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Massage therapy

Massage therapists sell sessions, in a rented room or travelling to clients. Your hands-on hours per week limit the business.

Updated

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What the public data shows

U.S. businesses with no employees in the Census Bureau’s Other Personal Care Services category (NAICS 81219), 2023.

Broad match — All other personal care services, including non-medical massage.

Businesses with no employees
192,628
The middle business took in
$10,000–$24,999
in sales for the year, before expenses
Average sales per business
$33,977
pulled up by a few large ones

How much these businesses took in, 2023

  • Under $5,00019%
  • $5,000–$9,99915%
  • $10,000–$24,99930%
  • $25,000–$49,99919%
  • $50,000–$99,99912%
  • $100,000–$249,9995%
  • $250,000–$499,9991%
  • $500,000–$999,999<1%
  • $1,000,000–$2,499,999<1%
  • $2,500,000–$4,999,9990%
  • $5,000,000 or more0%

63% took in less than $25,000 for the whole year — many are side or part-time businesses. If you plan to do this full time, your plan needs sales well above the middle. The local plan works out exactly how much.

What these numbers are — and aren’t. Sales (receipts) before any expenses: not profit, and not what the owner takes home. Counts every business with no paid employees that filed a tax return, including side businesses. The Census Bureau adds a small amount of noise to protect privacy. Businesses with employees aren’t included.

Source: U.S. Census Bureau, Nonemployer Statistics 2023 (released 2025) (data files), retrieved 2026-10-31.

Main caution: Most states license massage therapists, and many cities also license massage businesses.

What it costs to run

These are the categories to price with local quotes. The plan lists every one of them for you.

Every session

  • Oils, lotions and linens
  • Laundry
  • Other per-sale costs

Every month

  • Rent, studio or chair rental
  • Utilities
  • Liability insurance
  • Booking and payment software
  • Ongoing marketing
  • Bookkeeping and tax preparation
  • Other monthly costs

To start

  • Massage table and supplies
  • Business registration and local licenses
  • Website, logo and booking or store page
  • Other one-time costs

Your own pay is part of the cost, too. The plan works out the price that covers it — or start with how much to charge for massage therapy.

Licenses, insurance and rules to check locally

Requirements differ by state, county and city. Check two layers:

1. Your own license, if the work needs one

Search the CareerOneStop License Finder (US Department of Labor) for “Massage therapist” and choose your state. It lists state occupational licenses and the agency that issues each.

2. Business licenses, permits and insurance

Start with the SBA: Apply for licenses and permits guide, then your city or county. Questions to answer:

  • What state license does massage therapy require?
  • Does your city license massage businesses or locations?
  • What professional liability insurance will you carry?

Check local prices before you set yours

Get three real prices from massage therapy businesses near you, the way a customer would: their websites, a quote request, local listings and review sites, or neighborhood groups. Note what each price includes. Enter them in your local plan — it shows where your price sits and whether your costs leave room to compete.

Test demand before you spend

Offer your first few sessions at your real price to people who match your customer — not discounted favors for friends — before investing in more equipment or marketing.

Decide your pass mark before you start — for example, a set number of paid sessions within 30 days.

Questions your local plan has to answer

  • What do local competitors charge? Ask for quotes the way a customer would.
  • How long does each session take you, including travel and preparation?
  • How many sessions can you deliver in a week at a quality you’re proud of?
  • How will customers find you, and what will it cost to win each one?

This profile is educational. It describes how this kind of business generally works; it doesn’t show that it will be profitable where you are, and it isn’t legal, tax or financial advice.