Nearly eight in ten American adults have received a massage in their lifetime. One in four US men booked a session within the past year. This data profiles a modern clientele while detailing the economic scale and workforce behind the touch.
Key Takeaways
- 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.
- 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.
- 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 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.
Nearly 80% of Americans have had a massage, averaging 2.5 visits yearly for stress relief.
Related reading
01 · Category
Consumer Demographics & Trends27 stats
01
78% of Americans aged 18+ received a massage in their lifetime.
02
1 in 4 US men received a massage in the past year (2023).
03
Women account for 60% of massage consumers in the US.
04
Average age of massage clients in US: 45 years.
05
37% of US consumers seek massage for stress relief.
06
Annual massage visits per US consumer: 2.5 on average.
07
49% of US millennials get massages regularly.
08
Urban consumers 2x more likely to get massages than rural.
09
Average spend per massage session in US: $90.
10
22% of US consumers use massage for pain management.
11
Baby boomers (55+) represent 35% of massage clients.
12
15% growth in male massage clients post-COVID.
13
Hispanic Americans massage usage: 25% past year.
14
Online booking for massages: 40% of appointments in 2023.
15
68% of clients prefer 60-minute sessions.
16
Repeat clients make up 75% of revenue in US spas.
17
Gen Z massage adoption: 30% in past 12 months.
18
Corporate wellness massages: 12% of total sessions.
19
45% of clients discover therapists via referrals.
20
Massage gift certificates: 20% of bookings during holidays.
21
Athletes represent 18% of regular massage clients.
22
Subscription massage models used by 10% of clients.
23
55% of clients aged 30-49.
24
Mobile massage services booked by 25% urban clients.
25
Vegan/organic oil preference: 35% of clients.
26
Post-workout massages: 28% of sessions.
27
Massage for pregnancy: 8% of female clients.
Interpretation
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.
02 · Category
Employment & Workforce29 stats
01
There are approximately 323,000 massage therapists employed in the US as of 2023.
02
Massage therapist employment in US grew by 21% from 2018-2023.
03
85% of massage therapists in the US are women.
04
Average annual salary for US massage therapists: $49,860in 2023.
05
42 states in the US require licensure for massage therapists.
06
Over 280,000 professional massage therapists in the US per AMTA 2023 survey.
07
California has the highest number of licensed massage therapists: 45,000+ in 2023.
08
Massage therapy jobs projected to grow 18% by 2032 in US.
09
65% of US massage therapists work part-time.
10
Global massage therapist workforce estimated at 2.5 million in 2023.
11
UK has about 45,000 registered massage therapists in 2023.
12
Australia employs 15,000+ massage therapists.
13
Canada has over 25,000 registered massage therapists.
14
China employs 1 million+ massage practitioners.
15
India massage therapist count: 500,000+ in 2023.
16
Germany has 30,000 licensed massage therapists.
17
Japan massage workforce: 200,000 shiatsu practitioners.
18
70% of US massage therapists are self-employed.
19
Texas licensed massage therapists: 25,000 in 2023.
20
Florida massage therapists: 40,000 licensed.
21
New York state massage licensees: 15,000+.
22
Average work hours per week for US massage therapists: 19 hours.
23
25% of massage therapists in US have advanced certifications.
24
South Korea employs 100,000+ massage therapists.
25
Brazil massage professionals: 80,000 registered.
26
Thailand has 300,000 traditional massage practitioners.
27
55% of US massage therapists aged 35-54.
28
Entry-level massage therapist hourly wage in US: $18.50.
29
Massage establishments in US: 35,000+ in 2023.
Interpretation
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.
03 · Category
Industry Trends & Growth25 stats
01
Global massage market CAGR projected at 8.2% through 2030.
02
US massage industry expected to reach $27 billion by 2028.
03
Telehealth massage consultations grew 150% post-2020.
04
Wellness tourism massage segment to grow 10% annually.
05
AI-powered massage chairs market CAGR 11% to 2030.
06
Mobile/outcall massage services up 40% since 2020.
07
Sustainable/organic massage products demand +25%.
08
Corporate wellness programs including massage: 60% adoption.
09
Hot stone massage popularity increased 15% in 2023.
10
Massage franchise growth: 12% annually in US.
11
Virtual reality massage therapy trials up 200%.
12
CBD-infused massage oils sales +300% since 2019.
13
Membership-based massage studios: 20% market share growth.
14
Sports massage demand +22% due to fitness boom.
15
Eco-friendly spa practices adopted by 70% of facilities.
