If you’re ready to work for yourself to finally shape your massage practice around your values, your clinical approach, your ideal clients, and your personal wellness and lifestyle, you must recognize that going out on your own requires you to transition from being just a service provider to also being the manager and CEO of your business. In other words, it's how to transition from employee to massage business owner.
You’ve probably already heard the basics of how to start a business —and that’s all fine, but here are the less-talked-about essential, but controversial steps to help you establish a confident, cash-based massage business owner model—without burning out or going broke.
Key Takeaways:
- Build your massage business around what energizes you, not industry trends or expectations.
- Focus on a specific target market and let your ideal clients seek you out.
- Know your numbers so you can price for profit and financial stability.
- Set clear boundaries so you stay in charge of your time, client base, and energy.
- Sell outcomes, not hours—clients want results, not just sessions.
Define Your Version of Success (Not Someone Else’s)
Many coaches and therapy teachers suggest establishing a private practice based around your dream client. I encourage you to do the opposite and do what lights YOU up!
Ask yourself:
- Who do I love working with? What types of conditions, symptoms, demographics, and psychographics of people do I get excited to support with massage therapy and other services?
- How many hours, and on what days of the week do I want to work? (Key: energizing—not depleting, and creating your own schedule)
- How much income do I want to generate to meet my financial goals? (NOT how much do I need!)
Licensed massage therapists who build thriving wellness services and independent massage therapist careers do it with precision—by designing their treatment plan around their strengths, preferences, and ideal clients. Not by defaulting to what’s “normal” in the industry or taking appointments with whoever walks through their door.
“I obtained freedom in venturing on my own. I’ve been fortunate to spend more quality time with my wife and children,” says Jimmy Gialielis, who has been in practice in Tempe, AZ since 2014.
Let Clients Chase You
Most massage therapists start their own business assuming they need to take anyone and everyone. That’s the Open To The Public model. Instead, here’s a bold shift: consider building what I call a Precise Private Practice®—where you accept clients by referral or request, only.
Hand-picking clients may sound discriminatory, but focusing on being an expert for a very narrow niche is actually the smartest way to retain satisfied clients. More focused continuing education classes, professional development and more specific marketing plan execution helps you become more known as the “Go-To” professional for your chosen one to three dream client personas. (No more “I help everyone.”)
Define your Dream Client:
- What do they hope to relieve or achieve (short and long-term goals)
- What do they value (e.g., pain relief, improved mobility, client comfort, relaxation)
- What are they willing to invest to see a change. (Money, time, effort)
Design your service offerings, prices, and programs to serve them based on your expertise, skills, and personal needs.
If you’re having trouble finding clients then we have some tips for you.
Start Building Your Business Plan Now
Start a contact list of potential clients, vendors, and referring partners as soon as possible so you can begin marketing to them now through social media platforms and word of mouth referrals. Share your progress and give them behind-the-scenes private stories. (The biggest mistake I made with my first company was not gathering contact info on the thousands of passengers I met while employed for a cruise line. I had to start from scratch!)
Starting with a handful of paying clients provides a bit of financial security as your business grows.
Struggling with your business plan? Learn how to craft a comprehensive business plan.
Know Your Numbers
Before you quit your current job, run the math and build a solid foundation with a proper business plan.
Calculate:
- Monthly personal expenses
- Business expenses (rent, software, laundry, supplies, etc.)
- Savings goals, self employment taxes, medicare taxes, and tax obligations
- The actual income you want
Let’s say:
Business expenses = $2,600/month
Personal expenses = $4,800/month
You’ll need to generate at least $7,400/month just to break even—before taxes, savings, or paying yourself. Add your desired income, and now you’re looking at needing ~$13,600/month revenue.
If you work 20 hours/week, you’ll need to charge about $170/session to hit that goal. Work 25 hours? That’s $137/session. Totally doable with the right niche and offer.
A great goal is 10-20% profit margin. Paying yourself first, is best, but the reality is many people simply keep ‘what’s left.’ (Goal: pay yourself 45%-50% of gross revenue).
Read more about optimal profit margins for massage therapists.
Diamond Tip: I encourage massage business owners to charge for results, rather than time, so you can be much more leveraged and compensated for your efficiency and effectiveness.
Karen Hemken, from Hillsboro, IL, went back to school at age 55 and started her massage clinic in June 2024. “My biggest hurdle is learning financial management. Saving for taxes and paying myself for all the hours I’m in my clinic and outside “massage” hours doing laundry, shopping, computer work, marketing etc.”
Who’s Running Your Business?
A common mistake? Saying yes to everything and everyone… until your clients are ‘running the show!”
Healthy boundaries support you and your vision:
- How will clients book? (Tip: skip open online booking and use an application or pre-screening over the phone)
- Will you accept same-day appointments?
- Is your cancellation policy 12, 24, or 48 hours? Will they owe the full amount, half or a flat fee?—and how will you enforce it?
In a professional, high-integrity, high-standard business operation, the rules are clear and restated often. Whether you’re a self-employed independent contractor or operating through a limited liability company, this clarity keeps everything smooth.
Sell Results, Not Time
Instead of a full menu of timed sessions or modality-based massage techniques, consider offering one or two main solution-focused services, based on real value, so clients reach their goals.
Provide massage services and relevant prices based on problem-solving for acute care, pampering for relaxation and fun, or you may create some combo in between. A membership option is great for maintenance and self-care, but skip selling services bundled together sold in bulk. Rather than encouraging clients to buy just to save money, highlight the value they’ll receive. Clear, simple offers are easier for you to sell—and for clients to want.
A Massive Shortcut
Connect with other businesses, wellness centers, and yoga studios that already serve your ideal clients. A massive shortcut is to cross-promote and add value to their business.
Introduce yourself with intention, not desperation. Send a printed letter of introduction with a special offer to their clients or members, or co-host a small workshop.
When I started my private practice, I offered a local gym free 30-minute massage certificates to give to every new member. I was so booked, I had to stop the offer.
You Can Do This—Your Way
There’s no single “right” way to run a massage therapy business. But if you choose to go out on your own, there is a right way for you.
Align your business with your values, strengths, and preferred clients to generate more income and impact. Use this entrepreneurial journey to discover creative freedom and balance your work life balance with personal circumstances.
Kimberly Beauchamp, from Centennial, CO, shares, “I’m aware that my thoughts revolve around the business versus the creativity and development of my craft. But I’m still in the formative stages. Like a pendulum —things will balance better over time.”
Go out and design your dream career path with precision, purpose, and confidence. You’ve got this. Together, we’re even more brilliant!
Protect Your Practice — and Your Peace of Mind
No matter how careful or skilled you are, unexpected incidents can happen — and one claim can jeopardize your reputation. That’s why liability coverage isn’t optional — it’s essential. With Massage Magazine Insurance Plus (MMIP), you get industry-standard setting protection, including $2 million per occurrence / $3 million annual aggregate in professional liability coverage — so you can confidently grow your massage career without fear.
About the Author
Irene Diamond is an expert business coach, business investor, consultant, and continuing education instructor who shares best business and client-retention practices for wellness professionals. A bodyworker since 1988, she is the developer of The Diamond Method®, which encompasses Active Modulation Therapy and Diamond Active Massage.
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