Everywhere I looked last week, it seemed like someone was talking about Massage Envy (ME)- some good, some not so good as discussions about ME go…
Here is what I am referring too -(These are all from discussions on Facebook or linkedin.com or from newsfeeds.)
- ME was mentioned in a thread saying that the massage therapists at one location were doing ‘Happy Endings” and the owner was notified and didn’t want to do anything about it.
- One of the most searched for keywords on my site www.massage-career-guides.com is ‘massage envy sex’.
- In one area, ME is connected to many companies who offer their employees health incentives or challenges.
- Many massage therapists feel threatened by ME and feel that they have to reduce their rates to compete with ME and that ME are putting them out of business or at least making them work harder to get clients. ME is said to be the Walmart of the massage profession.
- ME is also a good way for massage therapists to get experience. One long time employee is now going out on her own!
What interests me most about ME is the fear reactions that it brings up in many including myself at times. Hearing that ME was offering massage to companies too left me wondering what is next – where will they go next? Will there be only ME around the country offering low cost massage (good for the general public- not so good for employees paid low wages but they get experience.)
So if the general public is also moving towards preferring low cost massage what can the massage profession learn from this and what can be done about it?
The thing is that we don’t have any actual statistics to see what is really going on and how ME (or low cost massage franchises) are affecting the massage profession. I am not sure if there is even a way to measure that or track that as there are so many other things going on in the profession right now- the Alliance for Massage Schools, the FSTMB, the NCBTMB, more research and teaching MT and medical professionals about research, more advanced training to learn new methods to help clients more, more acceptance by the medical profession and insurance is happening a little each day, moving into hospitals and hospice settings – many things are always changing and happening in the profession.
You can look at the few instances from your own practice and think that Yes ME is having an impact on your business. Also looking at the list that I started with, it seems like ME is everywhere and into everything. Will they start doing insurance billing? ( I did hear that about a year ago but not sure if it happened or not).
Sometimes I also think that the best advice for a person considering massage school is to go to take business classes in college and buy a Massage Envy! It is half being sarcastic and half truly what I think!
What do you think of ME? How do you think it affects your practice and what you are doing? If you work at a ME – what do you think? (There are always such a wide range of answers to that- many love it or many don’t like it.)
Related posts:
- Massage Envy Massage Envy is a massage therapy franchise that is rapidly...
- Massage Envy – Love them or leave them Massage Envy (ME) is always such a controversial topic among...
- Four Hour Work week for massage therapists Everyone has been raving about this new book called the...
- What’s next for this blog/site? I haven’t been doing much blogging or work on this...
- Why do we need Massage Therapy Research? Why do we need massage therapy research especially since we...
Will Massage Envy ever sucessfully expand into Canada? Will the more extensive training & payrate of rmt’s prevent this from happening?
I felt I needed to put in a voice not heard above. I am a LMT as well as an owner of Elements Therapeutic massage-outside of Houston Texas. No we are not Massage Envy but we are a franchised studio. I decided to open, because it was easier to build my business with the support of a corporate back bone. That said, our studio’s culture is built on trust,respect and the desire to help people. I may not pay my therapist the full wage of the massage, but they make great tips and can focus on their gift and leave the the client finding to me. Its like any thing in life, there will always be some rotten apples. But it doesn’t mean we are all bad. Thanks- if need a job in the Woodlands, TX give me a shout.
Hi. I have over 15 years years experience as an LMT and had my own business in Louisiana for 8-9 years. I am now working in Washington state at both a Chiropractors and an Elements Massage studio. I’m currently making plans to start my own business. What are the pros and cons of an Elements franchise. Obviously they have a brand and a corp behind you, but the franchise costs quite a bit. I also have my own ideas about running my business. Will I be hampered by the franchise or not? I’d really appreciate an honest response rather than someone towing the company line.
Thank you sweetheart!
Let’s face it, in whatever business you are in, there comes a point in time during the business cycle where the business becomes mature. In some areas of the US and abroad, massage has become somewhat of a mature business and then the general public views it as a commodity as there are many massage studios offering similar massage services at similar rates. If you add ME into the mix and the advent of Craiglist and other online classified sites where a number of LMTs, the general public some of which are not LMTs and individuals pedaling erotic massage services at heavily discounted rates, you have the perfect scenario where the principal way to compete is on price. So there are two questions that come up. How do you get people in the door? How do you keep them coming back?
