Massage professionals talk some of the leading trends shaping the massage profession’s next decade.
August 1, 2025
The Bureau of Labor Statistics (BLS) projects the massage therapy profession will grow by 18% between 2023 and 2033, which is much faster than the average for all professions. This is higher than both other health care support occupations (12%) and the total for all occupations (4%).
Additionally, during that same timeframe, the profession is expected to add 26,000 positions, with employment in 2023 at 147,000 and projected employment in 2033 at 173,200.
“About 22,800 openings for massage therapists are projected each year, on average, over the decade,” according to the BLS. “Many of those openings are expected to result from the need to replace workers who transfer to different occupations or exit the labor force, such as to retire.”
Growth, however, goes beyond just the numbers. For the past several years, massage has gained wider acceptance among consumers who are looking for a more holistic approach to health and well-being. Other health care professionals, too, are starting to understand the benefits of integrative care.
A 2022 systematic review1 explored the current acceptance and use by medical specialists of complementary and alternative medicine (CAM), now commonly referred to as integrative health care or integrative medicine. The review examined a total of 25 studies between the years 2002 and 2017, and included 10 medical specialties.
Overall acceptance of CAM was 52%, with family medicine reporting the highest acceptance, followed by psychiatry and neurology, neurological surgery, obstetrics and gynecology, pediatrics and anesthesiology. Perhaps surprisingly, physical medicine and rehabilitation were not in the top five most accepting.
Use of CAM across medical specialties was 45%, with obstetrics and gynecology, family medicine, psychiatry and neurology, pediatrics and otolaryngology leading the way.
Massage Therapy Journal asked several stakeholders in the massage therapy profession and massage therapy education space about what they think the future holds. Here’s what they had to say.
Emily Bonzi, Marketing Manager, Body Techniques
We expect massage to continue to thrive as a people-centered industry. While technology is rapidly transforming many industries, massage will remain a hands-on service rooted in human connection.
That said, technology can play a vital role in improving how businesses operate. With AI, we can streamline operations, reach more clients faster and enhance booking systems for greater efficiency. However, the core of massage services will always require a personal, human touch.
Gara Post (GP), Co-Founder & Chief Creative Officer, The NOW
Technology will play a role, whether through smarter booking tools, enhanced personalization or innovations that help massage therapists elevate their craft. But at its core, massage is about human connection and energy transfer, and that is something that can never be replaced.
Clinton Kyles, Senior Manager, Training & Development, Squeeze
As someone who’s had the honor of supporting massage therapists across the country—first as a peer, then as a trainer, and now as a leader―I’ve seen firsthand how this industry is rooted in both legacy and innovation.
I believe the future of massage therapy will be shaped by that very duality: a deep respect for ancient healing traditions paired with the rapid advancement of modern technology and evolving guest expectations. And if we do it right, we’ll see a more connected, empowered and human-centered version of our profession.
On the technology side, massage therapy will increasingly integrate with broader wellness and medical ecosystems. At Squeeze, we’ve embraced tech-forward solutions through app-based customization, seamless booking and guest preference tracking, but that’s just the beginning.
Imagine massage connected directly with a guest’s fitness tracker, physical therapy notes or stress-level data from wearable tech. With permission, we could see advancements like syncing up to a guest’s care team or recovery plan and offering sessions that respond in real time to the body’s changing needs.
Massage would no longer be just a wellness add-on, it would be part of a dynamic, data-informed continuum of care. And with more platforms supporting virtual consultations, AI-assisted wellness check-ins and personalized at-home recovery tools, massage therapists could expand their reach well beyond the treatment room.
I believe the future of massage therapy will be shaped by ...a deep respect for ancient healing traditions paired with the rapid advancement of modern technology and evolving guest expectations. And if we do it right, we’ll see a more connected, empowered and human-centered version of our profession.
Clinton Kyles, Squeeze
Kevin Ramsey, Body Care Service Innovation Manager, Massage Envy
Over the next five to 10 years, I would anticipate the massage therapy industry will continue to gain wider acceptance, recognition and integration within health care and wellness spaces.
Ongoing scientific research is expected to drive growth and validation, with an increasing focus on the role of massage therapy in preventive, rehabilitative and routine care. As research and recognition expand, so too will the demand for higher education and specialized training to meet the evolving needs of clients and patients.
In recent years, consumers have become more intentional about their reasons for seeking massage, shifting from an indulgence to a purposeful wellness practice. The future of massage therapy reflects an evolving discipline that continues to advance alongside developments in health care, fitness, wellness and technology.
The industry is moving toward a more integrative approach, aligning closely with medical, sports and holistic health fields. With increasing awareness of its role in stress and pain management, as well as in supporting general health, fitness and wellness goals, massage therapy is becoming an integral part of self-care routines.
