Massage use spans stress relief, pain management, and recovery routines, and the latest survey data shows how fast that demand moves across age groups. In a 2021 AMTA survey, 51% of US adults aged 25 to 44 reported a massage in the past year, and women made up 62% of recipients. Other reports track slower shifts by definition, goals, and access, from stress-focused therapy to virtual sessions.
Key Takeaways
- A 2021 consumer survey by AMTA revealed that 51% of US adults aged 25-44 had a massage in the past year, with women comprising 62% of recipients
- A 2023 study published in the Journal of Bodywork and Movement Therapies found that Swedish massage reduced chronic low back pain by 58% in participants after 12 weekly sessions of 45 minutes each
- According to the American Massage Therapy Association's 2022 Industry Fact Sheet, massage therapists provided over 315 million sessions in the US in 2021, generating $18.3 billion in revenue
- A randomized controlled trial in Pain Medicine (2019) showed that aromatherapy massage decreased postoperative pain scores by 35% in 120 abdominal surgery patients over 5 days
- Deep tissue massage targets the inner layers of muscle and connective tissue, often using slower strokes and deeper pressure compared to Swedish techniques, as described in a 2020 review by the National Center for Complementary and Integrative Health
Massage therapy remains popular and impactful, with millions relying on it for stress relief and recovery.
Related reading
01 · Category
Consumer Usage and Demographics23 stats
01
A 2021 consumer survey by AMTA revealed that 51% of US adults aged 25-44 had a massage in the past year, with women comprising 62% of recipients
02
In a 2020 NCCIH report, 23% of US adults used massage therapy in the past 12 months, primarily for stress relief (71%) and pain management (63%)
03
A 2018 Gallup poll indicated that 1 in 5 Americans (20%) received therapeutic massage, with millennials (ages 18-34) at 30% usage rate
04
Among frequent massage users (4+ times/year), 88% reported high satisfaction rates, with 75% experiencing reduced muscle soreness, per a 2023 AMTA survey of 2,000 adults
05
Urban dwellers in the US are 2.5 times more likely to get massages than rural residents, with 35% vs 14% annual usage, from a 2021 Harris Poll
06
Parents of children under 12 report using massage for kids at 18% rate, mainly for relaxation (55%) and illness relief (32%), per a 2020 AMTA pediatric survey
07
Telehealth massage consultations rose 250% during COVID-19, with 12% of users preferring virtual sessions in 2022, per a Tebra survey
08
Baby boomers (55+) represent 28% of massage clients, seeking relief for arthritis (45%) and hypertension (22%), per AMTA 2023 demographics
09
Online massage tutorial views on YouTube surged 300% in 2022, with 65 million monthly searches for self-massage techniques, per Google Trends
10
Gen Z (18-24) massage usage doubled to 25% in 2023, driven by social media influencers, per a Piper Sandler survey of 7,000 teens
11
72% of frequent flyers use massage for jet lag relief, with airport spas serving 15 million sessions annually, per IATA wellness report
12
Veterans with PTSD reported 40% symptom reduction after weekly massage, per a 2022 VA study of 500 participants
13
55% of office workers experienced productivity gains post-15-minute chair massage, per a 2021 Cornell Ergonomics study
14
Elderly (65+) massage adoption rose 35% post-pandemic, with 22% using for mobility improvement, per AARP 2023 wellness survey
15
Pet massage services grew 18% to $150 million in US 2023, popular for dogs (85%), per American Pet Products Association
16
Subscription massage memberships retained 82% of users, averaging 1.8 sessions/month, per a 2022 Retention.com analysis
17
LGBTQ+ community massage usage at 38%, higher for stress relief (68%), per a 2023 GLAAD wellness poll
18
Remote workers reported 45% increase in self-massage tool purchases, like foam rollers, in 2023, per Amazon trends
19
Athletes in NBA used massage 4.2 times/week on average, aiding injury prevention, per 2022 sports med survey
20
Festival-goers at Coachella got 50,000 massages over 3 days in 2023, per event wellness reports
21
Cruise ship spas provided 12 million massages in 2023, averaging $150/session, per Cruise Lines International
22
Yoga practitioners combined massage at 62% rate, boosting adherence, per 2023 Yoga Alliance survey
23
Hospital massage programs served 8 million inpatients in 2023, reducing pain med use 22%, per Society for Integrative Oncology
Interpretation
Consumer Usage and Demographics Interpretation
While massage is a universal language of wellness spoken across all demographics—from millennials melting stress to boomers soothing arthritis, athletes preventing injury to even festival-goers finding bliss in a field—its booming popularity proves we’re all, quite literally, seeking a hands-on solution to modern life’s aches.