To get people in the door, you have to offer something that is superior, out of the ordinary or unique at a competitive price. To get them to keep coming back, you have to pamper the clients and connect with them. Not just rub their bodies and expect them to like you and have them coming back and remember to call you.
What I have found is that most LMTs do good work and some do excellent work. By excellent work it does not mean only the massage itself, but they also ensure your mental and spiritual well being and TAKE THE TIME to get to know the client; not just get you in and out as quickly as possible to fit the client quota for the day. They offer extras such as a foot scrub, aromatherapy, hot towels and a great ambiance that the clients do appreciate and remember.
For the most part, places like ME cannot compete with a high a detailed level of service and attitude because as it was mentioned before on some posts, the therapists work for a fixed wage and for the most part, only see ME as a stepping stone to build up their stamina, refine their technique and learn the ropes of the massage business. The key in all of this is to know who you want to service, what types of massage services would interest that demographic and how do you find them.
Some LMTs really enjoy working on Athletes. Others enjoy working on Pregnant women. The list goes on. Find your niche. Find massage therapies they might like. Find a way to reach them. Always go the extra mile. No need to fear ME and CL. Welcome the competition as there is business for everybody if you have the will to pursuit it!
nashville massage
Just wanted to put my 2 cents worth in. I am a new LMT who is starting my career at ME. I became a massage therapist simply because I knew I wanted to make a living doing this. I decided to start at ME because I knew I would gain experience while collecting a paycheck. I thought about just taking a full time job in a call center to keep me afloat financially while I built a clientelle. I decided against it becaue I am determined to make my living solely by doing massage at this time. Also, I was not sure what to charge and how to market myself. I am learning a lot about myself working at ME; mostly about what I am capable of and what I would (or would not) want to do when I am ready to set up my own practice. The biggest thing; I would not schedule myself back-to-back clients like ME does.I get very little time with my clients, and I would prefer sitting with them on the first visit to really get a feel for why they came to me, and so I can communicate to them what I can do for them.
I live in Hawaii and we currently don’t have an ME establishment in the state (as far as I know). What I do know is that there are so-called spas that offer questionable services. Bottom line is, wherever you go, there will always be establishments that cross the professional line that many legitimate massage establishments so dearly uphold.
I wrote an article a while ago called “What you should know before going to Massage School” and in my research I joined on-line forums to talk to other therapists about their work experience and I was surprised to find forums dedicated to “Don’t work for Massage Envy”.
I have been a therapist for 12 years so I was working when Massage Envy first opened up in Utah. I was never a fan from the beginning and I don’t know why because essentially my prices were the same. I charged 50 an hour and they had a membership for 39 or 49. It’s 49 a month now I’m not sure what is was then. Now I have raised my rates to 60 dollars once I learned new people coming out of school were charging that in my area. I try to keep my prices competitive even though I do have more than average experience.
I hated the idea of Massage Envy because it’s too much like a massage assembly line to me. Most are newbies working there and most leave feeling taken advantage of. I guess my biggest problem is they only pay their therapist 15 an hour when non members pay 65 an hour for a massage and members pay 49 a month and get one free one and each additional one is 39. But the therapist always makes 15 an hour and any which way you slice it they don’t come close to making the average 50 percent they would just about any where else. It seems like Massage Envy doesn’t appreciate their therapists. They burn them out, plan on high turn over and discard the burned out ones like yesterday’s news.
From time to time I do feel the need to lower my prices somewhat to compete with massage envy and I hate that. Then I tell my self clients will realize you get what you pay for and with me they will get a more attentive therapist and more personable setting. So I go back and fourth a lot but some clients come to me and say massage envy either didn’t have an opening for them or they are tired of inexperienced therapists clients get there. Most are ok paying a little more for experience.
ME hasn’t affected my massage studio either. Our clients prefer higher quality massage. The ME’s in our area are legit establishments & I know a few quality massage therapists who work there. They just prefer to have the stability of a paycheck & don’t mind paying a fraction of what people actually pay for their massage.
I believe that ME is just like a hotel, and some other massage therapists; in this way, they pay therapists very low, overwork them, which effects the way most of the public see massage therapists, just another body rubber,I was told by someone whom I thought was a friend that:”Massage therapists are like cocoroaches, you stomp your foot and many of them come out”!!! what do you guys think of that? Well, needless to say that person is now far from my life. Yes I mentioned other massage therapists, the reason I say that is because there are other massage therapists out there taking advantage of other massage therapists paying less than they are worth and yes, you might say well they don’t have to take it but when they are just out of school, trying to make a name for themselves it is still not fair and think about it, behind all of this exploitation there is a slimy massage therapist lurking behind the scenes!, I know because I have unfortunately run accross some….But dont worry there are plenty of people who appreciate this profession and we just have to stand strong and keep fighting, keep communicating.
