If you think massage is just a luxury, think again: behind the quiet calm of the treatment room lies a thriving global economy worth tens of billions of dollars, connecting millions of practitioners and clients worldwide.
Key Takeaways
- The global massage services market was valued at USD 65.61 billion in 2022.
- In the US, the massage therapy industry revenue reached $21.6 billion in 2023.
- Massage parlors in the US generated $19.4 billion in revenue in 2022.
- There are approximately 323,000 massage therapists employed in the US as of 2023.
- Massage therapist employment in US grew by 21% from 2018-2023.
- 85% of massage therapists in the US are women.
- 78% of Americans aged 18+ received a massage in their lifetime.
- 1 in 4 US men received a massage in the past year (2023).
- Women account for 60% of massage consumers in the US.
- Global massage market CAGR projected at 8.2% through 2030.
- US massage industry expected to reach $27 billion by 2028.
- Telehealth massage consultations grew 150% post-2020.
- 42 US states mandate massage therapy licensure.
- Massage therapists need 500+ hours training for licensure in most states.
- NCBTMB certification held by 60,000+ therapists.
The global massage industry is large and growing significantly across many nations.
Consumer Demographics & Trends
- 78% of Americans aged 18+ received a massage in their lifetime.
- 1 in 4 US men received a massage in the past year (2023).
- Women account for 60% of massage consumers in the US.
- Average age of massage clients in US: 45 years.
- 37% of US consumers seek massage for stress relief.
- Annual massage visits per US consumer: 2.5 on average.
- 49% of US millennials get massages regularly.
- Urban consumers 2x more likely to get massages than rural.
- Average spend per massage session in US: $90.
- 22% of US consumers use massage for pain management.
- Baby boomers (55+) represent 35% of massage clients.
- 15% growth in male massage clients post-COVID.
- Hispanic Americans massage usage: 25% past year.
- Online booking for massages: 40% of appointments in 2023.
- 68% of clients prefer 60-minute sessions.
- Repeat clients make up 75% of revenue in US spas.
- Gen Z massage adoption: 30% in past 12 months.
- Corporate wellness massages: 12% of total sessions.
- 45% of clients discover therapists via referrals.
- Massage gift certificates: 20% of bookings during holidays.
- Athletes represent 18% of regular massage clients.
- Subscription massage models used by 10% of clients.
- 55% of clients aged 30-49.
- Mobile massage services booked by 25% urban clients.
- Vegan/organic oil preference: 35% of clients.
- Post-workout massages: 28% of sessions.
- Massage for pregnancy: 8% of female clients.
Consumer Demographics & Trends Interpretation
The American massage client is increasingly likely to be a stressed, city-dwelling millennial man who books online, but the industry's backbone remains a loyal, middle-aged repeat clientele seeking relief from modern life.
Employment & Workforce
- There are approximately 323,000 massage therapists employed in the US as of 2023.
- Massage therapist employment in US grew by 21% from 2018-2023.
- 85% of massage therapists in the US are women.
- Average annual salary for US massage therapists: $49,860 in 2023.
- 42 states in the US require licensure for massage therapists.
- Over 280,000 professional massage therapists in the US per AMTA 2023 survey.
- California has the highest number of licensed massage therapists: 45,000+ in 2023.
- Massage therapy jobs projected to grow 18% by 2032 in US.
- 65% of US massage therapists work part-time.
- Global massage therapist workforce estimated at 2.5 million in 2023.
- UK has about 45,000 registered massage therapists in 2023.
- Australia employs 15,000+ massage therapists.
- Canada has over 25,000 registered massage therapists.
- China employs 1 million+ massage practitioners.
- India massage therapist count: 500,000+ in 2023.
- Germany has 30,000 licensed massage therapists.
- Japan massage workforce: 200,000 shiatsu practitioners.
- 70% of US massage therapists are self-employed.
- Texas licensed massage therapists: 25,000 in 2023.
- Florida massage therapists: 40,000 licensed.
- New York state massage licensees: 15,000+.
- Average work hours per week for US massage therapists: 19 hours.
- 25% of massage therapists in US have advanced certifications.
- South Korea employs 100,000+ massage therapists.
- Brazil massage professionals: 80,000 registered.
- Thailand has 300,000 traditional massage practitioners.
- 55% of US massage therapists aged 35-54.
- Entry-level massage therapist hourly wage in US: $18.50.
- Massage establishments in US: 35,000+ in 2023.
Employment & Workforce Interpretation
While the US massage industry boasts a quarter-million skilled practitioners and robust growth, the reality is largely one of part-time, self-employed women working a median of 19 hours a week for a modest annual income, highlighting a profession of healing hands navigating the pressures of gig economy flexibility.
Industry Trends & Growth
- Global massage market CAGR projected at 8.2% through 2030.
- US massage industry expected to reach $27 billion by 2028.
- Telehealth massage consultations grew 150% post-2020.
- Wellness tourism massage segment to grow 10% annually.
