AMTA’s Future Directions

MISSION           

To serve AMTA members while advancing the art, science and practice of massage therapy.

Core Values:

  • We are a diverse and nurturing community working with integrity, honesty and dignity.
  • We are a nonprofit member-driven organization of ethical professionals.
  • We embrace excellence in education, service, and leadership.
  • We endorse professional standards and support fair regulation of massage therapy.
  • We believe that massage benefits all.

10-30 Year Big Goal

The AMTA experience is key to success as a massage therapist.

10-30 Year Vivid Descriptions

  • The public will view professional massage as an important contribution toward wellness, and will receive massage on a regular basis.
  • People recognize the power of touch to affect the mind/body/spirit continuum.
  • AMTA will be a trusted resource for information about massage therapy and current research.
  • There will be significant information in scientific literature on the use, safety and effects of therapeutic massage.
  • Massage therapy practice will be evidence-based.
  • The role of massage therapy will be expanded in all practice settings.
  • All states will have regulation and scope of practice; there is licensure in all 50 states and portability of the credential across state lines.

  • AMTA will be instrumental in creating a climate conducive for members’ professional success.

  • There will be international recognition for the value of massage. All societies will be educated and accept massage therapy and AMTA will be a global networking resource for massage therapy and therapists. 
  • AMTA supports certification that will reflect demonstration of professional competency. 
  • AMTA will be instrumental in building consensus and maintaining an environment of cooperation across the profession of massage therapy.
  • There will be accreditation of all massage therapy institutions and programs by a USDE recognized agency specializing in massage therapy education standards.
  • Being an AMTA member reflects the highest standard of ethical behavior and the public sees the value and benefit of AMTA. Members are seen as trusted professionals at the forefront of a changing and complex world. Membership in the AMTA is seen as critical to employers and clients as an indicator of commitment to values.

~ STRATEGIC PLAN ~

Member Experience

Goal: AMTA members will experience high value with AMTA products, programs and services.

Objective: Increase member value perception of AMTA products, programs and services.

Professional Competency

Goal: AMTA members have the competencies, skills and professionalism to be successful.

Objective: Expand the understanding of the processes for building professional competency.

Advocacy and Influence

Goal:  Proactively pursue licensure in every state.

Objective: Help improve massage therapists’ efforts to create, revise and promote fair and consistent regulatory laws.

Image and Awareness

Goal:  Create consumer preference for AMTA members.

Objective: Increase the percentage of consumers getting a massage from an AMTA member.

Industry Relationships

Goal: AMTA will be perceived as a valued partner among key industry stakeholders.

Objective: Increase collaboration between AMTA and key stakeholders.

FY08/09 Strategies

  • Member Experience: Increase the value of products, programs and services that are most meaningful to members.

  • Professional Competency: In conjunction with industry stakeholders, articulate the profession’s body of knowledge.