Massage Therapy Journal Fall 2025

70 • Massage Therapy Journal

T he rise of holistic offerings in massage therapy is impossible to ignore. It has become nearly as common to see a massage therapist offering cupping, Reiki or aromatherapy as it is to see a therapist offering Swedish or deep tissue massage.

The variety a holistic approach offers can make clients feel like they are getting more bang for their buck, too, as well as attracting new clients and reinforcing loyalty in your regular clients. Additional offerings can also help a client vary their massage therapy sessions so they never feel like they are plateauing. As Reuther notes, many of these more holistic offerings give a massage therapist a chance to rest their hands—without sacrificing the benefits of massage. Many holistic offerings, such as aromatherapy and Reiki (and other types of energy therapies) are very low stress and low impact and provide massage therapists a way of incorporating their own self-care into massage sessions. “One of the things I’ve noticed is there’s nothing new under the sun. I have seen things come and go in my 35 years,” Agliano says. “When I decide what to use, I am taking a look at what is needed for my client to bring them to optimal health. I use essential oils in the session. I use stretching and breathing techniques that I teach my clients. I use those things that are natural and helpful for the body.” When you’re adding techniques or offering a different approach in your practice, however, you need to be thoughtful and deliberate. This is especially important when adding massage techniques, ensuring you have a good understanding and can practice safely. Many times, additional education will be necessary. Reuther’s entry into cupping was an in person, weekend-long continuing education class. Continuing education for many holistic practices can be found online, but it is important to make sure the company offering them is legitimate. Holistic Therapy: What the Science Says The benefits of extending what you offer your clients go beyond extra revenue streams and attracting new clients. There is also some science that supports the benefits of a more holistic approach.

Many holistic offerings are less about managing specific symptoms a client may be experiencing and more about integrating a client’s whole person into the massage session: physical, mental and spiritual. “A holistic approach to massage therapy adds more depth to a session,” says Sarah Reuther, LMT and certified cupping therapist. “Manual therapies already accomplish so much in terms of reducing pain, increasing range of motion and relaxing tissue. Bringing in options like aromatherapy, hot packs and cupping therapy can further assist to calm the mind and double down on pain relief.” Some common holistic techniques that are offered within massage therapy include: • Aromatherapy • Stretching • Cupping • Deep Breathing • Hot towels, hot stones, hot packs “I have always looked at the person’s body in a holistic manner,” says Michelle Agliano, LMT. “I work with my clients physically, mentally, emotionally and spiritually because it all matters.” (Though remember, massage therapists need to stay within their own scope of practice.) Diversify Your Offerings, Diversify Your Clients One of the things a more holistic approach to massage therapy can help with is reaching a larger client base. By offering things like cupping, aromatherapy or Reiki as either add-ons or standalone services, a massage therapist is opening themselves up to a wider audience. “Using all these techniques is also a very efficient way to work because they are all supporting the massage,” Reuther says. “My clients love a session with variety, it gives my hands a break, and sessions feel more complete.”

TAKE A DEEPER DIVE More and more massage consumers are looking for a custom feel when getting a massage. Explore this trend and how you can personalize massage sessions in your own practice in “The Future of Massage Is All About Personalization,” available at amtamassage.org/mtj or by scanning the QR code above.

amtamassage.org/mtj