massage profession research report

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1 massage profession research report 2013

2 Table of Contents Introduction Executive Summary 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. Where are consumers getting massage? F. What did AMTA hear from consumers on its outreach in 2012? 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. What impact are massage chains having on the profession? Section 3. A Special Look at Health Care and the Massage Profession A. Continued growth in the health care industry B. Growth in the integration of Complementary and Alternative Medicine (CAM) treatments into hospitals C. Consumer use of massage as part of an integrated approach to health care D. Massage and insurance Section 4. Training and Education of Massage Therapists A. Hours and types of training B. School trends and demographics C. School challenges D. School accreditation E. Teachers F. Graduates G. Students Section 5. Massage Therapists Use of Technology A. Massage therapists performance on basic online tasks B. Massage therapists overall use of technology C. Social media and massage therapists D. Massage therapists use of websites for their practices E. Massage therapists smart phone use Appendix List of Sources 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 (877) If consent is granted, attribution to AMTA and other sources specified in the document should be made. Copyright 2013, American Massage Therapy Association. All rights reserved. American Massage Therapy Association 1

3 Introduction Dynamics of the massage therapy profession The 2013 Massage Profession Research Report Welcome to the 6th annual Massage Profession Research Report, AMTA's collection and analysis of current market data and trends that impact the massage therapy profession. AMTA develops this report to provide massage therapy schools with up-to-date information and research to help them determine their curricula and make knowledgeable business decisions. This report is a key AMTA School Member benefit that helps you scan the current market (including consumers, therapists and schools) without a large investment of resources and/or manpower. Four Annual Research Studies In the pages that follow, you ll find results of four benchmark surveys that track the state of the profession through 2012: The AMTA Consumer Survey (16 th annual) was commissioned by AMTA to poll American adults on their use of massage therapy. (Confidence level of plus or minus three percent.) The AMTA Industry Survey (8th annual) provided feedback from massage therapists on everything from compensation, to hours, to longevity in the industry. (Confidence level of plus or minus two percent.) The AMTA Massage School Survey (6th annual) acquired feedback from schools with 500-plus hour programs. (Confidence level of plus or minus eight percent.) The AMTA Technology Survey (4th annual) obtained input from massage therapists about their use of digital technology for individual and professional purposes. (Confidence level of plus or minus five percent.) This report provides timely and relevant data on the state of the massage profession, compiled from the results of these surveys and supplemented by U.S. government statistics and information found in industry and/or business publications. (For methodology, see the Appendix.) Periodic Updates As new data becomes available, you ll receive periodic updates to this report as well as targeted fact sheets. You can use these resources to: Ready students to enter the profession In this dynamic and challenging economy, students can benefit from understanding and responding to consumer trends and demand for massage therapy. American Massage Therapy Association 2

4 Support business class instructors Therapists frequently tell AMTA they would like to receive more business training in massage school. The information in this report can help students build and market successful practices. Direct and grow your school wisely Employ this information to market your school to those seeking to become massage therapists. American Massage Therapy Association 3

5 Executive Summary The massage therapy marketplace continues to be affected by the challenging economic environment. Although consumers continue to strongly believe in the efficacy of massage therapy, fewer of them received massage in the last year. Practicing massage therapists reported working, on average, more hours this past year, however. This indicates that fewer therapists were providing massage this past year. Here is a summary of key findings for each section of this report. Consumers of Massage Therapy The percentage of adult American consumers who received a massage declined to 16 percent in 2012 from 18 percent in 2011 and the average number of massages obtained went from 4.5 in 2011 to 4.2 in Approximately 34.5 million people had a total of 145 million massages in 2012, a 15 percent decline from the million massages consumed in the U.S. by 37.9 million people in Smaller percentages of all age groups received massage in 2012 except for Gen-Xers, those 35 to 44 years old. Twentythree percent of this group received massage in 2012, more than any other age category, versus 18 percent in Consumers continue to believe in the efficacy of massage as 89 percent consider massage to be effective in reducing pain and 87 percent believe massage can be beneficial to health and wellness. The primary reason consumers obtained massage continues to be for medical purposes pain relief, soreness/stiffness and recovery from injury - with 43 percent of massage consumers getting massage for these reasons. As part of a major multi-year commitment to public education on the benefits of massage therapy, AMTA launched it Consumer Awareness Program by visiting five major metropolitan areas in the summer of 2012, providing free chair massages and information about the benefits of massage at each stop. Data collected from consumers after receiving massage at these tour stops showed 89 percent were more likely to recommend massage to their family or friends and 78 percent reported they would be more likely to look for an AMTA massage therapist. The Massage Therapy Profession On average, massage therapists worked 21.6 hours per week in 2012, up significantly from 19.6 hours per week in Massage therapists saw an average of 41 clients each month in 2012, up from 38.9 clients per month in Including tips, the average therapist earned $30.76 per hour in 2012, about the same as in 2011, $31.11 per hour.* Between 2011 and 2012, the estimated number of massage therapists grew less than one percent to 307,104. The number of massage therapists has increased 41 percent over the past ten years but the number has increased only 9 percent in the past five years indicating a slowing of growth in the number of therapists. Most massage therapists continue to be female (85 percent), had a different profession prior to becoming a therapist (81 percent), have formal education beyond a high school diploma (90 percent) American Massage Therapy Association 4

