I talk a lot about the need to have goals. Successful businesses don’t just happen. You need to carefully think about what you want to achieve and set a course of action to get there. But no matter what goals you set, the marketplace changes and you need to respond accordingly.

Take for example, an aging clientele. It’s wonderful to have clients for years. That said, as your clients age, their physical conditions change. Your aging clientele may rely more on massage as a complimentary treatment to work hand in hand with conventional medicine. To satisfy this need, you’ll want to incorporate geriatric treatments into your service offering.

If it’s not an aging clientele, you may have a number of clients start to have families so that prenatal massage becomes more important to your business. The bottom line is that no matter what course you set for your practice, the demands of your clients are at some time going to require you to change. You’ve got to have an eye on the future. That’s why it helps to attend seminars, take classes and read industry periodicals to understand how the market and client needs are evolving.


One of the best ways to prepare for the future and change is to talk to your customers. They will tell you what they need today and what they anticipate they will need in the future. By talking to clients, you also find out if they are satisfied with your service.

Helping you meet evolving needs is what we’ve always aimed to do at BIOTONE. By talking to you on the phone, at trade shows and through our social media networks, we find out what you need to be successful in your practice. That’s why we just announced our new Controlled-Glide Massage Creme. The product is specifically formulated for massage therapists and chiropractors offering fascia and deep-tissue therapies.

You told us that these therapies needed contained glide, increased tissue perception and ideal absorption rates. Controlled-Glide specifically meets these requirements, and for client comfort, is non-greasy and non-tacky.

Answering the call for change should never happen after the fact. Trying to play catch up to a changing market need may cost you clients. Listen to your clients, learn about changes in the market and look for ways to respond. You’ll find your goals won’t change, but the way you get there will take you in new and exciting directions.