Massage therapy is a great way for clients to relax and receive medical treatment. Service-minded entrepreneurs can leverage the needs of these groups to start a massage business dedicated to helping their clients relax and reduce their pain. However, starting a massage business can be overwhelming and stressful in itself.

To avoid that stress, we’ll guide you through the process. In this article, we’ll cover the following:

• 7 steps to starting your massage business
• 3 tips for starting a successful massage business

Although you may feel intimidated by all you have to evaluate before starting your massage business, keep in mind that being a massage therapist is extremely rewarding. You’re able to see the tangible impact of your care on your clients’ well-being and continuously grow by learning a variety of massage techniques. If that appeals to you, then read on!

7 steps to starting your massage business

Before you can learn how to make your massage business more successful, you have to learn how to establish your practice. Let’s dive into the seven steps to starting your massage business.

1. Determine your business plan.

The first step you need to take to start a massage business is to lay out your business plan. This will give you a concrete idea of what you want your business to look like and what you want to accomplish.

In your business plan, you should:

• Establish goals and objectives. Use your business plan to outline what a successful business looks like to you. This may involve several different metrics, such as revenue after a year, number of clients per week, number of repeat clients, and positive customer feedback. You may even set a goal for a certain level of professional development as a massage business owner by learning more about the industry and developing your skills.

• Define your niche. Although it’s tempting to include all massage clients in your target audience, it’s a good idea to appeal to a more specific audience. When deciding on your niche, consider your skillset and the type of people they would be most likely to benefit. For example, if you enjoy giving deep tissue massages and sports massages, then you may consider a niche of clients who are experiencing muscle pain due to stress or injury.

• Analyze competitors. Research other massage businesses in your area, regardless of whether they are targeting your niche or not. Evaluate what they have to offer, the cost of their services, and the number of clients they serve per week. Locate the gaps in their strategy and consider how you can leverage those gaps to your business’s advantage. And, you can examine what your competitors are doing well and apply that to your business.

• Outline your business’s proposed core values. These are a set of fundamental beliefs or actions that your practice will use to conduct day-to-day operations, make important decisions, build relationships, and implement practices that will help you succeed in the long term.

Once you’ve created your business plan, it’s time to start bringing this plan to life.

2. Fulfill legal requirements.

Starting any business requires that you fulfill the legal requirements of your country and state. To fulfill these requirements, you’ll need to:

• Apply for an Employer ID Number (EIN) with the IRS
• Register your business
• Obtain necessary licenses
• Comply with laws and regulations

Massage therapy is regulated in most states, which means that you’ll need to obtain licensing and certification. You’ll need to register with your state’s massage board and receive a massage therapy license, which may require you to have graduated from an approved massage program and practiced for a minimum amount of hours. Then, you’ll need to acquire permits and other documents to ensure that you’re legally allowed to run your practice.

As a massage business owner, it’s also a good idea to purchase liability insurance. Since you’ll be touching your clients and manipulating their muscles, you’ll want to protect yourself if a client tries to sue you.

3. Set up your finances.

Before you move any further into starting your business, you’ll need to set up your finances. Although this may feel intimidating, keep in mind that your finances aren’t set in stone and you can make adjustments to ensure that your business is a success.

To set up your finances, you should:

• Create a budget for your expenses. This will help you get a good idea of how much money you need to invest in your business.

• Open a business bank account. It’s essential to keep business and personal expenditures separate, so open a bank account specifically for your practice.

• Set up a record-keeping system. Not only will this help keep your financials on track as you begin accepting clients, but it can also streamline your future tax filings.

Additionally, it’s helpful to come up with the pricing for your massages at this stage of starting your business. Based on the budget you’ve created for your expenses and the recurring costs you’ll incur, you can determine prices that are realistic and affordable for clients, but also help you reach a certain level of profitability.