6 and are sole practitioners (69 percent). Massage therapists practice an average of seven modalities with 89 percent providing Swedish massage. The biggest professional challenges reported by massage therapists continue to be industry perception (being recognized / respected as health care professionals and public awareness of massage therapy profession), and business / economy issues (poor economy and maintaining steady business / finding new clients). *2011 hourly income data is not consistent with that previously reported due to corrections made to calculations of this data. Health Care and the Massage Industry The health care industry continues to offer employment opportunities for massage therapists in a variety of settings. Health care industry employment grew 2 percent higher in 2012 over that for 2011 to 17 million. The category of Outpatient care centers, which includes massage therapists, as defined by the Bureau of Labor Statistics, experienced a 5.8 percent growth in the past year. Twenty-seven percent of massage therapists reported working in a health care setting in 2012 (19 percent in a chiropractic office / integrated health care clinic and 8 percent in a hospital / medical office or clinic) slightly less than the 29 percent of therapists working in health care settings in In addition, health care is second only to other forms of bodywork as a source of additional income for massage therapists that have other, nonmassage related, employment. More massage therapists received referrals from health care professionals in 2012 than 2011 with particular increases from hospitals and medical offices (51 percent in 2012 versus 46 percent in 2011) and chiropractors and integrated health clinics (67 percent in 2012 versus 63 percent in 2011). The growing number of referrals from health care professionals indicates increased integration of massage therapy in health care environments. Training and Education of Massage Therapists Massage therapy schools reported their top challenges as difficulty in attracting students and in marketing their programs. Seventy-five percent of schools reported in 2012 being accredited by nationally-recognized accrediting organizations. The average number of graduates per school dropped from 48.5 in 2011 to 37 in Individually owned schools experienced the largest decrease from 53.6 graduates on average in 2011 to 41.7 graduates in Seventy-five percent of schools offered financial aid to their students in 2012, up from 71 percent a year ago. To address the difficulty that some graduates may have in obtaining employment after graduation, 91 percent of schools offered some form of job placement services to students in American Massage Therapy Association 5

7 Seventy-six percent of massage therapists rated the quality of their initial massage training as excellent or very good. Ninety percent of massage therapists reported taking continuing education classes in On average, massage therapists took 24 hours of continuing education in 2012, more than the 19 hours reported in Massage Therapists Use of Technology Massage therapists are increasingly using digital technology in their professional and personal lives. On a daily basis, 82 percent of massage therapists used the Internet in 2012, the same percent as in 2011, and 48 percent used social media, an increase from 41 percent last year. Thirty-six percent of therapists used social media to stay in touch with clients in 2012, a 3 percentage point increase over Close to half of all massage therapists (47 percent) reported having their own business websites in 2012 compared to 40 percent in Practically two-thirds (65 percent) now own a smart phone such as iphone or Android compared to 51 percent in In the report to follow, these issues are explored in more detail, along with other issues important to the massage profession. Note: Data for 2012 referenced in this report are based on research that occurred at various times during that year and thus may not represent information for that entire calendar year, e.g. some data was compiled in July and August of We d love to hear from you. Let s work together to educate the next generation of massage therapists. If you have suggestions, or identify additional information you need, please contact us anytime at research@amtamassage.org. American Massage Therapy Association 6

8 Section 1 Consumers of Massage Therapy 1 Consumer use of massage therapy affects the speed and dynamics of growth of the entire massage industry. How frequently, for what purpose, and at what type of locations consumers get massage affects the number of massage therapists needed as well as the types and settings for massage. This section provides information on the latest data and trends in the U.S. population and massage consumer use. Key Concerns: How will shifting population demographics impact massage therapists and massage therapy schools? How can we help our students connect with the populations most likely to seek massage therapy? How can we gear our massage programs towards the markets most likely to grow? How do massage franchise chains fit in? How can this information help us make our massage therapy program more attractive to students? Key Findings: Sixteen percent of adult American consumers received a massage in 2012, compared to 18 percent in U.S. population growth is slowing and becoming more diverse. Consumers continue to believe in the efficacy of massage. People living in metropolitan areas and women are the greatest consumers of massage. Consumers continue to use massage for pain relief, pain management and to control headaches. Gen Xers, those between 35 and 44 years old, are becoming more frequent consumers of massage. These questions will be answered: 1A. What changes are taking place in the overall U.S. population? 1B. What drives consumer use of massage therapy? 1C. Who gets massage? 1D. Why do consumers get massage? 1E. Where are consumers getting massage? 1F. What did AMTA hear from consumers on its outreach in 2012? American Massage Therapy Association 7

