Building a group practice is an exciting journey that can take many forms. At its core, a group practice simply means a team of professionals working together under one organizational umbrella, but what that actually looks like can vary widely.
Some group practices remain small and intimate, with just a handful of clinicians sharing office space. Others grow into large organizations with dozens of providers across multiple locations.
The key is that there’s no single blueprint for a successful group practice.
Let’s look at several real-world examples of different group massage practices in the wild.
Small – Boutique Practices
The Cove Massage Studio – Cambridge, MN
The Cove Massage Studio is a serene, appointment-based wellness haven offering massage and more in Cambridge, Minnesota.
The owner, Tara Tuveson, was a solo massage therapist for years before making the decision to expand and build out her wellness studio. In January of 2023 Tara moved towns and completely started her business over from scratch, only bringing with her an idea, and the skills she had previously gained as a massage therapist.
She started with zero clients in a new town and, in just two years, built up to nearly $30,000 in monthly revenue. By adding additional therapists as demand grew, she was able to jump from a one-person show to a multi-therapist business that serves a larger clientele.
Align Massage Lindenlea – Ottawa, Canada
Align Massage Therapy is a well-established, multi-location group practice in Ottawa (founded in 2000), with over 80 therapists delivering advanced, personalized, preventative and as-needed massage care in a friendly and flexible environment.
Align features a mix of ownership models across its locations, including independent owners, such as Krista Dicks – owner of Align Massage Lindenlea. Her boutique practice model emphasizes smart hiring and systems that allow growth without burnout.
In Episode 285 of The Scaling Wellness Podcast, Krista shares her experience of “buying a boutique practice” and turning it into a thriving business, as well as the challenges in transitioning from solo work to leading others, the importance of hiring the right people, and putting processes in place so the business can run smoothly as it scales.
Multidisciplinary Wellness Centers
Tri-Covery Massage – Novi, Mi
Tri-Covery Massage & Flexibility is a Metro Detroit–based group practice in Novi, Michigan, where a multifaceted team of licensed therapists, trained in modalities like Fascial Stretch Therapy, RockTape kinesiology, deep-tissue massage, cupping, IASTM, percussive therapy, corrective exercise, lymphatic drainage, PEMF, and more, collaborate to deliver tailored recovery, mobility, and sports-performance support.
Since founding Tri-Covery Massage & Flexibility in 2010, Jeff Kong has become well-known for his work in helping the recovery from athletic training and injuries, from which he decided to expand into hiring a team.
Aside from being the CEO himself, he became an official NFL massage therapist with his team the Detroit Lions.
Now, Jeff and his highly-trained staff deliver the most effective therapies available for improvements of physical dexterity and recovery from injuries.
Check out Jeff’s full story, Ep 166 of the Scaling Wellness Podcast
Back On Point Wellness – Torrance, CA
Back On Point Wellness in Torrance, California, brings together a collaborative wellness team that includes chiropractors, acupuncturists, and massage therapists all under one roof.
With its six treatment rooms, Back on Point Wellness focuses on delivering the highest quality of ancient holistic healing with a modern twist.
The practice was created by Dr. Ernest Kim, who navigated his way from Pre-Med, to psychology, to Massage School, and ultimately becoming both a chiropractor and acupuncturist.
In our Scaling Wellness interview he shares:
- His journey to becoming a multi-licensed practitioner
- How did he overcome his starving healer mindset
- What was required for a powerhouse team
- What are the things he did to push himself to get a multi-disciplinary practice
- The most challenging parts of growing a practice
- The most important traits needed to become successful
- His own personal recipe for his success
Check out the full interview, Ep. 213
Multi-Location Studios
Mend Studios – Brookfield & Mequon, WI
MEND Studio is a multi-location group practice in Wisconsin (Brookfield and Mequon) where licensed therapists offer different massage modalities, ranging from deep tissue and cupping to Reiki and prenatal.
Nadin opened her first massage studio with a vision to create a space focused on both client results and therapist development. Over nearly a decade, she grew MEND into thriving studios in two cities (Brookfield and Mequon).
Nadin’s story highlights the realities of expanding a massage business into a multi-location practice – from building a team and maintaining high standards across locations, to preserving the core mission as the brand grows.
Hear Nadin’s Full Story – Ep 299 of The Scaling Wellness Podcast
Press Modern Massage – New York, NY
PRESS Modern Massage is a results-driven, multi-location group practice in New York City, with studios in Williamsburg, Greenpoint, Union Square, Columbus Circle, and Long Island City, where highly trained therapists deliver tailored deep-tissue, medical, prenatal, and sports massage aimed at relieving chronic pain and tension through precision techniques and personalized care.
Founded by Rachel Beider PRESS Modern Massage, was established in 2008 after she training in Thai massage in Southeast Asia and becoming a licensed massage therapist in New York.
