BACKWORKS, 33 Camden Passage, N1 8EA

Walk-in massage haven BACKWORKS recently opened in Camden Passage. Here, co-founder James New explains why wellness should be as simple as getting a morning coffee.

Hello! Please tell us a bit about yourselves and how you got into your current role/ business area?

Doug and I have been partners for 16 years. Doug brings 15 years of hands-on experience and a solid knowledge and understanding of the industry as a massage therapist and spa manager, having worked with celebrity clients and professionals in London’s most prestigious spas.

I've predominately been involved in the delivery and management of green spaces and landscapes in cities, including creating safe spaces to help improve people’s health and wellbeing, with a specific focus on spaces which are safe for women, girls, and gender diverse people

Together we bring a calm, grounded approach to the business creating the tranquil, well organised environment that makes BACKWORKS.

Tell us more about your business offering and team.

BACKWORKS, London, specialises in modern, seated massage. Our expert therapists will massage your back, neck, head and shoulders, through clothing, using a combination of deep tissue and sports massage techniques, whilst you are seated in a comfortable ergonomic chair. We believe wellness should be simple and stress free, that’s why we’re a walk-in only massage studio - no bookings, no hassle, no messy oils, no need to undress, making self-care simple, effective, and stress-free - just like grabbing your morning coffee. We opened our doors on Camden Passage in the summer of 2024 and are a growing team of 15 massage therapists. We plan to expand in other busy London locations.

Why are you called BACKWORKS? The name is short, easy to remember, and conveys our mission: providing high-quality, effective massage treatments.

'BACK' – our treatments primarily target the back, neck and shoulders, which are common areas of tension, and 'WORKS'– our treatments work, delivering real relief and results.

What is your business inspiration? What influences the business choices you make? Our inspiration comes from the belief that wellbeing should be simple, accessible, and part of everyday life. We saw how many people in London lead busy, fast-paced lives, often neglecting their physical and mental wellness. Our goal was to create a space where anyone - whether an office worker, tourist, or local - could pause, reset, and feel better in just 15 to 45 minutes. Ultimately, we’re inspired by our customers. We love hearing how a quick massage helps someone get through a tough day, recover from a workout, or simply enjoy a moment of calm.

What are your main challenges? One of our main challenges is changing perceptions around self-care. Many people still view massage as a luxury reserved for special occasions, rather than a practical and regular part of their wellbeing routine. We’re constantly working to educate our community about the benefits of short, frequent massages - especially for those dealing with stress, poor posture, or muscle tension from office work.

Who is your typical customer? Our typical customer is a busy, health-conscious professional who values convenience without compromising on quality. Many of our clients are office workers, often dealing with stress, tension, and poor posture from long hours at a desk. They come to us for quick, effective relief that fits seamlessly into their day - whether it’s during a lunch break, after work, or in between meetings.

What makes your business unique? Why should people visit? BACKWORKS stands out because we’ve reimagined massage to fit seamlessly into busy city life. Our walk-in service means no appointments, no planning ahead - just relief when you need it. Unlike traditional spas or clinics, we offer quick, targeted treatments ranging from 15 to 45 minutes, performed on an ergonomic chair with no need to undress or use oils. It’s massage made simple, without compromising on quality. What does the future hold for BACKWORKS? More locations? The future of BACKWORKS is all about growth and bringing our accessible, high-quality massage experience to even more people. We’re passionate about making wellbeing a convenient part of everyday life, and expanding our presence across London is a key part of that vision.

We plan to open more BACKWORKS locations where people are in need of quick, effective relief - whether that’s near offices, gyms, or popular shopping areas. Ultimately, the future of BACKWORKS is about helping more people feel their best, one walk-in massage at a time

Do you have any upcoming events we can help you share? Yes! We’re excited to announce the opening of our brand-new walk-in foot massage studio coming this summer to our downstairs space. The perfect way to relax and refresh tired feet - whether you’ve been on your feet all day, hit the gym, or just need a well-deserved break.

We’ll continue to offer our signature seated back massages upstairs, so you can mix and match for the ultimate relaxation experience. Stay tuned on our Instagram and email blasts for all the details.

What's it like working in the Angel?

Working in Angel is fantastic. It’s a vibrant and bustling part of London with a real mix of office workers, locals, and visitors. The area has a lively energy, but it’s also dotted with quiet spots, offering a nice balance. One of the best parts is the sense of community - people stop for chats and are supportive of local businesses.

Please share something people might not know about you. Outside of BACKWORKS Doug is also a funeral celebrant, while for me many years ago I was the face of I Can't Believe It's Not Butter and was on more than three million tubs!

Finally, what is your.... Favourite tipple Doug - Margarita. James - Start with a couple of classic martinis then move on to vodka and diet cokes. Go-to snack Doug - vegan sushi.  James - vegan cheese and crackers. Perfect Sunday Gym session, morning coffee, lunch (anything sharing plates - Mexican, tapas etc), stroll along the South Bank, then blankets on the sofa at home with cake and Netflix. 3 tips for wellness A massage at BACKWORKS (of course!), Epsom salt hot bath with candles and chill out music, and an after-dinner walk.

Follow BACKWORKS on Instagram @backworkslondon or visit the website for more.

+++ Are you an independent business in Angel and would like to feature here? Drop Sarah an email at Sarah@angelislington.london.