Make the Most of Massage

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  • Grinding It Out in the Business World: The Painful but Proven Path to Growing Your Business

     

    “Nothing in the world can take the place of persistence. Talent will not; nothing is more common than unsuccessful individuals with talent. Genius will not; unrewarded genius is almost a proverb. Education will not; the world is full of educated derelicts. Persistence and determination alone are omnipotent.” –Ray Kroc

    These words are the essence of grinding it out. But let’s rewind for a moment.

    Years ago, a wellness center opened right where ours is today. The owners went all in on a dream: “If you build it, they will come.” Spoiler alert: The customers didn’t show up, and the center closed within a year.

    Decades earlier, I had friends, Deirdre and Hans, with a similar idea—a bodywork center, spacious, welcoming, and… empty. My friends failed in a time when there was no SEO and social media. It was fliers and newspaper ads and networking that carried the day. But they didn’t know how to drum up business. Instead, they sat there, waiting for the doors to magically swing open with customers. Within a year,  their dream shut its doors too.

    The lesson to me? Grinding it out isn’t about hoping or waiting for your dream to come true. It’s about doggedly inching towards a goal that you can’t always see in the distance.

    Grind, Don’t Just Spin Your Wheels

    Ray Kroc, the brains behind McDonald’s, wrote a book called Grinding It Out. Now, before you roll your eyes, let me be clear—I’m no fan of McDonald’s. Their impact on health, the environment, and animal welfare? Not great. But their business success? You can’t argue with it.

    Kroc emphasized working lean. He also said: “You must perfect every fundamental of your business if you expect it to perform well.”

    Perfecting every fundamental of your business and grinding it out are inextricably linked. If you’re not grinding it out in every fundamental of your business, you’re not learning how to grow your business. And if you don’t learn every fundamental (or hire people who are experts in the fundamentals that you need help with), you’ll go belly up, like my friends.

    By the way, I had my own belly-up experience. Years ago, Lisa and I decided to open up a third location inside a physical therapy office that was farther away from us than our other offices. The massage therapist, who was working for us at the time, was going to be the manager of that location. It wasn’t a good fit from the get-go, but I convinced myself that things would work out.

    Six months in, I was trying to manage the business while doing most of the massage in the business. At one point, I was talking to a physical therapy patient (a corporate marketer, too) who said one thing that has stuck with me. He said: If you’re inside the massage room, you can’t grow your business.

    He was right. After a year running myself to death, Lisa and I closed the office. It hurt, but it was the smartest decision Lisa and I have made so far in our business journey. We cut our losses quickly so that we could live to grind it out somewhere else with more potential.

    Perfect the Fundamentals

    If you think you’re grinding it out but are not seeing success, go back and examine the fundamentals. In retrospect, for me, this was what was happening when I thought I was grinding it out.

    • I did a great massage–but I didn’t know how to market besides doing a great massage.
    • I could schedule people–but I didn’t know how to run efficient operations.
    • I could build trust with clients–but I had no clue how to build business relationships.
    • I could work hard in the business–but I only had rudimentary skills for hiring and managing people.

    It took mentors, coaches, and a lot of bartering to fill those gaps. For example, massages paid for my first website decades ago. And now, SCORE—a government-funded program that connects business owners with mentors for free–has taken me to the next level with our massage and wellness center.

    The fundamentals are your foundation. If you don’t learn them—or hire someone who has the expertise where you’re lacking—you’re not grinding; you’re spinning. And spinning can go on for a long, long painful time. Trust me on that.

    Grinding It Out Takes Time

    Ray Kroc famously said: “I was an overnight success all right, but thirty years is a long, long night.”

    We all want to have a business that is an overnight success story–but that’s not how it works usually. So, when I’m down sometimes I write things like Live in Philly, Philly to lift me up. But nowadays, what keeps me on track more often is looking back after a month of grinding and seeing the progress we made. If you are not experiencing grinding-it-out success, ask yourself this:

    • Am I grinding it out, or am I spinning my wheels?
    • If I’m spinning, do I need a mentor, coach, or accountability partner?
    • Am I perfecting the fundamentals, or avoiding them?

    By no means am I asking you to let go of your dream just because it’s hard. I’m just saying  don’t waste years on a dream thinking you’re grinding it out when you’re actually spinning in place because you haven’t become competent with the fundamentals.

    So: Head down. Glance up. Making progress? Good. Head down. Grind.

