Massage therapist labor shortage

Massage Therapist Labor Shortage – Cause and Effects

October 2022
Christian Mackin, co-founder & CEO, Massage Robotics

There’s a shortage of massage therapists that’s expected to linger into the future. Will the labor market rebound, or will the massage industry look toward automation to alleviate labor issues?

Key takeaways:

  • The hiring outlook on massage therapists is positive, but could bring inconsistent results.

  • Today’s massage therapist shortage has several critical, persistent contributing factors.

  • The massage therapist labor gap has rippling effects for access to wellness services.

  • Massage robots are emerging as a potential long-term solution to labor/staffing concerns.

In 2022, the service sector faces significant staffing hurdles. Put simply, service-based businesses are struggling to hire and retain qualified individuals. This includes the wellness sector, where qualified massage therapists are increasingly difficult to come by.

The Bureau of Labor Statistics (BLS) expects the employment of massage therapists to grow as much as 20% over the next several years—a rate much faster than average across other service-based occupations. With a projection of nearly 30,000 available positions, there’s ample opportunities for new massage therapists to build their careers.

Unfortunately, the number of job openings doesn't align with the number of qualified therapists seeking work. Many industries have struggled to remain fully staffed in recent years, and the massage therapist labor shortage shows no signs of ending anytime soon.

What's causing this shortage, and what are its effects? It’s important to look at not only the industry, but also at several key macro trends shaping this imbalance of supply and demand.

Why is there a massage therapist shortage?

The shortage of qualified massage therapists isn’t a new problem; however, it’s one that’s getting worse. Over the past decade, a perfect storm of circumstances has caused the number of massage clients to rapidly outpace the number of available therapists.

Interruptions due to COVID-19

COVID-19 wrought havoc on businesses worldwide, and the nature of massage therapy made it especially vulnerable. Therapists have close contact with patients, making social distancing impossible. In states where nonessential businesses closed, some massage salons had no choice but to shut their doors.

A 2021 study by the American Massage Therapy Association found that 86% of massage therapists stopped practicing for some period of time in 2020. While many eventually began practicing again, clients were sometimes slow to return. As a result, many massage therapists left the field in search of other work. At the same time, the number of graduates from massage therapy programs continued to steadily decline.

Increasing popularity of massages

The ongoing shortage of massage therapists is at least partially attributable to outsized demand. As more and more people begin to seek preventive and holistic services to improve their wellness, massage therapy has come into focus for the many benefits it offers.

A recent survey estimated the value of the global wellness market above $1.5 trillion, and it’s likely to grow for the foreseeable future. In the current environment, the number of massage therapists entering the field simply doesn't match the rapidly rising interest in massage services.

What are the effects of the massage therapist shortage?

The massage therapist labor shortage has negative implications for both practitioners and clients. With too few therapists available, both the financial health of massage businesses and the physical health of clients and patients will suffer.

Not enough hands to go around.

For business owners, the shortage translates to an inability to meet customer demand. In the United States alone, tens of millions of people get massages each year. Salons, spas and clinics frequently find their current therapists fully booked. And, although they advertise openings regularly, employers are unable to hire enough qualified applicants to accommodate additional clients. This ultimately stunts growth and profits.

Meanwhile, massage clients are also struggling with the effects of the shortage. When massage facilities aren’t sufficiently staffed, clients may experience:

  • Delayed availability for sessions or different massage modalities;

  • Fewer local locations/clinics that offer massage services;

  • Less control over choosing a specific massage therapist.

Labor shortages can also lead employers to hire less qualified individuals or even unlicenced therapists in an effort to increase staff availability. Customers may experience less-than-great outcomes when therapists have inadequate training or experience, or are put in a position to deliver a massage style they’re not familiar with. Using unlicenced and under trained therapists decreases safety for patients and increases liability for businesses.

Potential solutions to the massage therapist labor shortage

Unfortunately, there’s no simple fix for the massage therapist labor shortage. Massage therapy schools and businesses are attempting to recruit and retain qualified individuals, but there isn’t enough labor to go around. Instead, some innovation advocates are pushing for a forward-looking solution: robotics and automation.

Increasing salary and benefits

As millions of workers quit their jobs every month, companies across the spectrum of industry have sought ways to entice employees to stay on the job. Options like scheduling flexibility and higher salaries go a long way toward alleviating attrition and staffing concerns. In fact, several major massage chains have expanded their salary and benefit offerings in an attempt to remain fully staffed. The trade-off here is clear: higher operating costs.

Mutually beneficial collaborations

Some businesses have also begun to coordinate with massage therapy schools, to bring new graduates and trainees directly into their labor pool. By offering tuition reimbursement or participating in apprenticeship programs, massage salons can reach out to up-and-coming students before they even graduate. Schools also have another tool for recruitment to help build up enrollment. This “draft-and-develop” strategy is fruitful, but takes time and effort to execute.

Massage robots and automations

Incorporating technology into massage practices is another strategy to mitigate the effects of the shortage. With advancements in robotics and artificial intelligence, it’s possible to offer massage services regardless of whether human therapists are available. Robots can augment staffing and can be used to offer additional services to increase revenue. A robot doesn’t get tired or need breaks. It doesn’t require healthcare or a 401k contribution. It doesn’t mind working 80 hours per week. Most importantly, though, today’s massage robotics can offer reliable, repeatable massage services at (or below) the cost of their human counterparts–and you don’t need to tip.

When will the massage therapist shortage end?

It's impossible to say for certain when the labor shortage will abate, and it can be difficult even to establish a reasonable prediction. COVID-19 demonstrated how abruptly the world can shift directions, and unknown events could worsen or improve the labor shortage in the near future.

Rather than trying to anticipate when the massage therapist labor shortage will end, it's better for businesses and clients to find workable solutions for the current situation. Taking advantage of new strategies, techniques, and technology can make an enormous difference when it comes to providing the services that patients and clients need, when they need them.

Christian MackinMassage Robotics