2010 Massage Profession

Transcription

1 2010 Massage Profession RESEARCH REPORT Sponsored by

2 Table of Contents Introduction...3 Section 1. Consumers of Massage Therapy A. What changes are taking place in the U.S. population? B. What drives consumer use of massage therapy? C. Who gets massage? D. Why do consumers get massage? E. What obstacles are keeping consumers from getting massage F. Where are they getting massage? Section 2. The Massage Therapy Profession A. Who is practicing massage therapy? B. How much are massage therapists compensated for their work? C. What are some of the biggest challenges facing massage therapists? D. Where are massage therapists practicing? E. What s the latest on the spa industry and massage therapy? F. Are national massage chains still expanding? Section 3. Special Look at Health Care and the Massage Industry A. The healthcare boom B. Healthcare providers discussing massage therapy with patients C. Healthcare, CAM and massage therapy D. Massage and insurance E. Integration of massage into healthcare Section 4. Training and Education of Massage Therapists A. Hours and types of training B. Quality of massage training C. Factors that most influence massage school selection D. Massage schools-trends and demographics E. Massage schools-accreditation F. General factors affecting massage schools G. Number of massage students graduating H. Massage student demographics Appendix List of Sources...59 Copyright Disclaimer This document contains proprietary information of the American Massage Therapy Association, as well as other organizations. If you wish to reproduce these materials or use them in any other way, you must request permission from AMTA or other owners of the original materials. For permission to reproduce any AMTA data contained in this report, please call If consent is granted, attribution to AMTA and other sources specified in the document should be made. All rights reserved. 2

3 Looking towards a new decade The 2010 Massage Profession Research Report Welcome to the 3rd annual Massage Profession Research Report, your gold standard for market data and trends that impact the massage therapy profession. Whether you are currently working as a massage therapist or are looking towards professional practice, it makes sense to base your practice on research. To effectively build your practice and attract new clientele, you need a way to scan the current climate of the profession including consumers, therapists, schools and the growing health care market. Three Annual Research Studies As an AMTA member, you can reap the benefits of AMTA s commitment to doing the hard work of securing and analyzing this critical information for you! In the pages that follow, you ll find the 2009 results from three benchmark surveys that track the state of the profession: The AMTA Consumer Survey (13 th annual) was commissioned by AMTA to poll men and women on their use of massage therapy. The AMTA Industry Survey (5 th annual) gained feedback from massage therapists on everything from compensation, to hours, to longevity in the industry. The AMTA Massage School Survey (3 rd annual) secured feedback from schools with 500-plus hour programs. Compiled from the results of these surveys, this report provides timely, relevant and complete data on the state of the market, supplemented by U.S. government statistics and information found in industry and business sources. (For methodology, see the appendix.) Now, even more practical! In our third year of providing this report, we re excited to add even more practical application within these pages, including the new Applying the Research lists at the end of each minisection. You can use these resources to: Prepare for long-time practice In this challenging economy, it s more important than ever to respond to consumer trends. Statistics garnered from practicing therapists and consumers of massage therapy will help set the stage for a long and fruitful practice. Increase your business know-how We often hear from therapists that they wish they had more business training in massage school. In these pages, you ll find concrete data that that can help you confidently build and market a successful practice. We d love to hear from you. Let s work together to take the massage therapy profession towards a bright future. If you have questions, suggestions, or identify additional information you need, please contact us anytime at [email protected]. 3

4 Section 1 Consumers of Massage Therapy When more people seek massage, the profession becomes more prosperous. Consumer demand for massage drives longevity of individual practitioners, massage school graduates, and our profession. Key Concerns: How is the economic downturn affecting consumer massage use? How can you connect with the populations most likely to seek massage therapy? Is there information that can help you make informed decisions about how you approach the business of massage therapy? How can you gear your services towards the markets most likely to grow? According to AMTA s 13 th annual Consumer Survey conducted in July 2009, the number of consumers who said they received a massage in the last twelve months went up again by two percent as compared to the previous year. This is encouraging news, especially in the light of this difficult economic time. In order to build continuing success, massage therapists need to identify categories of people more likely to use massage, and know what benefits of massage therapy most resonate with consumers. Since clients may be cutting back on expenditures (and since most consumers don t currently get a massage weekly), therapists need a roster of hundreds of clients in order to schedule seventeen or more massages in a given week. In this section, you ll. Explore the latest data and trends on the U.S. population and consumer use of massage therapy. See how data from AMTA s annual consumer survey and the census sources can provide massage therapists with information to guide their marketing efforts. Recognize changes in consumer attitudes and use of massage therapy by characteristics such as age, gender, income and region of the country. Understand the massage therapy marketplace, so you can effectively plan for the future! These questions will be answered: 1A. What changes are taking place in the U.S. population? 1B. What drives consumer use of massage therapy? 1C. Who gets massage? 1D. Why do consumers get massage? 1E. What obstacles are keeping consumers from getting massage? 1F. Where are consumers getting massages? 4

5 1A. What changes are taking place in the U.S. population? The largest growth of the population will take place in the oldest segment. The growing diversity is driven by the surge of Hispanics in the U.S. a segment that is also a large consumer of massage therapy. According to the U.S. Census Bureau, the U.S. population is growing, but at a slower rate. According to the U.S. Census Bureau, the U.S. population grew from approximately 282 million in 2000 to 305 million in By 2050, the population is expected to grow to 392 million, a 39 percent increase from This growth will be caused by three primary forces: 1. People are living longer. 2. The birth rate remains steady. 3. More immigrants are coming into the U.S. than leaving. The total foreign born population in the U.S. is now 31.1 million, a record 57 percent increase since Despite these large increases in population, the rate of growth is actually projected to decrease during the next six decades by about 50 percent. This decrease will be connected with the aging of the U.S. population and the correlated increase in the number of deaths. 1 The U.S. population is aging. In 2000, the average age of the U.S. population was 35.3 years. As shown in the table below, the average age is expected to increase every year. Year Average age of U.S. population Figure 1. Average current and projected age of U.S. population. The largest percentage of this growth will occur within the oldest segment (ages 85 and older). In 2000, there were 4.2 million Americans age 85 and older. By 2030, this number is expected more than double, and by 2050 more than double again to 19 million. 1 The number of people in the age bracket will also double between 2010 and The U.S. population is becoming more diverse. In 2009, the U.S. Census Bureau reported that the minority population in the United States reached an estimated million, or 34 percent of the nation s total population, as compared to 31 percent reported in

6 The Hispanic population is a major driver of diversity. They: Represent the fastest growing group, with nearly one in six Americans, or 46.9 million, being of that origin. Keep the U.S. population growing dynamically with 25 percent of the births in this country and high immigration levels. Are predicted to contribute 45 percent of the nation s population growth between 2010 and 2030, and 60 percent between 2030 and For more information on U.S. population trends, refer to the U.S. Census Bureau data at Applying the Research: 1. Keeping track of the changing population trends and consumer massage use in the United States can be invaluable in better marketing your practice to the right audience. 2. As the population ages, consumers and healthcare professionals will increasingly look to massage to help relieve pain and increase wellness. Consider ways your practice might support this trend. 3. Many massage therapists say that they wish they d better understood the business of massage before they launched their career. Anticipating changes in consumer expectations can help you better target your marketing efforts. 4. Massage therapists can expect the number of Hispanic clients to increase in line with the population growth. What implications might this have for your practice? 5. With 33 percent of current consumer massage use coming from the Hispanic population, bilingual therapists may have an opportunity to maximize their presence in the Hispanic market. 1B. What drives consumer use of massage therapy? Today, twenty million more Americans take advantage of massage therapy than did ten years ago. Overall, massage use has increased in eight of the last ten years, but leveled off in the last four years. Massage use has risen slightly again in The 2009 AMTA Consumer Survey results show that: Twenty-two percent of all adult Americans had a massage at least once in the last 12 months, as compared to 20 percent in A third (34 percent) have received a massage in the last five years. Roughly 48 million people had a total of around 209 million massages in the U.S. in 2009, as compared to 43 million people in Levels of massage use have been relatively flat since In spite of weak economy, consumer massage use is still expected to grow, but at a much slower rate than in the last decade. 6

7 Overall, massage use has increased in the United States during eight of the last ten years in which AMTA has been tracking consumer use of massage therapy. During the last four years consumer use has been less consistent in its growth. For example, with a spike in 2007 and a dip in 2008, 2009 consumer use for massage is still at the same level as reported in 2005 (see Figure 2 below). 2 Consumer Use of Massage 30% 25% 20% 15% 15% 16% 17% 18% 21% 21% 22% 18% 24% 20% 22% 10% 5% 0% Figure 2. Total use of massage among adult, U.S. population. 1C. Who Gets Massage? Gender, generation, education and income all affect the likelihood of consumers using massage. Populations that are increasing the use of massage therapy include men, older Baby Boomers, and seniors. The state of the economy affected the demographic profile of those who get massage. The 2009 AMTA Consumer Study showed that the main consumers of massage are: Women and more men than ever Women continue to get massage at double the rate of men. However, the gap is slowly closing. Adult Americans who received a massage Men 12% 18% Women 28% 26% Figure 3. Total use of massage among U.S. population by gender. 7

