Massage is no longer a niche wellness habit. In 2023, 67% of U.S. adults reported receiving a massage in the past year, up from 55% in 2019, and the demand is being shaped by shifting preferences like stress relief, longer 60 minute sessions, and social media referrals. This post breaks down the industry’s audience, pricing and revenue trends, and the workforce behind them, so you can see what is driving growth and what is changing next.
Key Takeaways
- 67% of U.S. adults received massage in past year per 2023 survey, up from 55% in 2019
- 31% of massage consumers are aged 35-44, highest demographic segment in 2023
- Women comprise 72% of massage therapy clients in U.S. 2023 data
- There were 352,000 licensed massage therapists employed in the U.S. in 2023
- Massage therapist employment grew 18% from 2022 to 2023, adding 52,000 jobs nationwide
- Average annual wage for massage therapists in U.S. was $49,860 in 2023, up 4.1% from prior year
- The U.S. massage therapy industry generated $21.6 billion in revenue in 2023, marking a 4.2% increase from 2022 driven by rising wellness demand
- Global massage services market was valued at $81.1 billion in 2022 and projected to reach $141.9 billion by 2030 at a CAGR of 7.3%
- U.S. massage therapy market size reached $18.25 billion in 2021, expected to grow to $27.4 billion by 2028 at 6% CAGR due to chronic pain prevalence
- 48 states require massage therapy licensure as of 2023, with 47 mandating 500+ education hours
- MBLEx exam pass rate averaged 72% for first-time takers in 2023
- NCBTMB certification renewed by 45,000+ therapists annually in 2023
- U.S. massage industry average revenue per business was $285,000 in 2023
- Spas generated $15.4 billion from massage services alone in 2023 U.S. totals
- Independent therapists' median gross revenue hit $75,200 annually in 2023 AMTA data
In 2023, 67% of Americans used massage, driven by stress relief, repeat clients, and growing demand.
Related reading
01 · Category
Consumer Trends & Demographics27 stats
01
67% of U.S. adults received massage in past year per 2023 survey, up from 55% in 2019
02
31% of massage consumers are aged 35-44, highest demographic segment in 2023
03
Women comprise 72% of massage therapy clients in U.S. 2023 data
04
Average American gets massage 2.3 times per year, spending $90per session in 2023
05
49% of consumers seek massage for stress relief as primary reason in 2023 survey
06
Millennials (25-40) represent 42% of new massage clients in 2023, driving demand growth
07
28% increase in male massage consumers since 2020, reaching 38% total in 2023
08
Urban consumers 2.5x more likely to use massage therapy than rural in 2023 U.S. stats
09
57% of consumers prefer Swedish massage style in 2023 preference poll
10
Post-pandemic, 41% tried at-home massage tools, influencing 2023 service demand
11
Baby Boomers (55+) account for 22% of clients, seeking pain relief primarily in 2023
12
66% of consumers discover massage via social media recommendations in 2023
13
Hispanic consumers grew 15% in massage usage, now 18% of total in 2023 U.S.
14
Average session length preferred is 60 minutes by 54% of clients in 2023
15
37% of consumers combine massage with yoga or meditation in 2023 wellness routines
16
Gen Z (18-24) massage adoption up 29% to 12% of clients in 2023
17
52% report improved sleep post-massage, key retention factor in 2023 surveys
18
Corporate employees receiving massages rose to 45% participation in 2023 programs
19
61% of high-income ($100k+) households use massage quarterly in 2023
20
Repeat clients make 78% of bookings, loyalty rate up 8% since 2022 in 2023 data
21
Athletes comprise 19% of clients, seeking sports massage 3x yearly average 2023
22
44% prefer mobile/outcall services post-2023 convenience surveys
23
Pregnant women usage at 26% of demographic, up 12% in 2023 prenatal focus
24
55% book online/app vs. phone in 2023 digital shift data
25
Chronic pain sufferers 68% likely to use monthly, 2023 health survey
26
Asian Americans over-index at 25% usage rate vs. 12% population share 2023
27
2023 survey shows 39% first-time users influenced by physician recommendation
Interpretation
Consumer Trends & Demographics Interpretation
The American massage table is no longer a quiet sanctuary just for the occasional stressed-out woman, but has become a mainstream wellness hub where two-thirds of us now seek relief, driven by digitally savvy millennials, a surge of stressed men, and a nation collectively whispering, "my back hurts and my phone told me to book this."
