Massage Therapy Journal Fall 2025

AMTA 2025 NATIONAL CONVENTION CONFERENCE EDITION

Fall 2025

New CE Trauma-Informed Massage Therapy

JOURNAL

Looking At Pain More Holistically Learn how a whole-person approach may help with pain management

The Future of the Massage Profession

Massage professionals talk some of the leading trends shaping the massage profession’s next decade.

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Massage Therapy Journal Vol. 64 No. 3 Contents

FEATURES

16 WHAT DOES THE FUTURE OF MASSAGE THERAPY HOLD? Massage professionals talk some of the leading trends shaping the massage profession's next decade.

26 LOOKING AT PAIN MORE HOLISTICALLY Pain is more than a

34 TRAUMA-INFORMED MASSAGE THERAPY CE Delve into the fundamental concepts of trauma and trauma-informed care in massage therapy. By Pamela Fitch, BA, RMT

68 THE WHOLE PERSON: MASSAGE THERAPY GETS MORE HOLISTIC

Holistic offerings are becoming the norm, with massage therapists looking to help keep a client’s mind, body and spirit in top-notch form. By David Malone

physical experience. Learn how taking a more whole person approach may help you help your clients better manage their pain. By Troy Lavigne

wavebreakmedia / shutterstock.com

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How does Visceral & Neural Manipulation help your clients? Visceral Manipulation

N eural Manipulation Neural Manipulation (NM) enhances the free movement of nerves in relation to surrounding muscles, fascia, organs, and bones. Mobilizing nerve fixations can restore proper signaling, improving function in compromised structures like muscles, organs, and fascia.

Visceral Manipulation (VM) restores harmony in the body by enhancing its natural communication and healing processes. It targets functional and structural imbalances to relieve pain, improve posture, and address issues in the musculoskeletal, vascular, nervous, and other major systems, helping the body heal and revitalize from within.

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FEATURES 80 IMTRC 2025 CONTINUES TO BRIDGE THE RESEARCH/PRACTICE GAP IN THE MASSAGE THERAPY FIELD The massage therapy field has historically

JOURNAL

Massage Therapy Journal® | Official Publication of the American Massage Therapy Association® Fall 2025 Vol. 64 No. 3

ISSN: 0895-0814 USPS 0010-218 Cover credit: Alliance Images / Shutterstock.com

experienced a disconnect between general and applicable massage therapy-related research. By Niki Munk PhD, LMT

Michelle Vallet Senior Publications Manager AMTA BOARD OF DIRECTORS (effective March 1, 2025) Cindy E. Farrar President Rick Greely President-Elect Kimberly Kane Santos Immediate Past President

Jaime Bernardo, Jr. Director Heber J. Blackner Director Matthew Fecteau Director Donald Goodale Director Robert C. Jantsch Director Jane Horton Johnson Director Deb Kilty Director Cheryl L. Siniakin, Ph.D. Director Lee Stang Director

EDITORIAL REVIEW OPERATIONAL COMMITTEE Jacqueline Herbach, LMSW, LMT President, Momentum Massage, Jane Neumann, BS, LMT, NCTMB Private Practice

DEPARTMENTS

Fitness, & Mind New York City Steve Jurch, MA, ATC, LMT Director of Allied Health Training at the Community College of Baltimore County

AMTA Illinois Chapter Communication Chair

6

Jessica Libero, LMT, NCTMB Connecticut and New York Licensed Reiki Practitioner Martha Brown Menard, Ph.D., CMT

LETTER FROM THE PRESIDENT Keeping My Wonder Alive

9

SHAREABLE RESEARCH Massage and Whole Person Care

Publication Management SPARK Publications sparkpublications.com

Project Manager: Jaclyn Yepsen Creative Director: Larry Preslar

Massage Therapy Journal is published quarterly by the American Massage Therapy Association (address below). Periodicals postage paid at Evanston, Illinois, and additional mailing offices. POSTMASTER: Send address changes to Massage Therapy Journal , 500 Davis St., Suite 900, Evanston, IL 60201-4695. SUBSCRIPTIONS: All subscription matters and notice of change of address should be sent to: Massage Therapy Journal Subscriptions, AMTA, 500 Davis St., Suite 900, Evanston, IL 60201-4695 (877-905-2700). Subscription rates: U.S. and Canada, $25 for one year (four issues); $45 for two years (eight issues). Foreign, $70 for one year; $120 for two years; available on a limited basis. Contact AMTA Member Experience, 500 Davis St., Suite 900, Evanston, IL 60201-4695. Phone: 847-864-0123 info@amtamassage.org EDITORIAL COPY: Queries should be sent to Michelle Vallet via email: mtj@amtamassage.org . Visit amtamassage.org/mtj for writer guidelines. Information contained in Massage Therapy Journal does not necessarily reflect the opinions or beliefs of AMTA and/or the staff of Massage Therapy Journal . ADVERTISING: Contact the AMTA sales team at Smithbucklin to learn more about advertising and exhibitor opportunities: (301) 215-6710 Ext.130 or hbrown@smithbucklin.com. Copyright © 2025 American Massage Therapy Association MTJ-024

