Massage Therapy Business Tips
July 31, 2025
If you’re feeling the impact of the massage therapy slow season, you’re not alone. Summer often brings last-minute cancellations, fewer bookings, and a dip in income that can feel frustrating, especially after a busy spring. But this seasonal slowdown doesn’t have to stall your progress. In fact, with the right strategies, summer can be a time to reset, reconnect with clients, and build a stronger foundation for the rest of the year. In this article, we’ll share practical tips to help you fill your schedule, re-engage your audience, and make the most of the season ahead.
The massage therapy slow season often hits in summer as clients’ schedules shift, budgets tighten, and lifestyle habits change. Vacations, childcare, and outdoor activities take priority, leaving less time (and money) for massage. Sometimes, therapists also lose marketing momentum due to burnout.
If you’re in this business, you’ve likely seen it: summer rolls in, and bookings gradually taper off. Here’s what’s behind the seasonal slowdown and what you can do about it.
Daily routines shift when school’s out. Clients are juggling summer camps, soccer games, weekend getaways, and extra outdoor chores. With more on their plates (and more distractions), it’s easy for regular massage appointments to fall by the wayside.
Summer is a spendy season. Between vacations, rising childcare costs, and home improvement projects, some clients simply have less money to spend on self-care. That doesn’t mean they don’t value massage, it just means they need more motivation or flexible options to keep booking.
Sunshine, nature, and a break from the usual grind can have a real impact on how people feel. With more leisure time and less stress, clients may not prioritize massage therapy the way they do in busier, more stressful seasons. Their nervous systems are getting a natural reset - from hammocks and hikes instead of your table.
The summer slump isn’t always about your clients. Sometimes, the therapist is in a slump too. If you’re feeling drained or uninspired, you’re not alone. Massage therapy burnout can creep in mid-year, especially if you started the year strong but haven’t kept up your marketing efforts. A little rest is okay, just don’t lose sight of your long-term goals.
Wondering how to get massage clients in the summer? Try these effective strategies:
Summer is a great time to boost cash flow by offering treatment packages for massage. Not only do they appeal to clients looking for value, but they also bring in income up front, helping offset the seasonal dip.
Wondering how selling treatment packages helps? It’s all about timing and consistency. When you sell a bundle of five sessions in July, you get paid now while clients redeem those sessions over time—often during busier months when your schedule (and income) is already full. This keeps your calendar steady and your earnings more predictable.
In other words, you can make a lot of extra money selling treatment packages without adding more appointments to your current week. A simple summer offer (like “5 for the price of 4”) can go a long way toward smoothing out seasonal income dips while giving clients a reason to commit to their wellness.
Get creative with seasonal offerings that catch your clients’ attention. If you’re looking for fresh ideas for massage specials, summer is the perfect time to put a fun twist on your existing services or roll out something brand new.
Consider treatments designed specifically for sun-soaked skin, like a summer skin rescue massage using cooling aloe-infused products, or a post-hike recovery session focused on sore legs and feet. Aromatherapy with bright, refreshing scents can evoke the feeling of a summer escape, even if your clients are stuck at home.
Changing up your products is a simple way to bring in something new. Highlight the top oils and lotions for sun-exposed skin or seasonal favorites like coconut, citrus, or eucalyptus. A sensory shift like this gives clients an extra reason to book, especially if they’ve just returned from vacation or are easing back into routine.
Summer doesn’t have to be your slow season. With a few small tweaks, you can make your services feel timely, intentional, and hard to resist.
Your clients may not have intentionally dropped off the schedule - life just got busy. A well-timed message might be all it takes to bring them back. Using tools like wellness check-ins makes it easy to follow up with patients who haven’t been in for a while, without adding more to your plate.
Not everyone is swamped this time of year. Some clients actually have more free time during the massage therapy slow season. This is a great moment to re-engage those who typically book around special occasions. Use your customizedmarketing emails to highlight how massage fits into a summer lifestyle, with messaging tailored to things like jetlag, gardening soreness, or post-vacation tension.
When thinking about massage therapy marketing ideas, don’t overlook your existing client base. Sharing your upcoming availability through email or text can inspire a spontaneous booking, especially if someone sees an opening in a high-demand time slot. And don’t forget about your waitlist. Clients who usually miss out on your prime times may be thrilled to grab a last-minute summer spot.
A few small nudges can go a long way in filling your calendar and reconnecting with clients who already know and love your work.
Summer schedules can be unpredictable, which means clients may be more likely to book on short notice. Sharing your availability regularly makes it easier for them to grab a spot when it works for their ever-changing routine.
A quick weekly or bi-weekly email highlighting upcoming openings can go a long way toward keeping your massage schedule full during the slow season. When life gets busy, clients aren’t always thinking a month ahead. But if a last-minute appointment slides perfectly into their week? That’s a win for both of you.
