While the COVID-19 pandemic had a crippling effect on the massage services, the industry experienced a strong recovery and revenue has grown to “an estimated $21.6bn in 2024” (IBISWorld). The industry is projected to continue growing over the next five years, making it an attractive opportunity for entrepreneurs to invest in massage franchises.
The Growth of the Massage Industry
Market Size & Demand
The massage therapy market is expected to grow significantly in the coming years. In fact, according to the U.S. Bureau of Labor Statistics, “Employment of massage therapists is projected to grow 18 percent from 2023 to 2033, much faster than the average for all occupations.”
The employment of massage therapists can only grow if the market size and demand grows. Market size refers to “the total number of potential clients or buyers in a particular market segment” (Indeed). Currently, the “massage therapy service market is estimated to be valued at USD 65.23 billion in 2024”, and it’s “predicted to rise at a promising CAGR of 8.4% from 2024 to 2034” (Future Market Insights Inc.).
Key Drivers of Growth
Several contributing factors to the explosive growth in the massage services industry include:
- Increased Focus on Health & Wellness – More people are prioritizing self-care and preventive health. According to the American Massage Therapy Association (AMTA) 2024 Fact Sheet, “43% of consumers received their last massage for a health or wellness reason.”
- Medical & Therapeutic Benefits – Massage therapy is increasingly used for pain management, rehabilitation, and stress relief. There was a “3% increase for men and a 6% increase for women over the last year” for getting “a massage for pain relief or pain management” (AMTA Fact Sheet).
- Membership-Based Business Models – Many massage franchises operate on subscription models, ensuring a consistent stream of revenue.
- Wide Range of Consumers – Massage therapists are able to ensure a steady demand by “targeting various age groups, with the associated various income levels and health needs” (IBISWorld).
Key Trends Shaping the Massage Franchise Industry
Important insights to note about the massage industry include::
- Massage as a Healthcare Method – Massage therapy is a form of healthcare. After all, massage therapists go through extensive training to understand how to help the human body. The Mayo Clinic states that massage “ is part of integrative medicine.”
- Rise of Wellness Memberships – As mentioned already, more franchises are shifting toward subscription-based models for stable income.
- Integration of Technology – This includes online booking, AI-driven massage recommendations, and app-based loyalty programs.
- Demand for Specialized Treatments – This includes sports therapy, prenatal massage, and medical massage services.
- Eco-Friendly & Holistic Wellness Trends – You’ll find more massage therapists using organic oils, sustainable practices, and aromatherapy.
5 Benefits of Owning a Massage Franchise
There are several reasons to consider buying a massage franchise. These include:
#1 – Recurring Revenue Streams
It’s been mentioned already, but the recurring revenue that comes from subscription or membership models provides financial stability, which is a significant advantage for massage franchise owners.
#2 – Strong Customer Retention
Massage therapy isn’t a one-time event. In most cases, it is a repeat-use service, leading to high client retention.
#3 – Industry Growth & Longevity
It’s clear that the massage industry is not a passing trend. Not only has the demand grown in the years since the pandemic, but it’s projected to continue growing at a significant pace.
#4 – Support from the Franchisor
Are you considering whether to own a massage franchise or start a business from scratch? Buying a franchise offers the unique benefits of brand recognition, training, and ongoing support from the franchisor.
#5 – Scalability & Multi-Unit Ownership
Many franchisees expand to multiple locations once they establish a strong customer base, increasing their income potential.
Is a Massage Franchise Right for You?
If you’re passionate about wellness, recurring revenue, and service-based businesses, then a massage franchise could be a great opportunity for you. At FranNet, our expert franchise consultants will help you explore your franchise options, helping you do your due diligence before investing. We’ll match you with the right franchise brand and walk you through the process from start to finish. Schedule your free consultation to get started!