12

ADVOCACY Strategic Advocacy: Advancing the Massage Therapy Profession

76 INTERVIEW

In Conversation With Erin Stafford 86 TOOLS OF THE TRADE 5 Fun and Effective Marketing Ideas

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FACILITATING HEALING: IMPROVING CLIENT OUTCOMES

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6 • Massage Therapy Journal

Letter from the

President

Keeping My Wonder Alive Happy Summer! It is unfathomable to think that half of my time as the AMTA National President has passed. And yet it feels like in many ways it is just getting started. I have already had so many memorable

therapeutic relationship and providing the optimal environment for health and healing. This practice of seeing and relating to our environment and those within it through fresh eyes keeps our world interesting and can be a remedy to ward away boredom tendencies. It can also serve to mitigate feelings of burnout as well. Join Me At Convention! The next event on my calendar is AMTA’s National Convention, August 21–23 in Dallas, Texas. In my 28 years as an AMTA member, I have attended many conventions. However, each one I attend is a new experience. Every year, I leave with a renewed sense of wonderment because we’re in different locations, with different educational offerings, keynote speakers and exhibitors. Without a doubt, a great deal of the specialness has to do with the energy brought by you, the attendees. You help each convention have a vibe all of its own. August is my birthday month. I can’t think of a better way to celebrate it than with my AMTA community. I hope you will be there. I’m sure it will be wonder-full! “The word “ NEW ” stands for “ Never Ending Wonder .” It is the enthusiasm from some of the remaining initial giddiness, as well as the excitement from anticipating the experiences and opportunities yet to come.”

experiences, including representing AMTA at the International Massage Therapy Research Conference and other industry meetings. Also, being with you, AMTA members and volunteers, at chapter conferences and Chapter Volunteer Orientation Training (CVOP). And of course, the time spent with the National Board of Directors progressing the AMTA strategic plan. Everything Old Is New Despite six very active months, so much still remains new. As I shared with CVOP attendees, for me the word “NEW” stands for “Never Ending Wonder.” It is the enthusiasm from some of the remaining initial giddiness, as well as the excitement from anticipating the experiences and opportunities yet to come. It’s a perspective I strive to keep in life in general, and one I also seek to bring to my specific day to-day activities, including my massage sessions. Each one presents the chance to be reminded of the magnificent wonder of the body, how it is made and how it functions. It is the very awe that sparked my interest and desire to become a massage therapist. This viewpoint is also effective to bring to each client interaction. No matter if it is their first time with you or if you have been working with them for years. Every time they come to see you, they and their bodies are new. They are different than they were the hour, day or session before. And certainly, they are not the same as any other client. Even if they have similar complaints or request the same modality. Approaching them with healthy curiosity will allow them to know you are meeting them and their bodies’ specific needs, where they are in the present moment, facilitating the

ENGAGE WITH AMTA AMTA’S local chapters are a great place to start getting involved. Find yours at amtamassage.org/ chapters.

Cindy E. Farrar AMTA President

I am because We are.

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flexible

Fall 2025 • 9

Shareable Research

Massage and Whole Person Care

More and more people are starting to pay attention to caring for their own well-being in ways that integrate the mind/body connection. In this way, massage therapy, too, is leaning into a more holistic approach, incorporating techniques that not only relieve the physical symptoms of pain, anxiety and depression, to name just a few, but also increase a client’s mental and emotional well-being.

wavebreakmedia / Shutterstock.com

Share this research with clients and colleagues by visiting amtamassage.org/mtj.