The role of massage therapy practitioners will likely evolve in response to this shift. As more people seek nonpharmacological solutions for everyday pain management, stress relief and overall well-being, therapists must be equipped with the skills and knowledge to provide an impactful and personalized care experience. The rising demand for tailored treatments underscores the need for highly trained, qualified and engaged professionals who can adapt to diverse client concerns.
Ultimately, the next decade will bring a deeper appreciation for massage therapy as a fundamental component of health and well-being. As its role in self-care expands, massage therapy will transition from an occasional luxury to an essential practice that supports long-term wellness.
Post:
When I think about the future of massage therapy, I see it becoming even more essential to our guests and members’ monthly routines to help manage day-to-day stress, anxiety and muscle recovery.
Over the past 10 years, I’ve personally seen the industry evolve to meet people where they are, both physically and mentally. That means more accessibility, more personalization and deeper integration of massage into one’s ongoing self-care routine. Our guests will continue to seek experiences that support their mental, emotional and overall well-being.
Kyles:
I believe the wellness industry will include a richer sensory and energetic component. The resurgence of sound healing, vibration therapy, aromachology and even frequency-specific music therapy is already being explored across wellness spaces. Combined with advances in energy work and mindfulness practices, massage will continue to evolve as a fully immersive, full-body-and-mind experience.
These therapies, once considered fringe, are becoming more accepted and refined through evidence-based research and thoughtful integration. And when we root these practices in the rich traditions of ancient healing—from Thai massage and Ayurvedic therapies to Traditional Chinese Medicine—we’re not only honoring our past, we’re building a more inclusive and holistic future.
Related CE: Thai Massage - Foundations and Basic Principles
In the treatment room, I believe accessibility and inclusion will be central to innovation. That means designing experiences and environments that welcome everybody—across age, gender identity, ability and cultural background. Advancements in adaptive massage techniques, inclusive training and therapist education will ensure that more people can benefit from massage, regardless of circumstance.
Rachel Romanelli, Government Relations Chair, AMTA MN
As massage therapists, we bear the significant responsibility of thoughtfully guiding and nurturing this ongoing growth. I firmly believe that the coming years will bring the continued advancement of massage therapy as a recognized and respected health care profession.
Massage therapy will increasingly become an integral component of standard care, as a fundamental integrative health care right and accessible choice for everyone seeking its benefits. Realizing this vision hinges on focused and simultaneous efforts across several critical areas.
These areas include legislative work aimed at achieving licensure in every state, the pursuit of additional validated research to strengthen our evidence base and proactive advocacy at the federal level to ensure the inclusion of massage therapy as a covered health care benefit.
Massage therapy will increasingly become an integral component of standard care, as a fundamental integrative health care right and accessible choice for everyone seeking its benefits.
Rachel Romanelli, AMTA MN
Marisol Rivera-Placido, Government Relations Chair, AMTA NY
Massage therapy education needs to move toward a more holistic curriculum and go beyond the basics of anatomy and physiology. More programs should emphasize specialized areas such as kinesiology, the study of human movement, and research methodologies.
If we aim to practice in a clinical setting, we need the skills to analyze data and make informed decisions based on evidence, just as physical therapists and other health care professionals do.
Additionally, as massage therapy becomes more integrated into multidisciplinary health care teams, it is vital for massage therapists to learn how to communicate scientifically with other professionals. Massage therapists should feel confident discussing clinical data and research findings in the same way that doctors, nurses and physical therapists do.
Another area that deserves attention is the business side of massage therapy. In an era where many therapists seek the freedom of flexible schedules and control over their pricing, more business-focused courses should be included in massage programs.
These would equip massage therapists with the knowledge and tools needed to start their own practices or navigate the business aspects of working in spas or health care facilities. In fact, students should have the option to choose a specialty area tailored to the career path they wish to pursue—whether that’s in sports therapy, medical massage or wellness services.
Ramsey:
A key trend that will continue to shape the next decade of massage therapy is the rising emphasis on personalization. While much of the population experiences everyday stress and pain, no two individuals’ experiences are identical. There is no “one-size-fits-all” style of massage. Although most therapists fully customize the services they provide, recognizing each person and their unique concerns will increasingly become the focus of practice.
Read More: How are consumers helping drive the massage customization trend?
Additionally, there are growing markets for hyper-specialized massage approaches. Whether it involves prenatal care, oncology massage or other condition-specific needs, massage therapy is uniquely positioned to support individuals with various conditions.
As personalization becomes a defining feature of the industry, business practices will also evolve. Trends in sustainability may influence the selection of massage products and tools, while technology will streamline operations, from automated scheduling to interactive biometric data that inform treatment approaches.