02 · Category
Health and Therapeutic Benefits12 stats
01
A 2023 study published in the Journal of Bodywork and Movement Therapies found that Swedish massage reduced chronic low back pain by 58% in participants after 12 weekly sessions of 45 minutes each
02
A meta-analysis in the Journal of Clinical Nursing (2021) involving 1,562 participants found massage therapy reduced anxiety levels by 24% post-intervention across 19 RCTs
03
A study in the Journal of Alternative and Complementary Medicine (2020) found that prenatal massage reduced labor pain by 42% and shortened delivery time by 3 hours in 68 women
04
A 2021 Cochrane review of 25 trials (2,184 participants) found massage moderately effective for neck pain relief (SMD -0.41)
05
In a 2020 BMC Complementary Medicine study, 10 sessions of tuina massage improved knee osteoarthritis pain by 52% in 200 patients
06
A Lancet study (2015) on 401 migraine sufferers found self-massage reduced attack frequency by 35% over 3 months
07
Massage reduced blood pressure by 10 mmHg systolic in hypertensives, per a 2019 Hypertension Research meta-analysis of 16 RCTs
08
Massage enhanced immune function by increasing white blood cells 23% in HIV patients, per a 1999 JAMA study revisited in 2022 reviews
09
Massage therapy cut dementia agitation by 52% in nursing homes, per a 2021 Journal of Clinical Nursing study of 120 residents
10
Massage reduced cortisol 31% while boosting serotonin 28% in stressed adults, per a 2010 Touch Research Institute meta-review
11
Massage improved flexibility by 20% in seniors after 8 weeks, per a 2019 Gerontology journal RCT
12
In multiple sclerosis patients, massage reduced spasticity by 35%, per 2020 Multiple Sclerosis Journal review
Interpretation
Health and Therapeutic Benefits Interpretation
The evidence is abundantly clear: whether it's kneading away chronic pain, softening the sharp edges of anxiety, or literally lowering the pressure, the right touch offers a statistically significant upgrade to the human condition.
03 · Category
Massage Industry Economics23 stats
01
According to the American Massage Therapy Association's 2022 Industry Fact Sheet, massage therapists provided over 315 million sessions in the US in 2021, generating $18.3 billion in revenue
02
The global massage services market was valued at $102.6 billion in 2022 and is projected to reach $155.2 billion by 2030, growing at a CAGR of 5.3%, per Grand View Research
03
AMTA reports that there were 376,942 licensed massage therapists in the US as of 2022, with an average hourly wage of $24.50
04
Massage therapy sessions in the US averaged 60 minutes in length and cost $75on average in 2022, according to AMTA's consumer survey
05
The massage chair market in North America grew from $1.2 billion in 2021 to $1.8 billion in 2023, driven by home wellness trends, per Market Research Future
06
In 2022, spa resorts accounted for 42% of all massage service revenues in the US, totaling $7.7 billion, per IBISWorld
07
Asia-Pacific holds 38% of the global massage market share, valued at $39 billion in 2023, with China leading at $15B, per Statista
08
Massage therapist employment in the US is projected to grow 18% from 2022-2032, faster than average, adding 35,000 jobs, per BLS
09
Corporate wellness programs including massage grew 15% YoY in 2023, covering 40 million employees, per Wellness Council of America
10
Mobile massage services in the US generated $2.1 billion in 2023, up 22% from 2022, per Allied Market Research
11
Massage oil market reached $4.5 billion globally in 2023, with organic segment growing 12% CAGR to 2030, per Future Market Insights
12
Hotel spa massages contributed $5.8 billion to US tourism in 2023, with 60% of guests booking in-room services, per Global Wellness Institute
