Massage Therapy Service Market – Global Industry Size, Share, Trends, Opportunity, and Forecast, Segmented By Massage Type (Swedish Massage, Deep Tissue Massage, Sports Massage, Hot Stone Massage, Thai Massage, Others), Service Provider (Spas and Salons, Massage and Physical Therapists, Hotels and Resorts, Others), By End Use (Men, Women), By Region & Competition, 2021-2031F

Forecast Period	2027-2031
Market Size (2025)	USD 19.57 Billion
CAGR (2026-2031)	7.21%
Fastest Growing Segment	Sports Massage
Largest Market	North America
Market Size (2031)	USD 29.72 Billion

Market Overview

The Global Massage Therapy Service Market will grow from USD 19.57 Billion in 2025 to USD 29.72 Billion by 2031 at a 7.21% CAGR. Massage therapy services encompass the manual manipulation of soft body tissues, including muscles, connective tissues, and ligaments, to enhance physical health and mental well-being. The market is primarily driven by the increasing integration of therapeutic bodywork into mainstream healthcare systems and a rising preference for non-pharmacological pain management solutions among aging populations. Additionally, the growing prevalence of lifestyle-related stress disorders bolsters the demand for these services as a preventative health measure rather than merely a luxury indulgence.

According to the American Massage Therapy Association, in 2025, 79 percent of surveyed individuals claimed the primary reason for receiving their last massage in the previous twelve months was related to health, wellness, or stress reduction. Despite this strong consumer demand, a significant challenge impeding market expansion is the persistent shortage of qualified practitioners. The physically strenuous nature of the profession frequently leads to high burnout rates and workforce attrition, creating a labor gap that restricts the industry's capacity to scale operations effectively.

Key Market Drivers

The rising prevalence of chronic musculoskeletal disorders is a primary force propelling the Global Massage Therapy Service Market. As sedentary lifestyles and an aging population contribute to higher incidents of back pain, arthritis, and soft tissue injuries, consumers are increasingly seeking non-pharmacological pain management solutions. This shift has elevated massage from a luxury service to a recognized component of integrative healthcare, driving higher frequency of visits for therapeutic rather than recreational purposes. According to the American Massage Therapy Association, November 2024, in the '2024 Massage Profession Research Report', 61 percent of consumers utilized massage therapy primarily for medical or health-related reasons, highlighting the sector's critical role in physical rehabilitation and chronic pain mitigation.

Concurrently, the growing awareness of mental health benefits is expanding the market's scope beyond physical ailments. Consumers are proactively utilizing therapeutic bodywork to alleviate anxiety, depression, and lifestyle-induced stress, positioning the service as a vital tool for emotional well-being. This trend is evidenced by broader wellness sector growth; according to the Global Wellness Institute, November 2025, in the '2025 Global Wellness Economy Monitor', the mental wellness sector is expanding significantly, with a reported average annual growth rate of 12.4 percent. This robust demand is reflected in overall industry performance, as according to the International Spa Association, March 2025, in the '2025 U.S. Spa Industry Study', the spa industry achieved a record revenue of $22.5 billion in 2024.

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Key Market Challenges

The persistent shortage of qualified practitioners represents a formidable barrier to the expansion of the Global Massage Therapy Service Market. This labor gap directly hampers revenue generation, as service providers are unable to fulfill the growing consumer interest in therapeutic bodywork. The physically demanding nature of the profession frequently results in musculoskeletal injuries and fatigue, driving high turnover rates and forcing many experienced therapists to exit the workforce prematurely. Consequently, businesses struggle to maintain sufficient staffing levels to meet client appointment requests, effectively placing a hard cap on operational scalability regardless of consumer demand.

Data from industry associations highlights the constraints within the talent pipeline necessary to replenish this workforce. According to the Associated Bodywork & Massage Professionals (ABMP), in 2024, an estimated 23,098 students graduated from massage therapy programs. This volume of new entrants is often insufficient to counterbalance the rate of attrition caused by professional burnout, leaving franchises and clinics with unfilled positions. Without a robust and sustainable workforce to satisfy the rising interest in preventative health services, the market's capacity to grow remains restricted.

Key Market Trends

The adoption of AI-powered robotic massage systems is fundamentally reshaping service delivery by addressing the critical labor shortage and ensuring consistent treatment quality. Unlike human therapists, these automated platforms utilize computer vision technology to deliver precise bodywork that replicates complex manual techniques. This innovation allows spas and fitness centers to scale operations without the constraints of workforce attrition, significantly increasing appointment availability and revenue per square foot. The commercial viability of this trend is evidenced by significant venture capital interest; according to The Robot Report, March 2025, in the 'Aescape raises $83M to bring robotic massager to more locations' article, robotics company Aescape raised $83 million in funding to deploy its fully automated massage tables across gyms and hospitality venues.