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10 • Massage Therapy Journal

Aromatherapy + Palliative Care

Aromatherapy + Early Palliative Care for Oncology Patients

Researchers wanted to assess the efficacy of aromatherapy in managing symptoms of pain, anxiety, nausea and sleep disturbances among palliative care patients. The study. This systematic review included a comprehensive search across various databases to identify relevant studies. Eight studies met eligibility criteria. The review assessed efficacy of aromatherapy—primarily through massage— in symptom management. Researchers accounted for variations in intervention procedures and outcomes. The results. Researchers found promising outcomes associated with the use of aromatherapy in palliative care. Aromatherapy interventions demonstrated significant efficacy in helping with some of the more troublesome symptoms, including pain, anxiety and nausea, while also aiding in improving sleep quality among patients. However, the small sample size and diversity of methods observed across the studies highlight the need for both standardized methodologies and larger-scale trials. “This systematic review underscores the potential of aromatherapy as a complementary intervention in palliative care,” researchers noted. “While the findings support its efficacy in symptom management, methodological inconsistencies across studies warrant further research.”

This 2023 blind controlled study aimed to assess the comparative efficacy of massage, aromatherapy massage and massage combined with aromatherapy inhalation in cancer patients receiving palliative care. The study. A total of 100 participants were randomly divided into four groups. Three intervention groups and a control group who received standard hospital nursing care. One intervention group received massage with an odorless almond carrier oil. A second intervention group received massage with lavender oil, and the third intervention group received combined inhalation aromatherapy and massage with aromatherapy. The Rotterdam Symptom Checklist (RSCL) was given two weeks after aromatherapy and examined participants’ perspectives of care. The results. According to the RSCL, combined inhalation and aromatherapy massage performed best and, when compared to the control, each experimental group showed statistically significant differences in terms of reported physical and psychological symptoms, and activities. The total quality of life score, however, showed no significant difference between the control group and the massage only group. “When paired with aromatherapy inhalation, massage has a positive effect on physical, psychological symptoms, activities, and overall quality of life for cancer patients receiving early palliative care,” researchers noted. “Nurses and other health care providers are recommended to support programs that provide massage therapy to reduce reported bodily symptoms, psychological problems and limited activities among cancer patients.”

References 1. Goncalves S, Marques P, Matos RS. “Exploring aromatherapy as a complementary approach in palliative care: a systematic review.” J Palliat Med . 2024 Sep;27(9): 1247–1266. 2. Khamis E, Raddaha A, Nafae W, Al-Sabeely A, Ebrahim E, Elhardary S. “Effectiveness of aromatherapy in early palliative care for oncology patients: blind controlled study.” Asian Pac J Cancer Prev . 2023 Aug 1;24(8):2729–2739.

WANT MORE INFORMATION?

For more information on some of the research being done on the benefits of massage therapy, browse the Research section of AMTA’s website at amtamassage.org/research.

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12 • Massage Therapy Journal

Strategic Advocacy: Moving the Profession Forward Advocacy Advancing the Massage Therapy Profession

A t AMTA, we remain deeply committed to advancing the massage therapy profession through strategic legislative and regulatory efforts. We continue to promote professional standards, protect public safety and expand access to massage therapy across the country. Below, we delve into AMTA’s key advocacy areas of focus and the direction we’re taking to move the profession forward. Elevating Professional Standards Through Licensure in All 50 States AMTA is committed to helping champion licensure for massage therapists in all 50 states across the country. The legal recognition of massage therapy and clearly defined requirements will help advance the profession as well as protect the health and safety of

Reinforcing and Enhancing Existing Regulatory Structures AMTA remains vigilant in protecting the integrity of existing licensure systems. In states like Utah and Alabama , we’ve recently acted swiftly to prevent regulatory rollbacks and confusing tiered systems that would dilute professional standards. In Arizona , we continue to engage in collaborative review processes to ensure regulatory continuity and transparency. Our focus is not only to maintain—but to enhance—licensure structures so they reflect the evolving needs of the profession and public. Ensuring Transparent Oversight of Massage Therapy in California Through our participation in California’s Sunset current proposal extends the California Massage Therapy Council's authority, we remain focused on the broader goal of establishing a clear, consistent, and publicly accountable licensure model. Integrating Massage Therapy Into Health Care and Pain Management As the opioid crisis continues to challenge communities, AMTA is championing massage therapy as a non-pharmacological pain management solution backed by a growing body of research. We’re advocating for insurance Review process , AMTA has reinforced its call for transparent, accountable oversight of massage therapy in the state. While the

massage consumers. In states like Kansas and Minnesota , we continue to build broad-based coalitions, strengthening grassroots efforts and communicating the value of statewide licensure for massage therapists. In the face of

delays, AMTA remains focused—the 2026 legislative season will present renewed opportunities to move these state licensing efforts across the finish line. In Oklahoma , we worked quickly to

sustain the oversight of licensure to ensure that massage practitioners in the state remain

properly trained, meet established qualifications, and uphold professional standards. Across all these initiatives, AMTA’s guiding principle is clear: licensure protects the public, enhances credibility for massage therapists, and supports a more unified profession.