- AI-powered massage chairs market CAGR 11% to 2030.
- Mobile/outcall massage services up 40% since 2020.
- Sustainable/organic massage products demand +25%.
- Corporate wellness programs including massage: 60% adoption.
- Hot stone massage popularity increased 15% in 2023.
- Massage franchise growth: 12% annually in US.
- Virtual reality massage therapy trials up 200%.
- CBD-infused massage oils sales +300% since 2019.
- Membership-based massage studios: 20% market share growth.
- Sports massage demand +22% due to fitness boom.
- Eco-friendly spa practices adopted by 70% of facilities.
- Online massage therapy courses enrollment +50%.
- Wearable tech integration for personalized massages rising.
- Post-COVID hygiene protocols retained by 90% of therapists.
- Lymphatic drainage massage +30% popularity.
- Massage robotics market to hit $1B by 2028.
- Hybrid in-person/virtual services: 15% of bookings.
- Aromatherapy massage sessions up 18%.
- Pet massage services growing at 9% CAGR.
- 5G-enabled remote massage tech emerging.
- Inclusivity training for diverse clients: 40% therapists.
Industry Trends & Growth Interpretation
The ancient art of massage is getting a decidedly modern makeover, as touch meets tech, personalization conquers all, and wellness expands from corporate offices to pet beds, all while never forgetting the importance of a clean towel.
Licensing & Regulations
- 42 US states mandate massage therapy licensure.
- Massage therapists need 500+ hours training for licensure in most states.
- NCBTMB certification held by 60,000+ therapists.
- 28 states require criminal background checks for licensees.
- Continuing education: 12-24 hours annually in 35 states.
- Scope of practice varies; 20 states limit to soft tissue only.
- Insurance liability required in 15 states for therapists.
- FDA regulates massage devices as Class I medical devices.
- EU Directive 2005/36/EC standardizes massage qualifications.
- Australia requires AAMT accreditation for professionals.
- Canada provincial colleges regulate massage therapy.
- UK GOsC registers 35,000+ practitioners.
- China mandates TCM massage certification.
- India AYUSH ministry oversees massage standards.
- HIPAA applies to client records in US massages.
- OSHA bloodborne pathogen training mandatory.
- 10 states prohibit dry needling by massage therapists.
- Renewals every 1-2 years with fees $100-300.
- Anti-trafficking laws target illicit massage parlors.
- Informed consent forms required in 25 states.
- Massage establishment licenses separate in 30 states.
- International Massage Association sets global standards.
Licensing & Regulations Interpretation
One cannot simply rub elbows with this profession, as it is tightly wound in a global tapestry of rigorous training, meticulous oversight, and enough red tape to wrap a small army of aching clients.
Market Size & Revenue
- The global massage services market was valued at USD 65.61 billion in 2022.
- In the US, the massage therapy industry revenue reached $21.6 billion in 2023.
- Massage parlors in the US generated $19.4 billion in revenue in 2022.
- The Asia Pacific massage market accounted for 38.2% of global revenue in 2022.
- US massage industry annual revenue growth was 5.2% from 2018-2023.
- China's massage market size exceeded USD 100 billion in 2023.
- Europe massage services market valued at EUR 12.5 billion in 2022.
- Indian massage therapy market reached INR 150 billion in 2023.
- Spa and massage segment revenue in US wellness industry: $16.2 billion in 2023.
- Global therapeutic massage equipment market: USD 4.8 billion in 2023.
- UK massage therapy industry revenue: £1.2 billion in 2022.
- Brazilian massage market valued at BRL 8.5 billion in 2023.
- Australian massage services revenue: AUD 2.1 billion in 2023.
- South Korea massage chair market: KRW 1.5 trillion in 2022.
- Canada massage therapy revenue: CAD 2.8 billion in 2023.
- Germany wellness massage market: EUR 3.4 billion in 2023.
- Japan massage services industry: JPY 1.2 trillion in 2022.
- Mexico spa and massage revenue: MXN 45 billion in 2023.
- France massage therapy market: EUR 1.8 billion in 2022.
- US hotel spa massage revenue: $4.5 billion in 2023.
- Thailand massage tourism revenue: THB 50 billion in 2023.
- Italy wellness massage sector: EUR 2.2 billion in 2022.
- South Africa massage market: ZAR 12 billion in 2023.
- Russia massage services revenue: RUB 250 billion in 2022.
- UAE luxury spa massage: AED 5 billion in 2023.
- Vietnam massage industry: VND 40 trillion in 2023.
- Sweden massage therapy revenue: SEK 4.5 billion in 2022.
- Turkey thermal massage market: TRY 15 billion in 2023.
- Netherlands spa massage sector: EUR 900 million in 2023.
- US independent massage therapist average revenue: $60,000 annually in 2023.
Market Size & Revenue Interpretation
The world is clearly in knots, and the global massage industry's staggering, multi-billion-dollar revenue across every continent proves we are all desperately—and quite lucratively—paying to have them worked out.
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