OK massage opportunity naysayers, pessimists and frustrated newbies. Gather round and check the map, n8touch and Massage Envy are crossing the great divide, creating more possibility on their way.

You can fuss and you can fidget, but massage is growing and innovators are making a mark. Far from the weak whispers of "what's a masseuse?" and "do you do happy endings?", these corporate chains are unabashedly grabbing up their share of pie . . . and furthering the acceptance of massage on the way.

Don't be surprised, we knew this would come with the future of massage. Do be enthralled as their great homework and industry study now make evident the numbers that Independents and small business massage don't always see, so check out the massage statistics that reveal our massage growth.

These massage statistics are from an emerging chain like Massage Envy called "n8touch", "relaxst8tions", "relaxst8tions2go", and "n9tures therapy centers".

While you wiggle and twist your wits about the competition they create, focus on the statistics, and realize the opportunity. They still can't reach everyone. Nor can Massage Envy. And there are many potential new clients who will never choose their massage work from a massage mill.

So what will you do?

Make your massage so private, personal and pampering your clients won't even consider a cheap substitute. Better to recognize the role and market of bottom feeders, and find your market elsewhere. Use these massage statistics instead to motivate and inspire that massage is finally coming of age.

Take advantage of the homework that both Massage Envy and n8touch have done that acknowledges the opportunity to create a successful massage practice. Be grateful for the hours they spent digging up these facts and add the statistics to your knowledge resource to point your clients in the right direction.

Massage as a growth industry

• In 2005, massage therapy was projected to be a $6 to $11 billion a year industry.¹



• It is estimated that there are 250,000 to 300,000 massage therapists and massage school students in the United States.²



• Between August 2004 and July 2005, approximately 47 million American adults received a massage - 2 million more than in the previous year.³



• Nine million more people discussed massage therapy with their doctor or healthcare provider this year than five years ago.



• Almost twice as many doctors recommended it to their patients this year than five years ago, among those who discussed massage therapy with their doctors.⁴



• The number of both men and women who received a massage in the last year has double since 1997, but at 23 percent, women still get the most massages.⁴



• While physicians led the way for recommending massage therapy when asked (59 percent), nearly half of all chiropractors (48 percent) and physical therapists (47 percent) also recommended massage when patients inquired.⁴



• Each year, twenty-five million more Americans are getting a massage today than they did 10 years ago.⁴



• Older baby boomers (ages 55 to 64) have tripled their use of massage over the past 10 years, as did those ages 65 and older.⁴



• The region that has most increased its use of massage over the last 10 years is the North Central area (up from 8 percent to 19 percent of those surveyed). Use of massage per year at least doubled in all regions - the Northeast up from 9 percent to 18 percent, the South up from 7 percent to 16 percent and the West up from 11 percent to 19 percent. The percentage of both metro and non-metro residents getting massage has increased by 9 percent points since 1997.⁴



• Only 28 percent of Gen Y (18- to 24-year-olds) agree that massage is just a luxury, compared to 94 percent that agree it can be beneficial to their health. Gen Xers agree: 92 percent believe massage can be beneficial to their health.⁴



• Massage therapy was three times more popular than medication as a form of pain relief among 18- to 24-year-olds (34 percent for massage versus 10 percent for medication).⁴



• Ninety-eight percent of Gen X respondents believe massage can be an effective way to relieve pain and thirty-seven percent have already had a massage to relieve pain, while 48 percent of Gen Y have used massage to relieve pain.⁴

1. Centers for Medicare & Medicaid Services. 2004 National Health
   Expenditure Projections 2004-2014.Barnes P, Powell-Griner E, McFann K, Nahin R. CDC Advance Data Report #343. Complementary and Alternative Medicine Use Among Adults: United States, 2002. May 27, 2004.



2. From data compiled by AMTA 2005.



3. AMTA 2005 Consumer Survey.



4. AMTA Massage Therapy: Not just a Trend

The new numbers are working for us, and so are these great chains. Both Massage Envy and n8touch help permeate the minds of potentials with a sense of normalcy and curiousity and a sense of "Why not?" 

These chains also create the perfect referral place for those that can't or won't afford themselves your market price. Rather than wrestle, simply send them the way of ME or N8! This doesn't hurt you, it helps you get exactly what your worth.

Stay cool, say thanks and then get back to the massage you love.