Add geriatric clients to your roster to grow your spa or massage practice


As of last year, the number of baby boomers – those between 51 and 69 -- was estimated at 74.9 million. With a growing focus on wellness and the desire to stay more active than previous generations, the boomer generation sees alternative health therapies, including massage therapy. While your spa or massage practice may not currently be focused on the aging population, the numbers indicate that including geriatric massage among your offerings could greatly increase your business opportunity.

In addition to clients who come into your spa or massage practice, you may find opportunities among clients living in assisted living facilities or still in their own homes. For those who prefer not to travel, having a mobile massage practice could be an advantage.

But even before you get started, you might want to look into special training and certification to help you better understand and serve geriatric clients' needs.  As an example, geriatric massage will use gentle stretching and joint movements as well as less pressure. Because the skin is thinner, you’ll want to choose massage lubricants carefully to ensure they don’t cause a reaction or during the treatment. You’ll also want to determine if the client has any underlying conditions that can be affected by massage, thrombosis or phlebitis, or an underlying heart condition, and advises the Geriatric Massage Institute.

In addition to physical conditions to be aware of, there also is a need to understand the state of mind of the elderly. Clients may be experiencing lifestyle and emotional changes due to a possible reduced income during retirement, loss of family members, or a less active social life if friends move away. While patience and compassion should be the hallmark of any professional, you’ll want to be especially sensitive to the changes affecting your older clients. Here are some things about seniors that can help your outreach.


Personalize solutions

Seniors want solutions that speak to their individual needs. When you have the chance to talk to a potential senior client, make the message very personalized.

Highlight results

While cost is important, seniors are more concerned about meeting a need. If they are convinced your service can help, they will be less concerned about the price.

Please keep it simple

Make the message about what you have to offer straightforward in ads, emails, and your website. Don’t use jargon or come across as patronizing or condescending to someone older. Simple should also apply to visuals. Don’t overload your marketing materials with too many images that will confuse the reader.

Word of mouth matters

For this age group, word of mouth is significant.  Prevail on clients to help spread the word about your spa or massage practice to their senior friends. You’ll also want to become visible in your community through volunteer work or participation in organizations where you have a chance to connect with seniors.

Partner with other service providers

Reach out to chiropractors, physical therapists, and even senior care service providers to recommend you. You might want to identify several professionals in your community you would like to work with and ask to meet to discuss co-marketing potential.

Make special offers

Everyone loves a deal, but some seniors on fixed incomes especially appreciate the buy one, get one free offer on a retail item or discount service. You might be able to introduce seniors to their first session through a discounted service offering.

Serving geriatric clients and greatly enhance their quality of life while it helps build your business.


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