02 · Category
Employment & Workforce28 stats
01
There were 352,000 licensed massage therapists employed in the U.S. in 2023
02
Massage therapist employment grew 18% from 2022 to 2023, adding 52,000 jobs nationwide
03
Average annual wage for massage therapists in U.S. was $49,860in 2023, up 4.1% from prior year
04
65% of U.S. massage therapists are self-employed as of 2023, totaling 228,800 independents
05
California employed 38,500 massage therapists in 2023, leading all states with 11% national share
06
Massage therapy workforce diversity: 82% female, 18% male in U.S. 2023 data
07
Entry-level massage therapists earned median $18.50hourly in 2023, with experienced at $28.20
08
24% job growth projected for massage therapists 2022-2032, faster than average 3% for all occupations
09
Over 325,000 professional massage therapists practicing in U.S. as per 2023 AMTA survey
10
Texas had 25,400 massage therapy jobs in 2023, second highest after California
11
71% of massage therapists work part-time, averaging 15-20 hours weekly in 2023
12
Median age of U.S. massage therapists is 45 years in 2023, with 40% over 50
13
Florida employs 22,100 massage therapists, representing 6.3% of U.S. total in 2023
14
Annual job openings for massage therapists average 21,500 through 2032 due to turnover
15
88% of massage therapists hold state licensure in 2023, up from 85% in 2020
16
New York state had 18,900 massage therapy positions in 2023
17
Massage therapists' unemployment rate was 2.1% in 2023, below national 3.8% average
18
56% of therapists have 5+ years experience in 2023 U.S. workforce survey
19
Washington state leads per capita with 45 massage therapists per 10,000 residents in 2023
20
42% of massage therapists work in spas/salons, 28% self-employed mobile in 2023
21
Illinois employs 12,500 massage therapists as of 2023 data
22
Certification held by 76% of workforce via NCBTMB or ABMP in 2023
23
Pennsylvania had 10,200 jobs in massage therapy 2023
24
35% of therapists report job satisfaction above 90% in 2023 annual survey
25
Oregon boasts 52 therapists per 10,000 people, highest density in 2023
26
19% attrition rate annually among new massage therapists under 2 years experience 2023
27
Georgia employs 9,800 in field 2023
28
Multi-state licensure pursued by 15% of workforce in 2023 via MBLEx portability
Interpretation
Employment & Workforce Interpretation
The U.S. massage therapy workforce, which is predominantly female, self-employed, and happily overworked, is growing at a muscular 18% annually—proving that while not everyone can rub everyone the right way, plenty of people are trying and finding both financial stability and sorely needed job satisfaction in the process.
