The Marketplace

Traditionally in the UK, massage has been confined to two specific areas, therapeutic massage dealing with sport and other injuries including rehabilitation after surgery or illness and massage included within ‘pampering days’ alongside facials, skin-care and other body treatments offered in spas and salons to, largely, a female clientele.

There is, however, a considerable market for ‘lifestyle’ professional massage treatment services, typically really effective firm massage for the reduction of muscular pain and the easing of stress.

Customers of all ages are recognising that suffering from basic muscle pain, bad backs, sore shoulders and necks, are having a negative effect on their day to day living. These may be caused by physical stress at work, for example, extended periods of repetitive activity or perhaps worse still inactivity as they pore over computer screens. Equally mental stress can demonstrate itself in muscle tension leading to pain. These can all contribute to a lack of well-being.

It is not surprising, therefore, that together with a growing awareness of the whole issue of ‘wellness’ there are increasing numbers of people making efforts to improve their own well-being and simply choosing to live without the pain.

Massage is, on an international basis, playing an increasingly large part in this.

This sweeping change in lifestyle, together with the effectiveness of massage in easing muscular pain, the use of physical treatments in the reduction of stress-related issues, and the adjustment of GP related advice from medication to massage has created a potent and growing marketplace.

In the Camberley centre, over 80% of members were not previously adhering to a regular massage routine, which means the business is generating a totally fresh market of consumers, both male and female.

In 2002, the first US membership-based massage therapy franchise business opened its first location. The business was created by combining the membership fitness model with therapeutic massage services. It was developed as a stand-alone retail business concept of ‘massage therapy made affordable through memberships’.