8 More men receiving massage compensated for the small decrease in women getting massage from 2008 to Next year s numbers will help predict whether male acceptance of massage will continue to trend upwards. Baby Boomers and up Statistics show that as a person ages, they tend toward a greater acceptance of massage therapy. Possibly because they have more means to purchase massage. Older Baby Boomers (ages 55 to 64) have doubled their use of massage over the past 10 years, and those 65 and older have nearly tripled their use of massage. The overall increase in massage use is still driven by older Baby Boomers. 2 College educated In 2009, the correlation between the level of consumer education and massage use became even more pronounced than in Level of consumer education Massage use 2008 Completed college 28% 35% Massage use in 2009 Didn t complete high 7% 8% school Figure 4. Total use of massage among U.S. population by level of education. As you can see in the above chart (Figure 4), those that have completed college were far more likely to get a massage than those who didn t complete high school. Since generally higher educational level of consumers can be correlated with higher income potential, this may be a sign of weak economy in Higher household income Likewise, in 2009, massage use became even more strongly correlated with income than in the previous year. In 2009, 38 percent of those with household incomes of $75,000 received a massage in the last 12 months, as compared to 24 percent in Applying the Research: 1. Although the state of the economy did not appear to decrease the overall rate of the consumer use in 2009, it did affect which consumers were most likely to purchase massage. Use these demographic profiles to help you target the consumers most likely to afford massage therapy. 2. Consider how you might better market to seniors and clientele in mid-life. 3. Marketing to men may open new streams of revenue, especially if male use of massage continues to rise. The rise in men getting massage may also encourage men who are considering massage therapy as a career. 8

9 1D. Why Do Consumers Get Massage? In 2009, massage for relaxation increased, as more consumers looked to massage to reduce stress, including stress from a flagging economy. Using massage for medical reasons also increased slightly. Figure 5. Primary reasons for receiving last massage in Consumers are seeking massage therapy for stress reduction and relaxation. While use of massage for medical reason increased slightly this year (up to 32 percent from 31 percent last year), the use of massage for relaxation went up significantly. Thirty-two percent of Americans that received a massage in the past 5 years said their last massage was primarily to reduce stress or relax up from 22 percent since the recession started in Forty-nine percent of consumers say they have considered a massage to manage stress in the last year. 2 What role does the economy play? In 2009, 57 percent of Americans felt more stressed at this time than they did a year ago. Forty two percent felt that the current economic situation led them to feel greatly stressed, with those living in the North Central region reporting the highest stress levels (50 percent) and those living in the West the lowest (34 percent). 3 Who was most likely to get massage to manage stress in 2009? Women 39 percent of women vs. 22 percent of men get massage to manage stress. 9

10 Young consumers 55 percent of year olds versus only 22 percent of 65+. Metro residents 57 percent of consumers report that they are more stressed out this year than they were a year ago, and more metro residents agreed with the statement (60 percent of metro consumers vs. 48 percent of non-metro). Massage is used more than ever for medical and health reasons. Thirty-two percent of massage consumers had their last massage for a medical reason, which is slightly higher than last year s results. Who relies on massage for medical reasons? Seniors 41 percent of consumers over 65 years of age got their last massage for medical reasons (44 percent in 2008). Men At 45 percent, significantly more males use massage for medical reasons than women (24 percent) Those in pain 19 percent of consumers got their last massage specifically for either pain relief or pain management, with 46 percent of those getting their last massage for this reason. (This is consistent with last year s results.) Those with an injury 5 percent of consumers received their last massage for injury rehabilitation, with 10 percent of those getting their last massage for that reason (7 percent in 2008). 3 Americans beliefs about medical applications of massage 2009 Massage can be effective in reducing pain. 86% Massage can be beneficial to health and wellness. 85% Figure 6. Americans beliefs about massage in The third most prevalent reason why consumers get massage is for pampering, a special indulgence, or just to feel good. This reason accounted for 17 percent of recent massage purchases by consumers, which is down from 19 percent in Women are more likely to use massage for pampering or special indulgence (19 percent vs. 15 percent of men). Those 65+ are more likely to say they received their last massage for pampering reasons than any other age group. Those in the Northeast (28 percent) and the North Central (19 percent) are more likely to have received their last massage to be pampered. 3 Applying the Research: 1. Women are most responsive to the idea of massage for pampering. 2. Older massage recipients are most likely to respond to a marketing message that includes pain relief or treatment for a health condition. They also receive massage for a special indulgence. 10

11 3. Market massage to women for stress relief and relaxation. Men will be more likely to respond to a marketing message that highlights medical and pain relief. 4. Consumers are continuing to use massage therapy for medical and health reasons even with the downturn in the economy. 1E. What obstacles are keeping consumers from getting massage? Cost is the most-quoted obstacle that prevents consumers from having regular massages. Women are more likely to cite cost as an obstacle, whereas men are more likely to say, I don t feel I need it. The most common barriers to massage are cost, don t feel I need it, and too busy! In data obtained at the end of 2008, 33 percent of respondents say that cost is the obstacle that prevents them from having regular massages. Two other obstacles include: Don t feel I need it (22 percent) Too busy (14 percent) Watch for new data this spring on the pricing of massage and other barriers to massage acceptance. Will the current economic situation affect the price consumers pay for massage? This is still unclear. What we do know is although consumer confidence is low and consumer spending is at the lowest in years, overall massage use is still on the rise as more people choose massage to relieve stress caused by the downturn and for medical reasons. But we can make better decisions about pricing, by considering the volume of massages that clientele purchase at each price point. This chart from the 2008 AMTA Consumer Survey (Figure 7) demonstrates that the price a consumer will pay for a massage is elastic. 4 Price and Volume for MTs Price of Massage Number of Massages Total Amount Earned per Consumer $ $136 $ $168 $ $490 $ $710 $ $648 Figure 7. Price and volume for massage therapists. 11

12 Highlights from Figure 7 (page 11) As the price of massage increases, the average number of massages each consumer will obtain decreases. At both ends of the curve, the number of massages levels off. Whether you charge $70 or $80 dollars, consumers will get the same number of massages. The same is true on the low end of the scale, whether you charge $40 or $50. This suggests that it s not good business to charge less than $50 per hour. It is interesting to note that those who do not get massage perceive the cost of massage to be higher than the actual rate. 4 Applying the Research: 1. Even when consumer confidence is low, massage therapy is still on the rise as a form of relaxation and stress relief. 2. When marketing to women, keep in mind that cost is a major concern. Men are more interested in whether they need a massage and/or whether it s a priority. 3. Some of the most popular reasons for not getting a massage represent opportunities to reach out to new consumers and develop new marketing messages. Consider how you can better promote the value of massage, whether through a newsletter for your clients or through participating in National Massage Therapy Awareness Week. 4. Weigh the advantages and disadvantages of high and low pricing. Remember that in this economy, price is a major factor. 1F. Where are consumers getting massages? Men and women prefer to receive massage therapy in different venues women are most likely to choose a spa, whereas men are most likely to receive it in a massage therapist s office. Spa is the most frequently chosen venue for massage. In the 2009 AMTA Consumer Survey, consumers were asked where they received their last massage. The results were consistent with the 2008 findings (see Figure 8 on the next page). 12

13 Figure 8. Where did you get your last massage in 2009? What demographics affect where consumers receive massage? Men and women prefer different venues: Women are far more likely to choose spas (34 percent of females vs. 9 percent of males). Men are more likely to choose: o Massage therapist s office/location (18 percent) o Your home or home of someone you know (10 percent) o Chiropractor s office (9 percent) Younger and older consumers have different preferences: Older consumers (55+) strongly favor getting massage at massage therapist s office/location. Younger respondents (18 to 34 years old) have a preference for getting massage at a spa or at their home, or the home of someone they know. 3 Applying the Research: 1. If you work for (or own) a private practice, you might consider some targeted marketing to older consumers, and to men as well. 2. The continued popularity of spa translates into job opportunities for young and experienced therapists alike. If you are searching for a position, look for ways to make viable connections within the spa market. 3. If you re a student, take some time to consider the different settings of massage, who prefers them, and how this might impact your future career choices. 13

14 Interesting Consumer Trends of the Decade Consumer use of massage over the past year has increased from an estimated 15 percent of the non-institutionalized U.S. adult population in 1999 to 22 percent in The average number of massages that consumers reported having in a single year rose from 4.4 in 1999 to 6.5 in Use of massage among 45 and 64-years-olds more than doubled in the last decade, from 23 percent in 1999 to 49 percent in The use of massage therapy among men grew from 11 percent ten years ago to 18 percent in 2009, while the use among women grew by 8 percent in the last decade. The last ten years have shown an increased correlation between higher education and massage use. In 2009, 35 percent of consumers with a college degree used massage, as compared to 19 percent in Although the West region of the U.S. still leads in the overall massage use, massage acceptance among consumers in the South saw the highest growth in the last decade, nearly doubling from 12 percent in 1999 to 23 percent in It s exciting to consider how the field of massage therapy will continue to grow and evolve over the next decade. If you have questions regarding information included in this report or can think of additional data that you would like to have available in the future, please contact us anytime at [email protected]. 14

15 Section 2 The Massage Therapy Profession As a massage professional, understanding the latest trends as well as the challenges facing the profession is key to your success. Incorporating up-to-date demographics allows you to explore new approaches to building a successful career. Key Concerns: How can you adapt your practice to reflect changes occurring in the massage profession due to the economy? What are the latest trends in hours and compensation for massage therapists, and where do you fit into that picture? How are today s massage therapists finding and retaining clients? Where are the best opportunities for therapists being created within the profession? In this section, you ll Learn the latest demographics of massage therapists. Gain insight into current challenges facing massage therapists. Understand the role of the current economy in the employment, compensation, and overall business outlook for massage therapists. Find practical ideas for incorporating the latest professional trends into your practice. As you answer these questions: 2A. Who is practicing massage therapy? 2B. How much are massage therapists compensated for their work? 2C. What are some of the biggest challenges facing massage therapists? 2D. Where do massage therapists practice? 2E. What s the latest on the spa industry and massage therapy? 2F. Are national massage chains still expanding? 2A. Who is Practicing Massage Therapy? In the last decade, the number of practicing massage therapists has increased by around 83 percent! The profession is still adding massage therapists, but at a slower rate than in the past. 5 According to the 2009 AMTA Industry Survey, massage therapists in the U.S. are: Mostly female 85 percent of massage therapists are women, a fact that hasn t changed over the last few years. Older The average age of a massage therapist is 49, which is a five-year jump from (See the figure 9 that follows for more on this trend.) 15