By leaning on intense focus, and utilizing PR she was able to grow and scale PRESS into the multi-location studio it is today.
In our interview, we dive into:
- How She Built Her Massage Practice from Scratch
- From Two Rooms to Three Locations: Her SEO Journey
- 7 Proven Ways to Boost Client Acquisition
- Press Hacks: How to Get Noticed Fast
- Newsjacking: How to Make Current Events Benefit You
- From Massage Therapist to Business Strategist: Transitioning Roles
- Lessons Learned: Growing a Practice Through Delegation and Boundaries
- The Biggest Chokehold on Any Business: Owner’s Psychology
Listen to the episode here (Spotify)
Day Spas & Relaxation Hubs
Wand & Willow Day Spa – Murfreesboro, Tennessee
Wand & Willow Day Spa is a whimsical, appointment-only group practice in Murfreesboro, Tennessee, where independent massage and skincare professionals share a cozy, magical-themed space. Known for its “Tranquility with a Dash of Magic,” The spa offers personalized massage therapy, skincare, and energy-balancing treatments, while allowing each practitioner to run their own business under the shared brand.
The spa offers “magical massages and bewitching body wraps” such as therapeutic massages customized with aromatherapy and stretching, as well as energy‑balancing sessions with chakra cards, crystal singing bowls, guided meditation and more
Hear Wendy’s Full Story – Ep 246 of The Scaling Wellness Podcast
Miller Massage – Suprise, AZ
Miller Massage is a dual-location day spa in Sun City West and Surprise, Arizona, where licensed therapists provide a wide range of modalities—from deep tissue, Swedish, prenatal, Thai, and Lomi Lomi to hot stones, Ace cupping, reflexology, body scrubs and facials, all within serene spa settings offering amenities like private jacuzzis, saunas, and Vichy-shower body treatments
Founded by Nicole Miller, she brings a deeply therapeutic touch shaped by both clinical and spa environments. She began her professional journey at Fremont College in Cerritos, California, graduating in 2011, and gained experience working within a chiropractic setting before transitioning into the spa world—allowing her to blend healing and indulgence seamlessly in her practice. Nicole believes she was given the “gift of touch” and is passionate about helping others through massage therapy.
Mobile Massage & Events
Pampered Spirit – Point Pleasant, NJ
While they do have a brick & mortar location, Pampered Spirit is a New Jersey–based mobile spa group practice that brings certified therapists directly to your home, office, event, or hotel, offering therapeutic massage, spa parties, corporate chair massage, couples and bridal treatments, and wellness services without the need to travel to a spa location.
Healing Hands – Miami, FL
Healing Hands Therapeutic Massage is a Miami-based group practice offering traditional spa services plus mobile chair massage event, bringing portable massage chairs and licensed therapists directly to offices or trade shows for quick, on-site relaxation and stress relief.
The owner, Anastasia Yecke-Gude, grew up in a variety of locations across the United States due to her father’s job in the Marine Corps. Her love of traveling brought her to Mexico to live as an exchange student, to Athens to study during her second year of college, and to a grand total of 53 countries on six continents during and after her four years with United Airlines. She worked as an Advertising Executive in charge of national accounts prior to founding Healing Hands in 2011.
Like so many other massage therapists she first cut her teeth working at Massage Envy but also gained experience working in a high-end spa in her area. When a client asked about doing a massage for an event, she knew the spa couldn’t fulfill, but that she would be able to figure out making it work.
This set off some of the chains of events that would lead Healing Hands to the practice it is today.
In our two-part interview we dive into:
- How she manages over 80 massage therapists
- What her first year of business was like
- How she handles hiring & pay in a way that is ethical and fair to both her business and her team members
- What goes into a corporate massage business model
- How she uses networking to land high-value clients
Check out the interview here – EP 072 of the Scaling Wellness Podcast
Conclusion: Many Paths to Scaling Your Massage Business
As these examples show, group massage practices can take many forms. You might create a unique themed spa and sublease to other therapists, or expand into a multi-modality wellness center with diverse services.
You could grow steadily into multiple locations, take the leap into managing a large staff, or cultivate a close-knit boutique team. There’s also the option to accelerate growth by acquiring an existing business or simply by hitting the ground running in a new market.
The common thread in all these examples is that the owners scaled beyond themselves – they moved from being the sole provider to building a business that involves others. Whether it’s 3 therapists or 30, one location or several, there’s no one-size-fits-all blueprint.
Your practice can be boutique-sized or mega-sized, niche or broad – what matters is that it aligns with your vision of the life and business you want.
No matter which path you take, one thing is universal: success at this next level isn’t just about adding more people, locations, or services. It’s about becoming the kind of leader your business needs.
In the next article, we’ll explore the mindset shift that takes you from thinking like a solo practitioner to leading like a CEO, so you can build a practice that thrives long after you step out of the treatment room.
