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New 2023 AMTA Stats To Support Massage Business Growth

Updated on
June 26, 2023
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Massage Therapy Business Tips
massage stats

Our partner the American Massage Therapy Association recently released updated 2023 stats that can help your massage business grow!
Leveraging these insights can be a game-changer for massage therapy businesses eager to spur growth. These statistics offer more than just figures—they are valuable keys to unlocking business potential. Understanding who seeks out massage therapy and their motivations allows for tailored, strategic business planning. In this article, we'll explore recent trends and offer ideas to use these stats to cultivate growth and success in your massage therapy business.

What Are The Latest 2023 Massage Industry Stats

In 2023, massage industry data from AMTA revealed an increase in demand among parents, with women being slightly more likely than men to get a massage. Most massage clients are high-earners. Spas and private massage practices are the preferred places for therapy, with health and wellness being the primary motivation.


Lots of massage therapy statics have been released this year. Here are the highlights from the AMTA's 2023 Massage Profession Research Report:


  • People with children are more likely to get a massage.
  • Those with a household income over $100,000 are most likely to get a massage.
  • More people go to spas and privately owned massage clinics than any other place to get massage therapy.
  • Nearly half of consumers say the reason they get massages is for health and wellness.
  • Half of those people were prescribed massage therapy by their physician.
  • The most common way people find massage therapists is via a client referral. Websites and social media are the runners up.
  • The average massage therapist uses more than five marketing methods to promote their practice.


Is Now A Good Time To Start A Massage Business?

Yes. The health and wellness industry is booming, and it’s expected to continue growing. It’s a good time to start a massage business or a health spa. 48% of consumers go to spas for massage, and 36% go to massage therapists with their own office.


These stats suggest that it’s easier to promote massage therapy in spas and private practices than other locations. Fewer than 20% of people reported getting massages in salons, chiropractic offices, or in their home. 


2023 massage industry stats

Who Should I Market My Massage Services To?

Focus your marketing efforts on people with higher income. 48% of massage clients have a household income greater than $100,000. Nearly half of massage clients report their motivation is health and wellness; so include the health benefits of massage in your messaging.


It’s becoming more common for doctors to prescribe massage as part of an overall treatment plan. Consider making strategic connections with local physicians. When massage is prescribed by a doctor, people can use their HSA to pay, and in some cases, insurance might cover it. Men with pain or stiffness are more likely to discuss massage therapy with their doctor.


There’s also been an increase in demand for massage therapy for parents with children in the house. Catering to busy schedules, stressed out moms, and working parents is a good strategy too.


How Can I Promote My Massage Business?

Most massage therapists use an average of 5 channels to promote their business.

  • 49% have a massage website
  • 48% get client referrals
  • 45% use social media
  • 30% participate in local events
  • 28% network with other wellness providers
  • 25% use online locator services
  • 24% rely on their employer to promote them


If you want to get your name out there, put these massage industry stats to use. Design a massage website that showcases your services. Ask existing clients for referrals. Create massage social media posts that highlight your expertise. Volunteer at the local 5k, and make strategic connections with other wellness practitioners in town.


How Can I Increase Massage Sales?

There are 2 ways to increase massage therapy sales: get more clients or sell more to existing clients. Massage therapy businesses need a constant flow of customers, but you can make more money from existing clients if you increase your rates, get clients to rebook, and sell them additional services.

How To Get More Clients

The best way to get more clients is to start a referral program. The latest massage industry stats say that 89% of massage clients get a referral from a friend or family member. Use ClinicSense to automatically send referral requests to happy clients. All you have to do is ask.

How To Sell More To Existing Clients

Make a massage frequency recommendation to clients based on their goals. Then, get clients to rebook before they leave. Suggest massage modalities you think they’ll benefit from, and offer massage add-ons that will compliment their treatment. All this adds up to more appointments booked at a higher rate.


Consider choosing a massage specialty geared toward pain relief. Of those who claim their reason for massage is health and wellness, 49% discussed massage with their doctor. Here are the top 3 things they talked about:

  • 40% Soreness, Stiffness, or Spasms
  • 35% Chronic Pain Relief
  • 31% Injury Recovery or Rehab

If you specialize in treating any of those things, you may be able to charge a higher hourly rate.


who recommends massage to their patients

How Do I Make My Massage Business Stand Out

Specialize in something. It could be a type of client, type of massage, or a type of experience. Choose something different than your competition. Focus your marketing efforts and client interactions on that one thing. This will help develop the reputation your massage business needs to stand out.


Here are some niche ideas based on the latest massage industry stats:

  • Create the ultimate spa experience.
  • Market specifically to parents and accommodate their unique needs.
  • Focus your practice on pain relief.
  • Call your membership program a Wellness Plan


How To Use Software To Promote Yourself As A Massage Therapist

The easiest way to promote yourself as a massage therapist is to use clinic management software. Since 58% of massage clients find their therapist online, your massage website and social profiles need online booking. Software makes marketing to existing clients simple too.


Use these ClinicSense features to promote yourself as a massage therapist:

  • Add Online Scheduling to your massage website and social profiles.
  • Market to existing clients with email marketing.
  • Automatically send referral requests and review requests.
  • Get more rave reviews with the Google Review Booster.
  • Make sure clients keep to their intended schedule with friendly reminders.
  • Sell gift certificates to those who want to share the experience.


These are just a few features that will help you grow your massage therapy business. Use them to improve your marketing strategy along with the help of the latest 2023 massage industry stats. 


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