16 Educated 38 percent of massage therapists have a Bachelor s Degree or higher, with 50 percent having completed some college, a vocational certificate or an Associate s Degree. (See Figure 9 below.) This is roughly consistent with 2008 data. Figure 9. Massage therapist s profile Average Age Education (Non-Massage) High school grad or less 11% 14% 13% 12% Some college Associate s Degree Technical/vocational certificate Bachelor s degree Master s degree Doctorate Gender Male 15% 15% 12% 15% Female Highlights from Figure 9: The average age of massage therapists jumped from 44 in 2008 to 49 in This could have been caused by a slight change in the sample of the surveyed massage therapists. Stay tuned for next years data to see if this is a real trend or a statistical anomaly. Most massage therapists are coming from another profession. Eighty-three percent of massage therapists had a different profession prior to becoming massage therapists. This is consistent with last year s data. We also learned that: Seventy percent of massage therapists who consider themselves full-time and 78 percent of part-time practitioners were in a different profession prior to becoming massage therapists. Therapists working at spa/salon and health club settings are comparatively more likely to enter massage therapy as their first profession. (These types of work settings may attract younger candidates with less prior work experience.) At 86 percent, sole practitioners are most likely to have had a different occupation prior to becoming a massage therapist (see figure 10 on the next page for more information). Business, healthcare and education-related jobs are the most common careers therapists had before entering the massage profession. 6 16

17 Figure 10. Was massage therapy your first choice? Massage therapists are expanding their repertoire. Therapists report using an average of seven modalities/techniques: This is in line with 2008 data, but up from five modalities reported in prior years. Top modalities practiced include Swedish massage, deep tissue, chair, trigger point and hot stone. (Similar to 2008 data.) Specialization in myofascial and craniosacral techniques has gone up significantly, which shows that massage therapists may be looking to become more marketable to clients that seek out massage for pain relief and wellness. The number of massage therapists in U.S continues to increase. 5 In the last decade, the massage therapy profession experienced a fantastic growth the number of practicing massage therapists has increased by around 83 percent! But in the last couple of years, mostly due to the decreasing number of new graduates and the effect of the economy on the consumer massage demand, the growth has become more moderate and is likely to remain moderate to flat. The total growth in practicing massage therapists from the beginning of 2008 to the beginning of 2009 was 3 percent, which is similar to the previous year. The following chart illustrates the growth of the total estimated number of massage therapists over time: 17

18 Figure 11. Total MTs By Year (LMT and EMT Combined) 350, , , , , ,000 50, ,195 22% 1% 88,544 80,208 15% 1% 93,228 85,421 14% 97, ,929 99, , ,458 97, ,281 87,652 77, ,244 97, , , , ,002 67,564 49,063 38% 15% 13% 12% 14% 6% 2% 20% 13% 4% 1996 (128,258) % Change in Total MTs % Change in LMTs Estimated MTs Licensed MTs 1999 (157,664) 2001 ( ) 4% 2003 (217,386) 2% 15% 2005 (253,957) 3% 3% 2007 (269,343) 4% 94, ,916 11% 3% 85, ,380 9% 2009 (288,546) *LMT: licensed massage therapists, MT: massage therapists from non-licensing states. Highlights from Figure 11: In 2009 there were approximately 288,546 massage therapists in the United States, which is up from 280,969 massage therapists in The number of licensed practitioners has jumped to 203,380 compared to 186,916 licensed practitioners in Applying the Research: 1. Massage therapists are now using an average of 7 modalities/techniques, with many specializing in myofascial and craniosacral techniques. To maintain professional success, you might consider specializing or incorporating a new technique into your repertoire. 2. Have you had a different profession prior to becoming a massage therapist? If so, consider how you can use the lessons and skills acquired in your previous career to bolster your current practice. 18

19 2B. How much are massage therapists compensated for their work? The economy is still a major player, with massage therapists receiving less tips and depending more heavily on repeat business. Online advertising has doubled in the past year. How much are clients paying for massage? According to the results of the 2009 AMTA Industry Survey, clients pay an average of $63 per one hour of massage. Spa/salons charge the most at $64.60; health clubs charge the least at $ There is less discrepancy this year between hourly pay charged by massage therapists working in different settings. This may indicate convergence in the amount charged for massage across settings. We will track this data next year to confirm the trend. Note that this is a national average and individual prices for one hour of massage may very considerably. Last year saw an increase in the average hourly wage of massage therapists. On average, massage therapists earn $44.90 per hour. That includes a $34.50 average hourly rate and an average tip of $9.50. This is up from an average total of $41.50 per hour last year. Although last year we also saw an increase in average compensation, we will have to watch next year s data to see if this is a consistent trend. Excluding tips, employers pay massage therapists an average of $35 per hour. The table below shows that employed sole practitioners receive the highest pay, while health club and health setting practitioners get the lowest rate. Setting/Practice Average hourly pay (excluding tips) Sole practitioners $38.40 Health club massage therapists Healthcare settings Figure 12. An average hourly pay (excluding tips) by setting. Massage therapists are working slightly more hours than last year. On average, massage therapists work 20.4 hours per week, with health club and spa/salon employees averaging the greatest number of work hours per week. (This is slightly up from 19.4 hours last year). Massage therapists are paid for 15.9 of the 20.4 average hours they work per week. According to the estimate provided by the respondents of the 2009 AMTA Industry Survey, a full-time practice for massage therapy consists of about 27 hours per week, which is in line with the number of hours reported in prior years. Therapists are receiving fewer tips. Studies of various industries indicate that tipping decreases during tough economic times, which may explain why massage therapists received fewer tips in 2009, according to the 2009 AMTA 19

20 Industry Survey. The average tip received by massage therapists went down to $9.50 from $10.20 in How often therapists receive tips from clients decreased from 53 percent last year to 44 percent this year. Tips for spa/salon massage therapists are still most generous, while sole practitioners receive the lowest tips ($8.90 down from $9.70 in 2008). Massage therapists working in spas/salons and health clubs receive tips most often; those working in healthcare and as sole practitioners receive tips least often. Few employers offer health benefits. A relatively small percentage of massage therapists receive health benefits from their employers (19 percent), and this has changed little in the past four years. Spa/salon and health club massage therapists are the most likely to receive health benefits (57 percent). Massage therapists depend more heavily on repeat clients. In 2009 massage therapists saw an average of 44.3 clients each month, an increase from 40.9 clients last year. However, the percentage of new customers therapists saw on a monthly basis continued to trend downward. This means that repeat clients are taking up the majority of appointments in fact, around 74 percent! (See below). With the effects of poor economy and growing difficulty in attracting new clients, massage therapists should focus more than ever on meeting their repeat clients needs. Figure 13. Clients of massage therapists. Total Clients % New Clients % Repeat Clients Total % 31% 35% 29% 26% 72% 69% 65% 71% 74% Sole % 24% % 80% 76% % Practioner Contractor % 37% % 65% 63% % Spa/salon % 57% % 37% 43% % Healthcare % 27% % 74% 73% % Health club % 42% % 63% 58% % Full-time % 30% % 73% 70% % Part-time % 32% % 71% 68% % Highlights from Figure 13: Repeat clients comprised a large majority of the customers massage therapists saw on a monthly basis in 2009 (In 2009, 74% as compared to 65% in 2007). Sole practitioners and massage therapists working in health care settings are most likely to have a larger share of repeat customers (80 percent for sole practitioners and 72 percent for health care practitioners). 20

21 Massage therapists continue to depend on bartering. On average, therapists barter massage services about 9 times per year, slightly less often than noted in prior years. Healthcare and health club massage therapists report a significantly higher average value of bartered services compared to other work settings. However, the average dollar value of services bartered each year dropped significantly from $596 in 2008 to $535 in % 67% 77% % % Figure 14. Percentage of massage therapists bartering services. Highlights from Figure 14: Three-fourths of massage therapists (72 percent) report bartering massage services in 2009, slightly less than in 2008 (75 percent). Clients and therapists are finding each other online. Referrals continue to be the most effective source of new client traffic and the way clients find massage therapists. However, online advertising has doubled since Medium Referrals % 87% Online (Net) % 51% Internet/website Social media General Print (Yellow Pages, Newspapers, Newsletters) % 28% Community/Local Events Radio Business Cards Figure 15. Sources of new clients for massage therapists. In the same vein, although the same percentage of therapists advertising their services remains relatively stable (68 percent), the mediums they use to advertise have sharply changed. Online 21

22 advertising grew more than 40 percent in the past year largely driven by the addition of social media. See the chart above for more information on how therapists promote their services. Massage therapists say the economy is having a negative effect on business. When asked whether business improved, stayed the same or declined, significantly more massage therapists reported a decline in business than last year: Only twenty-five percent reported that business had improved (compared to 42% in 2008 and 56% in 2007). Thirty-eight percent reported that business had stayed the same (compared to 31% last year). Thirty-eight percent said business declined (compared to 27% in 2008). This means that business either stayed the same or declined for 76 percent of massage therapists (compared to 58% in 2008 and 37% in 2007) (see figure 16 below). This is a very significant and worrisome number. Figure 16. Compared to last year, your massage business has. Business outlook varies across the work settings o There are more opportunities in healthcare: comparatively, healthcare massage therapists (32 percent) were the most likely to report improvements in business, which reinforces growing employment opportunities for massage therapists within healthcare system. (Read more about healthcare trends and employment opportunities in section 3 of this report). o Employees of spas are feeling the economic pressure: massage therapists working at spas/salons (28 percent) were the least likely to report business improvement over the past years. This is significant change from reported improvements in business at spas/salons in 2007 (66 percent) and 2008 (39 percent). The explosive growth of spas is over and this, along with other economic pressures, is affecting business outlook for 22

