Read about the current state of the massage therapy profession.
While COVID-19 has impacted the profession, massage therapists have adapted to meet the needs of consumers. As we look at key market data from 2021, the state of the massage therapy profession looks bright based on these latest findings from AMTA’s recent surveys.
One shift that has occurred since the pandemic began is that men are now more likely than women to get a massage.
Last year 25% of men and 21% of women got a massage.
Consumers with children under the age of 18 at home are more likely to get a massage than those without children at home.
Income has an impact on how likely consumers are to get a massage. While 36% of those making $100,000 or more got a massage last year, only 19% of those making $50,000 or less got a massage.
Over half of all massage consumers got their last massage for health and wellness reasons.
Just 16% of consumers list pampering as their primary reason for their last massage, and 30% of consumers received a massage for pampering in the last year.
Nearly half of consumers got a massage last year for relaxation or stress reduction.
Men are more likely than women to discuss massage therapy with their doctor or health care provider.
In 2021, 63% of consumers who got a massage for health and wellness reasons stated it was part of a treatment plan from a doctor or medical provider.
While most massage therapists don’t actively promote client-to-client referrals, at just 37 percent, that is the most common way clients find a massage therapist, at 85 percent.
The next most common way to find massage therapists is online and through community or local events.
While most massage therapists don’t actively promote client-to-client referrals, at just 37 percent, that is the most common way clients find a massage therapist, at 85 percent.
The next most common way to find massage therapists is online and through community or local events.
The average massage therapist uses more than five outlets of communication to promote their practice.
Social media and the internet are the most common digital tools massage therapists use to promote their practice.
61% of massage therapists had websites for their practice – and those working as employees reported 74% of their employers had a website.
Roughly half of massage therapists received referrals from physicians at least once every 6 months.
Over three-quarters, (77%) of massage therapists referred clients to another massage therapist at least once every 6 months.
The number of massage therapists has increased by 14% over the last decade. The profession is predominately female at 86%. Nearly half of massage therapists (46%) have a bachelor's degree or higher. Massage therapy was rarely the first career choice for most massage therapists, regardless of the practice setting.
As of April 2020, 86% of massage therapists stated they had stopped working. In September 2021 over 90% stated they were back at work.
Massage therapists are changing their work practices and cleaning and appointment procedures due to the pandemic. This includes more time between appointments to allow for additional cleaning.
The pandemic has also meant massage therapists needed more supplies, and new supplies never before needed to run their business. The majority of these new and increased supplies are cleaning (77%), hand sanitizer (73%) and face masks (71%).
The latest research on consumers' views of the massage therapy profession and their use of massage therapy services.
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