Massage Equipment Market Size, Share & Industry Analysis, By Type (Massage Chairs, Back & Shoulder Massager, Foot & Leg Massagers, and Others), By End-User (Residential and Commercial), Distribution Channel (Offline and Online), and Regional Forecast, 2025-2032

The global massage equipment market size was valued at USD 25.26 billion in 2024. The market is projected to grow from USD 26.76 billion in 2025 to USD 41.18 billion by 2032, exhibiting a CAGR of 6.35% during the forecast period. Asia Pacific dominated the massage equipment market with a market share of 30.24% in 2024.

Massage chairs, back massagers, massage machine guns, and foot massagers are commonly used equipment by massage therapists in massage centers, wellness institutes, and spas globally. The growing importance of massage therapy to relieve stress and muscle tension boosts product demand globally. Furthermore, the rising demand for full-body massage therapy equipment is attributed to the increasing number of spas and massage centers across hotels, resorts, and other commercial establishments.

The severe economic downturn due to the COVID-19 pandemic led to worldwide lockdowns and social distancing measures, leading to the temporary and permanent closure of massage supplies warehouses, spas, wholesale massage supplies, and massage centers. The wellness sector was also affected negatively by COVID-19 due to worldwide travel restrictions and business shutdowns. Furthermore, the pandemic resulted in the closure of retail shops and massage supplies warehouses across the globe, negatively influencing global massage equipment market trends.

GLOBAL MASSAGE EQUIPMENT MARKET KEY TAKEAWAYS

Market Size & Forecast:

• 2024: USD 25.26 billion
• 2025: USD 26.76 billion
• 2032: USD 41.18 billion
• CAGR (2025–2032): 6.35%

Market Share:

• Asia Pacific led the market in 2024 with a 30.24% share, driven by rising disposable incomes, rapid urbanization, and increased self-care spending in countries such as China, Japan, and India.
• Massage chairs remain the dominant product segment, fueled by demand for full-body stress relief and in-home relaxation solutions. Electric massage devices like AI-integrated chairs and foot massagers are gaining traction, especially among tech-savvy consumers seeking customized therapeutic experiences.
• Commercial end-users account for the largest market share, due to the rising number of spas, massage centers, and airport wellness installations. However, residential usage is growing steadily, driven by remote work culture and interest in home wellness.

Key Country Highlights:

• U.S.: Market projected to grow steadily due to increased installation of massage chairs in public places such as airports, spas, and offices. Partnerships like Xwell and HumanTouch in airport massage lounges support commercial growth.
• China & Japan: High adoption of AI-enabled massage chairs and compact, multifunctional equipment. Domestic brands like Osim and Panasonic lead innovation and exports.
• India: Rapid growth driven by an expanding wellness sector, urban stress lifestyles, and growing middle-class affordability for mid-range massage devices.
• Germany & France: Mature wellness market with growing emphasis on ergonomic design and therapeutic features in massage equipment. Spas and home-use markets both show strong momentum.
• Brazil & Chile: Expanding massage therapy infrastructure and an increasing middle-class population contribute to rising demand in commercial and residential sectors.
• U.A.E. & South Africa: Growing hospitality and tourism sectors invest in massage equipment for spas and hotels; urban consumer interest in wellness drives demand for home-use devices like handheld massagers.

Massage Equipment Market Trends

Growing Preference for Electric Massage Equipment to Boost Market Growth

Rising demand for electric massage therapist equipment in recent years, including massage chairs, back massagers, and foot massagers equipped with sensors and artificial intelligence (AI) technology, has increased the global massage equipment market share. Industry participants are investing in technology to enhance consumer experience. For instance, in January 2024, Osim, a Singapore-based massage chair manufacturer, introduced a smart massage chair for stress relief and comfort. The advanced features of the chairs address specific body parts, such as the neck and shoulders, to promote relaxation. They also provide customized massage intensity and adjustable recline angles for a full-body massage.

• Asia Pacific witnessed massage equipment market growth from USD 7.21 billion in 2023 to USD 7.64 billion in 2024.

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Massage Equipment Market Growth Factors

Rising Number of Massage Centers & Spas to Propel Market Growth

The beauty and wellness sector is experiencing rapid growth globally, driven by increasing awareness about the health and well-being of individuals. The rise in sedentary lifestyles among the working population is enhancing the demand for massage therapists, which in turn boosts the product demand for full body massage equipment, back massage equipment, master massage equipment, and self-massage equipment. According to a report published in November 2023 by Global Wellness Institute, a U.S.-based non-profit organization, the number of spas in 2022 increased to 181,175 from 169,647 in 2021 globally.

Growing Investment in Innovative Equipment to Boost Market Growth

Manufacturers aim to invest in research and development for higher product innovation. The growing demand for durable and comfortable equipment has resulted in increased investment in innovative equipment. Numerous initiative participants offer massage programs to expand their customer base. For instance, Komoder, a U.S.-based manufacturer, provides 20-minute automatic massage programs for whole-body relaxation, which boosts market growth.

RESTRAINING FACTORS

Fluctuating Raw Material Cost to Hamper Market Growth

Massage equipment such as massage chairs, back massagers, and foot massagers are made using various materials for each component to ensure comfort and durability. The frame of the equipment is typically made from steel or aluminum, while the control panel is constructed using plastic. Additionally, synthetic leather is employed for the upholstery of massage equipment. Fluctuations in the cost of raw materials affect the overall production cost, which can influence the final product price, negatively influencing the global massage equipment market growth.

