You can just turn up, it's a small shop in Lichfield, just out of the main centre.
But you do run the risk of not getting in if the girl is already working or booked.

The shop manager prefers you to book in for a specific time.
I tend to phone on the morning, make a 2pm booking, and I've generally always managed to get in the same afternoon.

Granted it might be 2.30 or 1.30. But generally I get seen the same day.
You can phone on the days before, and make a booking for the next day.
Be careful though, you need to make sure the manager is writing your name in the booking page.
Last time I went, I'd phoned in the morning and spoke to "Hannah" and she told me 2 O'clock.
I arrived at 13.55 and the manager said "are you booked?
Yes, 2 O'clock
Ah Problem. Young man (suggesting I'm old

) just come here 20 minutes ago and make booking for 2 O'clock also.
Dilemma. Hannah had not written me down.

After a few minutes the younger man turned up.
He was a bit apologetic and embarrassed.
Shop manager most apologetic too.
She suggested we get massaged together. Hannah massage young man, and she would massage me.
"But Hannah" would come to me for the ending!

Somehow the thought of finishing off the young man and coming straight to me, dirty tissues in hand seemed a bit off putting at the time.
I declined, but came back an hour later.
Have often wondered though how good the shop managers massage would be. Oh and if she could be persuaded to see to the Old Man.

PS Over the last four months there seems to be a different woman every month.
Tina, Ivy, Soo and currently Hannah.
I'm hoping a different woman next time I go. I kind of like the variation.