9 1A. What changes are taking place in the overall U.S. population? 2 Consumers are the engine of growth in the profession. The greatest growth of the U.S. population is taking place in the oldest segment. In addition, the population is becoming more diverse, driven by the significant growth of Hispanics in the country. According to the U.S. Census Bureau, the U.S. population is growing, but at a relatively slow rate The U.S. population has grown to million from approximately million a year ago. That s a population growth of 0.74 percent, the lowest since the mid 1940 s. The population is projected to grow even more slowly over the next several decades as the number of births and international migrations are expected to be lower. The U.S. population continues to age The median age of the U.S. population increased to a new high of 36.8 years in 2011, up from 35.3 years in The increase in median age is driven by the aging baby boomer population, those born between 1946 and As shown in the table below, the median age is expected to steadily increase over the next several decades. Year Median age of U.S. population Figure 1. Average current and projected age of U.S. population The oldest part of the population is growing the fastest According to the U.S. Census Bureau, the population 65 years of age and older is expected to more than double from 43.1 million in 2012 to 92.0 million by The number of those 85 and older is expected to more than triple from 5.9 million in 2012 to 18.2 million in It is estimated that 20 percent of the U.S. population will be 65 or older by The U.S. population continues to become more diverse In 2012, the U.S. Census Bureau reported that the racial minority population in the United States reached an estimated million, or 37 percent of the nation s total population, as compared to 31 percent of the total population reported in By 2060, minorities are projected to comprise 57 percent of the U.S. population at million people. The Hispanic population will continue to grow More than half of the growth in the total population of the U.S. between 2000 and 2010 was due to the increasing Hispanic population. American Massage Therapy Association 8

10 The Hispanic population grew by 43 percent between 2000 and 2010, from 35.3 million to 50.5 million. As of 2012, there are 53.3 million Hispanics comprising 16.6 percent of the total U.S. population. By 2020, the Hispanic population is projected to be 63.8 million, making up 19 percent of the U.S. population. By 2060, the Hispanic population is expected to more than double to million, comprising 33 percent of the U.S. population. For more information on U.S. population trends, refer to the U.S. Census Bureau data at Applying the Research: 1. Census projections and estimates have remained steady since last year. Talk with your students about the increasing age of the population, and the increasing diversity of the population. Discuss why this is occurring with baby boomers growing older, and the growth in the Hispanic population. 2. Have your students consider what the marketplace will look like in 5, 10, or 20 years from now based on population estimates. Then ask them to think about how they might respond to these changes in their practices. 1B. What drives consumer use of massage therapy? As the economy continues to struggle, the percentage of Americans getting massage declined in the past year as did the total number of massages. The 2012 AMTA Consumer Survey results show that: Sixteen percent of all adult Americans had at least one massage in 2012 compared to eighteen percent in Of those consumers that received massage in the past year, the mean number of massages decreased to 4.2 in 2012, down from 4.5 in In 2012, 25 percent of all adult Americans reported receiving a massage in the last five years down from 31 percent who reported receiving a massage in the past five years in Roughly 34.5 million people had a total of 145 million massages in 2012, compared to 37.9 million people having a total of million massages in the U.S. in The decline in the total number of massages in the past year, from million to 145 million, represents a 15 percent decline. While the economy continues to slowly recover from the recession, we expect the use of massage to remain steady. American Massage Therapy Association 9

11 During the past ten years, consumer usage has moved from 21 percent in 2003 to a high of 24 percent in 2007 and then to 16 percent in 2012 (See figure 2 below). Figure 2. Total use of massage among adult U.S. population Consumers continue to believe in the efficacy of massage: Eighty-nine percent of consumers agree that Massage can be effective in reducing pain. Eighty-seven percent of consumers agree that Massage can be beneficial to your health and wellness. Sixty-eight percent of all consumers said they have or would recommend massage to a relative or to someone they knew in Twenty-eight percent of the adult population expects to get a massage in the next 12 months, an increase of 5 percentage points from American Massage Therapy Association 10

