Massage Therapy Services Market Size, Share, and Industry Analysis, By Type (Swedish Massage, Deep Tissue Massage, Sports Massage, Thai Massage, and Others), By End User (Men and Women), By Service Providers (Spas & Salons, Massage & Physical Therapists, Hotels & Resorts, and Others), and Regional Forecast, 2026-2034

The global massage therapy services market size was valued at USD 21.12 billion in 2025. The market is projected to grow from USD 22.69 billion in 2026 to USD 40.26 billion by 2034, exhibiting a CAGR of 7.43% during the forecast period.

The global massage therapy services market is expanding owing to soaring preference for these therapies for improving blood circulation, reducing stress & muscle tension, relieving muscle spasms, and smoothing recovery from injuries. The services systematically manipulate soft tissues, including muscles, tendons, ligaments, and connective tissues, to promote relaxation, alleviate pain, and enhance overall well-being.

The COVID-19 pandemic significantly impacted the global market. Governments across countries imposed lockdowns, leading to the closure of massage therapy centers, spas, salons, hotels, resorts, and clinics worldwide. Moreover, the rising risk of COVID-19 among consumers increased significantly owing to concerns about close physical contact, leading to reduced demand for massage therapies. Furthermore, the lockdown and travel restrictions led to labor shortages. According to the State of Nevada, a government agency, 86% of massage therapists ceased practicing at some point in 2020.

Massage Therapy Services Market Driver

Rising Focus on Health and Wellness among Individuals to Propel Market Growth

The increasing health awareness among individuals and growing hectic lifestyles due to rapid urbanization propel market growth. Moreover, health-conscious consumers are increasingly prioritizing mental and physical well-being due to the growing prevalence of various stress-related health conditions, including anxiety, depression, and chronic pain, which drives the market growth.

According to the American Massage Therapy Association, a U.S.-based industry association, in 2023, 95% of individuals surveyed view massage as being beneficial to overall health and wellness. Furthermore, the rising older population seeking therapy massage for arthritis, muscle stiffness, and reduced mobility fuels the market growth.

Massage Therapy Services Market Restraint

High Service Costs and Increasing Shortages of Skilled Professionals to Limit Market Growth

The high cost associated with professional massage therapy services limits the market growth. Regular massage therapy sessions can usually be expensive, especially for individuals seeking long-term treatment for chronic conditions. Furthermore, the decreasing number of qualified and certified massage therapists across countries may hamper the market growth.

Several regions face a shortage of skilled professionals due to the rigorous training and licensing requirements needed to enter the field. According to the Associated Bodywork & Massage Professionals (ABMP), a U.S.-based national membership association, the number of massage therapists reduced from 3,34,219 in 2019 to 321,493 in 2023.

Massage Therapy Services Market Opportunity

Integration of Advanced Technologies and Specialized Services to Offer Growth Opportunities

Adopting various advanced technologies, including app-based booking systems offering virtual consultations and tailored recommendations, propels the market growth. Moreover, the integration of augmented reality and virtual reality into massage therapy is growing significantly to enhance consumer relaxation experience. Furthermore, the increasing popularity of various specialized massage services, including sports, prenatal, and deep tissue, catering to specific health and lifestyle needs, fuels the market growth.

Segmentation

Key Insights

The report covers the following key insights:

• Overview of the Global Spa & Wellness Market
• Supply Chain & Regulatory Analysis
• SWOT Analysis
• Porter's Five Forces Analysis
• Recent Industry Advancement

Analysis by Type

Based on type, the massage therapy services market is segmented into Swedish massage, deep tissue massage, sports massage, Thai massage, and others.

The Swedish massage segment holds the largest market share owing to wide availability and increasing popularity as body relaxation therapy for overall wellness.

The sports massage segment is expected to grow considerably throughout the forecast period owing to rising participation in sports & fitness activities among individuals and growing awareness of recovery & rehabilitation benefits. Moreover, sports massage is usually preferred by professional athletes, fitness & sports enthusiasts, and gym-goers seeking various purposes, including injury prevention, enhanced athletic performance, and reduced muscle soreness.

Analysis by End User

Based on end user, the global massage therapy services market is bifurcated into men and women.

The women segment holds the largest share of the global market owing to increasing health awareness among women and rising focus on self-care. Moreover, the growing number of working women seeking rejuvenation and relaxation from busy lifestyles drives the segment growth.

The men segment is anticipated to witness significant growth over the forecast period owing to high participation in sports & fitness activities and increasing awareness regarding stress relief and overall wellness.

Analysis by Service Providers

Based on service providers, the market is segmented into spas & salons, massage & physical therapists, hotels & resorts, and others.

The massage & physical therapists segment dominated the market in 2023 owing to their massage expertise and rising preference from professional athletes.

The spas & salons segment is expected to grow significantly over the coming years driven by the increasing number of spas and salons across countries. Moreover, the popularity of spas as a preferred option for massage therapy is growing significantly and is expected to drive the segment growth.

Regional Analysis

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Based on region, the global massage therapy services market is classified into North America, Europe, South America, and the Middle East & Africa.

North America led the market in 2023 owing to the rising spas and increasing focus on physical health among individuals. Furthermore, Europe is expected to grow considerably over the coming years owing to the increasing participation in sports and fitness activities coupled with rising health awareness across various countries.

Key Players Covered

• Massage Envy (U.S.)
• Hand & Stone Massage and Facial Spa (U.S.)
• RCM Wellness (U.K.)
• Burke Williams (U.S.)
• The Massage Company (U.K.)
• LaVida Massage (U.S.)

Key Industry Developments

• In January 2024, Opal Luxury Urban Spa, a Qatar-based spa, launched its new treatment offering, including Cryo, Hydra, Bellabaci, and specialized packages for brides and grooms.
• In May 2021, The Massage Company, a U.K.-based massage company, launched its new 1,900 sq. ft flagship store in London, U.K. According to the company, the new store features eight treatment rooms and over 20 trained therapists.