Massage Industry Growth in 2023 and Beyond

We are in a post pandemic “wellness revolution,” writes software industry product marketer and content creator Taraneh Nasseri for Mashable.[1]  Nasseri reports that transitioning from COVID-19, the health and wellness industry now valued at $4.4 trillion globally is projected to reach $7.0 trillion by 2025. The increase represents a shifting consumer focus on self-care, health, and wellness.

The news is especially good for the massage industry, which grew 2.2 percent in 2021 despite the pandemic. The market is expected to increase in 2023. Trends influencing this growth, according to Nasseri, are:

  • Social media: Social media enables today’s Millennials and Gen Z to learn about self-care from the comfort of their homes. A significant number of people in these are groups are opting for massage therapy services.[2] For massage professionals, social media provides an opportunity to gain a following by creating educational and instructional videos on “do it at home” massage techniques.
  • Home-based care: Home-based care, such as massage, is particularly helpful for seniors who are not able to leave their homes.
  • Telehealth: Since the onset of the COVID-19 pandemic, telehealth in the U.S increased by over 6,000 percent.[3] Nasseri suggests that telehealth provides massage therapists with an ideal way to educate clients, schedule initial consultations and then efficiently follow-up with appointments.

Beyond 2023

If things are looking good for 2023, they look even better down the road. Spa franchise operator, MassageLuxe [4] forecasts that by 2030, the massage spa industry will have even deeper roots in health and wellness. Results from the American Massage Therapy Association 24th annual consumer survey[5] conducted in 2020 found:

  • 93 percent of individuals surveyed view massage as being beneficial to overall health and wellness.
  • 92 percent of individuals surveyed believe that massage can be effective in reducing pain; with 25 percent of respondents stating they have used massage therapy for pain relief.
  • 83 percentof consumers agree that massage therapy should be considered a form of health care.

The emphasis on self-care and health point to the continued growth of the massage therapy industry for the foreseeable future. By becoming a trusted health advocate for your clients, you can look forward to participating in this rewarding industry for many years to come.


[1] Nasseri, Taraneh, “Three Best Massage Industry Trends Influencing 2023,” Mashable, November 26, 2022.

[2] “Massage Therapy Services Outlook, Future Market Insights,” Accessed December 27, 2022.

[3] Feldkamp, Janet K., Pokryfky, Christine, “United States: The Explosive Growth of Telehealth Throughout the COVID-19 Pandemic and Beyond,” August 22, 2022.

[4] “The Future of the Massage Therapy Industry: 2030 Outlook,” MassageLuze, Accessed December 27, 2022.

[5] “Consumer Views and Use of Massage Therapy,” AMTA, Accessed December 27, 2022.