23 massage therapists working at spas/salon. For more information on the spa industry, refer to page 31. Applying the Research: 1. Where do you fit into the current professional trends for massage therapists? Use the latest information about compensation, tips, and hours for each setting to make educated decisions as you build your career. 2. As with most people in the United States, the economy is a major concern for massage therapists. This shows itself in a significant increase in the percentage of therapists whose business declined in the past year and in other concerns about the industry. 3. Seventy-four percent of appointments in 2009 came from repeat clients. With this in mind, massage therapists should focus more than ever on meeting their repeat clients needs. 4. Online advertising, driven mostly by social media, has doubled since Is your practice up and running online? Incorporate some of AMTA s online marketing tools for members, including a free website building tool, as you make a plan to build or increase your online presence. 23

24 2C. What are some of the biggest challenges facing massage therapists? While respondents to the 2009 AMTA Industry Survey say that industry perception of massage therapy continues to be their biggest challenge (see below), business/economic issues took a close second. It seems that massage therapists are being affected by the economic recession. Many are seeing their business decline and see their client base get smaller: Forty-three percent of respondents cited business/economic issues as being their biggest challenge. Nineteen percent of all respondents marked poor economy as the top industry challenge, making it one of two most prevalent responses. This is in line with 2008 data but drastically higher than in 2006 and 2007, when the poor economy was cited as challenge for only two and three percent of respondents. Figure 17 below illustrates the top challenges expressed by massage therapists. Figure 17. Top challenges facing massage therapists Industry Perceptions (Net) 53% 52% 47% 45% Being recognized/respected as healthcare professionals Public awareness of the benefits of massage Bad history/poor reputation Benefits of massage therapy to public Recognition from insurance companies Credibility Maintaining professionalism 3 * 1 1 Yellow pages with sexual ads for massage Under qualified massage therapists Business/Economy Issues (Net) 30% 34% 43% 43% Licensing legislation Maintaining steady business/finding new clients Too much competition State/government regulations Difficulties with insurance Poor economy Inadequate standards for certification Job Factors (Net) 28% 27% 22% 24% Avoiding personal injury Adequate knowledge/training 6 3 * 1 Low income Sexual boundaries No health insurance as a massage therapist Full-time therapists getting burnt out Finding/maintaining employment Education Issues (Net) 4% 2% 6% 7% Finding a good school/training program

25 Highlights from Figure 17: Look in the 2009 column to see what were reported as 2009 s top challenges by category and subcategory. Top challenges include poor economy, and being recognized as healthcare professionals. Note that net categories may include multiple responses. Other top challenges included difficulties in communicating the benefits of massage therapy to the public, low income, avoiding personal injury and education issues. Applying the Research: 1. One of the top challenges reported by massage therapists is the current economic situation. Think of some adjustments you can make in your business plan to help you thrive in difficult economic times. 2. Massage therapists cite being recognized and respected in the healthcare industry and credibility as main concerns. As a practicing massage therapist (or someone preparing for practice), what can you do to boost your credibility within this growing industry? 6 2D. Where are massage therapists practicing? Massage therapists tend to work in multiple settings and are becoming more specialized. Future employment prospects look good but massage therapists will need to be prepared for working in various work settings. According to the results from the 2009 AMTA Industry Survey question, In what type of massage setting do you work? More therapists are working from their home or office My office (38 percent) and My home (38 percent) reported higher percentages than in Employment in the spa/salon setting went down by six percentage points as compared to last two years. Employment within the healthcare setting appears stable. Less therapists are practicing at the client s business or home which could be related to the economy. (Next year s data will help confirm if this is a true trend.) See the chart on the next page (figure 18) for the visual representation of this data. 25

26 Figure 18. In what type of massage setting do you work? More massage therapists describe themselves as sole practitioners, and many work in multiple settings. In 2009, more massage therapists described themselves primarily as sole practitioners (74 percent as compared with 67 percent in 2008), and fewer as spa/salon employees. While the trend continues of massage therapists to work in many settings, we find that more massage therapists working in spas and health clubs also have some of their own clients. This might have led to an increase in the reported sole practitioners (see figure 19 below) Sole practitioner/partner in own business 68% 56% 67% 74% Self-employed contractor to other business 25% 20% 25% 22% Spa/salon employee 17% 29% 29% 23% Health care setting employee 13% 24% 27% 25% Health club employee 3% 7% 8% 9% Figure 19. Massage therapists by how they describe themselves. 26

27 The number of hours therapists work has increased slightly. From the 2009 AMTA Industry Survey. See figure 20 and 21 below for more details about balance between daily massage and other tasks. 6 Figure 20. Facts about massage therapist s work week and more hours The hours that the average massage therapist works in a week (19.5 in 2008). 27 hours a week What most massage therapists consider a full-time practice (consistent over the last 3 years). 14 hours a week For the 40% of therapists who want to work more hours, the number of extra hours they would like. 4 hours or 26% of their workweek 15.8 hours or 74% of their workweek The amount of time the average therapist spends per week on business-related tasks. The amount of time the average therapist spends per week performing massage (increased from 15.0 in 2008). Giving massages Marketing 72% 72% 74% General business tasks Other tasks 7% 10% 7% 10% 6% 10% 11% 11% 10% Figure 21. An average workday of a massage therapist. Massage therapists tend to have multiple sources of employment. Over 54 percent of massage therapists income is earned from jobs in professions other than massage therapy, down from 58 percent in The decline in secondary income sources is most likely caused by declining work opportunities due to unemployment and not by declining need of massage therapists for secondary income. 27

28 As see in the chart below (figure 22), sources of secondary income massage therapists work at: other forms of bodywork occupations (26 percent), healthcare related jobs (22 percent), education (21 percent), business/professional occupations (13 percent) and fitness (12 percent). Figure 22. Sources of secondary income for massage therapist-2009 data. Massage therapists continue to move towards increased specialization The average number of modalities reported practiced remained unchanged, at 7, but grew from 5 modalities in At the same time, more therapists are specializing in myofascial and craniosacral techniques. Massage therapists may be specializing in more modalities to become more marketable to clients, especially those that seek out massage for pain relief and wellness. 6 To see more details on top modalities practiced by therapists, see figure 23 below: Swedish 78% 76% 82% 89% 84% Deep Tissue Trigger Point Sports Massage Neuromuscular Myofascial Reflexology Chair Hot Stone Prenatal/ Pregnancy Therapeutic Touch Figure 23. Top modalities massage therapists specialize in. 28

29 Highlights from Figure 23: Among massage modalities, Swedish (84 percent) and deep tissue (77 percent) still rank as the most frequently practiced modalities. Employment opportunities are expected to grow for massage therapists. According to the most recent U.S. Department of Labor information, employment opportunities for massage therapists are expected to grow at a faster than average rate as more people become interested in alternative medicine and holistic healing. It is estimated that between 2006 and 2016 massage therapists are likely to see a 20 percent increase in job opportunities as more people learn about the benefits of massage therapy. 10 In January 2010, the company Simply Hired, the large search engine and recruitment network, released their figures for employment trends for According to their data, massage therapy positions in health care were up 166 percent in the past year. This figure is difficult to substantiate from other sources, but it is a good indicator that massage as part of health care is a growing employment opportunity for massage therapists. 12 Massage therapists view their work as a profession. The vast majority of the AMTA Professional members surveyed in the 2006 AMTA Body of Knowledge Survey consider massage therapy to be a profession (89 percent profession, 6 percent trade). 8 The results of the 2009 AMTA Industry Survey, surveying massage therapists at large, confirmed that the majority of massage therapists (94 percent) view the industry as a profession rather than a trade. This perception is only strengthening compared to the previous year (89 percent). Therapists working in a health care setting are the most likely to view massage therapy as a profession, and those working in a health club setting are least likely to view massage as a profession. Figure 24. Perception of an industry as a profession vs. trade. Profession Trade Don't know/don't care/other 91% 90% 89% 94% 3% 6% 7% 8% 6% 3% 2% % 29

30 Applying the Research: 1. The pressures of the profession and the economy may force massage therapists to diversify. If this trend continues, it will be very important to familiarize yourself with the differences and requirements of working at various massage settings. 2. Massage therapists may be specializing in more modalities to become more marketable to clients, especially to clients that seek out massage for pain relief and wellness. 3. Data shows that more therapists are working from their home or office, while employment in spas went down in comparison to the last two years. 4. Healthcare providers and insurance companies are beginning to recognize massage therapy as a treatment and preventative measure for many types of injuries. Consider what additional training you ll need, or business practices you may want to implement, to take advantage of this trend. 2E. What s the latest on the spa industry and massage therapy? While the number of spa visits continues to increase, the industry showed some signs of slowing in Spas are where most consumers receive massage. 3 According to the results of the ISPA 2009 U.S. Spa Industry Update, the: Number of spa visits in the United States grew 16 percent from 2007 to Revenue the spa industry generates grew 17 percent from 2007 to Spa revenue per establishment dropped one percent from 2007 to 2008, and 41 percent since 2001 when the revenue was $1.024 million. 13 Year Estimated spa visits Estimated spa industry revenue Spa revenue per establishment million 9.4 billion $ 624, million 10.9 billion $ 607, million 12.8 billion $ 601,000 Figure 25. Information on spa revenue and visits. As of 2008, the number of spas was still growing in the U.S. The number of spas in the United States has grown by more than 300% from 4,557 in 1998 to 21,300 in 2008, but the growth rate between 2007 and 2008 showed some signed of slowing (see figure 25). Here are some other indicators of slowing in the spa industry: The average revenue per spa establishment declined from $726,000 in 2005 to $601,000 in The average number of visits per spa establishment declined from 9,790 in 2005 to 7,486 in

31 The average number of full-time employees per spa reached record low of 15 employees in March According to the 2009 AMTA Industry Survey, massage therapists working at spas/salons were the least likely to report business improvement over the past years. We will see if the economy had an effect on the overall growth of spas in the United States, when the rest of 2009 numbers are released by ISPA. Growth in Spa Locations (US) 25,000 20,000 17,900 21,300 15,000 10,000 5,000 4,557 5,300 8,025 9,186 10,496 9,865 10,128 13, Figure 26. Growth in massage spas. Fewer massage therapists worked in spas in According to the 2009 AMTA Industry Survey: Twenty-three percent of massage therapists report working primarily in a spa or salon as compared to 29 percent in The number of self-classified sole practitioners who work secondarily as spa/salon massage therapists has increased nearly 40% compared to last year s results. This may indicate that more massage therapists perceive themselves primarily as sole practitioners but they are also working in spas or salons as an additional source of income beyond their client base. 31