12 1C. Who gets massage? Gender, generation, education and income all affect the likelihood of consumers using massage. The greatest consumers of massage are women and those living in metropolitan areas. Of those consumers that received massage in 2012: Seventy-nine percent live in a metropolitan area. Sixty-nine percent are women. Sixty-six percent are white. Sixty percent reside in the West (30 percent) or South (30 percent). Fifty-seven percent don t have a child under 18 living in their household. Fifty-seven percent earn more than $50,000 per year. Fifty percent are 44 years of age or younger. Thirty-eight percent are college graduates. Metropolitan residents - Seventy-nine percent of massage consumers resided in a metropolitan area. Of all adult residents of a metropolitan area, 16 percent got a massage in 2012, compared to 20 percent in Additionally, metropolitan dwellers received 4.3 massages on average in a year, down from 4.8 massages in Women Sixty-nine percent of all massages in 2012 were received by women, up from 66 percent in Twenty-two percent of adult women got at least one massage in 2012, slightly less than 2011, when 24 percent of women got at least one massage. The mean number of massages women received in 2012 increased to an average of 4.3 massages. This is still considerably less than the 7.6 massages women received in 2009, but higher than the 2011 average of 3.9 massages. Men received fewer massages on average than women, 4.1 massages compared to 4.3 massages for women. Ten percent of men had a massage in 2012, down from 13 percent in Figure 3. Total use of massage among U.S. population by gender American Massage Therapy Association 11

13 Race Sixty-six percent of massage consumers were white. Sixteen percent of whites received a massage in 2012, compared to 17 percent in Households without children - Fifty-seven percent of all massage consumers did not have a child under 18 years old in their home in Usage among households with no children was 14 percent in 2012 down from 18 percent in Household Income Twenty-three percent of all massage consumers had a household income of $100,000 or more. Thirty percent of those that have household income between $75,000 and $100,000 received a massage in 2012, down from 37 percent of those with household income between $75,000 and $100,000 in Eighteen percent of those that have household income between $35,000 and $50,000 got a massage in Twelve percent of this household income group received a massage in College graduates Thirty-eight percent of massage consumers were college graduates. Twenty-two percent of college graduates received a massage in 2012 compared to 30 percent in College graduates on average received 4.9 massages in 2012 compared to 5.4 massages in Level of consumer education Massage use in 2009 Massage use in 2010 Massage use 2011 Massage use 2012 Completed college 35% 29% 30% 22% Figure 4. Total use of massage among college graduates Those 18 to 34 years old Twenty-six percent of massage consumers were between 18 and 34 years old. Fourteen percent* of this group received a massage in 2012 compared to 16 percent in On average, this group received the fewest number of massages in 2012, 2.3 massages. That s down from the 4.8 massages they received on average in Gen-Xers Twenty-four percent* of massage consumers were between 35 and 44 years old. Twenty-three percent of those between 35 and 44 years old received a massage in 2012, a higher percentage than any other age group. Last year 18 percent of this age group received a massage. This age group also got more massages than any other age group, receiving an average of 5.4 massages in 2012, compared to 4.5 massages on average in American Massage Therapy Association 12

14 Baby boomers - Thirty-six percent* of massage consumers were baby boomers, between 45 and 64 years old. Fewer baby boomers received massage in 2012, 17 percent compared to 22 percent in 2011, at the same frequency as last year, 4.7 massages on average. Nineteen percent of those 45 to 54 years old received massage in 2012 compared to 23 percent in However, those 45 to 54 years old received more massages in 2012, 4.2 on average, than in 2011 when they received 3.9 massages on average. Fifteen percent of those 55 to 64 years old received massage in 2012, considerably less than in 2011 when 20 percent said they received massage in the past year. This group also received fewer massages on average in 2012, 5.2 massages compared to 5.8 massages in Seniors Eleven percent* of massage consumers were 65 years or older. Ten percent of seniors received a massage in 2012 compared to 12 percent last year. On average, senior consumers received more massage in 2012 than in Seniors received 5.1 massages in 2012 compared to 3.7 massages in *The difference between the total of all above age groups and 100 percent is due to three percent of respondents not providing their age. West and South Thirty percent of massage consumers reside in the West and 30 percent reside in the South. In both the West and the South, the number of consumers receiving a massage declined from 34 percent in 2011 to 30 percent in Furthermore, consumers in the West received fewer massages on average in 2012, 4.4 massages compared to 5.9 massages in Applying the Research: 1. Discuss the changing usage of massage across demographic groups and how this might affect the selection of their practice location and their marketing. 2. Remind your students that women receive 69 percent of all massages but that almost all consumers believe in the efficacy of massage 3. Fewer men received massage in 2012 and the mean number of massages they received decreased. Let students know they may need to educate male clients in particular about the benefits of massage. American Massage Therapy Association 13

