Make the Most of Massage

Author: Mark Liskey

The Power of “I Don’t Know” in Business Growth

The Power of “I Don’t Know” in Business Growth

I stared at the numbers on my screen. We were expanding our massage business, bringing in more therapists to grow our business. The math was simple and terrifying: to support these new team members, I needed to double our client intake rate. Double. I had successfully grown the business to its current size, but this felt daunting.

“How do I double our client base?” I asked myself. The answer came immediately, with uncomfortable honesty: “I don’t know.”

The Power of Three Words

Most of us have been conditioned to view “I don’t know” as professional suicide. In boardrooms and classrooms, on sales calls and job interviews, admitting ignorance feels like waving a white flag. We equate knowledge with competence, and uncertainty with incompetence. This conditioning creates a false choice: either know everything or face inevitable failure.

But what if we’ve got it backwards?

Reframing the Moment of Not Knowing

“I don’t know” isn’t an ending—it’s a beginning. There’s a profound difference between willful ignorance and acknowledged gaps in knowledge. When we honestly assess what we don’t understand, we’re not admitting defeat; we’re demonstrating wisdom and self-awareness.

The moment I acknowledged my uncertainty about doubling our client base, something shifted. Instead of pretending I had all the answers or spiraling into panic, I had created space for actual problem-solving to begin.

From Defeat to Discovery

Our brains are wired to interpret uncertainty as danger. When faced with the unknown, we experience what feels like doom, despair, or defeat. But this discomfort doesn’t have to be a stop sign—it can be a growth signal.

Just as physical discomfort during exercise indicates muscles adapting and strengthening, intellectual and emotional discomfort often signals we’re approaching a breakthrough.

The key is to recognize “I don’t know” as an inflection point. This is where growth happens because forward movement requires us to figure something out. We can’t coast on existing knowledge; we must expand our capabilities.

The Seeker’s Advantage

When I admitted I didn’t know how to double our client base, something unexpected happened: I felt liberated. The pressure to be the all-knowing expert lifted, replaced by permission to become a unabashed seeker and discoverer.

This shift in identity carries real advantages. Experts often become trapped by their existing knowledge, filtering new information through old frameworks. Seekers, however, approach problems with beginner’s mind—curious, open, and unencumbered by assumptions about what will or won’t work.

Business coaches have told me that curiosity often beats out credentials. While expertise has its place, the ability to learn, adapt, and discover provides a competitive edge in our rapidly changing world.

Building Your “Not Knowing” Muscle

That first honest admission—”I don’t know how to double our client base”—became my reference point. Instead of wallowing in uncertainty, I got to work:

First, I focused on the big rocks—the marketing activities that would have the greatest impact. No more scattered efforts across dozens of small tactics.

Second, I created a concrete plan with specific timelines and measurable outcomes.

Third, I built in regular evaluation periods to assess what was working and what needed adjustment.

Fourth, I got serious about knowing my numbers, developing key performance indicators (KPIs) that would guide decision-making.

Each step forward built confidence for the next moment of uncertainty. I was creating a personal reference bank: proof that not knowing something didn’t have to derail progress.

Did I Succeed?

To be determined.

Sorry. I’m still in the throes of doubling our business. However, the numbers show we are moving in the right direction—and we have a plan that we can test and tweak as we go along, all born from the words “I don’t know”.

Will you succeed?

I don’t know.

No one knows when they try to start, grow or build something. It’s just part of the deal of moving into a new space.

So, say it out loud: “I don’t know.”

It’s okay—it’s reality.

Now, figure it out. 😊

P.S. If you need help, grab a SCORE mentor. There is no cost. If you want to throw a question my way, I’m here: mark@makethemostofmassage.com.

FAQ Section

Q: Is saying “I don’t know” bad for business?
A: Not if it’s followed by a plan to find the answer—it can actually build trust and lead to innovation.

Q: How can I use uncertainty to grow my business?
A: Treat uncertainty as an opportunity to learn, adapt, and explore new strategies.

About Mark Liskey:

Mark is not a bot. He is a business owner, neuromuscular massage therapist of 30+ years, teacher, writer and blogger. In this blog, he shares best practices for inexpensively growing a business. You can also find Mark’s articles here: Massage Magazine and Massage & Bodywork Journal. Mark loves working in his massage businesses – PressurePerfect Massage and Pain-Free Massage Therapist.

