Advice From Industry Experts
April 1, 2025
Pricing your massage services shouldn’t feel like a guessing game — but for many therapists, it does. Whether you’re unsure how to set your rates, afraid to raise them, or stuck copying competitors’ prices, it’s easy to feel overwhelmed and undervalued.
In a recent Lunch & Learn, massage therapist and business coach Michael Ortiz shared his proven approach to pricing with confidence and clarity. As the owner of Flawless Suites, LLC, Michael not only runs a successful suite rental business, but also helps solo massage therapists master the business side — including client retention, marketing, and, of course, pricing strategies that actually work.
In this recap, you’ll discover practical steps to set rates that reflect your value, attract loyal clients, and build real financial freedom — all without second-guessing yourself every step of the way.
Too often, massage therapists price their services based on how confident they feel — and low confidence leads to low rates. Education, location, service quality, client results, communication skills, and competitor pricing all play a role. But the most important factor — how much you actually need to earn — is often ignored.
Michael challenges the phrase “charge your worth” because most therapists don’t know how to define or communicate their worth — they just link it to confidence. But your worth isn’t a feeling. True pricing reflects what you need to earn to keep delivering exceptional service, not just what you feel you deserve.
Copying competitor prices might seem easy, but it ignores your unique situation. Large chains like Massage Envy can charge less because they rely on volume — something solo practitioners simply can’t match. Your financial needs, lifestyle, and business goals are different from every other therapist’s, which means your prices should reflect your reality, not theirs.
The first step to setting sustainable prices is knowing exactly how much you need to earn — and that starts with creating a clear, realistic budget. Michael emphasizes that your budget shouldn’t just cover day-to-day personal and business expenses. It should also account for the life you want to live — the things you want to do with your money — along with a cushion for both the expected (like car repairs or equipment upgrades) and the unexpected (because life always throws surprises your way).
Too often, massage therapists skip this critical step and base their pricing on guesswork or competitor rates, only to find themselves struggling later. Michael recommends sitting down, writing out all your personal and massage business expenses, and being honest about what you really need — not just to get by, but to build the life and business you want. Without this foundation, it’s impossible to price your services confidently or sustainably.
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Michael stresses that financial freedom isn’t about how much you make — it’s about how much you keep. Many massage therapists earn decent revenue, but overspending cancels out their progress. When your income rises, avoid the temptation to increase your expenses to match. True financial security comes from maintaining a modest lifestyle, even as your income grows.
It all starts with a plan. Most of us need far less than we think, but everything we choose not to spend is a step toward freedom. Learning to say “no” — to unnecessary upgrades, impulse purchases, or lifestyle creep — is one of the most powerful financial habits you can develop.
The reality is, 78% of people live paycheck to paycheck — including over half of millionaires. More income alone isn’t the solution. Financial freedom comes when you stop equating success with spending and start intentionally creating space between what you earn and what you need.
“The first thing to do is take a breath,” Michael says. Don’t act out of desperation — there are always options. You may need to work more temporarily, adjust your mindset, or cut back on spending. With a plan, you can bridge the gap and build a sustainable path forward.
Before raising your rates, focus on filling your schedule. Michael emphasizes that your first priority is getting clients in the door, providing an exceptional experience, and getting them to come back. Sometimes, that means using strategic discounts — but temporary offers should stay temporary. If you’re always running the same deal, that discount becomes your price.
Once your schedule is consistently full and after building strong client relationships, you’ll have the confidence — and demand — to increase your rates. Your goal isn’t just to book sessions, but to sell a plan that helps clients get the results they want. This starts on your website, continues in your consultation, and gets reinforced with clear recommendations after every session. Long-term success comes from retention, results, and smart pricing — not competing on discounts.
Michael’s pricing strategy starts with understanding exactly how much you need to earn — then building a schedule and pricing model that supports that goal. By combining clear financial planning, strategic packages, and pricing that emphasizes value, you can create consistent income without undervaluing your work.
Start by getting crystal clear on your financial needs — both personal and business. Then, design your dream schedule. How many hours do you want to work each week? Michael recommends building your pricing around the number of hours you want to work, not the maximum you can work.
For example, if you want to work 4 hours a day, 4 days a week, your pricing should allow you to cover all your expenses — and then some — within that schedule. That way, any extra hours you choose to work create a financial cushion instead of being a necessity. The clearer your financial picture and the more intentional your pricing, the easier it becomes to widen the margin between income and expenses and create true flexibility in your life.
Packages aren’t just a sales tool — they’re a strategy for stability. Michael encourages using packages to turn first-time clients into regulars, giving you predictable income instead of constantly chasing new bookings.
When you sell a package, you’re not just selling sessions — you’re selling a treatment plan. Frame it around the results they want and how often they need to come in to achieve them. This creates trust, keeps your schedule full, and helps clients commit to their care — all while giving you a more stable and reliable income stream.
Michael’s pricing strategy starts with setting a base rate higher than the minimum you need to earn per hour. That way, when you offer discounted packages, you’re still meeting your financial needs — even at your best deal. This allows you to emphasize value to clients without sacrificing your bottom line.
For example, if you need to make at least $110 per hour to cover your expenses and goals, your regular rate might be $150. Packages offer a discount — but even at the lowest package rate, you’re still earning $110 per hour. Clients see the savings, you get upfront income and repeat bookings, and your financial foundation stays solid.
The goal is to make packages a win-win — they make regular care more affordable for clients, while giving you consistent, predictable income. Michael has 90% of his clients on packages, which keeps his schedule full and his income steady. The other 10% pay full price — making those sessions a profitable bonus.
Raising your rates doesn’t have to be complicated — and a small increase, like $10, is rarely a dealbreaker. As Michael points out, if someone can afford $60, they can likely afford $70. Many clients tip anyway, so if anyone hesitates, you can always let them know tipping isn’t necessary.
For larger increases, Michael recommends grandfathering in your regulars at a slightly lower rate — with conditions, like staying on a consistent schedule. New clients, however, only see your current rates, so you can confidently charge them the higher price. Even if you lose a few clients, higher rates mean you need fewer appointments to meet your goals.
Michael didn’t wait until he felt confident to raise his rates — he raised them first, jumping from $80 to $130 per session, even though it felt uncomfortable. Since his confidence hadn’t caught up yet, he added free extras like cupping, aromatherapy, and upgraded amenities to help himself feel like the new price was justified. Over time, his confidence grew — but the key to his success was raising his rates before he felt ready, not after.
You will lose some clients when you raise your rates — and that’s okay. That’s why building a full schedule first is so important. With demand already in place, you’ll be able to raise your prices from a position of strength, not desperation.
Don’t fall into the trap of raising your expenses every time your income increases. It’s okay to want more — but financial freedom starts with managing what you already have and appreciating where you are now.
Focus on service, not money. When you consistently deliver excellent care, show clients you value them, and take your time to create real results, the money will follow — along with loyal clients who refer their friends.
Ultimately, you’re not chasing a specific number — you’re chasing a feeling. That sense of ease, security, and freedom isn’t about how much you make, it’s about how well you manage what you have. Start living below your means now, and you can begin to experience that feeling today — no matter where your prices are.
Want help working through your own pricing and financial clarity? Download Michael’s free workbook at MichaelOrtizJr.com.
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