     

     

  • Professional Massage Insurance: Compare Your Options

     

    I’ve been a massage therapist for over 30 years, and I’ve researched the best options for professional massage insurance. Below, you’ll find clear, easy-to-read comparison charts divided into two categories:

    1. Providers that offer just insurance with no frills.
    2. Providers that include extra benefits like CE courses and industry discounts.

    Affiliate Disclosure

    Some of the links below are affiliate links. This means I may earn a small fee if you purchase through them, but you won’t pay more. Your support helps me continue creating helpful resources for massage therapists.

    Chart 1: Providers Offering Straightforward Coverage

    If you’re looking for no-frills liability insurance, these providers focus solely on affordable, reliable protection:

    Insurance Provider Annual Cost Coverage Type Coverage Amount Student Coverage Affiliate Link
    InsureLMT $94 Occurrence-Based $2M per occurrence Yes Get InsureLMT
    Insure Bodywork (BBI) $96 Claims-Made $2M per occurrence Yes Get BBI
    American Massage Council (AMC) $159 Occurrence-Based $2M per occurrence No Get AMC

    Key Takeaways:

    • InsureLMT is the most affordable with an occurrence-based policy, which provides long-term coverage even after the policy ends.
    • BBI has a slightly higher cost but offers reliable claims-made coverage and higher coverage product liability coverage.

    Chart 2: Providers Offering Extra Benefits

    If you’re interested in additional perks like CE courses or industry discounts, these providers bundle extra value into their policies:

    Insurance Provider Annual Cost Coverage Type Coverage Amount Notable Extras Affiliate Link
    Massage Magazine Insurance Plus (MMIP) $169 Occurrence-Based $3M per occurrence Unlimited free CE courses, wellness discounts Get MMIP
    Hands On Trade Association $159 Occurrence-Based $2M per occurrence Business tools and rental agreement forms Get Hands On Trade
    NACAMS $179 Occurrence-Based $2M per occurrence Equipment insurance, marketing tools Get NACAMS
    Alternative Balance $269 Occurrence-Based $3M per occurrence Cyber liability insurance and life coaching Get Alternative Balance
    ABMP $199 Occurrence-Based $2M per occurrence Business resources, free CE courses Get ABMP
    NAMASTA $204.99 Occurrence-Based $2M per occurrence Yoga and wellness coverage included Get NAMASTA
    AMTA $235 Occurrence-Based $1M per occurrence Advocacy, free CE courses Get AMTA

    Key Takeaways:

    • MMIP stands out for its unlimited free CE courses and wellness discounts, making it great for ongoing education.
    • Alternative Balance is unique for offering cyber liability coverage and life coaching.
    • AMTA and ABMP provide strong member advocacy and professional resources.

    Claims-Made vs. Occurrence-Based Policies

    Occurrence-Based Policies: Cover incidents that happened while the policy was active, even if the claim is made after the policy ends.
    Claims-Made Policies: Cover incidents only if the claim is made while the policy is active.

    For long-term peace of mind, an occurrence-based policy is often more reliable. If you choose a claims-made policy, make sure you renew consistently to avoid gaps in coverage.

    Best Massage Insurance Policy Highlights

    • For Basic Coverage:
      • InsureLMT or BBI stand out for affordable, straightforward insurance.
    • For Extra Benefits:
      • MMIP has unlimited CE courses and a lot of discounts.
      • Alternative Balance has cyber liability and free life coaching.
    • For Advocacy and Resources:
      • Consider AMTA or ABMP for their member benefits and professional resources.

    Your Professional Massage Insurance

    Whether you’re a new massage therapist or a seasoned professional, having the right insurance is critical. Check out my cheap massage insurance guide for a deeper into all 10 insurance providers covered in this article.

    If you have questions about professional massage insurance, feel free to contact me at mark@makethemostofmassage.com. I’m here to help!

     

  • Massage Insurance: What Every Therapist Needs to Know to Protect Their Business

    Massage Insurance: What Every Therapist Needs to Know to Protect Their Business

    When I first started massage, thirty-plus years ago, I rolled the dice, and I didn’t get massage insurance. I knew it was a risky move. So, after a year of worry, I purchased my first massage insurance policy. But here’s the thing, I bought massage insurance with my eyes closed. And a handful of years later my insurance provider disappeared into thin air. POOF!

    At that point, my business had grown (and risk exposure, too), so it made sense for me to do a deep dive into massage insurance. I did, and I found the perfect policy for me. That said, the policy that was perfect for me, may not be the perfect one for you.

    So, my goal here is to help you understand what massage insurance is and isn’t. At the end of this article is a link to a cheap massage insurance (and best massage insurance) guide. It will help you figure out which massage insurance is perfect for you. But first, let’s get an update on the state of massage insurance providers to make sure they are not going to POOF! on us.