Simultaneously, the integration of massage therapy into corporate wellness programs has evolved from a discretionary perk to a strategic necessity for employee retention. Companies are increasingly subsidizing on-site chair massages or providing digital stipends for local studios to combat workplace burnout and reduce healthcare costs associated with stress. This shift aggregates demand through B2B channels, stabilizing revenue streams for providers that previously relied solely on sporadic consumer bookings. The urgency of this integration is highlighted by workforce sentiment; according to Wellhub, January 2025, in the 'Key HR Statistics that will Shape the Workplace in 2024' article, 93 percent of workers consider their well-being at work to be equally important to their salary, compelling businesses to invest in restorative services.

Segmental Insights

The Sports Massage segment is identified as the fastest-growing category within the Global Massage Therapy Service Market. This robust expansion is fueled by rising global participation in professional and amateur athletic activities, necessitating effective recovery solutions. Athletes and fitness enthusiasts are increasingly utilizing these therapies for injury prevention, rehabilitation, and performance enhancement. Additionally, data from institutions such as the American Massage Therapy Association underscores a broader consumer shift toward using massage for health and medical maintenance rather than simple relaxation. This evolving perception of massage as a vital therapeutic tool is significantly accelerating the segment's demand.

Regional Insights

North America commands the leading share of the global massage therapy service market, driven by high consumer spending power and a strong cultural shift toward preventative healthcare. The dominance of this region is supported by the widespread acceptance of massage as a viable treatment for chronic pain and mental stress. Furthermore, the presence of established organizations such as the American Massage Therapy Association ensures rigorous professional standards and fosters public trust. This organized framework, combined with the increasing inclusion of massage in corporate wellness programs, sustains high demand across the United States and Canada.

Recent Developments

• In June 2025, Massage Envy announced the launch of a remodeled franchised location in Edina, Minnesota, which introduced a new range of self-guided wellness services. The updated studio concept featured the integration of advanced body care technologies, including full-body LED light therapy and vibroacoustic sound treatments paired with compression boots. These additions were part of a broader initiative to evolve the brand's service offerings beyond traditional hands-on massage, providing members with comprehensive recovery and relaxation solutions. The redesigned space also included specialized rooms equipped with elevated technology to enhance the overall guest experience.
• In November 2024, Hand & Stone Massage and Facial Spa executed a major expansion strategy by converting 30 LaVida Massage locations into its own franchise network. This development encompassed spas across seven states, including Arkansas, Georgia, Michigan, North Carolina, Ohio, Virginia, and Washington, effectively establishing the brand's presence in several new priority markets. The converted locations were rebranded and integrated to offer the company's signature membership program and specialized services, such as decompression therapy and advanced skincare treatments. The move was described as a deliberate effort to optimize market reach through strategic conversions.
• In May 2024, Elements Massage entered into the largest area development agreement in the brand's history to expand its footprint across Utah and Colorado. The collaboration was established with a franchise operating group previously focused on the quick-service restaurant sector, marking their inaugural venture into the wellness market. Under the terms of the agreement, the group acquired eight existing studios and committed to opening 14 new locations within the specified territories. This deal highlighted the increasing appeal of the massage therapy franchise model to experienced multi-unit operators seeking to diversify their business portfolios.
• In March 2024, Therabody announced a significant commitment of more than $10 million to fund scientific research aimed at validating the efficacy of its wellness and recovery technologies. Alongside this investment, the company formalized a strategic partnership with the American College of Sports Medicine to collaborate on clinical studies and educational initiatives. This initiative was designed to integrate science-backed recovery therapies into the broader health and wellness industry. The move also included the establishment of a scientific advisory board to guide future product development and ensure clinical rigor in the application of their massage and percussive therapy devices.

Key Market Players

• Massage Envy Franchising, LLC
• Hand and Stone Franchise LLC
• Elements Therapeutic Massage, LLC
• Massage Heights Franchising LLC
• Woodhouse Spa
• Massage Luxe International, LLC
• Soothe Inc.
• THENOW, LLC
• Spavia day spa Corporation
• LaVida Massage Franchise Development, Inc.

By Massage Type	By End Use	By Region
Swedish Massage Deep Tissue Massage Sports Massage Hot Stone Massage Thai Massage Others	Men Women	North America Europe Asia Pacific South America Middle East & Africa

Report Scope:

In this report, the Global Massage Therapy Service Market has been segmented into the following categories, in addition to the industry trends which have also been detailed below:

• Massage Therapy Service Market, By Massage Type:

• Swedish Massage
• Deep Tissue Massage
• Sports Massage
• Hot Stone Massage
• Thai Massage
• Others

• Massage Therapy Service Market, By End Use:

• Men
• Women

• Massage Therapy Service Market, By Region:

• North America
• United States
• Canada
• Mexico
• Europe
• France
• United Kingdom
• Italy
• Germany
• Spain
• Asia Pacific
• China
• India
• Japan
• Australia
• South Korea
• South America
• Brazil
• Argentina
• Colombia
• Middle East & Africa
• South Africa
• Saudi Arabia
• UAE