August 14, 2025
Your “About” Page Matters More Than You Think
If there’s one page on your massage website you shouldn’t overlook, it’s your About page. According to massage website expert Gael Wood, it’s often the most-visited page on your site. Why? Because it’s where potential clients go to decide if they trust you.

That means your About page shouldn’t just be a list of credentials or modalities. Yes, your training matters—but people want to know who you are and why you do this work.

In an article I wrote for Massage Magazine, I dig into how to make your About page more effective. A few highlights:
- Start with your “why.” Why massage? What do you love about it? That’s what builds connection.
- Avoid the laundry list. Instead of stacking credentials, tell a story your clients can relate to.
- Build trust. Help visitors feel what it’s like to be on your table—safe, seen, cared for.
👉 You can read the full article here: How to Craft the Perfect About Page for Your Website

Want to see what that looks like in action?
Check out my own About page: www.pressureperfectmassage.com/about.html

Bonus tip: You can use ChatGPT or other AI tools to help shape your About page—but be careful. AI can sound stuffy, overly repetitive, or just off. It’s a great tool to get started, but always go back and make it sound like you.

Because in the end, your About page is a trust builder—and trust builds business.
July 22, 2025
Why Pain-Free Massage is Possible

I used to think pain was part of the job.

I’d finish a day of deep tissue work with my wrists barking, my shoulders stiff, and my thumbs barely able to hold a pen. I told myself it was just the price of helping people.

The problem is, that price adds up.

Pain isn’t a badge of honor. It’s a warning sign. If your hands hurt, your body’s telling you something. And if you ignore it long enough, it’ll make sure you listen—by cutting your career short.

You can do excellent massage work—deep, effective, therapeutic work—without hurting yourself. But you’ve got to unlearn some things first.

1. You have to stop muscling through sessions.

This is the big one. Most therapists rely too much on their hands, arms, and shoulders to generate pressure. That leads to burnout fast. Muscling through every stroke might get you through the session—but it won’t get you through a long career. You shouldn’t be using your strength to deliver massage. You should be using your structure.

2. You have to rethink what “deep” really means.

Clients say they want deep tissue, but what they really want is results. You can create depth through slower pacing, better body mechanics, and focused attention—not just by pressing harder. Real depth isn’t about pressure. It’s about intention, engagement, and staying connected to the tissue without overloading your own.

3. You have to start using your body the way it was built to move—by leaning, not pushing.

Leaning lets your body weight and gravity do the work. It protects your wrists, thumbs, shoulders, and neck.

When you lean in from your core—not just from your arms—you create pressure with less effort. You stay relaxed. Your strokes become smoother and more sustainable. Over time, you’ll be shocked by how much you can get done with less strain.

These days, I do most of my work seated. I’m not exaggerating—my colleagues joke that I sit for 80% of every massage. And they’re not wrong. I lean, I work close, I let my body weight do the job instead of my hands.

In essence, I’m efficient and effective—and I’m not in pain at the end of the day.

Pain-free massage is possible because pressure doesn’t have to come from shear muscular force. It can come from smart mechanics. From gravity, body weight and alignment.

When you stop pushing and start leaning, when you stop working against your body and start working with it—you protect your hands and your career.

And that’s what we’re going to build together here.

More body mechanics information at www.painfreemassagetherapist.com

July 20, 2025
Cheap Massage Insurance | Affordable and Comprehensive Coverage Options
Cheap Massage Insurance: Your Guide to Finding Affordable and Comprehensive Massage Insurance

I went on a search to find cheap massage insurance.

I found two options. One for $94 and the other for $96.

But deciding on which massage insurance to buy is not as straightforward as finding the cheapest.

Many organizations bundle massage insurance in with membership.

Membership comes with bonuses, like “free” massage CEs, but surprise, surprise, bundled packages typically cost more.

Hmm…paying a little more to get “free” CE courses sounds good…but wait, renewal is every 2 years (if you’re in PA)…should I pay a little more to get “free” CEs every year?…am I really saving money?…and what if I hate the CE courses…hey, this one gives me a free website…but wait, I don’t own the domain name…

Ugh!

Take a deep breath in. We can get through this – and it’s important to get through this. Why?