32 The decline in the percentage of massage therapists working at spas/salons may also indicate that although the spa industry is a major employer of massage therapists, its growth may be slowing. We will know more when we see the 2009 growth numbers for the spa industry. Applying the Research: 1. Spa industry revenue is trending up, but revenue per establishment is trending down. This might be due to more spa locations opening up and having to split the total spa industry revenue. 2. The growth in the spa industry showed some signs of slowing; the number of spa visits per establishment declined and spa employment reached an all time low. 3. While the number of massage therapists working primarily in salons decreased, working in a spa is a second source of income for many sole practitioners. 2F. Are national massage chains still expanding? Some massage therapists see national chains as detrimental to the profession. Other massage therapists see them as a place to get steady employment and potential benefits. National massage chain expansion is slowing. 5 National massage chains were growing for years as new players entered and current chains expanded into new locations. Seeing the growth of spas and the consumer acceptance of massage, these organizations found a niche in the market offering a branded product in numerous locations. As opposed to spas, these companies only offer massage, although some firms are testing locations that offer more traditional spa services. Because massage therapy is the only service on the menu, national massage chains are able to cut overhead from less profitable services and offer lower cost massage. The number of these firms and the lower prices available could have a significant impact on massage use in the future and employment opportunities. Probably due to the current economy, the growth within some national massage chains seems to be slowing down slightly this year. This is something we will watch in the future and report back to you. 5 Currently, only 1 percent of consumers reported receiving their last massage at a national massage chain. 3 This number is expected to grow as more chains open, and consumers look for a lower cost massage. Additionally, consumers may not understand the difference between a spa and a national massage chain. 32

33 The main players in the massage chain market include: Massage Envy, a franchise concept that offers a subscription-based model, is fast becoming a large employer of massage therapists. Since 2002, Massage Envy has grown from one location in Arizona to 800 clinics in They offer a subscription-based model for $49 a month. This is very close to the ideal price of massage to maximize revenue based on the elasticity model shown earlier. Massage Envy is also currently offering facials as a new service, and some of their locations have began offering traditional spa services. Massage Heights began in San Antonio, Texas in Today, they have 58 franchises in Arizona, California, Colorado, Florida, Georgia, Iowa, Kansas, Maryland, Michigan, Missouri, North Carolina, Nevada, Texas, and Washington, which grew from 52 last year. Massage Heights is built on a membership model where the fee is $49.99 a month for one massage, with additional massages costing $ XPressSpa and Massage Bar have been opening in many airports throughout the country. XpressSpa was in 16 airport terminals in the U.S. as of 2008, 32 locations in 2009, and decreased to 25 locations in early They offer massage services, as well as some spa services. Massage Bar is currently in 10 U.S. airports, which is no change from last year. Zen Massage Centers, another franchise concept was open in 8 states. However, in 2010 they only operate in 7 states including Florida, Georgia, Kansas, North Carolina, South Carolina, Tennessee, and Virginia. They closed their locations in California over the past year. In 2009, they offered basic massage services at $40 per session. This year, consumers must call each location for details and pricing. Prices vary by location, but most are advertising $39.95 or $49.95 per session. Elements Therapeutic Massage was also looking at becoming a major franchise in the massage therapy industry. They reported around 90 wellness studios in Other companies expanding in the market include The Great American Backrub, The Great Metropolitan Backrub and several other regional chains. Applying the Research: 1. Because chains mostly offer only massage, they are able to cut overhead and offer lower cost massage. This is expected to attract more customers in the future, as in the current economy many are looking for a lower cost massage. 2. Massage Envy is fast becoming an employer of massage therapists, expanding from one location in 2002 to over 800 in

34 Section 3 A Special Look at Healthcare and the Massage Profession The massage and healthcare industry continue to converge as consumer use of massage for medical reasons increases. Healthcare providers are encouraging their patients to seek massage for medical reasons more than ever before. What does this mean for the massage profession? Seventy-six percent of massage therapists are getting referrals from healthcare practitioners. More therapists are accepting medical insurance. Massage is becoming more integrated by healthcare providers. As healthcare/cam spending is growing, more jobs are opening for massage therapists Now more than ever, what happens in the healthcare arena has a big impact on demand for and acceptance of massage therapy. And as massage therapy becomes more accepted within the healthcare industry, there should be even more new opportunities for massage therapists. As a massage practitioner or student, these trends are important to consider when planning everything from your marketing practices to client reimbursement. This way, you can prepare now for the opportunities that could await you as these two fields continue to intersect. In the section, you ll See the state of the healthcare industry and the opportunities this presents for massage therapists and students. Take an in-depth look at the integration of massage and healthcare, including how more consumers are receiving massage for medical reasons. Learn the latest trends in healthcare referrals and insurance, enabling you to better build your massage practice. Find interesting insights to pass on to your clients and/or staff from the results of the most recent CAM research. As you examine these timely topics: 3A. The Healthcare Boom 3B. Healthcare Providers Discussing Massage Therapy with Patients 3C. Healthcare, CAM and Massage Therapy 3D. Massage and Insurance 3E. Integration of Massage into Healthcare 34

35 3A. The Healthcare Boom The future of healthcare looks bright. The industry is expected to grow more than any other industry between 2008 and 2018, adding 3.2 million jobs. As massage and healthcare become more connected, this could mean significant opportunities for massage therapists. The largest industry in the United States according to the Bureau of Labor Statistics, 11 the healthcare industry: Is still growing and adding jobs employing 14.3 million people and counting. Currently, ten of the twenty fastest growing occupations are healthcare related. Makes up a huge part of the U.S. economy 16.2 percent of the gross domestic product, with a spending of $2.3 trillion in 2008 (a growth of four percent from the previous year). Is thriving in a difficult economy The industry has added over 631,000 employees since the recession started in December Employs people of varying education levels Most healthcare workers have jobs that require less than four years of college education. Includes a variety of settings About 40 percent of healthcare jobs are in hospitals, 21 percent in nursing and residential care facilities and 16 percent in physician s offices. The growth in healthcare is providing jobs for massage therapists. In 2005, 10 percent of massage therapists reported working in a healthcare environment. In 2009, that number increased to 25 percent and this trend is only expected to grow. 6 According to the 2009 AMTA Industry Survey results, many massage therapists currently earn additional income from jobs in healthcare: 54 percent of massage therapists have another job beyond massage therapy. 22 percent of those therapists work in a healthcare position. This makes healthcare the number two profession massage therapists work in beyond massage, after other bodywork occupations. Some massage therapists are transitioning into other healthcare careers. The massage profession is growing, but the healthcare industry is growing faster. Because of this, many massage therapists are being recruited to nursing schools, physical therapy programs, and other healthcare careers. In interviews with massage therapists who ve left the profession, we continue to hear that some are pursuing careers in nursing or other healthcare professions after being actively recruited by hospitals or nursing schools to change careers. Because of the shortage of healthcare providers in many areas, hospitals sometimes offer enticements including: Offering to pay for the tuition for a candidate. 35

36 Giving them a substantial signing bonus. Offering a generous salary if the candidate will sign a contract for three to five years. 5 Applying the Research: 1. As the healthcare industry grows and further integrates massage therapy, it should become a major source of employment opportunities for massage therapists. 2. Healthcare is the top career therapists had before transitioning into the massage therapy industry. 3. The growth in healthcare may also be a reason that therapists transition out of massage therapy into other health-related careers. 3B. Healthcare Providers Discussing Massage Therapy with Patients Both consumers and physicians are driving massage therapy s integration into healthcare. And given the growth projections for the healthcare industry, this is a great sign for massage therapists! More consumers are using massage for medical and health reasons. Thirty-two percent of Americans got massage for medical and health reasons, according to the 2009 AMTA Consume Survey, compared to 31 percent last year: Overall, 86 percent of Americans believe that massage can be effective in reducing pain and 85 percent believe that massage can be beneficial to health and wellness. Far more males are citing medical and health reasons for having a massage (45 percent) versus females (24 percent). Older Americans are more likely to seek massage for its medical and health benefits, with 41 percent of those over 55-plus years of age and only 17 percent of 18 to 34 year olds receiving their last massage for that reason. Older consumers are also far more likely to use massage for injury recover and rehabilitation. 11 percent of 65 years of age or older use massage for that reason as compared to none reported for 18 to 34 year olds. More consumers are discussing massage with their healthcare providers. Based on the 2009 AMTA Consumer Survey results: Over thirty-nine million American adults discussed massage therapy with their doctors or healthcare providers (18 percent compared to 13 percent in 2008). Women are more likely than men to do so. (See figure 27 for more information). Consumers with higher household income and higher education are more likely to have discussed massage therapy with their healthcare providers. 36

37 Figure 27. Consumers who discussed massage therapy with their health providers. Physicians, chiropractors and physical therapists are recommending massage. From 2008 to 2009, the percentage of healthcare providers who recommended massage when it was mentioned to them by patients grew. By looking at Figure 28 below, you can get an overall picture of which healthcare professionals recommended massage in 2009: Figure 28. Healthcare professionals who recommended massage in