15 1D. Why do consumers get massage? The primary reason consumers get massage continues to be for medical reasons pain relief, soreness/stiffness and recovery from injury. Figure 5. Primary reasons for receiving last massage in 2012 Medical Reasons About the same percentage of massage consumers got a massage for medical reasons in 2012 as in percent in 2012 and 44 percent in 2011.* Fifty-five percent of men who received a massage in 2012 did so for medical reasons compared to 48 percent in Fifty-seven percent of massage consumers who had a high school degree or less got a massage for a medical reason in Fifty-six percent of massage consumers who earn $100,000 per year or more got a massage for a medical reason in Fifty-one percent of massage consumers 45 or older got a massage for a medical reason in Thirty-eight percent of women who got a massage in 2012 did so for medical reasons, down from 42 percent in The top medical reasons for getting a massage in 2012 were: Pain relief/pain management - Nineteen percent of massage consumers received a massage in 2012 for pain relief/pain management, the same as in Seniors, those 65 years of age and older, are increasingly getting massage for pain relief. Twenty-eight percent of massage consumers over 65 years of age got a massage for pain relief in 2012, up from 13 percent in Of women getting a massage in 2012, 20 percent received a massage for pain relief/pain management, about the same as the 19 percent in American Massage Therapy Association 14

16 The number of Americans that ever used massage therapy for pain relief was 29 percent in 2012 down slightly from 31 percent in For soreness/stiffness/spasms - Thirteen percent of massage consumers got a massage for soreness/stiffness/spasms in 2012, compared to 12 percent in o Eighteen percent of male massage consumers received a massage for soreness/stiffness/spasms in 2012, up from 14 percent in o Only thirteen percent of seniors (65+) who received a massage in 2012 got a massage for soreness/stiffness/spasms, down from 24 percent in Injury recovery/rehabilitation - 9 percent of massage consumers got a massage for injury recovery/rehabilitation in 2012, the same percentage as in 2011 and Americans beliefs about medical applications of massage Massage can be effective in reducing pain. 86% 90% 89% Massage can be beneficial to health and wellness. 84% 86% 87% Figure 6. American s belief about massage in 2012 Relaxation/stress reduction Thirty-two percent of massage consumers got a massage for relaxation/stress reduction in 2012, up from 30 percent in 2011.* Forty-three percent of massage consumers who are college graduates got a massage for relaxation/stress in 2012, up from 40 percent a year ago. Forty-two percent of massage consumers that earn between $75,000 and $100,000 per year got a massage for relaxation/stress reduction in 2012, up from 36 percent in Thirty-five percent of women massage consumers got a massage for relaxation/stress in 2012, up from 30 percent in *For purposes of this report, relaxation and stress relief were not included under medical reasons for massage. Pampering/just to feel good/special indulgence - Twelve percent of massage consumers received a massage for pampering/just to feel good/special indulgence in 2012, the same percent as reported in Fifteen percent of women who received a massage did so for pampering reasons in 2012, up from 11 percent in Seven percent of men who received a massage did so for pampering reasons in 2012, down from 16 percent in Twenty percent of Gen Xers, those between 35 and 44 years old who received a massage, did so for pampering related reasons in 2012, up from 8 percent in American Massage Therapy Association 15

17 Applying the Research: 1. Consumers continue to use massage therapy for medical reasons. Have your students identify the skills they ve obtained to meet this consumer demand. 2. More women got a massage for relaxation/stress reduction reasons in 2012 than in Discuss year to year consumer preferences and how students can best manage changing consumer demands. 3. Gen-Xers, those between 35 and 44 years old, are increasingly getting massage. Brainstorm with your students on how they might market to this demographic. 1E. Where are consumers getting massage? The most popular place to receive a massage continues to be at a Spa. Nineteen percent of consumers reported in 2012 receiving their last massage at a spa. The next most popular locations to receive massage were massage therapist s office/location, client s home or home of someone they know, massage chain and beauty salon. (See Figure 7.) Figure 7. Where did you get your last massage in 2012? American Massage Therapy Association 16

18 Spas Nineteen percent of all massage consumers received massage at a spa in 2012, down from 23 percent in Twenty-seven percent of female massage consumers got a massage at a spa in 2012 compared to 28 percent in Only two percent of male massage consumers got a massage at a spa in 2012, down from 12 percent in Massage Therapist s office/location - Fourteen percent of massage consumers received a massage at a massage therapist s office/location in 2011 versus 16 percent of consumers in Twenty-seven percent of those 45 to 54 years old who received a massage in 2012 received a massage at a massage therapist s office location, up from 7 percent in Twenty-six percent of massage therapy consumers that earn $100,000 or more received a massage at massage therapist s office/location in 2012, up from 21 percent in Twenty-five percent of men who got a massage in 2012 did so at a massage therapist s office/location, the same as last year. Only 9 percent of women massage recipients in 2012 received a massage at a massage therapist s office, down from 12 percent last year. Your home or at the home of someone you know - Eleven percent of massage consumers received a massage at their home or at the home of someone they knew in 2012, compared to 13 percent in Twenty-three percent of senior massage consumers (age 65 years old or older) got a massage in 2012 at their home or the home of someone they knew, up from 13 percent in Eighteen percent of massage therapy consumers that earn less than $35,000 got a massage at their home or the home of someone they knew in 2012, down from 29 percent in Massage Chains - The percentage of massage consumers that received a massage at a massage franchise chain was 10 percent in 2012, up from 3 percent in Note that some consumers may not distinguish between a massage chain and a spa. Fifteen percent of white massage consumers got a massage at a franchise chain in 2012, up from 3 percent in Fifteen percent of those between 35 and 44 years old got a massage at a massage chain in 2012, up from 5 percent in Beauty Salons Ten percent of consumers got a massage at a beauty salon in 2012, up from 6 percent in Thirty percent of massage consumers with a household income between $75,000 and $100,000 got a massage at a beauty salon in 2012, up from 6 percent in Twelve percent of female massage consumers received a massage at a beauty salon in 2012, up from 8 percent in American Massage Therapy Association 17