Why I Have Massage Insurance

My number one reason to have massage insurance is to protect me against client injuries. If I make a mistake or if I am accused of making a mistake, I want some liability protection. For that protection, you’ll pay anywhere from 74 cents/day for a policy with professional amenities (like access to free rental agreement forms) to 26 cents/day for a policy with no bells and whistles.

In addition to the massage insurance policies being affordable, I have confidence that the massage insurance providers will be there for me if I need it. I say that for a reason.

The Good Old Days

If you haven’t been doing massage as long as I have, you won’t remember the good old days when you just bought cheap massage insurance and that was it.

No “free” websites that never get noticed.

No newsletters that you never read.

No upselling you scheduling software and massage business services.

No massage insurance the next year because the company you bought from vanished into thin air! (Yep, that happened to me.)

Okay, so it wasn’t all that great.

The reality is, we’ve got a lot of choices now.

We just need to wade through them–and that’s what I’m going to help you do.

Before we get started please note that some of the links below are affiliate links. That means I get a paid a fee if you purchase through an affiliate link. But you don’t pay more for going through my links.

Affiliate fees help keep this blog going, and thank you if do choose to support my work.

My goal with this article is simply to give you the spreadsheets so that you can compare policies. You make the decision regarding who you want to go with.

Lastly, if you have a massage insurance liability question for any company mentioned in this article, send it to me. I will make sure that you get an answer.

Sound good?

Alright, let’s get started.

Here’s What I Did to Find Cheap Massage Insurance

To make things easier, I divided up the many massage insurance options into two categories: Just Insurance and Insurance with Extras.

Here’s what a Google search turned up for the Just Insurance options.

Just Massage Insurance

a. $94/year: Insure LMT

b. $96/year: Insure Bodywork (BBI)

c. $109/year: American Massage Council

Here are the Insurance with Extras options.

Massage Insurance with Extras

a. $169/year: Massage Magazine Insurance Plus

b. $175/year: Hands On Trade

c. $179/year: NACAMS

d. $199/year (and $229/year): ABMP

e. $204.99/year: NAMASTA [$99.99 (associate membership) + $105 (insurance)]

f. $235/year: AMTA

g. $269/year: Alternative Balance

In this category there are 7 options.

Now let’s compare the options in Just Massage Insurance.

I Just Want Freakin’ Massage Insurance

Here’s what the 3 options for Just Massage Insurance look like on a spreadsheet:

Immediately you see that the American Massage Council’s policy is lacking in 8 out of 9 categories when compared to Insure Bodywork (BBI) and Insure LMT.

In 5 out of 9 categories, both Insure Bodywork (BBI)and Insure LMT provide the same coverage amount. Of the 4 remaining categories, Insure Bodywork (BBI) wins: 3 (win) -1 (loss).

So, Insure Bodywork (BBI) is $2 more than Insure LMT, but is better than Insure LMT in 3 categories.

Claims Versus Occurrence Insurance Policies

Both InsureBodywork (BBI) and Insure LMT are occurrence policies. BBI was a claims policy but switched to occurrence near the end of 2024.

That’s a good thing. Here’s why:

Allen Financial Insurance Group explains the difference between a claims policy and an occurrence policy:

A claims policy covers the insured for an incident that occurred during the policy period and was reported as a claim while the policy remained in force.”

An occurrence policy “provides coverage for ‘alleged incidents’ (injuries) that happened during the policy year regardless of when the claim is reported to the carrier. It provides a separate coverage limit for each year the policy is in force. It doesn’t matter if the policy is active when the claim is reported. It only matters that the policy was active when the alleged incident occurred.”

Huh?

I’m with ya. Let’s put it in massage language.

A Claim Happens

You have an occurrence massage liability policy.

Kyle, a client, trips over your massage stool and breaks his wrist when the policy is in effect (while you have the occurrence insurance).

The next year you buy a different massage liability policy and that next year Kyle makes a claim.

No problem because you’re covered under the occurrence policy that you had the year before even though you no longer have that policy.

Now, say you had a claims-made policy when Kyle tripped and broke his wrist. But the next year (the year Kyle makes a claim) you had a different insurance policy.

Guess what?

You’re not covered because the claim was made when your claims-made policy was not in effect.

In the Kyle scenario in order to be covered with a claims-made policy you would have had to renew your claims-made policy the year Kyle reported a claim.