38 Applying the Research: 1. Integration of massage therapy into healthcare is largely driven by increasing consumer use of massage for medical and healthcare reasons, and by a growing number of healthcare professionals recommending massage to their clients. 2. A majority of Americans believe that massage can help reduce pain and is beneficial for general health purposes. Brainstorm some ways you can use this information to help market to potential clients. 3C. Healthcare, CAM and Massage Therapy There has been growing interest in complementary and alternative medicine (CAM) in the United States. And with increasing healthcare costs, many consumers look to CAM for cost-effective treatment for a variety of conditions. CAM is defined as a group of diverse medical and healthcare systems, practices and products such as herbal supplements, massage therapy, meditation, chiropractic, acupuncture and more. Here, we ll present the results from two recent studies on CAM and massage therapy. Results from the National Health Statistics CAM Report In December 2008, a report entitled Complementary and Alternative Medicine Use Among Adults and Children: United States, 2007 was released. This report draws from the 2007 National Health Interview Survey conducted by the National Center for Health Statistics, part of the Centers for Disease Control and Prevention. The most interesting findings of the study include 7 : Nearly 4 in 10 adults (38 percent) had used one or more CAM therapies in the past 12 months. Americans had spent approximately $33.9 billion out-of-pocket on CAM in the last year. About 12 percent of children had used a CAM therapy in the past 12 months. Females were more likely to use CAM therapies than males (42.8 percent vs percent). CAM therapies that saw increased use between 2002 and 2007 included deep breathing exercises, meditation, yoga, acupuncture, massage therapy and naturopathy. Of the CAM therapies listed, the highest percentage of adults reported using: Non-vitamin, non-mineral, or natural products 17.7% Deep breathing exercises 12.7 Meditation 9.4 Chiropractic or osteopathic manipulation 8.6 Massage 8.3 Yoga 6.1 Adults use CAM therapies for: 38

39 Back pain or problems 17.1% Neck pain or problems 5.9 Joint pain or stiffness, or other joint conditions 5.2 Arthritis 3.5 The more education, the more likely someone is to have used CAM therapies in the past year: Less than high school 20.8% High School Graduate or GED recipient 31 Some college, no degree 45 Associate or Arts Degree 47.2 Bachelor or Arts or Science Degree 49.6 Masters, Doctorate of Professional Degree 55.4 Results from the Health Forum Survey of Hospitals In 2007, the American Hospital Association also conducted research on the use of CAM. In 2008, the results of the 2007 Complementary and Alternative Medicine Survey were released. Here are some of its main findings: The number of hospitals offering CAM has grown from 7.7 percent in 1998 to 37.3 percent in Massage therapy was offered by 70.7 percent of those hospitals that offered CAM therapies. For hospitals that offered CAM, 40 percent had offered massage therapy services for inpatients, and 53.9 percent on an outpatient basis. Stress related issues were one of the major reasons why hospitals offered massage. Of those hospitals, 71.2 percent offered massage for stress reduction in patients, and 69.1 percent offered it to staff to reduce stress. Of the hospitals that offered massage, some of the other most prevalent populations served and/or reasons for massage included: Pain management 66% Massage for cancer patients 57 Pregnancy massage 55 Part of physical therapy 53 For mobility/movement training 45 Palliative care 41 39

40 3D. Massage and Insurance More than two-thirds of therapists receive referrals from healthcare professionals. While most therapists who seek reimbursement think it is a viable business practice, the process isn t getting any easier. 6 Massage therapists report receiving more healthcare referrals. More than two-thirds of massage therapists (76 percent) indicate they receive referrals from healthcare professionals, averaging 1.5 referrals per month (a significant increase from 69 percent in 2008) (see Figure 29). Figure 29. Percentage of massage therapists who receive referrals from healthcare professionals % 70% 69% % 76% The most referrals are received by massage therapists who work: In a healthcare setting (88 percent). In a health club (83 percent). As a sole practitioner (81 percent). 5 Americans would like their healthcare plans to cover massage. According to AMTA s 2009 Consumer Survey, 59 percent of Americans would like to have their healthcare insurance plan cover massage, which is consistent with last year s results. The only group that did not have a strong reaction to whether massage should be covered by insurance was the 65 and older age group. However, out of the consumers who had received massage in the past five years, only seven percent indicated that their massage was covered by some type of insurance. Insurance reimbursement for massage therapy is increasing. Nineteen percent of all massage therapists accepted insurance reimbursement in 2009, a four percent increase from the previous year. 6 At 30 percent, massage therapists working in a healthcare setting were most likely to accept insurance, while spa/salon massage therapists (13 percent) were the least likely to do so. 40

41 Massage therapists who seek insurance reimbursement have found it to be a viable business practice. The average amount of reimbursement received for one hour of massage stayed at $70 per hour (virtually unchanged from last year). This is more than the national average paid for one hour of massage. Sixty-eight percent of massage therapists who received insurance reimbursement indicated that it is a worthwhile practice for their business. (This is a significant drop from 83 percent who thought so last year.) Since this drop was consistent across all work settings, it may indicate that the insurance reimbursement process is not getting any easier for massage therapists. Of massage therapists that seek insurance reimbursement: 62 percent receive their billed rate. 21 percent receive a discounted rate. 8 percent receive a flat rate from the insurance company. 11 percent receive some other type of reimbursement. 6 Applying the Research: 1. Consumers continue to want massage therapy to be covered by insurance. As CAM therapies become more widely covered by insurance, CAM will become more fully integrated into healthcare. 2. While an increasing number of massage therapists seek reimbursement from insurance companies, more therapists also feel that the process is not worthwhile, pointing toward the difficulties of the process. 3. Have you considered seeking insurance reimbursement for your current (or future) practice? Use this information to evaluate the pros and cons of seeking insurance reimbursement for massage. Then, take some time to learn or review the reimbursement process. 3E. Integration of Massage Therapy into Healthcare Massage therapists and others agree that massage should be considered part of the healthcare field. For this to happen, there needs to be more scientific research conducted on the efficacy of massage. Massage therapists support integration of massage therapy into healthcare. A great majority of the respondents in last few years of the AMTA Industry Survey (92 percent in 2006 up to 96 percent in 2009) agree that massage therapy should be considered part of the healthcare field. 41

42 There is a need for more research in massage. In July 2009, the National Center for Complementary and Alternative Medicine released new information on out-of-pocket CAM spending. Within this report, Josephine P. Briggs, M.D., director of NCCAM, stated that: With so many Americans using and spending money on CAM therapies, it is extremely important to know whether the products and practices they use are safe and effective. This underscores the importance of conducting rigorous research and providing evidence-based information on CAM so that healthcare providers and the public can make well-informed decision. There are several organizations, including the Massage Therapy Foundation, that are in the process of funding or conducting scientific research. Even though there have been many studies that have shown CAM to be effective in treating certain illnesses or injuries, more research is needed to fully integrate massage therapy and other CAM therapies into healthcare. Applying the Research: 1. As more consumers reach out to massage for health reasons, it s very important for massage therapists to become specialized in modalities that address specific health concerns and become educated on the latest research showing the efficacy of massage. 2. Are you in touch with current research in the massage profession? Find some of the latest research including CAM research news at Do you have questions about data in this research report? Would you like to learn more trends in the massage industry? If so, contact us anytime at [email protected]. AMTA is your number one source of market research on massage therapy. 42

43 Section 4 Training and Education of Massage Therapists Although the economy has affected the educational market, the number of therapists graduating has remained consistent in Overall, therapists were satisfied with their massage training, but would have liked more training in business. Key Concerns: What factors are most likely to influence students to choose a school? What CE offerings are massage therapists most interested in? How successful are formal job placement programs? What business skills are most helpful to graduating therapists? How can schools serve an increasingly younger student body? What special concerns should they address? There are many things that factor into the success of massage therapy schools and their graduates. This section takes an in-depth look at demographics, challenges and opportunities that affect schools and students. Understanding how schools are approaching these issues can provide insight and clarity into what helps massage therapists launch rewarding and long-lasting careers. And, if you are interested in teaching at a school, serving in a leadership position, or even owning a school one day, this information will prove helpful. In this section you ll: Discover what type of continuing education holds the greatest and the least interest for massage therapists. Find what most new massage therapists hope to do with their training. Explore how the number of hours of instruction correlates with a massage therapist s satisfaction in their training. Discover how pay rates for instructors vary across different types of schools. Take a deeper look at attrition and consider what factors influence student s longevity in the field. As you look at these facets of massage education: 4A. Hours and Types of Training 4B. Quality of Massage Training 4C. Factors that Most Influence Massage School Selection 4D. Massage Schools Trends and Demographics 4E. Massage Schools Accreditation 4F. General Factors Affecting Massage Schools 4G. Number of Massage Students Graduating 4H. Massage Student Demographics 43

44 4A. Hours and Types of Training New therapists are most interested in starting their own business. Experienced therapists are interested in learning new modalities or receiving advanced training in modalities they presently use. The total hours of massage therapists initial training declined slightly. In 2009, the average amount of initial training was 624 hours, a decline of 9 hours from last year (see Figure 29). 6 Figure 29. Hours of initial training. Hours of Initial Training Percentage of Massage Therapists Less than % 11% 12% 16% 16% , More than 1, Average Number of Hours Massage therapists reporting the most initial training hours, on average, were those who work as contractors in a spa/salon or in a health club. Setting Initial training hours (2008) Initial training hours (2009) Contractors Spa/salon Health club Sole Practitioners Healthcare Figure 30. Hours of initial training by therapists working in different work settings. 44

45 Massage therapists working in healthcare (597 hours) and sole practitioners (609 hours) reported having the least amount of initial training in 2009 (see figure 30 on the previous page). 6 We ll watch next year s data to see if this is a trend or just a sample-driven fluctuation in data. Almost all massage therapists participate in ongoing continuing education. Ninety-six percent of massage therapists who responded to the 2009 AMTA Industry Survey took continuing education classes in 2009, an increase of four percent since last year. Therapists who are not certified or practicing in non-regulated states are less likely to have taken continuing education classes. The rate of continuing education use was consistent throughout all work settings and for both full and part time practitioners. Therapists reported obtaining an average of 22 hours of CE in a year. Massage therapists express the greatest interest in training for new modalities/techniques (60 percent) and advanced training for specific modalities (52 percent). Massage research appears to be the least sought after topic for continuing education, with only seven percent of massage therapists planning on taking classes in this area (See Figure 31 below) 6 Figure 31. Type of continuing education therapists plan to take in Most new massage therapists want to use their training to start a business. Almost 60 percent of massage therapists intended to start their own practice after graduation, an increase from 54 percent in 2008, but in line with 2007 data. Additionally, 32 percent went into the profession to practice part-time, down from 38 percent in

