According to the AMTA industry fact sheet, it is estimated that there are 325,000 to 375,000 massage therapists and massage school students in the United States.*

So, how do we set ourselves apart and stand out from the sea of LMT’s in the field? It’s becoming more and more crucial to do so, as there are not only more massage therapists but also massage chains and franchises popping up everywhere.

If you’re an independent LMT like myself, it’s impossible to compete with a $39 massage from a franchise. Instead of contending with rock bottom rates, try and differentiate in distinct ways.

For my practice, it kind of happened by accident when I learned ashiatsu. I didn’t go into the new modality thinking it would set myself apart and give me a unique service to offer clients. I took my first class (from Mary-Claire!) because my body was hurting from giving traditional massage all day, and I was looking for ways to extend my career.

I was only in year 7 of doing massage and I knew my chances for lasting the long haul were slim. Fortunately, I came across an article about barefoot massage in ABMP’s BodySense magazine and knew I had to learn how to do it. It completely revitalized my love for massage and saved my body. And bonus! My clients loved it as well. (Little did they know, it was really all about me!)  ?

It wasn’t really until later, when looking back, that I realized I had also created a niche for myself by offering such an exclusive service. My solo practice thrived and I was able to charge more than my hands-on colleagues while also being booked out several weeks in advance.

I believe I can credit this to two things: ashiatsu and online scheduling. Showing images and educating what barefoot ashiatsu massage is and how it could help my clients took the fear out of scheduling a session for many of them.

Add in raving reviews from happy clients published right on my scheduler and it was a no-brainer that OF COURSE, you need this massage.

Your web presence can clearly communicate to clients how your particular style of massage can help them feel better. A picture is worth a thousand words, especially when it comes to ashiatsu.

A unique service + convenient scheduling for clients = booked solid!

Other than ashiatsu and online scheduling, what are some other ways we can add value for our clients that have nothing to do with our rates? Here’s a quick list of perks some of our Bodywork Buddy (BWB)  members have cited they offer in their practice:

• Automated email and text reminders (via BWB)
• Hot towels added in the session
• Fancy chocolates
• Offer hot tea after each session
• Take music requests (This can be fun, too! Cue woman in her 70’s who requests AC/DC. True story from my table.)
• Essential oils
• The softest sheets
• Not rushing them
• Customizing each session to their needs
• Being attentive and present
• Hot washcloth for them post massage
• Birthday and holiday cards in the snail mail

Do you have other extras you include in your sessions to up the value that you don’t see listed here? I’d love to hear what has worked for you to help highlight how your practice is different from massage therapists X, Y, and Z.

To wrap up, I just want to emphasize how much ashiatsu can take your practice from traditional to extraordinary. If you’ve been thinking of stepping up your craft, check out classes with the Center for Barefoot Massage. You won’t be disappointed!

*https://www.amtamassage.org/infocenter/economic_industry-fact-sheet.html

Today’s guest blogger, Cindy Iwlew, is a licensed massage therapist who has had a private practice since 1999 and is a cofounder of Bodywork Buddy massage software.

She resides with her husband, Berin, in the home city of the Kellogg factory but doesn’t mind that it doesn’t smell like cornflakes.