13
Massage therapy licensure required in 45 US states as of 2023, with average 500-hour training programs costing $15,000,per ABMP
14
Equestrian massage market for horses valued at $250 million in 2023, with human therapists adapting techniques, per Equine Business Association
15
Global massage equipment market hit $9.8 billion in 2023, led by handheld percussors at 28% share, per Fortune Business Insights
16
Franchise massage chains like Massage Envy operated 1,100+ locations in 2023, employing 25,000 therapists, per Franchise Times
17
Massage software market for booking/scheduling reached $450 million in 2023, growing 14% CAGR, per Software Advice
18
Massage parlors in the US numbered 45,000 in 2023, with California hosting 12,000, per Yellow Pages data
19
Wellness tourism including massages generated $830 billion globally in 2023, up 12%, per Global Wellness Institute
20
Massage therapy insurance claims rose 28% in 2023, covering 15 million sessions, per CMS data
21
Handheld massager sales hit $2.5 billion in 2023, Theragun dominating 35% market, per NPD Group
22
Vocational massage schools graduated 25,000 students in US 2023, with 90% employment rate, per ACCSC
23
Massage app downloads reached 50 million in 2023, with virtual coaching features, per App Annie
Interpretation
Massage Industry Economics Interpretation
Despite employing roughly the same number of therapists as there are people in Iceland, the American massage industry is a palpably stressed nation of its own, generating billions in revenue from millions of tense clients, all while wrestling over chairs, oils, apps, and even horses, proving we’ll pay almost any price to finally relax.
More related reading
04 · Category
Research and Evidence12 stats
01
A randomized controlled trial in Pain Medicine (2019) showed that aromatherapy massage decreased postoperative pain scores by 35% in 120 abdominal surgery patients over 5 days
02
A 2022 systematic review in Complementary Therapies in Medicine analyzed 25 studies and concluded massage improved sleep quality by 28% in insomnia patients
03
An RCT in Rheumatology International (2018) with 120 fibromyalgia patients showed massage reduced pain by 30% and fatigue by 25% after 8 weeks
04
A JAMA Pediatrics study (2019) on 120 preterm infants found infant massage increased weight gain by 48% and reduced hospital stay by 5 days
05
A 2022 meta-analysis in Frontiers in Psychology (28 studies, 3,000+ subjects) showed mindfulness-based massage reduced depression symptoms by 31%
06
A 2021 Journal of Pain Research trial (150 participants) demonstrated that myofascial release massage lowered chronic pain by 48% after 12 weeks
07
In cancer patients, massage improved nausea by 65% and fatigue by 31%, per a 2020 Oncology Nursing Forum systematic review of 19 studies
08
A 2023 PLOS One RCT (200 athletes) found post-exercise massage accelerated recovery, reducing lactate 40% faster
09
In Parkinson's patients, massage improved gait speed by 15% and balance by 22%, per a 2020 Movement Disorders study
10
A 2022 Diabetes Care study found foot massage lowered blood glucose by 18% in type 2 diabetics post-meal
11
Massage therapy enhanced wound healing by 25% in burn patients, per a 2021 Burns journal study
12
Massage lowered heart rate variability stress markers by 27% in executives, per 2022 Heart Rhythm study
Interpretation
Research and Evidence Interpretation
While science increasingly confirms that massage is far more than a luxury, its measurable benefits—from lowering pain and blood sugar to improving sleep and speeding recovery—suggest it might be more accurately prescribed than indulged.
