Since Massage Envy’s (ME) inception in 2002, it has experienced phenomenal growth, and now has over 600 franchises. Practicing massage therapists seem to either: (1) appreciate ME for making massage more of an every man’s (or woman’s) activity, (2) think of it as a Corporate Giant that is ruining the livelihood of small practitioners, or 3) accept that it (or something similar) will always be with us.
You can’t deny ME has put massage on the radar in places it wasn’t (like my local mall, for instance.) And as Laura Allen LMT says, “I know plenty of spas and chiropractors who pay less than ME does. They are providing employment for 16,000 MTs in the US. That’s 16,000 MTs who might otherwise be unemployed.”
Coping with competition
It is also hard to argue that ME can be tough competition for some.
If you read this blog, you are probably a therapist managing your own individual or group practice, as opposed to working for someone else. How do you compete with the big franchise down the street? As with everything in this life, the answer may be to become more of who you are already.
Be yourself, but even more
If giving people the ultimate relaxation experience, for example, is what makes your work satisfying, then really go for it. Employ the fleece mittens and booties, invest in and use hot stones and your favorite essential oils. The part of the equation that’s not so easy, of course, is how to get the word out. Yes, ME offers hot stone massage, but is it like yours? Of course not. But people need to know that if they spend a little more, or have to leave work earlier in order to see you, that it is going to be worth it.
Yes, people need to know. You’ve got to tell them. If you just can’t get it done yourself, that’s okay. Pay someone to tell them. Or trade with someone to tell them.
How to tell them? Catch a future blog for more.
Have you worked for ME or another franchise? Are you in direct competition with one? We would love to read your story below.
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[...] the Word Out Posted in February 22nd, 2011 by Diana A couple of weeks ago, I argued that small massage practitioners could compete with Massage Envy simply by telling people that it will be well worth the extra money or inconvenience to get their [...]
Marketing the fact that you are getting what you pay for should be a huge selling point. One of the primary complaints I receive from someone who has experienced a massage at ME is that they don’t get the full 60 minutes they paid for. Many clients say they only get 40-45 minutes because the therapist spent too much time waiting for the client to disrobe or spent too much time talking outside the room and left the client waiting to begin the massage then rushed out of the room when the massage was over. I’ve also heard stories from experienced ME therapists that younger therapists escort their clients into the room to disrobe then go back to the break room and eat or talk and are generally not mindful of the client’s time. ME has created a “fast food” mentality (get the client in and out then on to the next client) when it should be considered more of a “fine dining” experience. All of these complaints are good marketing tools in my opinion. As a self-employed therapist, I use these complaints to my advantage by giving the client the full time they paid for ON the table. I also focus on their needs leaving my “baggage” at the door. A massage should be all about the client and that means that the therapist should be 100% present with that client. Although ME employs many great therapists, sadly there are many who just don’t have a passion for the profession, maturity level or presence of being to give the client exactly what they need and are paying for, an outstanding massage with lasting benefits of relaxation and/or pain reduction without the feeling of being rushed or short changed. I don’t view ME as competition as much as I view them as an opportunity to improve my own techniques and business by utilizing their short comings. There is no need to cheapen my service by trying to be competitive. Lowering prices will only attract one time clients who are looking for a deal. Offering superior service is the key to being competitive and you will ultimately attract lasting clients who appreciate the quality of the service you provide for the price you want.
“I don’t view ME as competition as much as I view them as an opportunity to improve my own techniques and business by utilizing their short comings.”
Well said!
Research shows only 18-20% of the US adult population has received a massage.
Don’t-cha think there is enough ‘room’ in the marketplace for us all considering we have yet to tap the other 80%?
ME provides therapists who don’t want to work for themselves a place to practice, while under someone elses’ direction and parameters. It provides a way for therapists to get lots of hands-on experience. It also exposes multitudes of clients to affordable massage whom may never have experienced massage before. (The goal for us all though, is to have that experience be a positive one.)
I have no problem with ME, even with the rates they pay MTs because, again, they are running a business model that doesn’t have a huge margin and most people in our country would be happy to have a job that pays $15 or more an hour with some benefits plus tips.
The therapists who are afraid of ME as competition are simply not focusing on what sets themselves apart from ME. I’m gonna bet these scared MTs have never been taught about marketing and developing their specialized niche.
There is more than enough business out there for all of us. This doesn’t only come from an abundance mentality- it comes from FACTS!
Focus on your strengths, be the best you can be, and watch the others try to keep up with you!
Couldn’t agree more, Irene. Play to your strengths — and devote some time and effort to marketing. People have to know you’re there!
“Be Yourself, but even more” pretty much sums it up. With massage franchises, therapists are almost interchangeable. When in a sole practice, your client isn’t just buying a massage they are buying YOUR massage. One thing ME doesn’t have is your hands and that’s a huge difference. Let the world know it!
Great article, Diana! I look forward to more!
Thanks, Donna. I’m curious — what the thing that makes your practice unique?
massotherapie montreal…
[...]Massage Envy: Is Competition Bad for Marketing Your Massage Practice? | Natural Touch Marketing Blog[...]…
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