The massage therapy industry is changing to meet the needs of consumers. Massage therapy used to be a luxury for most people, but as it has become more popular with the general public for its therapeutic affect, business models are changing and adapting to a more main-stream approach.
According to the 2009 AMTA Massage Therapy Industry Report, national massage chains are growing as new players enter this market and current chains expand into new locations. Seeing the growth of spas and the consumer acceptance of massage, these organizations have found a niche in the market - offering a branded product in numerous locations.
As opposed to spas, these companies only offer massage, although some firms are testing locations that offer more traditional spa services in addition. Some massage therapists have a poor view of national massage chains, seeing them as detrimental to the profession. But, as these chains continue to grow, many massage therapists see them as a place to get steady employment and potential benefits.
Because massage therapy is the only service on the menu, national massage chains are able to cut overhead from less profitable services and offer lower cost massage. The number of these firms and the lower prices available could have a significant impact on massage use in the future and employment opportunities.
Currently, only 1 percent of consumers report receiving their last massage at a national massage chain. This number is expected to grow as more chains open, and consumers look for a lower cost massage. Additionally, consumers may not understand the difference between a spa and a national massage chain.
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