ClinicSense can help with this by sending automated availability summaries. These email updates show clients when you have openings, making it simple to fill gaps in your calendar without lifting a finger.
Being proactive about availability helps clients prioritize self-care, even when their summer is packed with travel, activities, and changes in routine.
You know the saying: out of sight, out of mind. Even if a client takes the summer off or drifts from their usual routine, staying connected helps you remain part of their wellness plan.
Thoughtful email campaigns keep the relationship warm until they’re ready to rebook. Email marketing for massage therapists isn’t about selling all the time; it’s about staying helpful and relevant. That might look like sharing quick tips for beating the heat, soothing sore gardening muscles, or managing tension after long road trips. You’ve got a wealth of knowledge. Use it to support your clients through the season.
If you’re not sure what to send, check out these email newsletter ideas:
Sharing timely advice and updates builds trust and keeps you top of mind when your clients are ready to book again. Whether you're promoting a summer special or simply showing you care, a well-crafted email can go a long way.
Looking for massage therapy marketing ideas that work in summer? Try these: promote staycations, boost referrals, team up with local businesses, and host mini events. These simple strategies can help you stay visible, attract new clients, and keep your schedule full, even when things slow down.
Not everyone is traveling this summer, and that’s your opportunity. Use your email, website, and social posts to position massage as the perfect staycation treat. Create themed specials like “Staycation Reset” or “Summer Self-Care Session” and promote them using hashtags like #StaycationWellness and #SummerSelfCare to catch attention online.
Mobile massage therapists can market in-home sessions as a luxury staycation experience, but this idea works just aswell in a clinic setting. Add spa-like touches and invite clients to unwind without leaving town. A little creative messaging can help them see massage as an easy, affordable escape.
One of the most reliable massage therapy marketing ideas (in every season) is simple: Get more clients with referrals and reviews. If you’re wondering how to get massage clients in summer, double down here. Create a small loyalty or referral program (e.g., $10 off for both the referrer and the new client), send an automated “Know someone who could use a massage?” email through ClinicSense, and make it a habit to ask happy clients to pass along your card (or QR code) before they leave.
To make it effortless (and trackable):
Social proof + warm word-of-mouth beats almost any ad spend, and it keeps working long after summer ends.
Want to learn how to get a regular stream of referrals? Margaret Wallis-Duffy recently taught the ClinicSense community how she gets 10 referrals a week! Join the ClinicSense community to see what she taught us.
Summer is full of partnership opportunities. Think farmers’ markets, outdoor festivals, running clubs, cycling shops, and even garden centers (hello, yardwork aches). Offer chair massage, mini recovery sessions, or quick posture screens to get in front of new people and start conversations. For year-round synergy, team up with wellness professionals who pair naturally with massage: yoga and Pilates studios, chiropractors, gyms, and PT clinics.
These partnerships are also a great opportunity for cross-selling. You introduce your clients to their services, and they do the same for you. It’s a simple way to reach people who already value wellness and are likely to be interested in what you offer.
Here are a few easy ideas:
Partnering with local businesses helps you expand your reach, build trust, and bring in new clients—especially during slower seasons.
Mini events and pop-ups are a great way to stay visible and connect with potential clients. Set up at a farmers’ market, wellness fair, or local gym and offer chair massage or quick recovery sessions focused on common summer complaints like sore backs, tired feet, or post-yardwork tension.
You can also co-host a simple “Summer Self-Care Day” with a nearby business. These events help you showcase your services, build trust, and encourage first-time bookings; all in a relaxed, approachable setting. Even one small event can lead to new clients, referrals, and a stronger presence in your community.
Build your reputation as someone who supports the local community.
The massage therapy slow season isn’t just a challenge, it’s also a gift. Every business has natural ebbs and flows, and this quieter time is your chance to rest, reset, and reconnect with yourself. Take a break without guilt. Catch up on your own self-care, enjoy some time outdoors, or revisit the parts of your business you never have time to think about when you’re booked solid.
Use this season to explore continuing education, plan for the months ahead, or even build new income streams. Consider selling gift certificates, retail products, or creating a digital guide or simple workshop. Passive income can help ease seasonal stress, and not all your revenue has to come from your hands. Think about how you want your practice to grow, and start laying the foundation now. The slow season won’t last forever, so enjoy the breathing room while it’s here.
Summer doesn’t have to be a setback! It can be a powerful reset. From rebooking past clients to running summer specials, cross-selling with local partners, and exploring new marketing strategies, there are plenty of ways to stay engaged and grow your business during the quieter months.
Use this time to experiment, reconnect with your community, and refocus on the systems that will support your success all year long. If you use ClinicSense, now’s the perfect time to reach out to past clients and automate your summer success. Haven’t tried ClinicSense yet? Start a free trial and see how it can help you grow your business.
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