03 · Category
Market Size & Growth30 stats
01
The U.S. massage therapy industry generated $21.6 billion in revenue in 2023, marking a 4.2% increase from 2022 driven by rising wellness demand
02
Global massage services market was valued at $81.1 billion in 2022 and projected to reach $141.9 billion by 2030 at a CAGR of 7.3%
03
U.S. massage therapy market size reached $18.25 billion in 2021, expected to grow to $27.4 billion by 2028 at 6% CAGR due to chronic pain prevalence
04
Massage therapy industry in North America accounted for 38% of global market share in 2023, valued at $30.8 billion
05
The spa and massage therapy segment grew by 12.5% in 2022 post-pandemic, contributing to a $16.2 billion U.S. market
06
European massage therapy market expanded to €12.4 billion in 2023, with 5.8% YoY growth from tourism recovery
07
Asia-Pacific massage market hit $25.6 billion in 2023, projected CAGR of 8.1% through 2030 due to traditional therapy popularity
08
U.S. massage industry employment supports $19 billion economic output annually as of 2023 estimates
09
Massage therapy services market in Canada reached CAD 2.8 billion in 2023, growing 6.7% amid health awareness
10
Global therapeutic massage equipment market valued at $3.2 billion in 2023, tied to services growth at 9.2% CAGR
11
U.S. massage therapy revenue per practitioner averaged $62,400in 2022, fueling industry total of $20.3 billion
12
Latin America massage market projected to grow from $4.1 billion in 2023 to $7.9 billion by 2032 at 7.6% CAGR
13
Post-COVID, U.S. massage industry rebounded with 15% growth in 2022, reaching $19.8 billion market size
14
Australian massage therapy industry valued at AUD 3.1 billion in 2023, with 5.4% annual growth
15
Middle East & Africa massage market at $2.9 billion in 2023, expected 8.9% CAGR to 2030 from luxury spa demand
16
U.S. massage therapy market share held by independent practitioners was 42% of $21 billion total in 2023
17
Worldwide massage chair market linked to services reached $4.5 billion in 2023, growing 10.1% CAGR
18
U.K. massage therapy sector generated £1.8 billion in 2023, up 6.2% from prior year
19
Indian massage therapy market valued at INR 150 billion in 2023, with Ayurveda integration boosting 9.5% CAGR
20
U.S. industry CAGR for massage therapy forecasted at 5.8% from 2023-2028, pushing market to $28.1 billion
21
Massage services in hotels/spas comprised 28% of U.S. $21.6 billion market in 2023
22
China massage therapy market hit CNY 120 billion in 2023, leading Asia with 7.2% growth
23
Brazil massage industry reached BRL 8.2 billion in 2023, growing 6.9% on wellness tourism
24
Global online massage booking platforms contributed to 12% market growth in 2023, valued at $9.7 billion segment
25
U.S. corporate wellness massage programs drove $2.4 billion sub-market in 2023, up 11%
26
France massage therapy market at €2.1 billion in 2023, with 5.3% CAGR projected
27
Medical massage segment grew to 35% of U.S. total $21.6 billion in 2023
28
South Korea massage market valued at KRW 15 trillion in 2023, boosted by K-beauty trends at 8.4% CAGR
29
U.S. massage therapy industry added 1.2% to national GDP contribution in 2023 via $21.6B output
30
Projected global massage market to exceed $150 billion by 2032, from $85.4 billion base in 2023 at 6.5% CAGR
Interpretation
Market Size & Growth Interpretation
The world is palpably stressed, but business is booming, as the global massage industry kneads its way toward becoming a quarter-trillion-dollar testament to our collective need for relief.
More related reading
04 · Category
Regulations & Professional Development26 stats
01
48 states require massage therapy licensure as of 2023, with 47 mandating 500+ education hours
02
MBLEx exam pass rate averaged 72% for first-time takers in 2023
03
NCBTMB certification renewed by 45,000+ therapists annually in 2023
04
Continuing education requirement: 24 hours biennially in 35 states per 2023 regs
05
Massage & Bodywork Licensing Examination (MBLEx) administered 65,000 times in 2023
06
92% of licensed therapists complete ethics training yearly per 2023 compliance data
07
Florida renewed 28,000+ licenses in 2023, strictest scope of practice rules
08
Interstate compacts for licensure piloted in 5 states 2023, aiming national portability
09
Scope of practice defined in 44 states excluding internal organs work 2023
10
ABMP membership provides liability insurance for 110,000+ therapists 2023
11
Texas Board issued 42,000 licenses, requiring jurisprudence exam 2023
12
Online CE courses approved by 40+ state boards, 1.2 million hours logged 2023
13
HIPAA compliance mandatory for 68% of practices billing insurance 2023 regs
14
California mandates 1000 education hours for licensure, highest in U.S. 2023
15
National certification exam pass rate 68% for anatomy/physiology section 2023
16
16 states require background checks for initial licensure in 2023
17
Biennial renewal fees average $150nationwide per 2023 state data
18
OSHA bloodborne pathogen training required in 50 states for therapists 2023
19
Washington state approved 8,200 new licenses in 2023, rigorous 1000-hr rule
20
Professional associations advocate scope expansion in 12 states 2023 legislative session
21
SOAP note documentation standardized in 29 states' regs for 2023
22
Nevada's strict advertising rules fined 150 practitioners $50k total 2023
23
75% of schools accredited by COMTA for 1000+ hr programs in 2023
24
Military/veteran licensure fee waivers in 22 states per 2023 policy
25
Anti-discrimination training mandated in CE for 18 states 2023
26
New Mexico issued 4,500 licenses, emphasizing cultural competency 2023
Interpretation
Regulations & Professional Development Interpretation
The massage therapy field is tightening its grip with rigorous standards and red tape, proving that while it's a profession built on the art of touch, staying licensed requires a firm grasp on regulations and paperwork.