3rdtimeluckystudio / Shutterstock.com

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Fall 2025 • 13

reimbursement, Medicaid inclusion, and broader health care system integration in states across the country, including Washington, New Hampshire, Minnesota and New York, which currently have active legislation to help achieve these goals. Our long-term vision is one where massage therapy is accessible as a first-line treatment option—supported by policy, reimbursed by insurers, and recommended by health care providers. AMTA is working

Through education requirements, signage laws, and accountability measures— as seen in Indiana and Hawaii —we continue to support policies that protect vulnerable individuals while preserving the high standards and professionalism of massage therapy.

Supporting Mobility and License Portability for Massage Therapists As part of our forward-thinking vision, AMTA is championing solutions that enable massage

to make that future a reality. Advancing Educational Excellence for Massage Therapists AMTA also supports educational excellence. In states like Virginia and Georgia , we backed proposals to increase required training hours, while also advocating for fairness and accessibility in implementation. We are also exploring innovative pathways to entry, such as apprenticeships, that preserve quality while expanding access, as seen in Montana . Our vision is to balance massage therapy without undue barriers. Promoting Safe and Compliant Massage Therapy Practice Environments Establishment oversight is critical to public safety and professional credibility. AMTA is driving policy efforts to strengthen compliance tools in states like Delaware, Oregon and Missouri. Whether through enhanced penalties, visible notices of non compliance, or increased inspection authority, our advocacy is helping ensure that massage therapy is practiced in environments that are safe, ethical and transparent. Combatting Human Trafficking with Legislative Engagement Human trafficking remains a critical concern. AMTA continues to advocate for targeted legislation that addresses trafficking without reinforcing harmful stereotypes about our profession. rigor with inclusivity—ensuring that all qualified individuals can pursue a career in

therapists to work across state lines more easily. Legislation is under consideration in Arkansas and North Carolina that aligns with our goal of reducing unnecessary regulatory barriers while maintaining quality for the massage therapy profession.

We are also continuing to monitor and provide our input on the Interstate Massage Compact which aims to increase licensure portability across states. AMTA is committed to advocating for more inclusive portability legislation that serves the best interests of licensed massage therapists across the U.S. Advocating for Equitable Fees and Fair Access Financial accessibility is a cornerstone of a thriving profession. AMTA continues to oppose unreasonable fee hikes, such as those proposed in Vermont , while supporting efforts to cap and regulate fees in states like Illinois . We believe that entering and maintaining licensure in this profession should be financially feasible for all qualified individuals. AMTA Is Focused on the Future of the Profession At AMTA, we’re driven by a bold vision: a future where massage therapy is fully integrated into health care, universally recognized as a licensed profession, and practiced under clear, fair and consistent standards. We will continue to lead, collaborate and innovate in pursuit of that vision in the next legislative session and beyond! And as always, we are here to support you and the entire massage therapy community every step of the way .

SCAN HERE To learn more about AMTA's position on the Interstate Massage Compact (IMpact).

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16 • Massage Therapy Journal

What Does the Future of Massage Therapy Hold?

Massage professionals talk some of the leading trends shaping the massage profession’s next decade.

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Fall 2025 • 17

KatePilko / Mix and Match Studio / Shutterstock.com

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18 • Massage Therapy Journal

B ureau of Labor Statistics (BLS) projects the massage therapy profession will grow by 18% between 2023 and 2033, which is much faster than the average for all professions. This is higher than both other health care support occupations (12%) and the total for all occupations (4%).

1 The Future of Technology in Massage Therapy ■ Emily Bonzi , Marketing Manager, Body Techniques We expect massage to continue to thrive as a people-centered industry. While technology is rapidly transforming many industries, massage will remain a hands-on service rooted in human connection. That said, technology can play a vital role in improving how businesses operate. With AI, we can streamline operations, reach more clients faster and enhance booking systems for greater efficiency. However, the core of massage services will always require a personal, human touch. ■ Gara Post (GP) , Co-Founder & Chief Creative Officer, The NOW Technology will play a role, whether through smarter booking tools, enhanced personalization or innovations that help massage therapists elevate their craft. But at its core, massage is about human connection and energy transfer, and that is something that can never be replaced. ■ Clinton Kyles , Senior Manager, Training & Development, Squeeze As someone who’s had the honor of supporting massage therapists across the country—first as a peer, then as a trainer, and now as a leader―I’ve seen firsthand how this industry is rooted in both legacy and innovation. I believe the future of massage therapy will be shaped by that very duality: a deep respect for ancient healing traditions paired with the rapid advancement of modern technology and evolving guest expectations. And if we do it right, we’ll see a more connected, empowered and human-centered version of our profession.

