VIEWPOINT FROM CLINICAL PRACTICE
Money Over Mind
Lisa Allmey-LaMaitre | BSc AdvDipAppSc ( RemMass ), CIV TAE
This year marks my 25th year in the massage industry . Over the years I have opened and sustained a health practice , built a team of therapists , represented Australia as part of national sporting campaigns , become a vocational teacher and lent my skills and expertise to a number of industry panels . One of the long-standing issues that I have faced - and continue to see others in the Australian Massage industry face - is concern over pricing .
When I moved from a home-based practice to commercial premises in Canberra City , I did my homework . I looked at competitors ’ websites and phoned around to find out what my competitors were charging . With that information and a watchful eye on my expenses , I placed myself in the middle of the market , back in 2004 , at $ 65 per hour .
At that time , my pricing model was that relaxation massage required less training and physical effort , so I priced it $ 10 cheaper . My thinking was that the pricing difference would help educate clients about the extensive training that was required to become a remedial therapist ( this never happened ). I diligently increased my prices each year , by no more than $ 5 , keeping in line with the middle of the market . I would announce and warn clients before a price increase . Most were okay with the increase . Occasionally someone would be upset . Rarely did a client move to another practice . My team disliked discussing money and price increases with clients , and the team ’ s reluctance made me hesitant to push our prices to lead our market .
About 8 years into my practice operating from commercial premises I completely overhauled our pricing structure . I moved from the relaxation to the remedial model . I adopted the pricing model from the hairdressing industry where the price depended on the experience of the team member . I stopped calling the team ‘ therapists ’ and renamed them ‘ practitioners .’ We had four pricing levels – Principal Practitioner , Senior Practitioner , Practitioner and Student Practitioner . There were set prices for each level of practitioner , regardless of what treatment they were providing .
By the time the pandemic forced our closure in March 2020 , we were the highest priced massage practice in Canberra City . As the Principal I was charging $ 140 per hour . I had long since stopped looking at competitor pricing or notifying clients of price increases . I was paying my team more and bookings were consistent . This mindset shift about the value of our treatments took a decade of business experience and a willingness to admit my limitations before it occurred .
However , many massage therapists do not stay in the industry for a decade . Inconsistent cashflow , minimal profit , low wages , as well as the challenges of business , are not the ingredients for business success . Add to this , fear of pricing and a poverty mindset , where we fail to value our expertise , and I consistently see massage providers struggle to operate profitable , sustainable , and long-term businesses .
Recently there have been discussions in online massage forums about how much to charge , and how to increase prices . Understandably therapists are looking for support as they relaunch after lockdowns . I have read comments about how we can ’ t charge too much as
88 | vol28 | no2 | JATMS