They say that knowledge is power. Certainly, the more you know about your market, including who is getting massage; what is driving the demand for massage; and where are clients getting massage can only help as you build the operational and marketing programs to grow your business.
Fortunately, that information and more now is available in the American Massage Therapy Association (AMTA) “2024 Massage Profession Research Report.” The 17th annual AMTA report provides results from four benchmark surveys tracking the state of the massage consumer and the massage therapy profession through 2023.
Following are highlights on from the AMTA report
Who is getting a massage in 2024
Massage is popular among all age groups, according to the AMTA report. It also is interesting to note consumers with children under 18 at home were more likely to get a massage (37%) than those without children (19%).
The report on massage industry trends 2024 also found – maybe not surprisingly – that income impacts the likelihood of consumers getting massage, with those making a higher income more likely to be massage therapy consumers. The survey found that 39% of those making $100,000 or more got a massage last year, while only 17% of those making $50,000 or less got one. Education has an impact, too. College graduates were more likely to get a massage at 51% versus those who had some college at 25%.
Also, those living in urban and suburban areas are more likely to get a massage than those who live in rural areas. The breakdown is as follows: 33% percent urban areas, 24% suburban areas and 15% rural areas.
Regarding gender, females were more likely to get a massage (27%) than men (22%). When it comes to age:
- 40% of massage consumers were between 18 and 34 years of age. This group received an average of 3.1 massages in 2023.
- 27% of massage consumers were between 35 and 44 years old with an average of 3.4 massages in 2023.
- 16% of all massage consumers were between 45 and 54 years with an average of 2.5 massages in 2023.
- 10% of all massage consumers were between 55 and 64 years old with an average of 3 massages in 2023.
- 8% of all massage consumers were 65 years or older with an average of 5.4 massages in 2023.
Why consumers are getting a massage
The top reasons people get massages that emerged from the report on massage industry trends 2024 are for medical reasons (61%) and for mental health (56%). Between men and women,
64% of men and 56% of women got a massage for health or wellness reasons. Massage for pain relief or pain management found men at 31% and women at 27%.
Among the medical reasons for massage, consumers cited:
- 29% soreness/stiffness/spasm
- 18% chronic pain relief/management
- 15% acute pain relief/management
- 14% keep fit/healthy/wellness
- 8% injury recovery/rehabilitation
- 7% control headaches/migraines
- 2% pregnancy/prenatal
When it comes to massage therapy for mental health, consumers seek:
- 51% relaxation/stress reduction
- 13% mental health reasons
Other reasons for massage are:
- 32% pampering/special occasion/just to feel good
- 5% sports conditioning
- 4% post-traumatic stress disorder
Where consumers are getting massage and how do they find a provider
- 45% of consumers got a massage at a massage therapist’s office.
- 42% of consumers got a massage in a spa (In 2023, 30% of female consumers and 45% of male consumers got a massage in a spa.)
- 22% of consumers visited a massage franchise or chain in 2023 – and 10% of consumers got their last massage at a name-brand chain in 2023.
Other top locations for massage:
- 17% hotel/resort/cruise
- 17% a physical therapist’s office.
- 13% a chiropractor’s office.
- 18% at their home or the home of someone they knew
- 13% a beauty salon.
How consumers find massage therapists
In addition to where consumers are getting message, the massage industry trends 2024 report also investigated how consumers find therapists. The survey found:
- 81% referrals
- 48% internet/website
- 40% social media
- 32% professional networking with other healthcare professionals
- 31% online locator service for massage therapists
- 25% community/local events
Recommendations for massage come from:
- 49% physician
- 38% physical therapist
- 33% chiropractor
- 18% mental health professional
- 13% nurse
- 10% physician assistant
- 7% other health care professional
The report and its insights can be a valuable tool to help drive business as you prepare for the holiday season and put your business plan together for 2025.
Sources:
AMTA 2024 Massage Profession Research Report https://www.amtamassage.org/publications/massage-profession-research-report/
Massage Therapy Industry Factsheet
https://www.amtamassage.org/publications/massage-industry-fact-sheet/
State of the Massage Therapy Profession 2024 Factsheet
https://www.amtamassage.org/publications/massage-industry-fact-sheet/