Additionally, during that same timeframe, the profession is expected to add 26,000 positions, with employment in 2023 at 147,000 and projected employment in 2033 at 173,200. “About 22,800 openings for massage therapists are projected each year, on average, over the decade,” according to the BLS. “Many of those openings are expected to result from the need to replace workers who transfer to different occupations or exit the labor force, such as to retire.” Growth, however, goes beyond just the numbers. For the past several years, massage has gained wider acceptance among consumers who are looking for a more holistic approach to health and well-being. Other health care professionals, too, are starting to understand the benefits of integrative care. A 2022 systematic review 1 explored the current acceptance and use by medical specialists of complementary and alternative medicine (CAM), now commonly referred as integrative health care or integrative medicine. The review examined a total of 25 studies between the years 2002 and 2017, and included 10 medical specialties. Overall acceptance of CAM was 52%, with family medicine reporting the highest acceptance, followed by psychiatry and neurology, neurological surgery, obstetrics and gynecology, pediatrics and anesthesiology. Perhaps surprisingly, physical medicine and rehabilitation were not in the top five most accepting. Use of CAM across medical specialties was 45%, with obstetrics and gynecology, family medicine, psychiatry and neurology, pediatrics and otolaryngology leading the way. Massage Therapy Journal asked several stakeholders in the massage therapy profession and massage therapy education space about what they think the future holds. Here’s what they had to say.

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On the technology side, massage therapy will increasingly integrate with broader wellness and medical ecosystems. At Squeeze, we’ve embraced tech-forward solutions through app-based customization, seamless booking and guest preference tracking, but that’s just the beginning. Imagine massage connected directly with a guest’s fitness tracker, physical therapy notes or stress-level data from wearable tech. With permission, we could see advancements like syncing up to a guest’s care team or recovery plan and offering sessions that respond in real time to the body’s changing needs. Massage would no longer be just a wellness add-on, it would be part of a dynamic, data informed continuum of care. And with more platforms supporting virtual consultations, AI-assisted wellness check-ins and personalized at-home recovery tools, massage therapists could expand their reach well beyond the treatment room. 2 The Future of the Massage Therapy Industry is Holistic ■ Kevin Ramsey , Body Care Service Innovation Manager, Massage Envy Over the next five to 10 years, I would anticipate the massage therapy industry will continue to gain wider acceptance, recognition and integration within health care and wellness spaces. Ongoing scientific research is expected to drive growth and validation, with an increasing focus on the role of massage therapy in preventive, rehabilitative and routine care. As research and recognition expand, so too will the demand for higher education and specialized training to meet the evolving needs of clients and patients. In recent years, consumers have become more intentional about their reasons for seeking massage, shifting from an indulgence to a purposeful wellness practice. The future of massage therapy reflects an evolving discipline that continues to advance alongside developments in health care, fitness, wellness and technology. The industry is moving toward

a more integrative approach, aligning closely with medical, sports and holistic health fields. With increasing awareness of its role in stress and pain management, as well as in supporting general health, fitness and wellness goals, massage therapy is becoming an integral part of self-care routines. The role of massage therapy practitioners will likely evolve in response to this shift. As more people seek nonpharmacological solutions for everyday pain management, stress relief and overall well-being, therapists must be equipped with the skills and knowledge to provide an impactful and personalized care experience. The rising demand for tailored treatments underscores the need for highly trained, qualified and engaged professionals who can adapt to diverse client concerns. Ultimately, the next decade will bring a deeper appreciation for massage therapy as a fundamental component of health and well being. As its role in self-care expands, massage therapy will transition from an occasional luxury to an essential practice that supports long-term wellness.

Imagine massage connected

directly with a guest’s fitness

tracker, physical

therapy notes or stress-level data from wearable tech.

ivector / GoodStudio / Shutterstock.com

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20 • Massage Therapy Journal