Massage Equipment Market Segmentation Analysis

By Type Analysis

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Increasing Consumer Awareness Regarding Therapeutic Benefits to Trigger Demand for Massage Chairs

Based on type, the market is segmented into massage chairs, back & shoulder massagers, foot & leg massagers, and others.

The massage chair segment retained the highest market share in 2023 due to the increased consumer awareness about the therapeutic benefits of full-body massages for stress and pain relief.

• The massage chairs segment is expected to hold a 42.77% share in 2024.

The foot & and leg massager segment is likely to grow at a significant CAGR over the forecast period due to the rising consumer preference for relaxation solutions at massage centers and spas. Foot & and leg massagers help improve circulation and reduce stress.

By End-user Analysis

Commercial Centers Segment Dominated Owing to Increasing Number of Massage Centers and Spas

Based on end-user, the market is segmented into residential and commercial.

The commercial segment held the highest market share in 2023, owing to the increasing number of massage centers and spas globally. Market players strategically deploy products in public places, including airports, to attract tourists. For instance, in May 2023, Xwell, a U.S.-based company, in partnership with Wellness Space Brand and HumanTouch, a U.S.-based massage chair manufacturer, installed massage chairs at seven locations at U.S. airports.

By Distribution Channel Analysis

In-Person Trials and Budget-Friendly Options Propel Offline Sales amid Rising Demand

Based on the distribution channel, the market is divided into offline and online.

The offline sector dominates the global market as retail stores facilitate the trial of specific massage equipment before purchase. The increasing demand for budget-friendly massage chairs with multiple functionalities has boosted product demand through offline as well as online sales channels.

The online sales channel is the fastest-growing segment due to the availability of multiple options in terms of brands and price range, including handheld massagers, face massagers, and eye massagers. Online companies typically offer an extensive list of massage therapy equipment with detailed product information to enhance the customer shopping experience.

REGIONAL INSIGHTS

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Based on geography, the global market is segmented into North America, Europe, Asia Pacific, South America, and the Middle East & Africa.

Asia Pacific is expected to account for the highest market share during the 2024 to 2032 period. The rise in population and growing disposable income are crucial factors driving market growth in China, Japan, and India. Furthermore, the evolving consumer preferences toward investment in self-care due to hectic lifestyles also boost the product demand in the region.

North America was considered a lucrative region in 2023 and is expected to grow positively in the coming years. The growing number of spas and massage centers in the U.S. is expected to drive market growth in the region. Furthermore, an increase in tourism in the region also propels market growth.

Europe is one of the prominent markets due to the rapid growth of the wellness industry in the region. The rise in disposable income of the population, along with an increase in the number of massage parlors in European countries, including Germany, France, Italy, and the U.K., boosts the market growth.

Product sales across the South American, Middle Eastern, and African markets are estimated to witness positive growth in the foreseeable future, mainly due to the increasing working population. The rise in urbanization propels manufacturers to expand in Middle Eastern and South American countries, thereby boosting market growth.

List of Key Companies in Massage Equipment Market

Key Players Innovate with Advanced Technology and Strategic Collaborations to Gain Market Share

The global market is highly competitive and has both medium and large players striving for product differentiation. Equipment manufacturers introduce new and innovative massage products using cutting-edge technology to remain competitive in the market. Major players invest in partnerships, mergers, acquisitions, and new product development with other players to increase their market shares. Key players provide various product features for personalized wellness experiences.

List of Top Massage Equipment Companies: 

• Johnson Health Tech (U.S.)
• Beurer (Germany)
• Ogawa World (Malaysia)
• OSIM Technologies (Singapore)
• Luraco Technologies (U.S.)
• Panasonic (Japan)
• RoboTouch (India)
• Casada Healthcare (Germany)
• Family Inada (Japan)
• Osaki (Japan)

KEY INDUSTRY DEVELOPMENTS

• July 2023: Kneeflow, a U.S.-based manufacturer, announced the launch of a 3-in-1 knee massager for individuals suffering from knee pain and knee mobility issues. The massager uses infrared light technology to reduce inflammation of ligaments and improve blood circulation.
• February 2023: Coway, a South Korean manufacturer, launched a new model of the Coway massage chair. The new model has four calf rollers, two-foot rollers and 12 airbags, providing head-to-toe coverage to relieve muscle pain and reduce anxiety and stress levels for individuals.
• September 2021: Hyperice, a U.S.-based wellness brand, launched massage products, including the Hypervolt 2- a massage gun and a full-size vibrating massage roller called Vyper Go. The products are available at selected retailers and on the company’s website for users.
• November 2021: X-Chair, a U.S.-based manufacturer, unveiled the X77 massage chair, designed to provide individuals with an increased at-home relaxation experience. The chair is equipped with 4D intelligent massage mechanism technology to help energize the entire body and relax.
• May 2021: ARG Healthcare, an India-based manufacturer of healthcare equipment, launched automatic luxury massage chairs coupled with leg and foot massagers in India. The massage chair provides infrared heating, Bluetooth function, and a built-in control panel meant to maximize relaxation for users.

REPORT COVERAGE

The global market report analyzes the market in-depth and highlights crucial aspects such as prominent companies and product types. Besides this, the research report provides insights into the market trends and highlights significant industry developments. In addition to the aspects mentioned earlier, the report encompasses several factors contributing to the market's growth.

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Report Scope & Segmentation