Lisa A. Nevins

My Local List

• Caffeine Crush: Two Guns Espresso
• Seafood Fix: Fishing With Dynamite
• Hat Haven: Bone by Dawn
• Italian Indulgence: Stecca Taverna

Lisa A. Nevins opened The NOW Massage South Bay in 2021 after working for more than 16 years in private mortgage banking. The NOW’s custom services are designed specifically for stress relief, health improvement and relaxation. Guests can choose between three massage styles and pair their service with various custom enhancements. 

What inspired you to start your business?

After funding over $1 billion in residential mortgages, I hit a wall that success couldn’t soften. Burnout took my breath, my drive and nearly my identity. I realized I didn’t want to climb higher; I wanted to live with more depth and purpose. In February 2020 I went online to book a massage at my favorite boutique in Los Angeles and ended up clicking a link to “own a NOW.” The NOW Massage South Bay was born from the ashes of burnout, as a space where I could heal—and help others do the same.

Whom do you credit for your success? 

When I was just 6 years old, my dad, Rex Nevins, helped me launch my first business—Rock Creations—at a flea market in Joshua Tree. I’d wake before dawn, price crystal slabs adorned with pewter charms and proudly pitch them to curious shoppers. That table was where I first learned to lead with creativity, confidence and heart.

How can we support women in business? 

Support starts with showing up. Refer her, repost her, root for her, and when you’ve made it through your own storm, go back and guide her through hers. I’m incredibly thankful for The NOW’s female cofounder and chief creative officer, Gara Post, who believed in me when I stepped into this journey, and whose creativity and courage remind me daily what’s possible for women in business.

What strategies help you avoid burnout? 

I’m learning that burnout isn’t just from doing too much; it’s from abandoning yourself in the process. I protect my peace with strength training, Pilates, reading, massages of course, and the sacred act of saying “no” without apology. Boundaries have become my way of checking in, preserving my energy and staying true to the version of me I’m working so hard to build.

Is there a myth you’d like to rewrite for the next generation of women in business? 

The myth I’d rewrite is that business and success have to be built solely on traditional notions of power: competition, control and constant drive. The next generation of women should know that empathy, vision and collaboration are equally powerful. Vulnerability, connection and humanity aren’t weaknesses in business. They’re superpowers.

What have you simplified in your business?

In the beginning, delegation felt impossible. I was used to carrying everything myself, and it came from a place of survival. Over time I realized that holding on was keeping me stuck. Learning to hand things over to my team has been one of the most freeing choices I’ve made. It simplified the way I lead and reminded me that I don’t have to do it all to prove my worth.

What strategies have you found most effective in growing your business? 

There’s real magic in genuine connection. Before our doors opened, I reached out to local business owners who generously offered guidance, shared resources and showed up for me in ways I’ll never forget. Many of them have become not just trusted collaborators but lifelong friends.

Tell us about your team. 

My NOW South Bay family has taught me that caring deeply is both the weight and the wonder of leadership. They motivate me, give me purpose and inspire me to live in the NOW each day.

How does your team contribute to the South Bay community? 

We don’t just serve the community; we’re a part of it. Over the years, we’ve supported local organizations, from the El Segundo and Manhattan Beach education foundations to the El Segundo Fire Department. We’ve also offered complimentary chair massages at El Segundo High School, L’Oréal headquarters, Nike and countless other businesses during their wellness days. For me, this work has never been only about massage. It’s about caring for the community that cares for us, and making wellness a part of everyday life for the people who make the South Bay so special.

Photographed by Fabien & Laura Castro