■ Post: When I think about the future of massage therapy, I see it becoming even more essential to our guests and members’ monthly routines to help manage day-to-day stress, anxiety and muscle recovery. Over the past 10 years, I’ve personally seen the industry evolve to meet people where they are, both physically and mentally. That means more accessibility, more personalization and deeper integration of massage into one’s ongoing self-care routine. Our guests will continue to seek experiences that support their mental, emotional and overall well-being. ■ Kyles: I believe the wellness industry will include a richer sensory and energetic component. The resurgence of sound healing, vibration therapy, aromachology and even frequency-specific music therapy is already being explored across wellness spaces. Combined with advances in energy work and mindfulness practices, massage will continue to evolve as a fully immersive, full-body-and mind experience. These therapies, once considered fringe, are becoming more accepted and refined through evidence-based research and thoughtful integration. And when we root these practices in the rich traditions of ancient healing—from Thai massage and Ayurvedic therapies to Traditional Chinese Medicine—we’re not only honoring our past, we’re building a more inclusive and holistic future. In the treatment room, I believe accessibility and inclusion will be central to innovation. That means designing experiences and environments that welcome everybody—across age, gender identity, ability and cultural background. Advancements in adaptive massage techniques, inclusive training and therapist education will ensure that more people can benefit from massage, regardless of circumstance. ■ Rachel Romanelli , Government Relations Chair, AMTA MN As massage therapists, we bear the significant

responsibility of thoughtfully guiding and nurturing this ongoing growth. I firmly believe that the coming years will bring the continued advancement of massage therapy as a recognized and respected health care profession. Massage therapy will increasingly become an integral component of standard care, as a fundamental integrative health care right and accessible choice for everyone seeking its benefits. Realizing this vision hinges on focused and simultaneous efforts across several critical areas. These areas include legislative work aimed at achieving licensure in every state, the pursuit of additional validated research to strengthen our evidence base and proactive advocacy at the federal level to ensure the inclusion of massage therapy as a covered health care benefit. ■ Marisol Rivera-Placido , Government Relations Chair, AMTA NY Massage therapy education needs to move toward a more holistic curriculum and go beyond the basics of anatomy and physiology. More programs should emphasize specialized areas such as kinesiology, the study of human movement, and research methodologies. If we aim to practice in a clinical setting, we need the skills to analyze data and make informed decisions based on evidence, just as physical therapists and other health care professionals do. Additionally, as massage therapy becomes more integrated into multidisciplinary health care teams, it is vital for massage therapists to learn how to communicate scientifically with other professionals. Massage therapists should feel confident discussing clinical data and research findings in the same way that doctors, nurses and physical therapists do. Another area that deserves attention is the business side of massage therapy. In an era where many therapists seek the freedom of flexible schedules and control over their pricing, more business-focused courses should be included in massage programs. These would equip massage therapists with the knowledge

In an era where many therapists seek the freedom of flexible schedules and control over their pricing, more business focused courses should be included in massage programs.

Nadya / Shutterstock.com

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and tools needed to start their own practices or navigate the business aspects of working in spas or health care facilities. In fact, students should have the option to choose a specialty area tailored to the career path they wish to pursue— whether that’s in sports therapy, medical massage or wellness services. 3 Customized Massages Will Lead the Way ■ Ramsey: A key trend that will continue to shape the next decade of massage therapy is the rising emphasis on personalization. While much of the population experiences everyday stress and pain, no two individuals’ experiences are identical. There is no “one-size-fits-all” style of massage. Although most therapists fully customize the services they provide, recognizing each person and their unique concerns will increasingly become the focus of practice. Additionally, there are growing markets for hyper-specialized massage approaches. Whether it involves prenatal care, oncology massage or other condition-specific needs, massage therapy is uniquely positioned to support individuals with various conditions. As personalization becomes a defining feature of the industry, business practices will also evolve. Trends in sustainability may influence the selection of massage products and tools, while technology will streamline operations, from automated scheduling to interactive biometric data that inform treatment approaches. 4 The Future of Massage Therapy Education is Wide Ranging ■ Jeremy E. Miller , MS, LMT, BCTMB, Massage Therapy Program Coordinator, William Rainey Harper College What will truly set a massage therapy program apart will be its ability to evolve with the needs of both the industry and its students. While many schools are working to streamline their programs and respond to market demands— such as flexible class schedules, support with

licensing and job placement, and alignment with client and employer expectations—the standout programs will go a step further. By integrating science literacy, pain science and critical thinking into their curriculum, these programs will not only teach useful techniques but also foster a deeper understanding of how and why massage therapy works. Using an evidence-informed approach will prepare graduates to be therapists who can think critically and clinically, adapt their approach to new research, and deliver more effective, client-centered care. ■ Chris Driggers , Enrollment Specialist, Alpha School of Massage As the wellness industry continues to evolve, so too does the way massage therapy is taught. Over the next five to 10 years, massage education will undergo a transformation driven by innovation, flexibility and a deeper understanding of holistic care. Here’s what the future holds: advanced platforms, while hands-on training will be provided through flexible, in-person intensives. This model offers more accessibility and convenience for students of all backgrounds. This also frees up the instructors time for one on-one tutoring sessions. 2. Virtual (VR) and Augmented Reality (AR) for Skill Development Students will use VR and AR to practice massage techniques in simulated environments, helping them build confidence and precision before working on real clients. 3. Personalized Learning with Artificial Intelligence (AI) AI will tailor the educational experience, offering customized learning paths based on individual progress, style and comprehension. 4. Expanded Holistic Curriculum Massage education will increasingly include integrative wellness topics such as mindfulness, trauma-informed care, nutrition and cultural competency—preparing students to be well rounded practitioners. 1. Hybrid Learning Becomes the Norm Theory will be delivered online through