4. Choose your practice’s location.

You can operate your massage business out of a few different locations, such as:

• Your home. Running your massage practice out of your home is an appealing option, as it means that you won’t have to worry about venue or renovation costs. However, it could come off as unprofessional for some clients.

• A business facility. Choosing an outside venue for your business will come with greater upfront costs, but you’ll be able to create a sophisticated space that will make your clients feel at home. Plus, it will make your practice seem more professional, improving your reputation amongst potential customers.

• Your client’s homes. Instead of designating a specific location for your massage services, you can travel to clients’ homes to give them massages. Outcall bookings allow you to differentiate your services from other businesses, as they are not a standard offering. Plus, they’re more convenient for clients, especially if they suffer from muscle pains that make traveling difficult. However, it will be more time-consuming on your end.

Each of these options has benefits and drawbacks that you need to consider before you make your choice. You can also be flexible with your massage business operations by offering outcall bookings as an add-on. For example, you might run your practice out of your home but offer outcall bookings as well to capture clients who don’t wish to have their massage at your place of living.

5. Define your details.

At this stage of starting a massage practice, you’ll start to figure out the finer details of your business, such as your:

• Name. Choose a simple yet catchy name for your business to help clients remember it. Keep in mind your niche and try to tailor your name to fit that niche. For example, if your specialty is aromatherapy, you could consider names such as “Garden Massage” or “Aroma Wellness Massage.” Make sure to trademark the name to help you solidify your business.

• Branding. When choosing your branding and aesthetic, you’ll want to make sure it’s clean, professional, and appeals to your target audience. For example, a practice focused on medical massages might choose minimalistic branding with red as a brand color, as it has an association with the medical industry.

• Decor. When decorating your business space, consider your branding and name to help you come up with ideas. Most massage practices choose decorations that create a relaxing mood. This includes earthy tones, soft lights, natural materials, soothing music, and comfortable furniture.

After you decide on these details, you can create a list of items you’ll need to buy for your business. Common items that massage therapists purchase include:

• Massage table
• Massage chair
• Pillows
• Linens and towels
• Massage oils, lotions, and cream
• Decorations
• Candles
• Music equipment

Ensure that the items you purchase align with the aesthetics and branding that you decided on. If your brand has a focus on being natural, for instance, then you’ll want to purchase wood or bamboo furniture. You can even take it a step further by purchasing plant-based linens and oils and cruelty-free lotions and creams. Plus, you can purchase potted plants for an extra touch of green.

6. Establish your marketing strategy.

One of the most essential parts of running a business is marketing your products and services effectively. After all, it’s no use if you offer great massages but can’t get anyone in the door. To ensure success with your massage business, you’ll need to establish a marketing strategy.

Common channels that businesses use to market their products and services include:

• Their website. When potential clients are interested in a product or service, one of the first places they research is the business’s website. Ensure that your website is professional, well-designed, and contains all the information your clients would want to know.

• Local business listings. The most visible business listings are on sites such as Yelp and search engines such as Google. Be sure to list your business on these sites for maximum visibility.

• Social media. Social media platforms are a powerhouse for reaching a wider audience. Popular platforms that businesses advertise on include Facebook, Instagram, and TikTok. Each of these platforms has a different audience, so be sure to advertise on the ones that most align with your target audience demographics.

• Paid advertising. Businesses with marketing funds to spare often invest in paid online advertising, such as Google Ads or Facebook Ads.

• Email. Email marketing is most effective for individuals who have already been in contact with your business, most likely because they’ve been a client in the past. Create email campaigns that target these individuals letting them know if there are any new exciting changes or offerings at your business.

When you first establish your business, you may not have the bandwidth to manage marketing on multiple different platforms. However, as your business grows, you’ll need to diversify your marketing strategy. We recommend focusing on your website and local business listings first and then branching out to social media and email afterward. Once you reach a certain level of profitability, then you can consider paid advertising.