16
Online massage therapy courses enrollment +50%.
17
Wearable tech integration for personalized massages rising.
18
Post-COVID hygiene protocols retained by 90% of therapists.
19
Lymphatic drainage massage +30% popularity.
20
Massage robotics market to hit $1B by 2028.
21
Hybrid in-person/virtual services: 15% of bookings.
22
Aromatherapy massage sessions up 18%.
23
Pet massage services growing at 9% CAGR.
24
5G-enabled remote massage tech emerging.
25
Inclusivity training for diverse clients: 40% therapists.
Interpretation
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.
More related reading
04 · Category
Licensing & Regulations22 stats
01
42 US states mandate massage therapy licensure.
02
Massage therapists need 500+ hours training for licensure in most states.
03
NCBTMB certification held by 60,000+ therapists.
04
28 states require criminal background checks for licensees.
05
Continuing education: 12-24 hours annually in 35 states.
06
Scope of practice varies; 20 states limit to soft tissue only.
07
Insurance liability required in 15 states for therapists.
08
FDA regulates massage devices as Class I medical devices.
09
EU Directive 2005/36/EC standardizes massage qualifications.
10
Australia requires AAMT accreditation for professionals.
11
Canada provincial colleges regulate massage therapy.
12
UK GOsC registers 35,000+ practitioners.
13
China mandates TCM massage certification.
14
India AYUSH ministry oversees massage standards.
15
HIPAA applies to client records in US massages.
16
OSHA bloodborne pathogen training mandatory.
17
10 states prohibit dry needling by massage therapists.
18
Renewals every 1-2 years with fees $100-300.
19
Anti-trafficking laws target illicit massage parlors.
20
Informed consent forms required in 25 states.
21
Massage establishment licenses separate in 30 states.
22
International Massage Association sets global standards.
Interpretation
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.
05 · Category
Market Size & Revenue30 stats
01
The global massage services market was valued at USD 65.61 billion in 2022.
02
In the US, the massage therapy industry revenue reached $21.6 billion in 2023.
03
Massage parlors in the US generated $19.4 billion in revenue in 2022.
04
The Asia Pacific massage market accounted for 38.2% of global revenue in 2022.
05
US massage industry annual revenue growth was 5.2% from 2018-2023.
06
China's massage market size exceeded USD 100 billion in 2023.
07
Europe massage services market valued at EUR 12.5 billion in 2022.
08
Indian massage therapy market reached INR 150 billion in 2023.
09
Spa and massage segment revenue in US wellness industry: $16.2 billion in 2023.
10
Global therapeutic massage equipment market: USD 4.8 billion in 2023.
11
UK massage therapy industry revenue: £1.2 billion in 2022.
12
Brazilian massage market valued at BRL 8.5 billion in 2023.
13
Australian massage services revenue: AUD 2.1 billion in 2023.
14
South Korea massage chair market: KRW 1.5 trillion in 2022.
15
Canada massage therapy revenue: CAD 2.8 billion in 2023.
16
Germany wellness massage market: EUR 3.4 billion in 2023.
17
Japan massage services industry: JPY 1.2 trillion in 2022.
18
Mexico spa and massage revenue: MXN 45 billion in 2023.
19
France massage therapy market: EUR 1.8 billion in 2022.
20
US hotel spa massage revenue: $4.5 billion in 2023.
21
Thailand massage tourism revenue: THB 50 billion in 2023.
22
Italy wellness massage sector: EUR 2.2 billion in 2022.
23
South Africa massage market: ZAR 12 billion in 2023.
24
Russia massage services revenue: RUB 250 billion in 2022.
25
UAE luxury spa massage: AED 5 billion in 2023.
26
Vietnam massage industry: VND 40 trillion in 2023.
27
Sweden massage therapy revenue: SEK 4.5 billion in 2022.
28
Turkey thermal massage market: TRY 15 billion in 2023.
29
Netherlands spa massage sector: EUR 900 million in 2023.
30
US independent massage therapist average revenue: $60,000annually in 2023.
Interpretation
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.
Reference
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APA
Sophie Moreland. (2026, February 13). Massage Industry Statistics. Gitnux. https://gitnux.org/massage-industry-statistics
MLA
Sophie Moreland. "Massage Industry Statistics." Gitnux, 13 Feb 2026, https://gitnux.org/massage-industry-statistics.
Chicago
Sophie Moreland. 2026. "Massage Industry Statistics." Gitnux. https://gitnux.org/massage-industry-statistics.
Sources & references
70 datasets cited across this report