Important stuff to know, but not the end of the world, right?

So, like I said before, the good news is that both Insure Bodywork (BBI) and InsureLMT are occurrence policies.

So, if you want to save a couple of bucks, go with InsureLMT.

If you want higher payout limits in a couple of categories, go with InsureBodywork (BBI).

Massage Insurance with the Bells and Whistles

Take a look at the spreadsheet:

A quick glance reveals that in categories 1 – 5 all options are fairly comparable except for NAMASTA. Their numbers are the lowest.

Also, worth noting is that the ABMP and AMTA have the best numbers in categories 1 – 5.

Let’s look at categories 6 – 9. HandsOnTrade scores the worst. And ABMP, AMTA and NAMASTA have goose eggs in two out four categories.

NAMASTA is looking a little rough here. We’ll come back to that a little later.

But what about added value? Here’s a spreadsheet of the extras you get with each option.

At this point, if I were leaning towards buying insurance through a professional organization, I’d look at the column that is labeled “Extras” and decide which extras are important to me.

Once you decide what’s important to you, it will be easier to select a professional organization that meets your needs.

Free Websites Don’t Work

Okay, I have to say something here.

If you’re jacked about the free website you’re going to get with your insurance, don’t be.

It will be as generic as vanilla ice cream and your URL will be unprofessional and make the client wonder if you can afford sheets.

Build a massage therapy website yourself (as cheap as $60/year to start).

Okay, back to the business of picking insurance.

Massage Insurance Bundle Deals

You might be wondering if a bundle deal through a professional organization could save you money via the bonuses and perks.

Good question.

Here Massage Magazine Insurance Plus ($169) stands out because they offer unlimited online CEs and have solid insurance. Massage Magazine Insurance Plus also throws in $500+ in industry discounts..

But before you whip out your Visa, here’s something to think about…is buying an insurance option with unlimited CEs cheaper than buying BBI at $96 of InsureLMT policy at $97 and getting your CEs elsewhere?

Well, today I found 24 online CEs for $55. So, the answer would be you if you want the absolute, cheapest massage insurance and an online CE combo then buying an insurance policy with no bells and whistles and finding a cheap online CE provider can save you a little bit of money.

But if you want cheap, no hassles and unlimited CEs always at your disposal, go with Massage Magazine.

It’s Not Always About the Money

But buying massage insurance through a professional organization isn’t always about money, right?

Sometimes it’s about category 4–“Other”. In other words, it’s about having the support of a professional organization.

For a deeper dive into “Other”, here are the links to the additional perks with each option. I’ll see you in the paragraph after the links. (Oh, warning: when you see the word “access”, that usually means you have access to something that you’ll have to pay for.)

MassageMagazine extras

HandsOnTrade extras

MassageMagazine extras

AlternativeBalance extras

NACAMS extras

ABMP extras

NAMASTA extras

AMTA extras

How’d it go? Did one organization resonate with you? If so, maybe that’s the one to buy from. But before you do, let’s do a quick review.

My Massage Insurance Cautions

These massage insurance options fell significantly short of their competitors.

In the Just Insurance category, the American Massage Council insurance coverage was the weakest

And NAMASTA fell behind the rest of the pack in the Insurance with Extras category.

But if you liked the extras NAMASTA offers, you could become a member (and get the extras) without buying the massage insurance from them.

And in Conclusion…

Does it seem like it’s getting complicated again?

Let’s un-complicate it.

Do you want cheap massage insurance?

If so, go with the least expensive Insure LMT ($94) or Insure Bodywork (BBI) ($96) with higher coverage in damage to premises rented to you and medical expense coverage.

Do you want cheap massage insurance and “free” CEs?

Then go with Massage Magazine Insurance Plus ($169 with unlimited CEs and the massage industry discounts).

Do you want the support of a professional organization?

Decide which organization has the perks that are best for you. And if at the end of a year, it turns out to be a bad fit, you can always switch to another option.

It’s your hard-earned money.

Spend it where it makes the most sense for your needs.

Frequently Asked Questions about Cheap Massage Insurance

What type of insurance does a self-employed massage professional need?