7. Build your customer base.

After you’ve set up your business, it’s time to focus on building a loyal customer base. Provide exceptional massages and customer service so that clients leave with a positive experience, helping to secure their repeat business. Make sure to communicate with them by sending them appointment confirmations and reminders. And, clearly outline any steps they need to take before their appointment, such as filling out intake forms or providing insurance information for massage billing.

Encourage your clients to leave feedback on what they think you could improve. One way to do this is by asking them to fill out a feedback form after their appointment. Earnestly consider the feedback you receive and implement suggestions that would improve your massage business.

3 tips for starting a successful massage business

1. Invest in massage therapy software.

An easy way to elevate your business’s operations is by investing in massage software. These tools can help your practice in a variety of ways, empowering you to:

• Communicate with clients. Automate appointment confirmations, digital payment receipts, and reminder emails to keep your clients in the loop.

• Manage your schedule. Prevent double-booking by investing in a solution that keeps track of your schedule and only allows clients to make appointments when you’re available.

• Keep data organized. Maintain secure records on clients that record their visit history, preferences, and the notes you might make.

• Acquire and retain clients. Massage therapy software often offers marketing capabilities to help your business reach out to new clients. Plus, it provides you with data and analytics that you can assess to help you create a better experience for clients.

Although massage therapy software can be a significant investment for a business that is just starting, it’s essential for therapists who are serious about developing their business. The right solution will streamline your business’s operations, freeing up time in your day and making it easier for you to handle any obstacles that arise.

2. Join a massage therapy association.

Expert advice is very helpful for massage therapists who are just starting, as they won’t have years of experience backing their decisions. While asking your competitors is probably not a good idea, you can get access to experienced advice through a massage therapy association.

By joining a massage therapy association, you’ll be able to:

• Network with other massage therapists
• Obtain business advice
• Hear about new opportunities
• Learn industry secrets

All of these benefits will help you further develop and improve your business. Obstacles that your business may run into have most likely occurred for other massage therapists as well, and you can learn from how they resolved the issues in their practice. Plus, you’ll stay up-to-date with any new trends cropping up in the industry, ensuring that your offerings are fresh for your clients.

Two well-established associations that you can consider joining include the Associated Bodywork Massage Professionals and the American Massage Therapy Association.

3. Implement a reward and referral program.

To encourage clients to become recurring visitors at your massage business, implement a reward and referral program. This type of program has two parts:

• Reward. Show appreciation for your clients’ loyalty and incentivize their repeated patronage by offering them a reward after a certain amount of massages. For example, your reward could be a 15% off coupon after five massage sessions. Or, implement a membership program, where such a discount is built into the monthly cost of services.

• Referral. To tap into your clients’ networks and promote your business through word of mouth, incorporate a referral program. Existing clients will get rewards for referring new clients to you. For example, you could give existing clients 10% off their next massage if they refer a friend to you and that friend receives a massage at your business.

While acquiring new clients is important for the growth of your business, it’s more efficient to retain your existing clients to maintain your practice’s financial stability. Don’t overlook the potential connections you can nurture and create through existing relationships!

Additional resources

Much like starting any other type of business, starting a massage business is challenging for new entrepreneurs. However, massage therapy is a rewarding career, and, for service-minded individuals, can be extremely fulfilling. With the steps and tips outlined above, you’re well on your way to establishing your own business and seeing success.

If you’d like to learn more about running a successful massage business, check out the following resources:

• 7 Best Massage Therapy Software Solutions for 2023 — Ready to invest in massage therapy software for your business? Read our guide to the seven top solutions.
• 25 Instagram Reel Ideas for Massage Therapists — Instagram is a popular social media platform that can help your business reach a larger audience. Learn how to leverage Instagram’s Reel feature for your practice’s needs.
• A Guide to Massage Billing: Insurance Codes for Therapists — Want to maximize revenue at your massage practice? Consider accepting insurance for your massages. This guide will walk you through everything you need to know.