Massage Therapy Service Market Size, Share & Trends Analysis Report By Massage Type (Swedish Massage, Deep Tissue Massage, Sports Massage), By End Use, By Service Provider, By Region, And Segment Forecasts, 2024 - 2030

Market Size & Trends

The global massage therapy service market size was estimated at USD 18.25 billion in 2023 and is projected to grow at a CAGR of 7.2% from 2024 to 2030. The global market has witnessed significant growth in recent years, driven by increasing consumer awareness of the health and wellness benefits associated with massage therapy. The rising prevalence of lifestyle-related ailments such as stress, anxiety, chronic pain, and musculoskeletal issues has led to a surge in demand for therapeutic solutions that promote relaxation and physical rehabilitation. In particular, the growing emphasis on holistic wellness, encompassing both physical and mental health, has expanded the scope of massage therapy services beyond traditional spa environments to more specialized clinics and wellness centers, further diversifying the market.

According to the 2024 Massage Profession Research Report published by the American Massage Therapy Association, 61% of consumers seek massage therapy primarily for its medical benefits, including relief from soreness, muscle spasms, and pain. In addition, 56% of consumers utilize massage services for mental health-related benefits, such as relaxation, stress reduction, and overall mental well-being. The growing awareness of both the physical and psychological advantages of massage therapy is expected to significantly drive demand for these services. As consumers increasingly prioritize health and wellness, the dual focus on medical and mental health benefits positions massage therapy as a vital component of holistic healthcare. This trend is likely to boost industry growth, with a broadening consumer base seeking massages not only for relaxation but also for targeted therapeutic outcomes.

Technological advancements have also played a crucial role in shaping the global market. Innovations such as online booking platforms, mobile apps, and telehealth consultations have made it easier for consumers to access services, contributing to higher service utilization rates. In addition, the integration of tools like AI-driven diagnostic systems and massage robots has enhanced the quality and precision of therapeutic interventions, offering a blend of traditional techniques with modern technology. These advancements are fostering more personalized and efficient care, enabling providers to cater to a wider range of customer needs.

The aging global population is another major driver of market growth. As the elderly demographic continues to expand, there is an increased need for therapeutic services that target age-related conditions such as arthritis, reduced mobility, and chronic pain. Massage therapy, with its non-invasive and therapeutic properties, is gaining traction as a preferred solution for pain management and mobility enhancement among older individuals. This shift in demand is leading to the emergence of specialized massage therapy services tailored to geriatric care, offering significant growth potential in this segment.

Moreover, the proliferation of corporate wellness programs has substantially contributed to the rise in demand for massage therapy services. Leading massage service providers in the industry have expanded their offerings to include corporate wellness massage services and tailored packages. For instance, Massage Envy, a prominent franchise, provides customized massage packages for corporations, small businesses, and municipalities. These packages are designed to offer cost-effective wellness benefits to employees, enhancing workplace health and well-being. Organizations are increasingly recognizing the importance of employee well-being as a critical factor in productivity and job satisfaction. Consequently, many companies are incorporating massage therapy into their employee wellness offerings, either through in-house programs or partnerships with external service providers. This trend has opened up new avenues for massage therapy businesses, allowing them to tap into a growing corporate client base.

The regulatory landscape surrounding massage therapy services has also evolved, with many countries implementing stricter licensing and certification requirements for practitioners. This shift towards more standardized practices ensures a higher level of professionalism within the industry, which in turn increases consumer trust and boosts service adoption. The growing focus on regulation also presents opportunities for professional training and education providers to offer specialized courses, further strengthening the skill sets of massage therapists and driving overall industry growth.

The expanding use of massage therapy as a complementary treatment in healthcare settings has reinforced the market’s growth trajectory. In collaboration with traditional medical practitioners, massage therapists are increasingly being integrated into rehabilitation programs for patients recovering from surgery, injury, or chronic illness. The medical endorsement of massage therapy has elevated its credibility as a legitimate therapeutic intervention, positioning the service as a critical component of integrative healthcare strategies. This integration is likely to continue growing, further solidifying the market's long-term expansion.

Massage Type Insights

Based on massage type, the swedish massage segment led the market with the largest revenue share of 30.29% in 2023. The demand for Swedish massage has been steadily growing due to its widespread recognition as a foundational therapeutic technique that offers both relaxation and medical benefits. As consumer awareness of holistic health practices increases, Swedish massage has become a preferred choice for individuals seeking overall well-being. Its gentle, soothing techniques help reduce stress, improve circulation, and promote mental relaxation, aligning with the growing emphasis on mental health and stress management.

Swedish massage is particularly effective in relieving muscle tension, improving flexibility, and easing chronic pain. The combination of long, gliding strokes and targeted pressure helps relax the muscles, making it highly beneficial for individuals suffering from muscle stiffness or injury recovery. Its ability to cater to both relaxation and therapeutic needs has broadened its appeal to a wider audience, including those with medical conditions seeking non-invasive treatments.