Here is the most important fact to keep in mind when it comes to choosing who or where you are getting a massage from: What are you looking for? If you want a cheap, spa setting where you are getting no REAL results other the mood music, incense and mild ‘skin’ massage, then by all means… Go to a spa, waste your money, leave feeling refreshed but with no real pain relief, posture correction, muscle improvement, etc… BUT, if on the other hand, you want a massage THERAPIST who is professional, does a health history background, goes over your needs and problem areas with you to tailor a program that will ACTUALLY benefit YOU and YOUR body, then seek out an accredited MASSAGE THERAPIST! There are several around but I have yet to find one who is as passionate about helping you feel better, move better and BE better than those who are independent or who work for small locally owned centers… I hate to say it, and I mean to offend no one who has dropped their prices to compete with the ‘spas’ but, you get what you pay for! If you have questions about a business, do research… If you have questions about a particular therapist, do research… I know an amazing Massage Therapist who works with athletes – pro and non, celebrities, people with physical disabilities (MS, ALS, Etc.) and he works with normal everyday people who work 9 to 5 jobs and just need to improve their posture to move, feel and BE better… What most people don’t understand is this: a GOOD MASSAGE THERAPIST will tailor your massage to you! And just because your low back hurts, doesn’t mean it is the muscles of the low back that need work, it could be an injury, a posture issue, muscle over-compensation (i.e. quads and psoas)… If the person you are getting a massage from can’t explain to you WHY you hurt in certain areas (in plain English) then you have to question their ability to do their job efficiently… I don’t agree with lowering your prices to compete with places such as ME… Instead, try to educate people about the difference between short term relief and life long health!!!
I’ll start out by say that Massage Envy could have the potential to give a new therapist “experience” but from what I’ve heard from co-workers and my old students that have worked there is that they give you a routine to memorize and apply to everyone. Are you kidding me? Any decent massage therapist should know that everyone is designed differently with their own set of problems, so the treatment needs to be catered to them and their issues. It has also been brought to my attention that the “hour” that you receive is only really 40 minutes with 10 minutes to get ready at the beginning and end. How unethical is that? You are charging someone for and hour of your service then give them an hour of service. I have yet to hear about any sexual experiences from any of the Massage Envys here in Charlestion, SC. The unethical thought of that happening is disgusting. One of the largest hurdles I encounter daily is the misconception that massage therapy is of a sexual nature and therefore a taboo. Charleston is very old – fashioned and I have fought for over 8 years to make our profession seen as a legit healthcare, so if Massage Envy is allowing extra-curricular activities, then they need to go…no questions asked. Most people around here, my clients included, realize that a cheaper massage usually means cheaper quality. I see no threat by their prices, as my prices are almost double theirs and I have never had any complaints.
My final thoughts to therapist out there is to stick true to who you are and what you do because you offer a value that no franchise can really duplicate. Massage Envy will eventually fade away as their unprofessionalism will dissolve them.
Who cares about being able to get experience when getting the experience will more than likely get you nowhere. I used to make upwards to $8,000 a month doing massages at $80/hr. I am now doing them for $35/hr just so I don’t lose my clients to massage envy. It’s a big price cut, but its still better than working at massage envy and getting paid $15/hr. One thing I have noticed over the years is that ME is comparable to the Curves gym chain. I used to see a Curves on every corner, then the “oohahh” of it wore off and I rarely see a Curves anywhere today. The same thing is beginning to happen with ME. People are realizing that after tip, the price isn’t much cheaper than getting a massage in their own home and similar to a gym, many people are paying the membership and not actually using it. Things might not ever get back to the way they used to be, but I feel they will improve.
I have heard conflicting views about Massage Envy: clients say the massages are substandard yet a massage therapist says she loves working there because of the support and continuing education they provide. Honestly, I don’t think the benefits outweigh the cost to my reputation as a quality massage therapist. I think people assume that, because you work there, you are not held to the same standards as other therapists.
I love your idea of buying a Massage Envy franchise! Great way to change the image of Massage Envy. If you can’t beat ‘em…
Massage Envy,
Just the mere mention of it drives many massage therapists into apoplectic fits. It is the apocalypse, the end of times, the plague on mankind, the Legion of Doom to our Justice League, the… well you get the point. If I had a penny for every article, blog, or web posting devoted to the evils of Massage Envy I could have retired richer than Donald Trump many years ago.