05 · Category
Revenue & Financials26 stats
01
U.S. massage industry average revenue per business was $285,000in 2023
02
Spas generated $15.4 billion from massage services alone in 2023 U.S. totals
03
Independent therapists' median gross revenue hit $75,200annually in 2023 AMTA data
04
Massage franchise chains reported 8.7% revenue growth to $4.2 billion in 2023
05
Profit margins for massage clinics averaged 22.4% pre-tax in 2023 survey
06
Online massage bookings contributed $1.8 billion to industry revenue in 2023
07
Medical/rehab massage services billed $6.7 billion via insurance in 2023 U.S.
08
Average client spend per visit rose to $105in 2023, up 7% inflation-adjusted
09
Corporate wellness contracts yielded $2.9 billion industry-wide revenue 2023
10
Massage product sales (oils, tools) added $3.1 billion ancillary revenue in 2023
11
Hotel spa massage revenue per room night averaged $45in 2023 U.S. hotels
12
Self-employed therapists' net income after expenses averaged $42,500in 2023
13
Membership/subscription models generated 15% of clinic revenue in 2023, $2.1B total
14
Sports massage niche revenue grew 11.2% to $1.4 billion in 2023
15
Upsell services like facials added 18% to base massage revenue in 2023 spas
16
Cash-pay clients drove 62% of total revenue, $13.4B in 2023 non-insurance
17
Luxury massage services priced over $150/session captured $1.2B premium revenue 2023
18
Mobile massage operators averaged $98,000gross revenue per therapist 2023
19
Seasonal peaks (holidays) boost revenue 25% QoQ in Q4 2023 data
20
Gift certificate sales accounted for $1.1 billion, 5% of annual revenue 2023
21
Chiropractic-integrated massage generated $2.3B combined revenue 2023
22
Salon chain massage add-ons yielded $850 million extra revenue 2023
23
Insurance reimbursement rates averaged $65per 15-min unit in 2023
24
E-commerce massage therapy courses sales hit $450 million in 2023 revenue
25
Event/wellness expo massages brought $320 million pop-up revenue 2023
26
Pediatric massage services revenue reached $180 million specialized segment 2023
Interpretation
Revenue & Financials Interpretation
While massage therapists’ hands earn a modest living, the industry itself is flexing some serious financial muscle, proving that the business of wellness is a multi-billion-dollar symphony of spa splurges, medical necessity, and the universal human need to occasionally turn stress into a reimbursable line item.
Reference
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APA
Sophie Moreland. (2026, February 13). Massage Therapy Industry Statistics. Gitnux. https://gitnux.org/massage-therapy-industry-statistics
MLA
Sophie Moreland. "Massage Therapy Industry Statistics." Gitnux, 13 Feb 2026, https://gitnux.org/massage-therapy-industry-statistics.
Chicago
Sophie Moreland. 2026. "Massage Therapy Industry Statistics." Gitnux. https://gitnux.org/massage-therapy-industry-statistics.
Sources & references
80 datasets cited across this report · attribution is report-level