Massage Therapy Journal Summer 2025

76 • Massage Therapy Journal

C onsumers no longer just desire personalized interactions, they expect them. A McKinsey & Company research report found that 71% of consumers expect companies to deliver personalized interactions. Furthermore, 76% of consumers admit they become frustrated when they do not receive some form of personalization.

session, as well as the ambiance of the room itself. “Every detail matters when it comes to relaxation and therapeutic benefits,” says Kevin Ramsey, LMT and Massage Envy Body Care Service Innovation Manager. “Temperature, music, lighting and bolster preferences can all be adjusted to meet their needs.” Clients at Massage Envy are encouraged to communicate their preferences both before and during the session. “At Massage Envy, personalization is a priority,” Ramsey says. “Franchises are encouraged to have their massage therapists begin every session with a conversation to understand the client’s goals, focus areas and any discomfort they may be experiencing.” Every massage therapist at Massage Envy conducts an intake before every session where they review key details such as health history and client preferences around a variety of massage session specifics. After the session, therapist’s document important observations to allow for tailoring of future appointments, creating a customized approach that can evolve with the client’s needs. The Now is seeing a similar increase in clients’ desires for more customization and personalization options. “Guests are seeking more personalized experiences so they can target specific concerns,” says Gara Post, Co-Founder and Chief Creative Officer of The Now. “As demand for more personalized experiences grows, we continuously explore and introduce new services and healing modalities.” At The Now, in addition to specifics about the massage itself, clients have control over things such as temperature of the heated massage table, placement of cradles and bolsters, and throw blankets to enhance the level of relaxation throughout their session. These preferences are communicated to the massage therapist in the Transition Room, a shared room beyond the lobby where massage therapists can meet and speak with their clients before entering their massage rooms, prior to the massage. What Role Does Technology Play? The rapid integration of technology is quickly evolving the massage therapy profession, and the

Generation Z, who are considered the most important generation currently for businesses as they are shortly expected to surpass Millennials in spending power, are at the forefront of this personalization charge. According to research compiled by Contentful, nearly half (49%) of individuals in Generation Z say they are less likely to buy from a brand if they do not provide a personal experience. Additionally, 27% say they will stop spending money with the brand or share a negative experience with peers if their experience with a brand is impersonal. This personalization pays off for the companies, as 62% of business leaders say that their personalization efforts have led to improved customer retention. Additionally, personalization can reduce customer acquisition and retention costs by 28%. “Customization has become a fundamental expectation across multiple industries, and the wellness space is no exception,” says Clinton Kyles, manager of training and development, Squeeze Massage. “Massage therapy is deeply personal. No two bodies are the same, and no two people experience stress, pain or relaxation exactly the same way. That’s why customization and personalization are crucial to the massage landscape—guests want more than a one-size-fits-all approach.” The type of massage is not the only place clients are looking to customize their experiences, however. Clients want control over every aspect of their massage therapy experience, and many companies are trying to provide them with just that. Customization within the Massage Therapy Industry When it comes to massage, this means giving clients control of both technique used during a

71 % of consumers expect companies to deliver personalized interactions. — McKinsey & Company

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