While some of Massage Envy’s reputation is justly deserved much of it is no better or no worse than any other massage establishment. Don’t believe me? Just look at any massage message board and look at all the complaints therapists have working for Doctor’s, Chiropractors, or Day Spa’s. The first key to understanding Massage Envy is to understand that Massage Envy is a franchise based business. Some franchises are run by owners that offer medical, 401K, paid vacation, holiday pay, ect. Yes, the base starting pay is 15 an hour and yes that is low. However, there are incentives offered that bump the average hourly start to about 17 an hour or more before tips. Tips can easily bump up the hourly rate to close to if not 30 an hour. For a basic knowledge of massage technique that is not a horrible wage.
Can Massage Envy burn a therapist out? Absolutely. This forces a therapist to know their limits and stick to what they know they can comfortably work on a weekly basis. I have heard many therapists complain that they were routinely over scheduled. Some owners treat their therapists like chattel. This happens in ANY business not just Massage Envy.
To me Massage Envy offers nothing but opportunity. (Pauses for dramatic music to play and for many readers to curse out load) That’s right Massage Envy is a huge opportunity for the right business. How can this be? Those of you out there who are screaming, my business either failed, or I have had to cut my rates down to such a low level I might as well close my business, are probably calling me all kinds of impolite words.
First of all the biggest weakness most massage business’ have is marketing. They either don’t market at all or market very little. You ask the average person on the street who has any awareness at all of massage and they will have at least heard of Massage Envy. When was the last time that you opened a magazine, or newspaper, or listened to the radio, and have ever seen ANY add for a massage that isn’t on the back page of an alternative lifestyle magazine or a magazine devoted to massage? Many therapists who want to massage, do not want to market. They want to open their doors and watch as the flood of customers just comes through their doors. That just doesn’t happen. The therapist gets frustrated and closes their doors.
Let’s take a quick look at what Massage Envy charges for a massage. In Texas Massage Envy charges an introductory rate of 49.00 for an introductory 1 hr. (50 minutes hands on) massage. That is roughly a dollar a minute. Now and here is the thing that almost every Massage Envy hater misses, after that first massage you can continue to get that rate IF the customer signs a one year contract. Otherwise, any further massage is 78 dollars. That’s right 78 dollars. Not very cheap for 50 minutes. To me a dollar a minute is a reasonable rate for a Swedish massage.
What Massage Envy does is that it forces therapists to attain the skills that allow them to stand out amongst other therapists. The days of doing Swedish and hot stones only as an independent therapist are rapidly coming to an end. Therapists MUST broaden their skill set or take advanced specialized training to attract clients who already dislike Massage Envy. Trust me, they are out there. There is a growing number of massage fans who either dislike, or hate Massage Envy. These are your base of new clients. However, if all you do is Swedish, than you are competing with every single other licensed therapist in your area. Do a quick Google search and type in Swedish massage and your zip code. You could potentially see over a hundred listings pop up. Now type in a specialized modality like Thai massage, and watch how the number drops. Pick an even more specialized modality like orthopedic massage or sports massage and the number could drop into the single digits.
There is a striking similarity between the massage industry of the new millennium and the American auto industry of the 1970’s and early 1980’s. American auto manufacturers decried cheep Japanese imports. Governmental protection was demanded and given. In just thirty years of ignoring customers and letting quality decline the American auto industry is struggling while Toyota has become the world’s largest auto manufacturer. Massage Envy was founded in 2002; that’s just under ten years ago. Don’t follow GM’s business model, follow Toyota’s. Focus on a super high quality product and a slightly higher rate.
As an independent massage therapist For independent massage therapists that means we have the following choices; quit and join Massage Envy, quit being a massage therapist all together, or adapt and exploit Massage Envy’s weaknesses. What are Massage Envy’s weaknesses? Here are just a few; therapists are limited in their ability to truly customize a clients massage. A simple example is this, if you have a client whose sinus’ clog up during a massage you can not sprinkle a few drops of eucalyptus in the face cradle because Massage Envy doesn’t sell eucalyptus. If they don’t sell it the massage therapist can’t use it during a session. Because of the high volume therapists have approximately 10 minutes to do a consultation, allow the client to undress, redress, and make up the table for the next client. Sounds a little rushed doesn’t it? Take your time with your client’s let them feel relaxed before and after a session not rushed.
