From Massage Therapist to Business Owner: The Mindset Shift
Advice From Industry Experts
From Massage Therapist to Business Owner: The Mindset Shift
updated on
September 16, 2025
Going solo as a massage therapist takes more than great hands. It takes the right mindset. In this Lunch & Learn, award-winning RMT and founder of Wallis for Wellness, Margaret Wallis-Duffy, shared how to find clarity, confidence, and a clear path to building the practice of your dreams.
We covered:
Finding your why
Overcoming limiting beliefs
Building a sustainable mindset for long-term success
What Does “Finding Your Why” Really Mean?
Finding your why means getting clear on the reason you do what you do, beyond making money. It’s the deeper purpose that fuels your motivation. For some, it may be helping people live pain-free. For others, it’s modeling a path to wellness for their family.
What it’s not:
It’s not what you do (massage therapy).
It’s not how you do it (your technique).
Your why is the reason you chose this path in the first place. It’s your personal mission. Once you find your why, you can use it to create a massage therapy mission statement for your business.
Do You Really Need A Why When Starting A Massage Business?
YES. Being a business owner isn’t easy, and your why will guide you through challenges. Without it, it’s easy to lose focus or give up. A clear why greatly increases your chances of success.
Why It’s Important
Guides decisions: When you’re clear on your why, it helps you say yes to the right opportunities and no to the ones that don’t align.
Sustains motivation: Running a business has ups and downs. Your why keeps you moving forward on the hard days when self-doubt or fatigue creep in.
Builds connection: Clients connect more with your story and passion than with a list of services. Sharing your why shows authenticity, builds trust, and helps strengthen client relationships.
An Example Of Finding Your Why
For Margaret, her why grew out of her own health journey. She spent years feeling dismissed, gaslit, and unheard by the medical system. That lack of validation fueled her determination to create a different kind of care.
Her why guided everything:
Patient care: She made it non-negotiable that her clients feel heard, validated, supported, and never brushed off.
Business choices: She built a model of care that brings complementary and allopathic medicine together, putting the patient at the center.
Growth over time: Her why eventually expanded into prevention, education, and community health, which is now the foundation of her work with PHAM.
From the beginning, Margaret’s why has been about creating the kind of care she wished she had received: collaborative, empowering, and deeply human. Decades later, it’s still what drives her every day.
Exercises To Help You Find Your Why
Uncovering your why doesn’t have to be complicated. It’s about slowing down, reflecting, and noticing what truly drives you. Try these simple exercises to start uncovering the deeper motivation behind your work.
Reflect on Your Story
Ask yourself: What experiences have shaped me? What challenges have I overcome that I now want to help others with? Your personal journey often points directly to your why.
Identify Your Passions
What parts of your work light you up? Which tasks or moments do you look forward to most? Think back to childhood too. What brought you pure joy? Sometimes your why shows up in those early passions.
Consider Your Impact
Who do you most want to help, and how do you want them to feel after working with you? Picture the difference you want to make in someone’s life. That impact can reveal your deeper purpose.
Ask “Why” Five Times
Start with a simple statement like, “I want to help people feel better.” Then ask yourself, “Why?” and keep going until you’ve asked at least five times. The first answer is rarely the core motivation. Digging deeper often reveals the real why.
The key is to write it all down, reflect, and look for patterns. Your why usually shows up as a theme that repeats itself.
Overcoming Limiting Beliefs And Self-Doubt
Every massage therapist faces doubts when stepping into business ownership. Margaret shared the most common mindset blocks that hold people back and how to move past them. These thoughts can keep you stuck. With the right perspective, they can also become stepping stones.
Common Limiting Beliefs Massage Therapists Face
Margaret has mentored and worked alongside massage therapists for more than 30 years. She’s noticed a handful of limiting beliefs that show up often, especially in the early stages of a career.
“I’m Not Experienced Enough”
The belief: New therapists often feel they need years of practice or multiple certifications before they can truly make a difference.
The truth: Foundational skills, presence, and the ability to listen are powerful from day one. Confidence grows with experience, so borrow stories until you have your own.
“I Shouldn’t Charge Too Much”
The belief: Many therapists undervalue their time, worrying clients won’t pay or that they aren’t “worth” a fair rate.
The truth: This mindset leads to burnout and creates a shaky business foundation. Learning how to charge what you’re worth and confidently price your massage services helps you build a sustainable practice and shows clients the value of your skills.
“I Need to Fix Every Problem in One Session”
The belief: Wanting to prove themselves, some therapists feel pressure to solve everything at once.