19 Hotel/Resorts/Cruises - The percentage of massage consumers that received a massage at a Hotel/Resort/Cruise in 2012 was 6 percent, the same as in Chiropractor s office - The number of massage consumers getting massage at a chiropractor s office decreased to 5 percent in 2012, down from 7 percent in Applying the Research: 1. Help your students identify where consumers are most likely to get a massage and what are the demographics of customers most likely to get massage in various settings. 2. Spas continue to be a top venue for receiving massage. Encourage your students to think about how they can incorporate spa elements into their chosen work setting and/or marketing to attract clients. 3. Massage consumers are increasingly getting massage at massage chains such as Massage Envy, Elements and Massage Heights. Have your students discuss the pros and cons of working at a massage franchise. American Massage Therapy Association 18

20 1F. What did AMTA hear from consumers in its outreach in 2012? 4 As part of a major multi-year commitment to public education on the benefits of massage therapy, AMTA launched its Consumer Awareness Program by visiting five major metropolitan areas in July and August of The tour included stops in Chicago, Columbus, Boston, Philadelphia and New York City. At each stop, AMTA s branded van transformed into a massage therapy pop-up zone where consumers received free chair massages and information about the benefits of massage from AMTA member volunteers. The following data highlights were collected from consumers on computer tablets during the tour*: Sixty-three percent of consumers that received a massage at a tour location were female. Forty-two percent were between 18 and 34 years old. Seventy percent of consumers that received a massage at a tour stop said they receive at least one massage per year. Thirty-two percent chose their last therapist based on referral recommendation while fourteen percent said they found their therapist by walking or driving by their location. Forty-five percent cited a medical condition as the primary reason for their last massage. Forty-four percent said the primary reason for their last massage was for relaxation, while 11 percent said pampering. When asked to name what contributed to their getting their last massage, 36 percent of respondents said location and 27 percent said referral. Eighty-nine percent of those receiving massage at a tour stop said they were more likely to recommend massage to their family or friends. Seventy-eight percent of consumers that received a massage at a tour stop said they would be more likely to look for an AMTA massage therapist. * Data collected during the tour may differ from the data found on the 2012 AMTA Consumer Survey due to differences in questions and sample groups and is not to be used for comparison purposes or in place of the data on the 2012 AMTA consumer survey. Let s work together on educating the next generation of massage therapists. 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 research@amtamassage.org. We are here to serve your needs. American Massage Therapy Association 19

21 Section 2 The Massage Therapy Profession 5 Staying current about the latest trends in the massage profession helps schools give students the best information on which to make decisions regarding their massage therapy careers. This section covers information regarding the massage therapy industry including employment, income and work settings. Key Concerns: How do you help your students be prepared to respond to changes occurring in the massage profession due to economic and demographic shifts affecting those who receive massage? Are your students informed about compensation, hours and requirements of various work settings, etc.? In what ways are the demographics of your school consistent with those of the profession? Do your students understand the various aspects of managing a massage therapy practice? Key Findings: Most massage therapists are women, previously worked in another profession and they practice a wide array of modalities. On average, massage therapists earned $30.76 per hour in Therapists working in their clients homes earned the most at $65 per hour. Massage therapists view industry perceptions and the economy as their top challenges. More clients are finding massage therapists through social media. Most massage therapists describe themselves as sole practitioners. Massage Envy is the largest employer of massage therapists with over 800 locations in 45 states. These questions will be answered: 1A. Who is practicing massage therapy? 1B. How much are massage therapists compensated for their work? 1C. What are some of the biggest challenges facing massage therapists? 1D. Where are massage therapists practicing? 1E. What s the latest on the spa industry and massage therapy? 1F. What impact are massage chains having on the profession? American Massage Therapy Association 20