Another weakness is the price they charge. A great many people won’t go to Massage Envy BEECAUSE of the rate they charge. Heck, I even know of a place that has a slogan that says, “We fix 39.00 massage mistakes.” Those are your clients. I have a simple saying, if I want to make 100,000 dollars a year than my clients must make 100,000 dollars a year. The first argument people make against that is this, “no one makes 100,000 dollars a year where I live.” Really, there are no doctors, lawyers, engineers, business owners, veterinarians, where you live? You would be surprised. Unless you live in a remote Eskimo village in Alaska there are some people around you making that. Those are your clients. That means you have to dress and behave in a manner that makes people who make 100,000 dollars a year comfortable. That means no Mohawks, visible tattoos, nose piercings, ear piercings (for men), or long hair (for men), or the, I haven’t shaved in a week look. Dress should be casual yet professional, no long necklaces or big hop earrings. I am not saying a doctor’s lab coat but dress comfortable yet professional.
As an independent massage therapist or small business owner you must market yourself! You must market all the time; seven days a week 24 hours a day. This is the internet age. You MUST have a website. You MUST have a good website. You MUST have an interactive website. You MUST have your phone number on every single internet phone book you can think of. You MUST link those listings to your website. You MUST make a reason for people to want to go to your website often. Don’t have Facebook or Twiter? Get an account for each. Have a Facebook like button on your website! You want to have the thought of a massage in the back of potential client’s minds as often as possible.
The reality is that many therapists who ‘know’ they are good are going to go out of business either because they aren’t as good as they think they are or they aren’t as good as the rate they charge. I am sorry to be a buzz kill but that is just a reality. With the economy they way it is today mediocre therapists just aren’t going to stay in business at rates above what Massage Envy charges. Why spend 80 dollars and a ho hum massage when you can spend 50 dollars on a ho hum massage at Massage Envy?
When I hear therapists say, “Clients just aren’t loyal, like they used to be.” A little light goes off in my head, (yes I know the inside of my head can be weird) that finishes the thought they started; “clients just aren’t loyal to me, anymore.” Why is that? Yes, I know even great therapists aren’t going to make every one who walks through their door happy but, a good therapist will make most of the people who walk through the door happy and want to return.
Bottom line, learn more advanced CEU’s, market yourself always, get others to market for you, via word of mouth, take out adds in local magazines, ect. If you do pregnancy massage pass out cards at gynecologists offices. Never stop. Get magnetic door signs, shirts with your company logo, always have business cards. Have you ever gone to a mall early in the morning? Ever see someone holding their side as they walk? Hand them a card. Never stop marketing. Is your book 100 percent full? Don’t stop marketing, raise your rates instead. Never stop marketing. Did I mention never stop marketing? Adapt to what Massage Envy does as a business. Exploit their weakness. On your website say things like, “tired of feeling cheated on a 40 dollar massage? Then you might want to consider me.” Use Massage Envy’s name in your search engine tags, so that your page pops up with Massage Envy when people type Massage Envy into their search engine. Do that even if there isn’t a Massage Envy in your area. A lot of people travel and will look for a Massage Envy in a new town. So keep up the faith, keep learning and, (wait for it, drum roll) …. Never stop marketing!
Bravo, Mike for this well written argument!!!! I loved everything you had to say! Woot!! Woot!!
Massage Envy has not harmed my business at all. As a matter of fact, I have a client who cancelled her massage envy membership and now comes to me at $90 per massage.
There will always be those who shop at Walmart and those who shop at Bloomingdale’s. There is enough business to go around at every level and for every pocketbook.
If you improve your skills and you keep learning your business, Massage Envy is no competition. Those therapists are fresh out of school or old timers who never kept up with their education. Education is what will set you apart.
I am bored to tears with continual discussions about the merits or follies regarding ME. They exist. They have the right to exist just as my solo practice has the right to exist. ME is not all bad in all ways just as solo practitioners aren’t all good in all ways. There are enough people on the planet to serve with all the MEs and solo practitioners hanging about. If you have awesome massage and business skills then no MT should be fearful of ME. Look at it this way…I can go to my local coffee shop and get a nice cup of coffee for less than Starbucks. However, I still go to Starbucks from time to time to enjoy one of their fun lattes because I enjoy them. Offering something for less doesn’t necessarily mean the market follows. So much more goes into the decision of how one justifies the expenditure. Relax people! The only concern I have with ME or any massage establishment for that matter, is one that uses our profession as a front for prostitution. If ME is in fact participating in that illegal and unethical behavior then they should be dealt with accordingly.