Jeremy E. Miller, MS, LMT, BCTMB, Massage Therapy Program Coordinator, William Rainey Harper College
What will truly set a massage therapy program apart will be its ability to evolve with the needs of both the industry and its students. While many schools are working to streamline their programs and respond to market demands—such as flexible class schedules, support with licensing and job placement, and alignment with client and employer expectations—the standout programs will go a step further.
Read More: The Current State of Hybrid Education in Massage Therapy
By integrating science literacy, pain science and critical thinking into their curriculum, these programs will not only teach useful techniques but also foster a deeper understanding of how and why massage therapy works.
Using an evidence-informed approach will prepare graduates to be therapists who can think critically and clinically, adapt their approach to new research, and deliver more effective, client-centered care.
Chris Driggers, Enrollment Specialist, Alpha School of Massage
As the wellness industry continues to evolve, so too does the way massage therapy is taught. Over the next five to 10 years, massage education will undergo a transformation driven by innovation, flexibility and a deeper understanding of holistic care. Here’s what the future holds:
Rivera-Placido:
One of the most critical areas in which massage therapy needs to evolve is education. Currently, the number of hours required for licensing varies from state to state, with New York and Nebraska being the only two to mandate 1,000 hours of training.
In contrast, many states fall short, leaving room for inconsistency in the quality of education. If we want to elevate the profession, we must standardize the training requirements across the country.
In the coming years, it’s possible that more states will adopt educational programs closer to 1,000 hours, with some even considering an associate’s degree as the minimum standard for practicing massage therapy. New York state has already taken the step of offering associate’s degree programs at six schools. Could a similar shift occur nationwide? It is certainly within the realm of possibility.
The model for physical therapy offers valuable insight. Over the years, physical therapy has transformed from a certificate program to requiring a doctoral degree, largely due to the efforts of the American Physical Therapy Association and the Commission on Accreditation in Physical Therapy Education. For massage therapy to achieve similar progress, industry associations should come together to create a unified education and licensure framework.
Romanelli:
Foundational progress for our profession is rooted in the establishment and strengthening of licensing regulations at the state level. Not all states in the U.S. have embraced the importance of regulating massage.
From the perspective of a legislator, the primary rationale for regulation is the essential protection of the public from unqualified or potentially harmful individuals.
A regulatory board or advisory committee serves as the body for addressing complaints filed against licensees, ensuring due process for all parties involved and taking appropriate action when a violation of regulations is substantiated, thereby safeguarding the well-being of the public.
From the standpoint of a massage therapist, licensing establishes clear definitions for the practice of massage therapy, outlines scope of practice, sets minimum entry-level education standards to ensure competency, defines examination requirements to assess knowledge and skills, and codifies professional ethics to guide conduct.
The act of licensing massage therapy as a profession formally acknowledges its significant growth, considerable impact on the public’s health and wellness, and increasing maturity for self-regulation. Therefore, a strong focus should be placed on successfully passing licensing legislation in the remaining states that have yet to adopt it.
Achieving uniform licensing standards across all 50 states fosters greater professional portability between states, promotes a unified professional identity, and ultimately bolsters a stronger national voice that is essential for effective advocacy at the state and federal level.
Unified state licensing and a strong foundation of evidence-based research is needed for effectively advocating for the further advancement of the massage therapy profession at the state and federal level.
Timothy Peckinpaugh, Government Relations Chair, AMTA CA
The most significant upcoming legislative effort in the near future is occurring in my home state of California. I am confident that our advocacy will pay off and that we will join 45 other states, together with Washington, D.C. and Puerto Rico, in adopting statewide licensure for massage therapy.
Transitioning from the current voluntary certification system to a mandatory statewide license will ensure that the profession is treated with the respect it deserves and is aligned with other health care disciplines.
It would be unthinkable for health care fields such as chiropractic, physical therapy or acupuncture to operate under a voluntary regulatory system. Yet massage therapy continues to do so in a handful of states. This allows for the misuse of professional titles and undermines the legitimacy of our work.
By implementing licensure, California will be able to enforce appropriate standards, protect the public, and honor the training and expertise of qualified therapists.
My prediction for the future is that a state licensing board will replace California’s current certification system, which fails to set consistent, enforceable qualifications. This change will not only align California with the majority of the country but also elevates the status of our profession within the broader health care landscape.
California’s example will have a ripple effect—encouraging the remaining states, such as Minnesota and Kansas, to follow suit. With nationwide licensure, we will increase consumer access to care and present a unified front in advocating for the profession, the practitioners and the clients we serve.
Certification vs. Licensure:What’s the Difference? In California, massage therapy is regulated through a certification system, unlike most other states that use a statewide licensing system. The key difference between these two approaches is that certification is voluntary, whereas licensure is mandatory.