Another way of asking this question is: as a self-employed, sole proprietor, massage therapist, do I need additional insurance beyond massage insurance (professional liability insurance) such as a general liability policy (protects against third-party injuries or property damage occurring on your premises)? The good news is that most massage insurance policies have some kind of general liability protection included in their policies. Here are three examples:

1. American Massage Therapy Association (AMTA):
- Professional Liability Insurance: AMTA provides professional liability insurance with coverage limits of up to $2 million per occurrence and a $6 million annual aggregate. This coverage includes general liability, which protects against third-party injuries or property damage occurring on your premises.
2. Associated Bodywork & Massage Professionals (ABMP):
- Professional Liability Insurance: ABMP offers professional liability insurance with coverage limits of up to $2 million per occurrence and a $9 million annual aggregate. This policy includes general liability coverage.
3. Massage Magazine Insurance Plus (MMIP):
- Professional Liability Insurance: MMIP provides professional liability insurance with coverage limits of up to $2 million per occurrence and a $3 million annual aggregate. This coverage includes general liability.
What you have to decide: While these policies offer substantial coverage, it’s important to assess whether they meet your specific needs. For instance, if you own your practice space, you might need additional commercial property insurance to protect your equipment and workspace from damage or theft. Additionally, if you offer specialized services or have unique risks, you may require higher coverage limits.

Best Practices:
- Review Your Policy: Carefully read the terms and conditions of your insurance policy to understand the coverage limits and exclusions.
- Assess Your Risks: Evaluate the specific risks associated with your practice, such as the value of your equipment, the nature of your services, and the location of your practice.
- If you need more help, consult an Insurance Professional: Consider speaking with an insurance agent who specializes in massage therapy to ensure you have adequate coverage tailored to your needs.
Do I have to have massage insurance?

If you work for someone, they probably require massage insurance – and some states do, too. In addition, some cities and counties may have their own rules. You’ll have to do your research.

Can I get massage insurance if there is no licensing in my state or my modality is not recognized under massage state licensing?

The answer is yes. For a deeper dive, go here to see the specifics and to find out which massage insurance providers don’t require proof of training.

I don’t have the money upfront – are their policies I can buy month to month?

Yes. Insure Bodywork (BBI) offers $9.99/month.

Insurance Terms

Here’s a list of insurance terms and definitions to use as a reference. All are taken from the HandsOnTrade website, except for one definition that is noted. I made one grammatical edit to Hands On Trade definitions.

Claims Made Policy : Claims-made policies provide coverage only for claims that are made while the policy is active. If your claims-made policy expires, and someone files a claim against you later, you would have no coverage, even though you were insured at the time of the incident. (Osborne, Karrie, What Are Your Risks?, Massage & Bodywork Journal, January/February 2014.)

Occurrence Based Policy: Insurance that pays claims arising out of incidents that occur during the policy term, even if they are filed years later or if the policy is no longer in effect.

Malpractice: Professional misconduct or lack of ordinary skill in the performance of a professional act which renders the practitioner liable for damages.

Professional Liability Insurance: The obligation that a professional practitioner has to provide care or service that meets the standard of practice for his/her profession.

General Liability Insurance: A form of insurance designed to protect practitioners from liability exposures arising out of accidents resulting from the premises.

Product Liability Insurance: Insurance on a professional practitioner from suits arising out of damage caused by a product used on a client.

Damage to Premises: Property Damage to any one premises while rented by the Insured or in the case of damage by fire, while rented by the Insured or temporarily occupied by the Insured with permission of the owner of premises.

Per Occurrence limit: This is the limit for all damages, whether property damage or bodily injury resulting from one occurrence.

Aggregate limit: This is the maximum limit for all claims against you during the policy period. Each claim paid reduces the remaining coverage for the period until the aggregate amount is paid.

Free Resources

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Last, if you find this information helpful and want to continue to hear a perspective outside the usual industry voices, please share this cheap massage insurance guide. It’s the only way this kind of independent insight gets out there—and it helps more therapists like us stay informed.

About Mark Liskey:

Mark is not a bot. He is a business owner, neuromuscular massage therapist of 30+ years, teacher, writer and blogger. In this blog, he shares best practices for inexpensively growing a business. You can also find Mark’s articles here: Massage Magazine and Massage & Bodywork Journal. Mark loves working in his massage businesses – PressurePerfect Massage and Pain-Free Massage Therapist.
July 20, 2025