under wraps until February 2025 (which is why they are on this list), when they shared the news exclusively with PEOPLE.
DeVon, 46, gave them the deets of how he pulled off the ultimate surprise. As they posed on a grassy cliff for what she thought was a regular photo shoot, DeVon turned to Maria, 29, and told his bride-to-be, “You know, this whole time has really been an engagement photo shoot.” Shocked, Maria dropped to the ground before DeVon got down on one knee to pop the big question. “Finding Maria has been one of God’s greatest blessings in my life, so I wanted the proposal to be as special as our love,” DeVon told PEOPLE. “It was truly a magical moment, and I can’t wait to spend a magical life with Maria!”
The couple, who were introduced by a mutual friend last year, have been inseparable ever since. “To know I’ll be spending the rest of my life with this incredible man is a dream come true,” Maria shared with the outlet.
Zendaya and Tom Holland
This wouldn’t be a list of celebrity engagements of 2025 without the engagement announcement that kicked it all off: Zendaya and Tom Holland! The pair sparked loads of speculation after Zendaya blinded us with a stunning diamond ring at the Golden Globes in January 2025. And while the notoriously private couple has yet to publicly address the news, multiple reports have confirmed that they are, in fact, officially engaged.
Adding to the confirmation, PEOPLE recently reported that Tom’s Spider-Man co-star Jacob Batalon—who also got engaged this year—set the record straight about their proposal timelines. According to the publication, sources confirmed that Tom and Zendaya were engaged as of January 6, but Jacob argues that he had his proposal plans set in motion before Tom. “No, we did not know about each other's plans like that,” he told Metro Entertainment. “But I will say I thought about it first.”
Zendaya and Tom have always kept their love story low-key, so an official announcement might never come. But between the ring, the reports, and their inner circle spilling deets, it looks like they are locking it down on their own terms.
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Featured image by Normani/Instagram