    Massage Insurance Providers: How Long Have They Been Around?

    There are basically nine insurance providers, many are associations, that have long track records in the massage industry. (There are few insurance companies that have recently entered the game. I’ll get into that in a later article. But for now, let’s stick with the ones have been in the massage game the longest.) Below is a chart showing when each massage insurance provider started.

    Insurance Provider Year Established Notes
    ABMP 1987 Associated Bodywork & Massage Professionals, a national membership association for massage therapists and bodyworkers.
    AMTA 1943 American Massage Therapy Association, the largest non-profit professional association serving massage therapists.
    InsureLMT 2010 Provides liability insurance tailored for massage therapists.
    Massage Magazine Insurance Plus 2010 Offers insurance solutions for massage professionals.
    NACAMS 2010 National Association of Complementary and Alternative Medicines, offering insurance and resources for complementary and alternative medicine practitioners.
    Massage Council 2000 Provides insurance and support for massage therapists.
    Hands-On Trade 2000 Offers insurance and resources for massage professionals.
    Alternative Balance 2000 Provides insurance and support services for massage therapists.
    InsureBodywork (BBI) 2012 Operates under the name Beauty and Bodywork Insurance, offering specialized insurance for beauty and bodywork professionals.

    Pretty good, right? I am fairly confident there will be no POOF-ing. Next, let’s understand what massage insurance actually covers.

    What Does Massage Insurance Actually Cover?

    Massage insurance primarily exists to protect you from the financial fallout of lawsuits or claims that could come up in your work. But what does that really mean in practice? Here is what massage insurance is:

    1. Professional Liability Insurance

    Think of this as your main shield. Professional liability covers you in case a client claims they were harmed or injured because of your techniques or advice. Whether it’s an alleged injury or discomfort from a specific method you used (like the massage stones being too hot), this part of your policy steps in to help cover any legal costs or damages.

    2. General Liability Insurance

    This is your coverage for the “oops” moments that can happen in any workspace. Let’s say a client trips on their way into your massage room or accidentally spills something that leads to a slip. General liability is there to handle these third-party bodily injuries or property damage claims. It’s about making sure your bases are covered for accidents that could happen even outside of your hands-on work.

    3. Product Liability

    Ever wonder what would happen if a product you use on a client—like a massage oil or cream—caused a bad reaction? Product liability has you covered in these cases. If a client has an adverse reaction to a product you used or sold, this part of your insurance protects you against potential claims.

    4. Personal and Advertising Injury

    If you’re active on social media or marketing yourself, this one’s worth noting. Personal and advertising injury covers issues like libel, slander, or copyright infringement that could come up in your advertising materials. So, if there’s ever a misunderstanding in your marketing or a post that gets misconstrued, this coverage can give you some peace of mind.

    5. Property Coverage

    Not every policy includes property coverage, but it’s worth looking into. This option can cover your massage equipment, supplies, or even furniture if they get damaged or stolen. Think of it as extra protection for your business assets.

    What Massage Insurance Doesn’t Cover

    One thing to remember: massage insurance doesn’t cover your personal health. For that, you’d need a separate health insurance policy to take care of your own medical needs. Massage liability insurance is all about protecting you in the business realm—think of it as your professional safety net.

    How to Choose the Right Insurance Provider

    Choosing massage insurance for yourself comes down to weighing a few key factors. First, consider the type of policy you need: “claims-made” or “occurrence-based”.

    A claims-made policy only covers you while the policy is active, while an occurrence-based policy will cover incidents that happened during the policy period, even if the claim is filed after it ends. If you’re not sure which one is best for you, check out the linked article below where I dive deeper into this.

    Next, look at “coverage amounts”. Think about the kind of work you do and how much protection you feel comfortable with. Some providers offer higher liability limits, which can be reassuring if you want extra peace of mind.

    Also, consider whether you want “just massage insurance” or if you’re interested in additional benefits. Some providers offer insurance as part of a package with membership perks in a professional organization. This can include access to continuing education, discounts, and even networking opportunities.

    Ultimately, it’s about finding a balance between cost, coverage, and the added perks that matter most to you.

    Massage Insurance Cost Breakdown

    Massage insurance costs can feel like a maze when you’re first looking into it—and I get how tricky it can be to balance the coverage you need on a tight budget, especially if you’re just starting out.

    Generally, you’ll find that two basic policies start less than $100 per year, which is a great starting point if you’re looking for straightforward protection. On the higher end, you could pay up to $300 annually. These policies tend to include not just higher coverage limits, but also perks like access to continuing education or discounts through professional memberships.