What this difference means practically is that anyone in California can legally call themselves a massage therapist—even without any formal qualifications, education or training.
In contrast, licensure is mandatory in states that require it. To obtain a license, individuals must demonstrate that they have met specific education and training standards before they can legally practice massage therapy or use the professional title.
Transitioning from the current voluntary certification system to a mandatory statewide license will ensure that the profession is treated with the respect it deserves and is aligned with other health care disciplines.
Timothy Peckinpaugh, AMTA CA
Romanelli:
Massage research is crucial for advancing the profession with validated, evidence-based findings. While those of us within the massage field can readily attest to the profound impact of massage on various conditions—including pain reduction, easing of depression and anxiety, support of athletic performance, and its valuable role in wellness maintenance plans—the systematic gathering of comprehensive data is of paramount importance.
Continued human-based research provides the essential qualitative and quantitative analysis necessary to determine standards of practice and standards of care.
Data collected to determine optimal techniques, duration and frequency of massage interventions for various conditions and client populations can be analyzed to help determine an appropriate standards of care. Additional research also ensures that massage treatments are standardized, effective and appropriately applied for reducing pain, addressing other health conditions and promoting overall well-being.
Data collected can also contribute to the continued development in the standards of practice. Correlating the education level of a massage therapist and their successful pain reduction outcomes gives the massage industry additional evidence to continue to increase educational standards.
Ultimately, massage research significantly contributes to the ongoing professionalization of the field, enhances its seamless integration into mainstream health care systems, and ensures that clients receive safe and beneficial therapeutic interventions from educated massage therapists, which in turn protects and elevates our profession within the broader health care landscape.
Rivera-Placido:
While massage therapy offers a wealth of anecdotal evidence regarding its benefits, more rigorous scientific research is needed to validate its role in health care.
The effects of massage on muscle tissue, for instance, remain poorly understood. Can massage therapy help regenerate tissue? Is it effective in alleviating delayed onset muscle soreness after intense physical activity? These are critical questions that require well-conducted studies.
As the profession evolves, it is crucial for massage therapists to develop research literacy. Understanding how to read, analyze and integrate scientific findings will empower therapists to provide evidence-based treatments and confidently engage with the broader medical community.
As the profession evolves, it is crucial for massage therapists to develop research literacy. Understanding how to read, analyze and integrate scientific findings will empower therapists to provide evidence-based treatments and confidently engage with the broader medical community.
Marisol Rivera-Placido, AMTA NY
Peckinpaugh:
Moving forward, we will work closely with our health care allies to continue promoting the evidence-based benefits of massage therapy. Our efforts will focus on universal recognition of massage therapy as a legitimate and valuable form of health care. We will advocate for both its inclusion and expansion in insurance coverage, Medicare and VA health care systems—so that more Americans can access its proven benefits.
Research will continue to be a cornerstone of this movement. We will expand the body of evidence demonstrating its efficacy in treating myriad conditions ranging from chronic pain to the effects of cancer to PTSD. This will further legitimize the field and demand the respect both the practice and its practitioners deserve.
Bonzi:
We also foresee significant growth in corporate massage. Employees increasingly expect wellness support in the workplace, and companies are stepping up to provide it. Younger generations, in particular, are driving this shift, advocating for better care and well-being at work.
As a result, corporate massage services are becoming an integral part of many companies’ employee wellness programs. This trend is expected to continue as more and more businesses recognize the importance of prioritizing their employees’ mental and physical health.
Rivera-Placido:
The issue of fair pay is central to the future of massage therapy. While clients may pay upward of $150 for a massage, therapists often receive a fraction of that amount—sometimes as little as $16 per hour. The disparity between what clients pay and what therapists earn is glaring, particularly when compared to other health care providers.
By strengthening education and research, massage therapists can begin to justify higher compensation. Many therapists aspire to work in hospitals, rehabilitation centers or alongside other health care professionals. For this vision to come to fruition, insurance companies must recognize massage therapy not just as a luxury, but as an essential service that contributes to overall health and well-being.
As more insurers begin to cover massage therapy, more health care providers will see the value in integrating massage therapists into their teams.
Kyles:
I believe we’ll see a renewed investment in therapist well-being, from better pay and benefits to more flexible schedules, community-based practices and leadership development pathways.
In five to 10 years, I hope massage therapy will be more integrated, empowered and human-centered than ever before. Honoring the roots of this ancient healing art while embracing the tools and opportunities that modern technology offers and bringing massage into more lives with more depth and accessibility. In doing so, we’ll help more people feel seen, supported and restored—one session at a time.
That’s the future I dream of. And that’s the future I’m working toward.
What do you think the future holds for the massage therapy profession? Tell us at communications@amtamassage.org!