How To Build Your Dream Massage Therapy Team

Hiring staff can feel like a big, scary leap, especially when you’ve poured your heart into building your massage therapy practice. Elicia Crook, a business coach and mentor to hundreds of massage therapists, knows exactly what that feels like. With over 24 years of experience, she’s hired 21 staff members—learning valuable lessons along the way. In this article, you’ll discover her best advice for creating an intentional practice, building your dream team, and finding the right people to help your business thrive.

3 Ways To Grow Your Team

1. Rent a Room: Offer space for another massage therapist to run their own business. You provide the room, and they handle everything else—marketing, clients, supplies, practice management software, and taxes.
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2. Hire Independent Contractors: Independent contractors are self-employed but work within your business. They’re responsible for marketing themselves, supplies, and taxes while working under your roof.
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3. Hire Employees: Employees work directly for you, allowing you to assign additional tasks, like laundry or reception. You manage marketing and business operations while handling payroll and taxes for them.

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Watch the relay of the Lunch & Learn here:

How To Determine Which Business Model Is Right For You

The choice comes down to how much control you want. Clarify your priorities before deciding.

• Renting a Room offers the least control. The therapists you lease or sublet a massage room to manage their ownclients and operations.
• Independent Contractors provide some flexibility since you only pay when they work, but because they’re self-employed, there’s limited control, and client ownership can get blurry.
• Hiring Employees gives you full control, allowing you to build a specific work culture. It’s a bigger commitment but offers a clear path if you want to shape your business’s operations and vision.

How To Succeed At Building Your Dream Team

To build your dream team, start by defining your mission and values. Focus on hiring people who align with your work culture rather than just checking off technical skills. By communicating your vision clearly and leading with intention, you'll attract the right people to help your practice thrive.

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What Is An Intentional Practice?

People today want to know what a business stands for—this applies to both clients and staff. Creating an intentional practice means defining your mission and values and building your business around them.

If you didn’t start intentionally, that’s okay. Elicia didn’t either. Once she realized the need for intentionality, she re-evaluated what was working for her clients and staff. She involved her team in identifying why they were the biggest clinic in town, with the highest rates and an 85% retention rate. By including them in shaping the practice’s values, everyone became equally invested.

If you’re just starting out, listen to your passion for wellness to define your mission and values. This will help you attract the right people and set the tone for your business culture from the start.

How To Ensure New Hires Are A Good Fit

Clearly communicate your mission, values, and expectations. Focus on hiring for personality, knowledge, and values rather than just technical skills—many skills can be trained, but finding the right mindset is key.

An intentional practice attracts like-minded people, making it easier to spot those who don’t fit. As Elicia put it with an Australian saying, "You wouldn’t wear a bikini to church, and no one has to tell you it’s inappropriate." In a well-defined practice, misfits will naturally stand out.

Management Tips For Creating An Intentional Practice

• Define Your Values and Build Systems Around Them. Your practice should reflect your core values at every level.
• Learn from Experience. Reflect on what worked well under previous management roles and apply those lessons.
• Communicate Clearly and Often. Over-communicate during the first month to set expectations, so you won’t need to micromanage later.
• Start with Values in Training. Begin onboarding with company values before diving into the technical training.
• Acknowledge Success. Praise employees when they do things right, building goodwill for when constructive feedback is needed.
• Cater to All Learning Styles. Incorporate visual, auditory, and kinesthetic learning into your training. Video trainings are great for covering all three styles.
• Stay True to Your Values. Accepting someone who doesn’t respect your business’s values sends the wrong message to your team.

Finding Top Talent

Before hiring, clarify what you're looking for in a person. Many skills can be trained, so focus on finding someone who aligns with your work culture and is passionate about helping your clients.

Identify trainable skills and non-negotiable traits. This approach helps candidates self-identify and makes your decision process easier.

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Where To Find New Hires

Massage therapists often connect informally, unlike many corporate professionals. Elicia found success by doing Facebook Live posts to explain her intentional practice and describe the type of person she’s looking to hire.

Massage therapy schools are also great sources for new hires. Build relationships with teachers or meet students at the student clinic.

If you have a team, don’t forget to ask them for referrals.

Hiring Tips

Elicia uses a two-step process for hiring massage therapists:

1. Trial Interview: Schedule a 90-minute session with a 30-minute chat followed by two massage demos—one on you and one on another staff member or trusted client. Choose someone for the second demo who gives good feedback. The focus isn’t just on skill but on interpersonal qualities—do they ask the right questions, make you feel comfortable, and project the energy you’re looking for?
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2. Ask Thoughtful Questions: During the interview, present a hypothetical issue and ask how they would handle it. You’re looking for a thought process that aligns with your values, not necessarily a specific answer.

For admin staff, Elicia adds a small test to the application process: she asks candidates to email their resume with the subject line, "I’m The One!" Missing that detail shows a lack of attention, which is a deal-breaker for administrative roles.

Lead With Your Heart

Many massage therapists are driven by a passion for helping others and sharing their knowledge. Lead with that. When you can clearly communicate your passion and mission, you'll naturally attract the right people—both clients and team members—to help bring your vision to life.

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