The truth: Massage therapy is a process. Setting realistic expectations is part of professional growth and helps clients trust the journey.
“I Don’t Know Enough to Compete With Other Practitioners”
The belief: New therapists compare themselves to seasoned colleagues, chiropractors, or physiotherapists.
The truth: Every therapist brings something unique, their touch, perspective, and story, that no one else can replicate. Owning your strengths builds confidence and professional respect.
“I Have to Do It All on My Own”
The belief: Many think building a practice has to be a solo journey.
The truth: Collaboration, mentorship, and community support are key to confidence, growth, and long-term success. It’s also a two-way street: you give support as much as you receive it.
Want to dive deeper? Check out Margaret’s lesson on how building your network can increase referrals, where she shares how this approach helped her generate 10 referrals a week.
How Margaret Overcame Her Own Fears
When Margaret was starting out, she faced doubts too. Here are three ways she worked through them:
Leaning on Mentorship & Community She sought out mentors and surrounded herself with people who believed in her. That encouragement and guidance kept her moving forward when her confidence wavered.
Reframing Mistakes as Growth Instead of seeing mistakes as failures, she treated them as feedback. Every client and session became a chance to learn. Her motto: fail forward, and fail often.
Anchoring Back to Purpose Whenever fear crept in, she reminded herself why she chose this path. Reconnecting with her purpose gave her the courage to keep going.
A Simple Technique To Challenge Limiting Beliefs
Margaret shared a tool you can use right now to shift your mindset. It’s called “Name It and Reframe It.”
Step 1: Name It Write down the limiting belief that keeps showing up. For example: “I’m not experienced enough to attract clients.”
Step 2: Reframe It Ask yourself: “Is this absolutely true? What evidence do I have to the contrary?” Chances are you’ll find proof you are skilled and capable. From there, reframe it into an empowering belief, like: “Every client I work with is an opportunity to grow my experience and help someone feel better today.”
Why It Works Writing down a belief creates distance from it. Reframing helps you build new mental pathways that support confidence instead of fear. It’s a simple way to reprogram your thinking and move forward with courage.
Self-Doubt Or Healthy Caution? How To Tell The Difference
A little caution is good. It keeps you prepared and professional. But unchecked self-doubt can be paralyzing. Here’s how to spot the difference:
Asking a mentor or colleague for input when something is new
Continuing to learn because you want to grow
Self-Doubt Looks Like:
Constant second-guessing, even after training
Saying no to opportunities because you’re afraid of failing
Ignoring positive feedback from clients or colleagues
One simple test is to ask yourself:“Is this thought protecting me, or is it preventing me?”
If it’s protecting you, that’s healthy caution.
If it’s preventing you from moving forward, that’s self-doubt.
Healthy caution keeps you safe. Self-doubt keeps you stuck. The key is noticing whether your thoughts are helping you prepare or holding you back.
The Realities Of Starting Your Own Business
Starting a massage business is exciting, but it’s also full of challenges that most therapists don’t expect. In this part of the conversation, Margaret shared some honest answers about what it really takes to move from therapist to business owner.
Q: What’s something you wish someone had told you before you went solo?
If I could go back, I wish someone had told me this: building a successful practice isn’t just about being an excellent therapist. It’s about building a business and a support system around yourself.
It’s okay to ask for help. Many new therapists try to juggle everything: marketing, scheduling, billing, and continuing education on top of client care. It’s okay to seek mentorship, lean on peers, and delegate when you can.
Your mindset matters. Confidence and self-belief are just as important as your hands-on skills. Self-doubt will come, but having a clear why and a support system makes all the difference. In my own journey, holding my vision high kept me grounded. In coaching others, I see mindset as a common obstacle that can hijack success.
Client experience comes first, but sustainability matters too. Value your time, charge appropriately, and set boundaries early. If you don’t take care of yourself and your business, you won’t be able to take care of others.
Going solo is exciting, but it’s a full picture not just therapy. Business skills are critical. You don’t have to know it all, but you do have to build it. If you’re looking for more guidance on how to thrive as an independent massage therapist, start with support, protect your energy, and never underestimate the power of your why. You can also find valuable advice and encouragement by joining the ClinicSense community.
Q: If you’re thinking about starting your own massage business, what are some non-negotiables?
Over the years, Margaret has identified a few essentials that can make or break your success as a solo practitioner:
A clear why and purpose. Know why you’re doing this beyond making money. Your why will guide your decisions, keep you motivated, and help you push through challenges.