    The sweet spot depends on your individual needs. Just starting out or working part-time? A basic plan may be all you need to feel secure. Established and seeing a high volume of clients? A policy that includes membership with additional perks may be the way for you. Now it’s time to see how cheap massage insurance policies stack up to more expensive massage insurance policies.

    How Cheap Massage Insurance Options Stack Up

    I did a deep dive analysis on massage insurance in a guide I wrote 9 years ago about cheap massage insurance. (Don’t worry: The guide is updated and revised every week!) The guide compares cheap and the more expensive massage insurances options. It’s an easy read and a straightforward guide. Once you read it, I think you will be able to make a clear and easy decision for yourself.

    Also, if you have a massage insurance questions, email me anytime (mark@makethemostofmassage.com). I’d also be happy to answer questions you may have about my business articles. 🙂

    Last, if you find this information helpful and want to continue to hear a perspective outside the usual industry voices, please share this page and the 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

    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.

  • How to Fix a Marketing Mistake: Lessons for Massage Therapists and Small Business Owners

    I hit send and was happy that my blog post about marketing to massage clients on Facebook was going to be read by Make the Most of Massage readers. I waited for responses.

    Strangely, the first response I got was from one of our PressurePerfect Massage (PPM) business clients. Hmm…. It took me a few minutes, but then it hit me: I had sent the Make the Most of Massage email and blog post link to my PPM clients, not my Make the Most of Massage readers!

    Thankfully, the post wasn’t a deep dive into which posts  on Facebook work best with our PPM clients. O. M. G. It was!

    Damage Control

    Once I could think straight I went into I action. I realized that I could use the metrics on Mailchimp to see how many people opened the email and how many people clicked on the link to read the post. Eighty-five people opened the email. Five clicked on the link. I could retrieve the names of the five with one click and send them a personal apology email along with a group apology email.

    But what if more people would click on the link and read the post? Then I remembered that I could unpublish or password protect the post so no PPM clients could read the post unless they had the password. Perfect.

    Now for the group email: I didn’t want to go too deep with an apology for fear of making someone who didn’t open the email want to investigate. So I settled with this:

    Subject: Apology for Earlier Email Mix-Up

    I am so sorry! My email from earlier today was supposed to go to the massage therapists who read my massage blog – and obviously I hit the wrong button.

    I don’t want to waste any more of your time but I do want to let you know that I’m taking measures so it doesn’t happen again.

    Again, really sorry!

    Have a great rest of the day!

    Mark

    Then I went to work on the ones who read the post. For clients who I didn’t know well, I came up with this:

    Subject: Apology for Email Mix-Up

    Hi Fred,

    Sorry about the email mix-up today. You got the one that was meant for my massage business/marketing blog group.

    I was never a big fan of marketing, but I am forced to do marketing because I am a small business owner. So the only way that I could see myself succeeding with marketing was to blog about it so that I would have to learn about it.

    That said, if you found the marketing post that I accidentally sent to you in any way offensive from a client perspective, please accept my apology. My heart is and always will be with clients above all business responsibilities. I hope you have a great afternoon.

    Mark

    Two other post readers were in the business world and one was in marketing. So I apologized to them and asked them directly how offensive the errant email was so that I could gauge whether my reaction was too over-the-top.

    The Surprise Reward

    Writing the apologies helped me understand for myself that my clients are still my emotional driver. Yes, they are how I make money. But they are more than that to me. If they walk, yes, I lose their money. But I can get more clients. However, if I lose their respect that would always gnaw on me.

    That said, the responses I got from my clients with the apology email allayed my fears because they were all positive. One said that he was intrigued by how much work went into making a small business run. Another one thought it was a behind-the-scenes reveal at first, then it made her laugh once she realized it was a mistake.

    My Marketing Lesson

    The very next day, I got back on the horse and sent out an email advertising two free raffle tickets to win a massage for anyone who gets a massage with one of our therapists on two particular days. I started the email with: “Yes, this one is meant for you (LOL).”

    This is a big difference from my reaction to a factual mistake I had made in an Op-Ed I had written for the Philadelphia Inquirer fifteen years ago. After my mistake I didn’t write another Op-Ed for a year for fear of making another one.

    Moral of my marketing story to me: By addressing your mistakes head-on and with sincerity, you not only rectify the errors but also build stronger connections with your clients. Mistakes are inevitable, but how you handle them defines your business. In other words: Get up. Spit the tooth out. Make them smile again.