46 Applying the Research: 1. A nearby school of massage therapy might be a resource for training in new modalities and techniques or advanced training for specific modalities. 2. Massage research is seldom chosen by massage therapists to satisfy their continuing education needs. What kind of research-based courses would prove helpful to you? Please us your suggestions at [email protected]. 3. Do you need more training in entrepreneurship or the business of massage therapy? Consider purchasing The Business of Massage (available at amtamassage.org) as a resource for all things business. 4B. Quality of Massage Training According to the 2009 AMTA Industry Survey, most massage therapists continue to feel that their initial massage training was adequate for their career choice (see below). Therapists with 500-plus hours of training or more felt more adequately prepared. Therapists who graduated from programs with fewer than 500 hours of training were far less likely to feel that their initial training prepared them adequately for practice, which is also consistent with what massage therapists said last year. Update Figure 32. Perception about quality of initial massage training. 59% 61% 60% 56% 56% Very adequate Som ew hat adequate Neutral 31% 27% 28% 29% 29% Som ew hat/ very inadequate 5% 5% 6% 6% 5% 7% 7% 8% 6% 9%

47 Therapists wish they had more business training. When asked what they wished they were taught in more detail in school, 61% of massage therapists mentioned business skills (a slight increase from 57 percent in 2008). These included: Business practices/management (36 percent) Building/managing practice (34 percent) Marketing/advertising (30 percent). Training in specific modalities (34 percent) and self-care (31 percent) were also topics therapists would like to have learned more about in school. Schools often provide education for specific work settings. According to the 2009 AMTA School Survey, schools offer classes specifically geared toward employment in various work settings such as: Being a sole practitioner 84 percent. Medical locations (hospitals, chiropractics offices, etc.) 74 percent. Spas 63 percent. Health clubs 44 percent. National massage chains 35 percent. Eleven percent of schools offer no classes geared toward employment in a specific work setting. 6 Applying the Research: 1. Guidance on building and managing a business continues to be the most frequent mentioned aspect that therapists felt lacked in their initial training. Check out the business building tools at amtamassage.org, then consider attending the AMTA National Convention to supplement your business-building training. 2. Thirty-one percent of therapists said they would like more instruction in self-care. Spend some time evaluating your own self-care practices and make specific goals on how you can improve. 4C. Factors that Most Influence Massage School Selection According to the results of the AMTA Body of Knowledge Survey conducted in December 2006, reputation, accreditation, and location are the most influential factors in school selection. Watch for an up-to-date information on this subject! Reputation, accreditation and location all distinguish schools from their competition. For details on top factors affecting massage therapy school selection, refer to the figure 33 on the next page. AMTA will provide updated information on factors that influence massage school selection later this year. Stay tuned for more research information. 47

48 Figure 33. Top factors influencing massage school selection. School reputation School was accredited Convenient location Instructors and faculty Cost School culture School placement rate Referral Financial aid offered High graduation rate 12% 7% 3% 2% 1% 23% 33% 54% 50% 58% Applying the Research: 1. If you teach at a massage school initiate a discussion on what distinguishes your school from the competition. Look at each of the ten factors influencing massage school selection and use them as a basis for evaluating your school s appeal. 2. A school s reputation, accreditation, and location are the most influential factors for students selecting massage schools. 4D. Massage Schools Trends and Demographics Schools of massage therapy are diverse in both their approach to massage education and the types of services they offer students. More instructors are parttime and the average instructor has 6.6 years of experience. There are a wide variety massage schools in the United States. The results of the 2009 AMTA School Survey show that within the school market for massage therapy training, there are many differences based on the type of school. These include: Year established Number of locations Graduation rates Length of programs Cost and type of program/education offered 48

49 Figure 34. School profile information from 2009 AMTA School Survey. School Type Age of School Total Individually Owned Part of Larger Corporation Public Institution 2001or Newer 2000 or Older Average number of locations Average number of graduates per year Average in-class supervised hours required (entry-level program) Average clinical hours required (entry-level program) Average cost-per-hour of entry level program before financial aid $10.2 $11.0 $15.2 $5.5 $17.6 $11.6 Length of Operation 2001 or newer 33% 45% 12% 40% 100% 0% 2000 or older 67% 66% 18% 17% 0% 100% Highlights of Figure 34 This chart gives insights into some of the main differences in schools of massage therapy. Keep reading for more information. Year Established: sixty five percent of the schools participating in the survey were established in year 2000 or before. Of those: 66 percent were individually owned schools. 18 percent were part of a larger corporation. 17 percent were massage schools within public institutions/community colleges. Number of Locations: on average, massage schools have 2.2 locations, while schools that are part of larger corporations average as high as 5.6 locations. In 2008, massage schools had an average of 2.4 locations. This is the first decrease that has been reported since first conducting the AMTA School Survey in This slight decrease in locations is likely due to the economy and challenges with student recruitment. We will watch closely to see if this continues. Graduation Rates: massage schools graduate an average of 43.8 students per year, while schools that are part of larger corporations graduate of 70.6 students on average. The number of graduates is consistent with those reported in 2008, but it is still down from 2007 when massage schools graduated 49.5 students per year. Length of Programs: on average, schools require 689 in-class supervised hours (2008 data indicated 688) and 76 clinical hours in their entry programs. Massage programs at public 49

50 institutions require the highest number of hours, while schools that are individually owned continue to require the least amount of hours. Cost-per-Hour: the average cost per hour for entry-level massage programs is trending down: Average cost per hour before financial aid $12.20 $11.20 $10.20 Figure 35. Average cost per hour. Schools that were part of larger corporations typically charge the most ($15.20) and public institutions charge the least ($5.50) for an average hour of entry-level study. 9 Schools are diverse in the type of program and/or continuing education they offer. Seventy-two percent of surveyed schools offer a basic certificate/diploma in massage school. Twenty-four percent offer an associate degree in massage therapy. Fifty percent of schools offer continuing education classes in massage therapy. (For more information refer to Figure 36 below) Figure 36. Types of massage therapy programs schools offer. 50

51 Sixty-one percent of surveyed schools offer other programs at their schools, aside from their massage therapy program. Attrition rates vary greatly by school. Consistent with last year s average, 15 percent of all students that enter an entry-level massage program will not graduate. The attrition rate varies from school to school: Almost 49 percent of schools have a rate of less than 10 percent. Over 9 percent of schools have a rate of over 30 percent. Individually owned massage schools tend to have lower attrition rates, and public institutions tend to have the highest student attriction. 9 Many schools offer financial aid, but it s becoming more difficult to obtain. According to the 2009 AMTA Schools Survey, a majority of schools (64 percent) offer financial aid to their students. Forty percent of schools believe that in the current economic situation it is more difficult for massage students to get financial aid. Most massage instructors are part-time employees. Massage schools seem to be employing more part-time instructors than full-time instructors. Figure 37. Number of instructors in massage therapy schools. 7.3 Number of part-time instructors (up from 5.8 in 2008). 3.2 Full-time instructors employed (up from 1.7 in 2008). 3.1 Number of independent contractors that teach massage (up from 2.7 in ). 10% of schools Hire more than five full-time instructors. 17% Don t employ any part-time instructors. 28% Don t employ any full-time instructors. The length of teaching experience of instructors varies. The average instructor in a massage therapy program has 6.6 years of teaching experience, which is fairly consistent with 6.5 years of teaching experience in However, many have much more or much less experience. See figure 38 on the next page for more information. 51

52 Figure 38. Experience of massage therapy instructors. What qualifications do massage schools look for in instructors? In their hiring requirements, massage schools focus on massage therapy experience first. For more information on hiring requirements for instructors, see figure 39 below. Figure 39. General hiring requirements by school type. Total General Hiring Requirements by School Type Individually Owned Part of Larger Corporation Public Institution Experience as a practicing massage therapist 58% 60% 60% 55% Current status as a practicing massage therapist 36% 35% 45% 34% Teaching experience 36% 35% 50% 32% Experience in specific modalities 29% 35% 15% 26% Require massage instructor training 19% 21% 20% 13% Bachelors degree 18% 13% 5% 39% Associate degree 11% 8% 25% 10% Other 13% 12% 25% 10% 52

53 How much are instructors paid? According to the 2009 AMTA Massage School Survey, the average hourly pay schools paid their instructors in 2008 was $ Here is more information on the breakdown of massage therapy instructor pay in 2008: Individually Owned Part of Larger Corporation Public Institution Total 2008 Average Hourly Instructor Pay by School Type $27.04 $25.56 $24.06 $32.80 Figure average instructor pay. Massage therapy programs within public institutions offered massage therapy instructors the highest average pay at $32.80 per hour. Individually owned massage schools paid their instructors on average $25.56 per hour, while massage programs that are part of a larger corporation offered on average $24.06 per hour to their instructors. The number of schools offering 500-plus hour programs decreased. According to periodic AMTA reviews and inquiries into the industry, from February 2008 to February 2009 the number of schools offering a 500-plus hour program decreased. In line with this data, this year s AMTA Massage School Survey also discovered a decrease in the number of locations of schools. Taken together, these results may be a sign that the economy is negatively affecting some schools ability to attract new students, ultimately leading to school closings and consolidations (see figure 41). Year , , , , ,123 Number of Programs in the US with 500-plus hours Figure 41. Number of 500-plus massage school programs. Highlights from Figure 41 There was huge growth in the school market between 2001 and 2006, but additional growth has not occurred since that time. 53