TAKE A DEEPER DIVE Learn more about how massage consumers are demanding a more customized experience— and how massage therapists can deliver—in “The Future of Massage is All About Personalization” in the Summer 2025 issue of Massage Therapy Journal. Available online at amtamassage.org/mtj or by scanning the QR code above.

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22 • Massage Therapy Journal

5 Legislation Will Shape the Future for Years to Come ■ Romanelli: Foundational progress for our profession is rooted in the establishment and strengthening of licensing regulations at the state level. Not all states in the U.S. have embraced the importance of regulating massage. From the perspective of a legislator, the primary rationale for regulation is the essential protection of the public from unqualified or potentially harmful individuals. A regulatory board or advisory committee serves as the body for addressing complaints filed against licensees, ensuring due process for all parties involved and taking appropriate action when a violation of regulations is substantiated, thereby safeguarding the well-being of the public. From the standpoint of a massage therapist, licensing establishes clear definitions for the practice of massage therapy, outlines scope of practice, sets minimum entry-level education standards to ensure competency, defines examination requirements to assess knowledge and skills, and codifies professional ethics to guide conduct. The act of licensing massage therapy as a profession formally acknowledges its significant growth, considerable impact on the public’s health and wellness, and increasing maturity for self-regulation. Therefore, a strong focus should be placed on successfully passing licensing legislation in the remaining states that have yet to adopt it. Achieving uniform licensing standards across all 50 states fosters greater professional portability between states, promotes a unified professional identity, and ultimately bolsters a stronger national voice that is essential for effective advocacy at the state and federal level. Unified state licensing and a strong foundation of evidence-based research is needed for effectively advocating for the further advancement of the massage therapy profession at the state and federal level.

5. Greater Credential Portability We’ll see movement toward unified national licensing standards, making it easier for graduates to practice across the U.S. 6. Eco-Friendly, Paperless Schools Sustainability will be front and center. Paperless systems, digital forms and eco conscious practices will become the new standard in education and in practice. 7. Stronger Business and Tech Training Students will be empowered to succeed as entrepreneurs with training in digital marketing, scheduling platforms, online booking and virtual client engagement. ■ Rivera-Placido: One of the most critical areas in which massage therapy needs to evolve is education. Currently, the number of hours required for licensing varies from state to state, with New York and Nebraska being the only two to mandate 1,000 hours of training. In contrast, many states fall short, leaving room for inconsistency in the quality of education. If we want to elevate the profession, we must standardize the training requirements across the country. In the coming years, it’s possible that more states will adopt educational programs closer to 1,000 hours, with some even considering an associate’s degree as the minimum standard for practicing massage therapy. New York state has already taken the step of offering associate’s degree programs at six schools. Could a similar shift occur nationwide? It is certainly within the realm of possibility. The model for physical therapy offers valuable insight. Over the years, physical therapy has transformed from a certificate program to requiring a doctoral degree, largely due to the efforts of the American Physical Therapy Association and the Commission on Accreditation in Physical Therapy Education. For massage therapy to achieve similar progress, industry associations should come together to create a unified education and licensure framework.

WHY LICENSING MATTERS Read more about why fair licensing is essential to the growth of the massage therapy profession, as well as how AMTA’s advocacy efforts around licensing work to support both the profession and the public, in “Elevating the Profession: Why Fair Licensing is Essential for Massage Therapists in Every State Across the U.S.” in the Summer 2025 issue of Massage Therapy Journal. Available at amtamassage.org/mtj or by scanning the QR code above

