Massage Therapy Journal Fall 2025

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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