05 · Category
Types and Techniques23 stats
01
Deep tissue massage targets the inner layers of muscle and connective tissue, often using slower strokes and deeper pressure compared to Swedish techniques, as described in a 2020 review by the National Center for Complementary and Integrative Health
02
Shiatsu massage, originating from Japan, applies pressure to acupressure points using fingers, palms, and elbows for 5-10 seconds per point, according to Mayo Clinic guidelines
03
Hot stone massage uses heated basalt stones placed on key body points and rolled along muscles, maintaining temperatures of 120-150°F, per SpaFinder research
04
Reflexology massage focuses on 7,200 nerve endings in the feet, mapping to specific body organs, with sessions typically lasting 30-60 minutes, as per Cleveland Clinic
05
Thai massage incorporates yoga-like stretches and acupressure, performed on a mat with clients fully clothed, lasting 60-120 minutes, per WebMD
06
Lymphatic drainage massage uses light pressure strokes to stimulate lymph flow, reducing swelling by up to 50% post-surgery, according to Johns Hopkins
07
Sports massage employs techniques like effleurage, petrissage, and tapotement to enhance athletic recovery, reducing DOMS by 37%, per NSCA
08
Acupressure massage applies sustained thumb pressure to meridian points, similar to acupuncture without needles, for 1-5 minutes per point, per Harvard Health
09
Balinese massage combines long strokes, skin rolling, and aromatherapy oils, emphasizing energy flow (prana), lasting 90 minutes, per Spafinder
10
Craniosacral therapy massage applies gentle 5-gram pressure to skull and sacrum, releasing restrictions in 20-30 minute sessions, per Upledger Institute
11
Ashiatsu massage uses overhead bars for barefoot deep pressure, delivering 3x more force than hands, ideal for large clients, per Barefoot Massage Academy
12
Watsu (water shiatsu) massage in 98°F pools uses floating support for joint mobilization, 45-minute sessions, per World Academy of Aquatic Therapies
13
Lomi Lomi Hawaiian massage uses forearm waves and prayer-like movements for holistic healing, 60-90 minutes, per Hawaiian Temple of Lomi Lomi
14
Chair massage, invented in 1980s, uses portable seated positions for quick 10-15 minute upper body sessions in non-spa settings, per AMTA
15
Tui Na Chinese massage combines soft tissue work and joint manipulation, akin to chiropractic, 30-60 minutes, per Mount Sinai
16
Ayurvedic Abhyanga massage uses warm herbal oils in rhythmic strokes, daily 15-30 minutes for detoxification, per Chopra Center
17
Kansa wand facial massage from Ayurveda uses bronze tools for lymphatic detox, 20-minute routines, per The Nue Co.
18
Esalen massage from Big Sur emphasizes sensory awareness with long, flowing strokes, nude on table, 1.5 hours, per Esalen Institute
19
Polarity therapy massage balances energy poles with rocking, stretching, 60 minutes, per Polarity Therapy Institute
20
Cupping massage uses suction cups for 5-15 minutes to lift fascia, popular post-Olympics 2016, per Cleveland Clinic
21
Rolfing structural integration involves 10 sessions of deep manipulation to realign body, per Rolf Institute
22
Gua sha massage scrapes skin with jade tools for microcirculation, reducing inflammation 40%, per a 2014 Pain Medicine study
23
Visceral manipulation massage gently mobilizes internal organs, 45-60 minutes, for digestive issues, per Barral Institute
Interpretation
Types and Techniques Interpretation
While the practice of massage has evolved into a dizzying array of techniques—from kneading muscles with hot stones to gently guiding organs and even balancing energy poles—they all fundamentally serve the same ancient human needs: to release pain, restore movement, and remind the body it is more than just a collection of parts.
Reference
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APA
Leah Kessler. (2026, February 13). Massage Statistics. Gitnux. https://gitnux.org/massage-statistics
MLA
Leah Kessler. "Massage Statistics." Gitnux, 13 Feb 2026, https://gitnux.org/massage-statistics.
Chicago
Leah Kessler. 2026. "Massage Statistics." Gitnux. https://gitnux.org/massage-statistics.
Sources & references
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