22 2A. Who is practicing massage therapy? Over the last decade, the number of practicing massage therapists increased by 41 percent. 3 According to the 2012 AMTA Industry Survey, massage therapists in the U.S. are: Mostly female Eighty-five percent of massage therapists are women, a fact that hasn t changed substantially over the last few years. Trending younger than previous years More massage therapists were under the age of 35 this year (41 percent) than last year (25 percent), and fewer were between the ages of 35 and 44 (20 percent in 2012 versus 26 percent in 2011), as well as between 45 and 54 (24 percent in 2012 versus 29 percent in 2011). Educated Thirty-six percent of massage therapists have a Bachelor s Degree or higher and 90 percent have achieved formal education levels above a high school diploma or GED. This is consistent with previous data. (See Figure 8 below.) Education (Non-Massage) High school grad or less 11% 14% 13% 12% 15% 12% 10% Some college Associate s Degree Technical/vocational certificate Bachelor s degree Master s degree Doctorate Gender Male 15% 15% 12% 15% 13% 12% 15% Female Figure 8. Massage therapist s profile Most massage therapists are coming from another profession Sole practitioners are most likely to have had a different occupation prior to becoming a massage therapist. (See Figure 9 for more information). This has not changed from 2011 data. Therapists working as employees or contractors 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.) American Massage Therapy Association 21

23 Figure 9. Was massage therapy your first career choice? Massage therapists practice a wide array of modalities The average number of modalities practiced remained constant at seven from 2011 to Top modalities practiced include Swedish massage, deep tissue, chair, trigger point, and hot stone. (Similar to 2011 data.) More than 8 out of 10 therapists are practicing Swedish and deep tissue massage. American Massage Therapy Association 22

24 Swedish 76% 82% 89% 84% 88% 87% 89% Deep Tissue Trigger Point Sports Massage Neuromuscular Myofascial Reflexology Chair Hot Stone Prenatal/ Pregnancy Figure 10. Top modality specialties of massage therapists Highlights from Figure 10: Among massage modalities, Swedish (89 percent) and deep tissue (85 percent) still rank as those most frequently practiced. The number of massage therapists in the U.S. remained constant from last year but has grown over the last decade 3 Over the past ten years, the estimated number of massage therapists has increased 41 percent. Between 2011 and 2012, the number of massage therapists grew less than one percent to 307,104. Pennsylvania passed state licensing requirements and began enacting them in 2011, accounting for an increase in massage therapists in licensed states. Over the last five years, there has been a 9 percent increase in the number of massage therapists. This is lower than in previous years, indicating slower growth in the industry. The following chart illustrates the growth of the total estimated number of massage therapists over time. American Massage Therapy Association 23

25 350, , ,000 % Change in Total MTs % Change in LMTs Estimated MTs Licensed MTs 15% 3% Total MTs By Year (LMT and EMT Combined) 3% 4% 3% 85,166 1% 85,811 5% 88,868 0% 69, ,000 4% 2% 109,948 97, ,244 94,053 9% 150, ,000 99, ,929 20% 13% 163,002 4% 169,099 11% 186,916 9% 203,380 1% 205,919 5% 217, ,189 6% 2% 144,009 50, , , (217,386) 2004 (221,387) 2005 (253,957) 2006 (260,930) 2007 (269,343) 2008 (280,969) 2009 (288,546) 2010 (291,730) 2011 (305,958) 2012 (307,104) Highlights from Figure 11: In 2012 there were approximately 307,104 massage therapists in the United States, which is slightly up from 305,958 therapists in *LMT: licensed massage therapists, MT: massage therapists from non-licensing states Applying the Research: 1. Discuss the various work options available to your students and the similarities and differences between them so they can make informed decisions about where to work after graduation. 2. Consider the implications of slowed growth in the number of massage therapists with your students as they enter the job market and workplace. How can they use this information to their advantage? American Massage Therapy Association 24

26 2B. How much are massage therapists compensated for their work? Massage therapists compensation per hour changed minimally from last year. How much are clients paying for massage? In 2012, clients paid an average of $61.60 for one hour of massage, an increase of $2.60 from Hotels, resorts and cruises charged clients the most, an average of $96.49 per hour. Hospitals and medical offices charged the least, an average of $49.69 per hour. Average hourly earnings of massage therapists stayed about the same as last year Massage therapists were paid an average of $30.76 per hour (including tips) across all work settings in That s about the same as in 2011, $31.11 per hour*. Therapists working in their client s homes made the most, an average of $65.47 per hour. Those working in massage only franchises and chains made the least, an average of $18.12 per hour. Massage therapists earned tips more frequently in 2012 than in Thirty-six percent of therapists reported receiving tips % of the time in 2012 versus 30 percent in Figure 12. Average 2012 hourly pay and tips for massage therapists by work setting. *An audit of 2011hourly income data uncovered discrepancies in calculations that led to misreporting of data in last year s report. The 2012 data reported is accurate and corrections have been made to the 2011 data in this year s report. American Massage Therapy Association 25