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■ Timothy Peckinpaugh , Government Relations Chair, AMTA CA The most significant upcoming legislative effort in the near future is occurring in my home state of California. I am confident that our advocacy will pay off and that we will join 45 other states, together with Washington, D.C. and Puerto Rico, in adopting statewide licensure for massage therapy. Transitioning from the current voluntary certification system to a mandatory statewide license will ensure that the profession is treated with the respect it deserves and is aligned with other health care disciplines. It would be unthinkable for health care fields such as chiropractic, physical therapy or acupuncture to operate under a voluntary regulatory system. Yet massage therapy continues to do so in a handful of states. This allows for the misuse of professional titles and undermines the legitimacy of our work. By implementing licensure, California will be able to enforce appropriate standards, protect the public, and honor the training and expertise of qualified therapists. My prediction for the future is that a state licensing board will replace California’s current certification system, which fails to set consistent, enforceable qualifications. This change will not only align California with the majority of the country but also elevates the status of our profession within the broader health care landscape. California’s example will have a ripple effect—encouraging the remaining states, such as Minnesota and Kansas, to follow suit. With nationwide licensure, we will increase consumer access to care and present a unified front in advocating for the profession, the practitioners and the clients we serve. 6 The Future of Massage is Evidence-Based ■ Romanelli: Massage research is crucial for advancing the profession with validated, evidence based findings. While those of us within the massage field can readily attest to the

Certification vs. Licensure: What’s the Difference?

In California, massage therapy is regulated through a certification system, unlike most other states that use a statewide licensing system. The key difference between these two approaches is that certification is voluntary, whereas licensure is mandatory. What this difference means practically is that anyone in California can legally call themselves a massage therapist—even without any formal qualifications, education or training. In contrast, licensure is mandatory in states that require it. To obtain a license, individuals must demonstrate that they have met specific education and training standards before they can legally practice massage therapy or use the professional title.

profound impact of massage on various conditions—including pain reduction, easing of depression and anxiety, support of athletic performance, and its valuable role in wellness maintenance plans—the systematic gathering of comprehensive data is of paramount importance. Continued human-based research provides the essential qualitative and quantitative analysis necessary to determine standards of practice and standards of care. Data collected to determine optimal techniques, duration and frequency of massage interventions for various conditions and client populations can be analyzed to help determine an appropriate standards of care. Additional research also ensures that massage treatments are standardized, effective and appropriately applied for reducing pain, addressing other health conditions and promoting overall well-being. Data collected can also contribute to the continued development in the standards of practice. Correlating the education level of a massage therapist and their successful

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24 • Massage Therapy Journal

pain reduction outcomes gives the massage industry additional evidence to continue to increase educational standards. Ultimately, massage research significantly contributes to the ongoing professionalization of the field, enhances its seamless integration into mainstream health care systems, and ensures that clients receive safe and beneficial therapeutic interventions from educated massage therapists, which in turn protects and elevates our profession within the broader health care landscape. ■ Rivera-Placido: While massage therapy offers a wealth of anecdotal evidence regarding its benefits, more rigorous scientific research is needed to validate its role in health care. The effects of massage on muscle tissue, for instance, remain poorly understood. Can massage therapy help regenerate tissue? Is it effective in alleviating delayed onset muscle soreness after intense physical activity? These are critical questions that require well-conducted studies. As the profession evolves, it is crucial for massage therapists to develop research literacy. Understanding how to read, analyze and integrate scientific findings will empower therapists to provide evidence-based treatments and confidently engage with the broader medical community.

■ Peckinpaugh: Moving forward, we will work closely with our health care allies to continue promoting the evidence-based benefits of massage therapy. Our efforts will focus on universal recognition of massage therapy as a legitimate and valuable form of health care. We will advocate for both its inclusion and expansion in insurance coverage, Medicare and VA health care systems—so that more Americans can access its proven benefits. Research will continue to be a cornerstone of this movement. We will expand the body of evidence demonstrating its efficacy in treating myriad conditions ranging from chronic pain to the effects of cancer to PTSD. This will further legitimize the field and demand the respect both the practice and its practitioners deserve. 7 The Future of Massage is Human-Centric ■ Bonzi: We also foresee significant growth in corporate massage. Employees increasingly expect wellness support in the workplace, and companies are stepping up to provide it. Younger generations, in particular, are driving this shift, advocating for better care and well being at work. As a result, corporate massage services are becoming an integral part of many companies’ employee wellness programs. This trend is expected to continue as more and more businesses recognize the importance of prioritizing their employees’ mental and physical health. ■ Rivera-Placido: The issue of fair pay is central to the future of massage therapy. While clients may pay upward of $150 for a massage, therapists often receive a fraction of that amount—sometimes as little as $16 per hour. The disparity between what clients pay and what therapists earn is glaring, particularly when compared to other health care providers.

As more insurers begin to cover massage therapy, more health care providers will see the value in integrating massage

therapists into their teams.

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