Business fundamentals. Even if you love hands-on work, you can’t ignore pricing, marketing, bookkeeping, and client management. If you don’t know, lean in and learn or hire a coach. That investment will pay off.
Commitment to ongoing learning. Healthcare is constantly evolving. Staying current with clinical skills, new techniques, and the patient journey keeps you relevant, confident, and sets you apart from the competition.
Support system and mentorship. Don’t go it alone. A mentor, community, or peer network will help you avoid costly mistakes, build confidence, and keep growing.
“These non-negotiables aren’t just nice-to-haves,” Margaret says. “They’re the foundation that allows you to thrive, not just survive, as a solo practitioner.”
Q: What are some misconceptions people often have about being their own boss?
Being your own boss is incredibly rewarding, but it’s also a full-time commitment. Here are some common misconceptions:
“I’ll have more free time.” While you do control your schedule, you’re also managing clients, marketing, and finances. That takes energy and often means longer hours in the beginning.
“Clients will just show up.” Skill alone isn’t enough. Attracting new clients takes consistent marketing, networking, and relationship-building.
“I don’t need help or guidance.” Going solo doesn’t mean going alone. Mentors and community support can save you time, prevent mistakes, and boost confidence.
“Making money will happen right away.” Building a sustainable practice takes planning, patience, and persistence. Income often grows gradually, not instantly.
Being your own boss comes with more responsibility and decision-making than working for someone else. But if you’re curious about how to start a massage business, know that with the right mindset, support, and strategy, it can also be one of the most fulfilling paths you’ll ever take.
Q: How can you balance optimism and realism when planning your business?
Balancing optimism and realism is one of the most important skills for running your own business. You need optimism to dream big and take risks, but you also need realism to make practical, sustainable decisions. Here’s how to combine the two:
Start with a clear plan. Set goals, map out your finances, and know your capacity. Realistic planning gives optimism a structure so it doesn’t turn into frustration later.
Use small experiments. Test new ideas or services on a small scale first. This keeps creativity alive without overcommitting or risking too much.
Track and adjust. Review your numbers, schedule, and client feedback regularly. Optimism fuels vision, but realism keeps you grounded and adaptable.
Stay connected to your why. Your why motivates you to keep going when reality tests your optimism. It helps you see setbacks as learning opportunities instead of failures.
Building A Sustainable Mindset
Mindset habits aren’t complicated, but practicing them consistently makes all the difference. Here’s a simple schedule you can follow, based on Margaret’s approach:
Daily: Reflect or journal on wins, challenges, and gratitude. Set a clear intention each morning for how you’ll show up.
Weekly: Dedicate time to learning (read, course, or mentor check-in). Review challenges and reframe them as growth opportunities.
Ongoing: Protect your health with consistent self-care (movement, rest, nutrition, fun). Stay connected to your why to keep focus and resilience strong.
How To Keep Going When Things Get Tough
Focus on purpose. Reconnect with the bigger picture and the impact your work has.
Break it into small steps. Just show up daily. Progress over perfection.
Lean on support. Mentors, peers, and trusted networks remind you that you’re not alone.
Protect your energy. Prioritize rest, movement, gratitude, and mindfulness.
Keep perspective. Tough times will pass; challenges can make you stronger.
Building Work-Life Balance Through Community And Support
Seek mentorship and guidance. Mentors and peers offer perspective, advice, and reassurance when challenges arise.
Share experiences. Community helps you see you’re not alone. Hearing others’ struggles and wins normalizes the ups and downs. Join the ClinicSense community and become a part of the conversation.
Lean on accountability and motivation. Support systems keep you on track with your goals and inspire you to keep growing.
Build emotional resilience. Encouragement from others boosts confidence, prevents burnout, and reminds you that someone has your back.
Strong communities give you strength, perspective, and momentum. They help your mindset stay resilient while you balance business and life.
Next Steps For Shifting Your Mindset
Making the leap from massage therapist to business owner is as much about mindset as it is about skills. Here are a few simple steps you can take right away:
Start small with daily habits. Try a quick “gratitude + growth reflection.” Each day, write down a few things you’re grateful for and one lesson from something that didn’t go perfectly. This shifts your mindset from fear to opportunity.
Reconnect with your why. Take time this week to reflect on why you chose this path in the first place. Write it down, and let it guide your decisions and energy.
Build your support system. Whether it’s a mentor, peers, or a professional association, having people to lean on will help you stay resilient and avoid costly mistakes.
No one grows a business alone. That’s why community matters. In the ClinicSense community, you’ll find peers who understand your challenges, experts who share insights, and a supportive space to grow your business with confidence.
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