27 Massage therapists are working more hours than last year On average, massage therapists worked 21.6 hours per week in 2012, a significant increase from 19.6 hours per week reported in Fifty-two percent of massage therapists would like to work more hours in massage therapy. This is down markedly from sixty percent wanting to work more hours in On average, therapists who want to work more hours would like to add an average of 12 hours to their work week. Massage therapists were paid for 17.1 of the 21.6 average hours they worked per week in 2012, or 79 percent of the time they spent at work. Health benefits stayed the same in 2012 Massage therapists were about as likely to receive health benefits from their employers in 2012 (34 percent) as they were in 2011 (36 percent). Massage therapists continued to depend heavily on repeat clients In 2012 massage therapists saw an average of 41 clients each month, returning to 2010 levels after a decrease to 38.9 clients per month in Repeat clients made up 71 percent of massage therapists appointments in 2012 with new clients comprising the remaining 29 percent, essentially the same as last year. Total Clients (#) % New Clients % Repeat Clients Total 41 29% 71% Sole Practitioner 41 24% 76% Contractor 44 36% 64% Full time employee 63 39% 61% Part time employee 38 36% 64% Highlights from Figure 13: The majority of clients that massage therapists see in a month are repeat clients (71 percent). Full time employees see the most clients of all work settings over the course of a month (63 clients per month). Massage therapists continued to barter or trade their services, but less than in previous years Seventy-three percent of massage therapists bartered or traded their services. That s down from 83 percent in The number of therapists who said they never barter their services increased from 2011, and the number of therapists who said they barter every couple of weeks or more often decreased from The average dollar value of services bartered decreased to $580 in 2012 from $627 in Sole practitioners had the highest value of bartered services, at $669. American Massage Therapy Association 26

28 Figure 14. Percentage of massage therapists bartering services Highlights from Figure 14: Seventy three percent of massage therapists reported bartering massage services in 2012, fewer than in Where consumers find massage therapists and therapists find clients. Massage therapists obtain clients from many sources. In 2012, both massage therapists and their clients cite referrals as the primary method they used to locate each other. See Figure 15 below. % of consumers find therapists via this medium % of therapists who promote via this medium Referrals by clients 74% 72% Internet/websites Community/local events Social media Locator service 8 15 Figure 15: Where consumers found therapists and where therapists promoted their services. As shown in Figure 16, referrals from other massage therapists decreased slightly from 2011 to 2012, down 1 percent. American Massage Therapy Association 27

29 Figure 16. Frequency of receiving referrals from other massage therapists Massage therapists employed various advertising methods but reduced their use of advertising overall Massage therapists advertised their services in a variety of ways in 2012, as shown in Figure 17 below. This year, therapists reported advertising their services less frequently than last year with more indicating they did not advertise their services at all. Medium Advertise Services 72% 72% 68% 77% 94% 90% Internet/website Social media Referrals Community/Local Events Radio Figure 17. Media massage therapists use to advertise their services More massage therapists used social media in their practices for purposes beyond advertising 6 Massage therapists continued to increase their use of social media to stay in touch with clients. In 2012, 36 percent of massage therapists used a social network to stay in touch with clients, a significant increase over the 23 percent of massage therapists reporting they used an online social network for this purpose in Facebook use increased again in 2012, with 81 percent of massage therapists reporting that they used the site, compared to 78 percent in 2011 and 63 percent in Given this increase, the reported American Massage Therapy Association 28

30 decline in use of social media for advertising implies that massage therapists could be using social media for personal reasons as well as professional purposes. More massage therapists have their own websites 6 The last year, 2012, saw major growth in the number of massage therapists with their own website, with 46.5 percent indicating they have a website for their practice, up from 39.8 percent in 2011 and 38 percent in Massage business continued to improve for sole practitioners and independent contractors Fifty-three percent of sole practitioners and independent contractors indicated that their business improved in 2012, continuing an upward trend since Only 14 percent reported their business had declined over the past year. Applying the Research: 1. The latest information about compensation, tips, and hours for each setting can help students negotiate their starting pay in the industry. 2. Make sure that your students understand that average hourly pay and annual salary information for massage therapists cannot be compared to a standard forty-hour work week. 3. Massage therapists practice an average of 7 modalities. Discuss the importance of knowing different massage techniques with your students, and how to find training in new modalities that may interest them. 4. Seventy-one percent of appointments in 2012 came from repeat clients, and this is a figure which has not changed much since Discuss the importance of maintaining current clients while recruiting new clients to a massage practice with your students. 5. Consumers are finding massage therapists online more and more. Make sure your students create a robust online presence to give consumers the best opportunity to locate them. American Massage Therapy Association 29