Kneading Out Profits
Massage Trends For 2005

by Wendy Craft

As the spa market evolves, massage therapy continues to grow in popularity, and there are many new types of massage-therapy trends surfacing for 2005. The latest advances in massage therapy—and how to market theses services—are essential for spa owners and managers to stay on the cutting edge.

Many people who get massages do so at spas. A telephone survey of more than 1,000 adults commissioned by the American Massage Therapy Association® (AMTA) in Fall 2004 found 21 percent received their last massage at a spa. Further, 90 percent of respondents agreed that massage can be effective in pain reduction; nearly half of those polled had a massage at some time to relieve pain.

“We’re seeing a big trend change in pain management,” says Kathleen Miller-Read, AMTA vice president. According the same 2004 AMTA survey, one in five people say they have discussed massage therapy with their doctor or other healthcare provider. Of those who consulted their healthcare providers, 62 percent of providers strongly recommended or encouraged their patients to get a massage.

Traditional massages such as full-body Swedish continue to be mainstays because they can be tailored to concentrate on painful spots like the lower back and shoulders, says Wanda Fernandez, spa director at The Spa at Bel Air Athletic Club in Bel Air, Md. However, new forms of massage are making their way onto service menus.

“Craniosacral therapy is growing immensely,” Miller-Read says. This type of therapy helps regulate the cerebral-spinal fluid flowing freely in a person’s body, she says. “The belief is that it affects a certain rhythm that is separate from any other rhythm in your body, and some people can have severe pain if that rhythm is not flowing freely.” The therapy can be preformed while the client is fully clothed, which removes the anxiety some have about disrobing for a massage, she adds.

Neuromuscular therapy (NMT) also is gaining momentum, Miller-Read says. NMT is used to help with pain management and re-educating the nervous system. When a person has muscle pain, sometimes the nervous system doesn’t give the right message to the muscle. Certain techniques can re-educate the nervous system to give the right message, she says.

“Energetic healing has become more popular in recent years as the massage field is explored by consumers, appreciated and more understood,” says Melinda Minton, president of Minton Business Solutions and executive director of The Spa Association. Reiki is an energetic modality that has various forms or types, she says. “Reiki oftentimes utilizes a pattern of hand placements in a sequence to allow for vibrational healing or attunement.”

Offering a shorter massage also allows clients to relax without a large time commitment. Lunchtime services usually are 55 minutes with a light lunch included, Minton says.

Lunchtime massage is gaining interest at Fernandez’s facility. “They will call on their lunch hour, or before they go to work, or between meetings,” she says. About 30 percent of the business at The Spa at Bel Air Athletic Club comes from walk-ins.

Eastern-influenced massage therapy is growing in popularity as spa-goers seek pain management, stress reduction and relaxation.

Hot-stone massage, which can be incorporated as an extension of Swedish, is gaining momentum. The technique incorporates hot stones warmed to about 140 degrees and placed around the body—and tailored to a person’s needs and pressure points, Fernandez says. “It’s like little hot pads all over your body.”

Another trend comes from Korea. The WullStone FIRE Custom Massage System is an electrical unit that maintains six independent stable temperature settings and delivers constant far infrared energy, says Carolyn Sajdecki, director of education for WullStone FIRE & Right Energy Services. Each stone unit “head” is created individually from a unique mineralceramic material found in only one location in North Korea, and purified to emit far infrared energy between four and 14 microns, she says. “Combining the new infrared stone technology with standard, river or semi-precious stones could provide a wonderfully creative signature massage and the best of both worlds,” she adds.

Massage therapies of other Eastern influences also are growing in popularity. “We are seeing growth in Asian spa modalities across the board, particularly Thai massage and Thai herbal massage,” says Kelly Colbert Baynaham, director of the Maha Division at Touch America, Inc.

She and Touch America founder Robin Zill formulated the Maha™ experience. The treatment is a 90-minute spa protocol incorporating aspects of Thai herbal massage, elemental sound, rhythm and a cocoon wrap at the end. The experience also involves “bandling” techniques—essentially, a bundle of herbs with a handle—that Zill and Baynaham developed. The herb-filled “bandles” are steamed for five minutes and applied after excess water is removed.

The newest massage therapies at the spa can carry a premium price tag by customizing massage with other services or implementing special techniques or products. Clients may be more inclined to upgrade to a longer, more expensive massage because it seems like a better bargain for the price.

Fernandez offers a half-hour massage with a mini-facial for about $1 a minute. “For any signature-type massage services, you can charge a bit more.”

At the larger destination resorts, prices can be in the $2 to $2.25 range, says Kasia Mays, assistant spa director at the Ojai Valley Inn & Spa in Ojai, Calif. “It depends on which demographic you’re in and what your offerings and amenities are.” At Ojai, prices are about $2 per minute, but spa guests have access to more than 50 organized classes on a weekly basis, she says. “In other settings, guests would have to pay per class.”

Sometimes, it’s not enough to for a spa owner or manager to be on top of current massage trends; the next step is effectively getting the message out. Different methods can be used to attract consumers, such as cross-promoting with like-minded businesses, offering chair massages and signage.

“When we put our telephone number up on the marquee, we seem to get a lot of attention,” Fernandez says. Signage outside the spa area can invite clients in for the seated massage. “You can do a 15-minute seated massage for $5 or $10 and people will take you up on that.”

Chair massages positioned where people can see the therapy being performed is important. “You have to expose yourself,” Miller-Read says.

Information about massage therapists’ expertise can be available in the waiting area so clients can look while they wait for other spa services, Miller-Read says.

Networking with acupuncturists, chiropractors and professionals in other types of alternative healthcare can be helpful, she says. “I always refer to other people and that helps you get referrals back.” Partnering and cross-promoting with more health-conscious restaurants in the area can help a spa possibly reach untapped markets.

Massage therapy services continue to expand the spa market. Marketing and timeliness of massage therapy can affect popularity, due to an increasing need for stress relief and pain management and busier client schedules. Industry resources, networking and listening to clients’ needs can possibly keep spa management on target for the 2005 season.

Resources

There are many resources available to spa owners and managers to help them keep up to date on current trends in massage therapy.

The American Massage Therapy Association (AMTA) allows spa managers to stay abreast of new trends, regulations and requirements of each particular state. The AMTA publishes a quarterly Massage Therapy Journal that features different types of equipment, says Wanda Fernandez, spa director at The Spa at Bel Air Athletic Club. The Web site, www.amtamassage.org, also is an easy place to begin.

Advertisements in massage-therapy journals, trade publications and spa magazines also serve as valuable resources, says Kathleen Miller-Read, AMTA vice president.

Being a member of an association such as the International Spa Association_ is a good resource due to all of the information available on its Web site or directories, says Kasia Mays, assistant spa director at the Ojai Valley Inn & Spa.

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