The sports massages segment is projected to grow at the fastest CAGR of 9.4% from 2024 to 2030. The growing demand for sports massages can be attributed to several interrelated factors, driven by a heightened awareness of wellness, advancements in sports medicine, and the increasing adoption of fitness-oriented lifestyles. As more individuals engage in both professional and recreational sports, the necessity for specialized therapeutic interventions has grown substantially.

According to data published by the National Safety Council, following a record low in sports and recreational injuries reported in 2020, there was a marked increase in subsequent years, with injuries rising by 20% in 2021, 12% in 2022, and a further 2% in 2023. The rising incidence of sports and recreational injuries is anticipated to be a significant driver for the growth of sports massage therapies. As participation in both professional sports and recreational physical activities continues to increase, so does the occurrence of musculoskeletal injuries such as strains, sprains, and soft tissue damage. These injuries necessitate targeted therapeutic interventions to facilitate recovery and prevent long-term complications. Sports massage therapies have emerged as an essential component in the treatment of such injuries, offering enhanced muscle recovery, pain relief, and rehabilitation support.

End Use Insights

Based on end use, the women segment led the market with the largest revenue share of 61.19% in 2023. The demand is mainly attributed to a heightened awareness of the physical and mental health benefits that these therapies provide. Women, increasingly balancing professional, personal, and familial responsibilities, are seeking holistic approaches to manage stress, alleviate physical tension, and enhance overall well-being. Massage therapy is recognized for its ability to reduce anxiety, improve sleep quality, and promote relaxation, which aligns with the growing emphasis on self-care and preventative health. As a result, women are more likely to integrate massage therapy into their regular wellness routines, viewing it not merely as a luxury, but as an essential component of maintaining both physical and mental health.

The men’s segment is anticipated to grow at the fastest CAGR of 8.0% from 2024 to 2030. As workplace stress and physically demanding lifestyles have become more prevalent, men are increasingly turning to massage therapy for pain management, stress relief, and overall wellness. This shift is driven by the normalization of self-care practices, where traditional gender norms have lessened, and allowing men to embrace holistic health solutions without stigma. Furthermore, the rise in athletic and fitness activities has prompted an increased need for muscle recovery therapies, which massage provides. As men seek preventative health measures and alternative treatments to traditional medical interventions, the massage therapy industry continues to evolve to meet these emerging needs.

Service Provider Insights

Based on service provider, the massage and physical therapists segment led the market with the largest revenue share of 43.27% in 2023. Individuals are more aware of the benefits of regular massage therapy for alleviating chronic pain, reducing stress, and improving physical mobility. As the health and wellness industry continues to expand, consumers are seeking non-invasive, therapeutic solutions for managing physical discomfort and promoting mental well-being. The accessibility of massage services within physical therapy practices has further fueled this demand, offering a combined approach to recovery and relaxation in a clinical setting.

The massage and physical therapists distinguish themselves by offering specialized services, tailored packages, and creating a unique customer experience. This includes introducing wellness programs, offering personalized massage techniques, integrating complementary therapies like aromatherapy or hydrotherapy, and focusing on holistic health.

According to data published by the Associated Bodywork & Massage Professionals (ABMP) in 2023, the number of massage therapists in the U.S. increased from 293,531 in 2010 to 321,493 in 2023, reflecting steady growth within the profession. This expansion in the workforce directly contributes to the overall growth of the massage therapy market by enhancing service accessibility and availability. As the number of practitioners rises, businesses can offer a broader range of services to a larger client base, reduce wait times, and improve operational efficiency.

The hotel and resort segment is projected to experience at the fastest CAGR of 8.7% over the forecast period. The demand for massage therapies and spa services within hotel and resort establishments is increasing due to the growing consumer preference for wellness-oriented travel experiences. Guests now seek comprehensive relaxation and rejuvenation during their stays, viewing spa services as essential to enhancing their overall experience. In addition, the rise of wellness tourism has prompted hotels and resorts to integrate high-end spa facilities as a competitive differentiator, catering to health-conscious travelers.

According to statistics published by the Global Wellness Institute in 2023, the number of hotel and resort spas increased from 64,181 in 2019 to 80,423 in 2022. This substantial growth in spa facilities is expected to significantly contribute to the expansion of the overall market. As the availability of wellness-oriented services increases within these establishments, it will likely drive consumer demand for massage therapies, further enhancing market growth and elevating the importance of wellness offerings in the hospitality sector.

Regional Insights

North America dominated the massage therapy service market with the largest revenue share of 40.88% in 2023. With an increasing number of individuals seeking alternative therapies to address stress, anxiety, and chronic pain, massage therapy has gained prominence as an effective wellness solution. The integration of massage services into wellness programs at hotels, resorts, and spas has further facilitated access, appealing to a broader demographic. In addition, the aging population in the region is contributing to a higher demand for therapeutic massage, as older adults seek relief from musculoskeletal issues and improve their overall quality of life.