54 Applying the Research: 1. Thinking about a future career as a massage instructor? Refer to this information as you build your credentials and plan for professional success. 2. How has the economy impacted your practice? What have you learned? Please help us gather information that benefits the profession as a whole, by sharing your challenges and suggestions at [email protected]. 4E. Massage Schools Accreditation The numbers of massage schools that are accredited by each of the accrediting organizations have been fairly consistent. Figure 42. Accreditation numbers Numbers 2007 Numbers 2008 Numbers 2009 Numbers Campuses (Including Main) Campuses (Including Main) Campuses (Including Main) Campuses (Including Main) Accrediting Organization Institutions Institutions Institutions Institutions ABHES ACCET ACCSCT COMTA NACCAS Interpreting Figure 42 In 2009, ABHES saw a decrease from 2008 with 6 massage institutions closing, and 8 fewer massage school campuses. ACCSCT and NACCAS seem fairly consistent compared to previous years. ACCET saw a notable decrease in the number of massage campuses being accredited, but a rise in the number institutions served. COMTA increased in both the number of institutions and campuses. 5 Applying the Research: 1. Accreditation can maximize a school s credibility, giving them a concrete advantage to advertise to prospective students. Learn more about accreditation at and 54

55 4F. General Factors Affecting Massage Schools 9 Massage schools report facing a variety of challenges. These seem to depend largely on the type of institution, whether a public institution, an individually owned massage school or a massage school that is part of a larger corporation. Different types of massage schools face different challenges. Individually owned massage schools: Their biggest challenge for these schools is attracting students and marketing their schools and programs. Another challenge is finding employment for graduates. These challenges revolve around lacking needed resources to attract students and run their business, and may not be quite as prevalent in larger institutions. Figure 43. Top challenges affecting massage schools. School Type Total Individually Owned Part of Larger Public Institution Corporation Difficulty in attracting students 47% 45% 60% 43% Difficulty in marketing school/programs 35% 33% 35% 43% Difficulty in keeping in touch with graduates 29% 31% 20% 32% Difficulty in finding qualified teachers 21% 19% 25% 25% Difficulty in competing with other massage schools 19% 21% 15% 18% Difficulty in finding employment for graduates 19% 23% 5% 18% High cost of products/services needed for school 12% 17% 0% 4% High student drop-out rates 12% 11% 30% 4% Lack of current information about industry trends, facts, 12% 13% 10% 11% demographics Lack of guidelines/hiring practices for teachers 9% 9% 15% 7% Difficulty in developing curriculum 8% 5% 0% 18% Rising insurance costs 7% 11% 0% 4% Difficulty in retaining qualified teachers 7% 7% 10% 7% Difficulty in obtaining/retaining school accreditation 7% 11% 5% 0% Difficulty in evaluating students and/or the entire school 6% 7% 15% 0% Insurance access 3% 3% 5% 4% Interpreting Figure 43 Schools mentioned many other challenges beyond those listed on this chart. Some of the responses to the open-ended questions related to issues of getting financial aid for students, the overall preparedness of students, and issues relating to state regulation. 55

56 Massage schools as part of larger corporations Their biggest challenges are attracting students, marketing the program, and finding qualified teachers. They have less difficulty keeping in touch with their graduates (compared to the other two categories of massage schools). Unlike some other types of schools, the high cost of products/services needed for the school, developing curriculum, or rising insurance costs are not a real challenge. Public institutions with separate massage programs Their biggest challenges are attracting students, marketing their program, and keeping in touch with graduates. Since public institutions are subsidized by tax dollars, retaining school accreditation and evaluating students and/or the entire school are least challenging. 9 Applying the Research: 1. The biggest challenge for all types of massage schools is attracting students. Schools need a concrete plan for how they ll distinguish themselves. 2. AMTA School membership was designed to help schools of massage therapy address these challenges. For instance: School Profile Page Marketing school/programs. AMTA Job Bank Finding qualified faculty. AMTA Shopping Mall Saving on supplies/materials. 4G. Number of Massage Students Graduating Some students may find it difficult to find a job in massage therapy, or find a job that will support their practice until they can build up a client base. Schools that have a formal placement program are seeing a large percentage of students find employment. Schools are struggling to increase enrollment. Traditionally, in poor economic times enrollment in educational programs increases as those displaced from the workforce go back to school. During the recession of schools of all types, including massage schools, saw an increasing enrollment. With the current recession, this is not the case. One reason that schools are struggling to increase enrollments is the lack of availability of credit in the form of government loans, grants, and privately funded school loans. Over 40 percent of massage school administrators stated that it is more difficult for students to receive financial aid than in year s past. According to the December 22, 2008 issue of Business Week, there has even been a 2 percent drop in graduate degrees, which increased dramatically during past recessions. 56

57 The number of graduates held steady from However, the number of new graduates coming out of massage therapy programs has stayed the same from 2008 to According to the 2008 AMTA Massage School Survey, the average number of graduates of 500-plus hour massage schools was approximately 43.8 graduates per year. In 2009, that number is still 43.8 graduates per year, but down from an average of 49.5 graduates reported in Schools are doing more to help new graduates find jobs. While getting ready to graduate, some students may find it difficult to find a job in massage therapy, or find a job that will support their practice until they can build up a client base. This is one of the major reasons why new therapists leave the profession. That may be the reason some schools are doing more this year to help students find jobs. Roughly 38 percent of schools have a formal placement program for graduates compared to 31 percent in In these schools, over 78 percent of graduates find employment in massage therapy after graduation. Roughly 46 percent of schools provide only a job board or book that students can use to look for jobs. About 13 percent of schools do not offer placement services at all. 9 Applying the Research: 1. With the unemployment rates on the rise, many schools are doing more to help students find employment after graduation. 2. If you are currently a student or a recent graduate, inquire into your school s placement program. For more help in your job search, be sure to take advantage of the AMTA Job Bank. 4H. Massage Student Demographics School administrators say that students today are much better at using technology to learn. But they are less effective when it comes to skills such as written and verbal communication. The average student age is declining. 9 According to the 2009 AMTA Massage School Survey: Forty-eight percent of school administrators stated that the average age of students has stayed the same, Thirty-five percent responded that the average age of students declined. The average student is 28 years old (compared to 30 in 2000), with 38 percent of student body consisting of 25 years olds or younger. 57

58 The percentage of men in massage school is higher than the percentage of male therapists. According to school administrators, roughly 19 percent of massage students are male, compared to 15 percent of practicing male massage therapists. Additionally, 11 percent of administrators reported that the percentage of males in school has increased over the past five years, yet the percentage of males practicing massage has not increased in the last few years. This may point to additional difficulties that male graduates may encounter in starting their practice. Students are coming into massage school with different skills. In the 2009 AMTA Massage School Survey, school administrators were asked what skills today s students are bringing to the classroom compared to year s past. For both 2008 and 2009, most mentioned computer and technology skills. Most felt that today s students are more comfortable with technology, have more experience using technology and are better at finding information and doing research on the Internet. When asked how students today compare to students five years ago, school administrators observed in both 2008 and 2009 that students lack: Written communication skills. Verbal communication skills. The kind of life experience that would benefit them in the classroom, as well as in their career. Some administrators say that the younger students enrolled in massage school don t always have the skills needed to be successful in a massage therapy program. Applying the Research: 1. If you are a student, ask your instructors how you can improve on the skills most lacking in today s students: verbal and written communication skills. 2. Many administrators believe that the average age of students is decreasing. Participation in an AMTA chapter allows younger therapists to find mentors and more experienced therapists to help build the profession. Check to see if there is a local chapter near you today! 58

59 Appendix List of Sources 1 U.S. Census Bureau, Population Division. 2 From data compiled from AMTA Consumer Surveys AMTA Consumer Survey. CARAVAN Opinion Research Corporation International conducted the annual consumer survey during July 2009, among a national probability sample of 1001 adults (501 men and 500 women) ages 18 and older, living in private households in the continental United States. The survey has a confidence level of plus or minus three percent. Commissioned by AMTA, this is the thirteenth annual massage therapy survey by American consumers AMTA Consumer Survey. 5 From data compiled by AMTA, AMTA Industry Survey. Northstar Research conducted an annual AMTA Industry Survey during September A total of 6,000 surveys were mailed to massage therapists identified on the Massage Today magazine subscriber list. A total of 705 qualified surveys were received for a total response rate of 13%. The survey has a confidence level of plus or minus three percent. The objectives of the annual AMTA Industry Survey are to provide AMTA members, consumers and other professionals with state-of-the-industry information by tracking and benchmarking among other things: information on massage therapists working in different work settings, their income, compensation, requirements practices, training, education, industry perception, demographics, and more. The 2009 AMTA Industry Survey is the fifth annual survey on the massage therapy profession. 7 Complementary and Alternative Medicine Use Among Adults and Children: United States, National Health Statistics Reports; No AMTA Body of Knowledge Survey AMTA Massage School Survey. AMTA staff conducted an annual AMTA Massage School Survey in December An electronic survey was ed to 791 massage schools with 500-plus hour programs. A total of 127 surveys were received for a total response rate of 16%. This is the third annual survey conducted by AMTA on the trends and information pertaining to massage therapy schools in the United States. 10 Bureau of Labor Statistics, U.S. Department of Labor, Occupational Outlook Handbook, Edition, Massage Therapists. 11 Bureau of Labor Statistics website, U.S. Department of Labor, Career Guide to Industry, Healthcare. 12 Simply Hired, Inaugural 2009 U.S. Job Trends Report 13 ISPA 2009 U.S. Spa Industry Update, International Spa Association. About the American Massage Therapy Association The American Massage Therapy Association represents more than 57,000 massage therapists. AMTA works to establish massage therapy as integral to the maintenance of good health and complementary to other therapeutic processes; to advance the profession through ethics and standards, continuing education, professional publications, legislative efforts, public education, and fostering the development of members. AMTA Members: FREE Non-member: $79.99 Copyright 2010 AMTA 59

60 american massage therapy association www. amtamassage.org 500 davis street, suite 900 evanston, il