Pulse October 2021 | Page 50

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highest priorities for job seekers at the moment , so it may be that some potential applicants will respond more enthusiastically to positions in spas if they see the job as a way to contribute to guests ’ overall health rather than simply as a path to providing a luxury service . ² That may be especially true at spas with a strong local guest base , where therapists may have more opportunities to work with the same clients to address specific health concerns through massage .

The AMTA ’ s findings also included some potential good news for those who may want to encourage existing employees to pursue a second career in massage therapy . According to their report , the vast majority of massage therapists ( 83 percent ) come to the profession as a second career , regardless of practice setting . This is true for every kind of massage therapist ; at least three quarters of therapists came to practice massage as a second career , whether they are sole practitioners , contractors or full-time or part-time employees .

Odds and Ends

In addition to these big-picture figures , the AMTA ’ s report contained several other statistical highlights of interest to spa leaders .

� The average massage therapist ’ s workweek increased to 27.2 hours in 2020 . Although many spas grant full-time status ( and , often , benefits such as health insurance ) to therapists and service providers who work less than 40 hours per week , it ’ s possible that some therapists may seek hours that are either more consistent or which allow them the stability full-time status may provide .

� Men are now more likely than women to get massages . The AMTA ’ s research indicates that 22 percent of men and 20 percent of women got a massage in the year preceding the survey . Interestingly , men are also more likely to discuss massage therapy with their doctor or healthcare provider . Men ( 40 percent ) and women ( 42 percent ) were about equally likely to receive a massage in a spa .

� Income played a significant role in who gets a massage , with more than one-third ( 34 percent ) of those making $ 100,000 or more getting a massage last year , but just 15 percent of those making $ 50,000 or less doing the same . Just under a quarter of consumers earning between $ 50,000 and $ 100,000 got a massage in the year prior to the survey .

� Nine in ten massage therapy clients said they found massage therapists through a referral from another client , while 85 percent found one via the internet or a website and just over two-thirds ( 68 percent ) did so via social media . This data suggest that , in addition to marketing services online , spas may benefit from a customer referral program that offers discounts on services or gift cards to guests in exchange for bringing a first time guest into the spa . ^�

1 . Other locations where consumers frequently get massages include an independent massage therapist ’ s office ( 38 %), a massage franchise or chain ( 36 %) and hotels / resorts / cruises ( 17 %).

2 . Perlman , R . ( 2021 , August ) “ What ’ s In It for Me ?” Briefings , 26 -35 .

IN WHAT TYPE OF MASSAGE SETTING DO YOU WORK ?

40 % 38 %

32 %

20 % 13 %

11 % 6 % 6 % 5 % 4 %

48 PULSE ^� OCTOBER 2021