U.S. Massage Therapy Service Market Trends

The massage therapy service market in the U.S. is expected to grow at the fastest CAGR of 7.1% from 2024 to 2030. A significant driver of this trend is the increasing prevalence of stress-related conditions, prompting individuals to seek out therapeutic interventions that promote relaxation and rejuvenation. The integration of massage services into health and fitness facilities, including gyms and wellness centers, is further expanding access to these therapies.

The U.S. market is witnessing a shift towards specialization, with practitioners offering various forms of massage, such as sports therapy and myofascial release. This focus on niche markets allows providers to cater to specific needs, such as recovery from athletic injuries or chronic pain management. As telehealth options become more prevalent, remote consultations for massage therapy are also emerging, providing consumers with personalized guidance on techniques and treatments.

Asia Pacific Massage Therapy Service Market Trends

The massage therapy service market in Asia Pacific accounted for the revenue share of 22.67% in 2023. Countries like Thailand, Indonesia, and India are recognized globally for their rich heritage in massage therapy, attracting both local and international clients. This cultural appreciation for therapeutic techniques is driving the expansion of wellness tourism, where travelers seek authentic experiences that include traditional massages in luxurious resort settings. The influx of wellness tourists is encouraging local establishments to enhance their service offerings, leading to a proliferation of spas that incorporate indigenous healing practices.

Europe Massage Therapy Service Market Trend

The massage therapy service market in Europe is projected to grow at a significant CAGR of 6.5% from 2024 to 2030. As awareness of the therapeutic benefits of massage therapy grows, many Europeans are incorporating these services into their health regimens to combat stress and promote overall well-being. The expansion of wellness-focused facilities, such as spas and resorts, is evident in countries like Switzerland, Italy, and Spain, where luxury accommodations are increasingly offering comprehensive wellness experiences that include massage treatments. This trend reflects a broader societal shift towards prioritizing mental and physical health in daily life.

Key Massage Therapy Service Company Insights

The competitive landscape of the global market is characterized by a diverse array of players, ranging from independent practitioners to large-scale wellness chains and luxury hotel spas. Key market participants are increasingly differentiating themselves through the specialization of services, offering a variety of massage techniques tailored to specific consumer needs, such as therapeutic, sports, and relaxation massages. This diversification not only enhances client satisfaction but also attracts a broader demographic, including wellness tourists and corporate clients seeking on-site services. The emergence of technology in service delivery, including online booking platforms and mobile applications, is further reshaping the competitive dynamics by improving accessibility and convenience for consumers.

Many spas and wellness centers are aligning with health and fitness facilities to create integrated wellness programs that combine massage therapy with other health services. In addition, the growing emphasis on sustainability and eco-friendly practices is influencing competitive strategies, with numerous players adopting green initiatives to appeal to environmentally conscious consumers. As the market continues to evolve, competition is expected to intensify, driving innovation and quality improvements across the sector, ultimately benefiting consumers through a wider array of choices and enhanced service standards.

Recent Developments

• In April 2024, MassageLuXe, a prominent spa franchise recognized for its outstanding massage, facial, and waxing services, announced the opening of its latest location in Winter Garden, Florida. This new spa, located at Hamlin Groves Trail in the rapidly developing Horizon West area, was set to open its doors to guests in early May 2024, further expanding the brand’s reach in the region
• In September 2023, Massage Envy, the leading provider of massage services in the U.S., announced the successful launch of its inaugural concept clinic aimed at revolutionizing the wellness experience for its guests and members. This innovative facility was designed to enhance the integration of skincare, massage, and recovery services. The clinic featured an Open-Concept Skin Care Suite, advanced Body Care Technology, and cutting-edge service rooms, reflecting the company's commitment to providing a holistic and transformative approach to wellness 

Massage Therapy Service Market Report Scope

Global Massage Therapy Service Market Report Segmentation

This report forecasts revenue growth at global, regional & country levels and provides an analysis of the latest trends and opportunities in each of the sub-segments from 2018 to 2030. For this study, Grand View Research has segmented the global massage therapy service market report based on massage type, end use, service provider, and region:

• Massage Type Outlook (Revenue, USD Billion, 2018 - 2030)

  • Swedish Massage

  • Deep Tissue Massage

  • Sports Massage

  • Hot Stone Massage

  • Thai Massage

  • Others (Reflexology, Aromatherapy Massage, Prenatal Massage, etc.)  

• End Use Outlook (Revenue, USD Billion, 2018 - 2030)

  • Women

  • Men

• Service Provider Outlook (Revenue, USD Billion, 2018 - 2030)

  • Spas and Salons

  • Massage and Physical Therapists

  • Hotels and Resorts

  • Others

• Regional Outlook (Revenue, USD Million, 2018 - 2030)

  • North America

    • U.S.

    • Canada

    • Mexico

  • Europe

    • UK

    • Germany

    • France

    • Italy

    • Spain

  • Asia Pacific

    • China

    • India

    • Japan

    • Australia & New Zealand

    • South Korea

  • Central & South America

    • Brazil

  • Middle East & Africa (MEA)

    • South Africa