Delivering Pain Relief, Restoring Lives: Inside Zeel's Massage Therapy Program for Veterans

When Tele-Max Morgan retired after 18 years of military service, the mission ended but the pain didn't.

A former search-and-rescue swimmer—one of the military's most physically demanding roles—Tele-Max spent years putting his body through repeated strain during high-risk rescue operations. By the time he left the service, chronic back pain, arthritis, and a pinched nerve had become constant companions.

"My day-to-day life was impacted by pain," he says. "Every morning it was, 'How bad is it today?'"

Like many veterans living with chronic pain, Tele-Max tried everything—pain medication, chiropractic care, self-treatment tools. Nothing provided lasting relief.

Then he was referred to Zeel's Massage Therapy for Veterans Program.

"I jumped on it," he recalls. "I was finally able to get some real relief."

Tele-Max’s experience reflects a much larger mission: Through its partnership with the Veterans Affairs (VA) Community Care Network, Zeel is helping transform chronic pain care for veterans by connecting them with licensed massage therapists and positioning massage therapy as an integral part of healthcare rather than a luxury. 

Bringing Care to Veterans Where They Need It Most

For thousands of veterans across the country, chronic pain isn't simply a medical condition; it affects their mobility, independence, sleep, relationships, and quality of life. Everyday moments like playing with children, driving comfortably, or even getting out of bed can become daily challenges.

Zeel's Massage Therapy for Veterans Program was designed to remove many of the barriers that prevent veterans from receiving consistent care.

By connecting veterans with licensed, rigorously vetted massage therapists, Zeel delivers treatment either in veterans' homes or in clinical settings. Approximately 75% of Zeel’s massage therapy treatments take place at the client’s home.

"Many veterans are in too much pain to travel, or they live in rural communities," says Alison Harmelin, Zeel's Co-Founder and Chief Brand Officer. "Community care is about bringing treatment to them."

That accessibility is central to Zeel's vision of medical massage therapy, a model that recognizes massage therapists as healthcare providers treating chronic pain, musculoskeletal dysfunction, and mobility limitations as part of an integrated care team.

A Different Approach to Pain Management

Zeel's expansion into veteran care also addresses one of healthcare's most urgent challenges: reducing reliance on opioid medications.

Rather than masking symptoms, therapeutic massage addresses many of the physical contributors to chronic pain, including muscle tension, restricted movement, and soft tissue dysfunction. As mobility improves and pain decreases, many veterans find they can reduce their dependence on medication while reclaiming activities they had given up.

For Harmelin, the work is deeply personal. 

"We're a very patriotic organization," she says. "Many of us come from military families. We've seen firsthand the physical and emotional toll of service, and we understand why this work matters."

From Pilot Program to National Impact

Zeel's partnership with the Department of Veterans Affairs began when the VA sought innovative, non-pharmaceutical approaches to pain management.

"The VA was ahead of the curve," Harmelin says. "They recognized the opioid crisis early and wanted to explore alternative therapies for veterans."

An 18-month pilot of Zeel's massage therapy program with the VA, began in 2021, and demonstrated compelling results:

• 95% of veterans reported reduced pain.
• 85% experienced lower stress levels.
• 50% reduced their use of over-the-counter pain medications.
• 42% reduced prescription medication use, including opioids.

Since launching nationally, Zeel’s program has expanded rapidly:

• More than 25,000 veterans have received massage therapy.
• Massage therapy services are now available through 100 VA medical centers, with expansion planned across all 170 centers.
• Hundreds of thousands of massage therapy sessions have been delivered, with a goal of reaching 300,000 sessions annually.

Veterans typically begin with weekly treatments over a 12-week period, although many continue longer as they experience sustained improvement.

"The longer they stay with it," Harmelin says, "the better the outcomes, especially when it comes to sleep, mobility, and overall function."

Healing That Extends Beyond Pain Relief

For Tele-Max, meaningful progress came after he was matched with Zeel medical massage therapist Delisa Lane.

"She took the time to learn my body," he says. "She wasn't just treating symptoms. She was figuring out what was actually wrong."

The difference was immediate.

"Honestly, the next day after my first massage session, I felt like a million bucks," he recalls. "My back pain had stopped. I just wanted to go do things again."

But the greatest changes unfolded over time. With multiple treatments, Tele-Max regained activities that once felt impossible. He drove eight hours to visit his daughter and even played volleyball. He began waking up with far less pain. He relied less on medication. Most importantly, he started feeling like himself again.

"You start to feel like you're getting back to what normal life should be," he says.

Receiving treatment at home also became an important part of his recovery.

"At home, you can stay in that relaxed state," he explains. "You're actually able to continue the recovery."

Yet what he remembers is more than just physical improvement.

A Massage Therapist’s Calling to Serve

For Delisa Lane, those relationships are exactly why she became a licensed massage therapist.

"I'm a veteran myself," she says. "I knew early on that I wanted to help veterans heal."

Her approach to massage therapy goes beyond relieving pain. She focuses on restoring function—helping veterans move with greater ease, return to everyday activities, and regain confidence in their bodies.

For Tele-Max, that commitment made all the difference.

"She actually took the time to listen," he says. "That's rare."

Lane believes every treatment is about more than muscles and joints.

She has also witnessed massage therapy's impact on emotional well-being.

"Many of my clients are dealing with depression," Lane explains. "But once they start getting consistent medical massage, their peace comes back. They feel hope again."

Technology That Makes Massage Therapy Possible

Behind every appointment is technology designed to simplify the care experience for both therapists and veterans.

Zeel's platform manages scheduling, documentation, billing, and administrative tasks, allowing massage therapists to focus on patient care rather than paperwork.

"Massage therapists get paid like clockwork," the company says. "We've taken away the friction so they can focus on healing."

Thanks to this technology, veterans can often be matched with a Zeel massage therapist within 48 hours of receiving a referral, depending on therapist availability.

Building the Future of Veteran Care

Beyond delivering care, Zeel is working to elevate recognition of massage therapy as an evidence-based healthcare service. The company has also advocated at the federal level to protect and expand veterans' access to massage therapy through the Department of Veterans Affairs, including opposing reimbursement cuts that could limit access to care.

"Massage therapists are a powerful but underrecognized group of healthcare providers," Harmelin says.

As the company works to expand medical massage therapy nationwide, one challenge remains: recruiting enough qualified massage therapists to meet the growing demand.

For veterans like Tele-Max, the value of the program is already clear.

"It should be standard care," he says. "To have massage therapy available to veterans in their homes—it's incredible, and it's necessary."

Ultimately, Zeel's Massage Therapy for Veterans Program represents more than a new service: it reflects a shift in how chronic pain is treated, how healthcare is delivered, and how the nation cares for those who have served our country. Through clinical innovation, compassionate massage therapists, and a care model that meets veterans where they are, Zeel is helping thousands of veterans move beyond pain—toward healing, independence, and a better quality of life.

AMTA Is Committed to Helping Increase Veteran Access to Massage Therapy

AMTA is also dedicated to ensuring that veterans and active-duty service members have access to safe, effective massage therapy as part of comprehensive healthcare. Through targeted advocacy at the federal level, AMTA works with the U.S. Department of Veterans Affairs, Veterans Service Agencies, and the Department of Defense to expand awareness, integration, and accessibility of massage therapy within military and veteran healthcare systems.

AMTA has also been urging Congress to address a VA payment policy that could limit access to massage therapy, reinforcing the association's ongoing commitment to ensuring veterans can receive the care they need and deserve.