You’ve seen what a group massage practice can look like—small boutique teams, multi-location wellness centers, mixed-modality hubs, even themed experiences that feel like stepping into another world.
But here’s the truth:
No matter which version you want to build, you won’t get there doing the same things you’ve always done.
Going from a fully booked solo massage therapist to running a thriving group practice requires more than just hiring extra hands. It requires becoming the kind of leader your business needs. And that means a mindset shift—a big one.
It’s Not Just “Solo, But Bigger”
One of the most common misconceptions I see is that growing a team is simply more of what you’re doing now: more clients, more revenue, more freedom.
The reality? Running a successful solo practice and leading a group practice are two completely different games.
What makes you an amazing solo therapist (your hands-on skills, personal client relationships, individual work ethic) isn’t the same skill set you need to run a team.
When you step into group practice ownership, your role changes. You’re no longer just the practitioner, now you’re the owner, the leader, the person steering the ship.
And to thrive in that role, you’ll need to think, act, and make decisions like a CEO.Here are a few key shifts to consider:
Five Key Shifts Every New Group Owner Must Make
1. Let Go of “Solo” Thinking
When it’s just you, you do everything, and probably do it well. But as soon as you bring in other therapists, you have to trust your team and stop trying to micromanage every detail.
That doesn’t mean you stop caring about quality, it means you create systems and expectations, then give your people room to do their jobs.
The quicker you can shift from therapist mindset to CEO mindset, the quicker your business will grow without burning you out.
2. Embrace Your Role as a Leader
In a group practice, you go from “my own boss” to “the boss of others.” Suddenly, you’re responsible for hiring, training, and managing, not just for providing excellent care yourself.
Great client results are still important, but now your job is also to create an environment where others can deliver great results. That means setting the vision, communicating standards, and inspiring your team.
If leadership is new to you, that’s okay, it’s a skill you can (and must) develop.
3. Build Systems for Consistency
When you’re solo, you might get by with informal processes or keeping a lot of knowledge in your head. That won’t fly once you have multiple people and moving parts.
As a solo, you can get away with keeping things in your head. In a group, that approach will sink you. A thriving group practice runs on documented, repeatable systems for everything: how you greet clients, how you do laundry, how you market services.
These systems are the “owner’s manual” for your business. They make it possible for the business to run smoothly, whether you’re in the building or not.
4. Redefine What Success Looks Like
As a solo therapist, a “good day” might mean five clients who leave happy. As a group practice owner, a good day could mean:
- Hiring a great new therapist
- Finally getting that online booking system live
- Coaching an employee through a challenge
- Getting more clients on your therapists’ schedule.
These wins may not feel as tangible at first, but they’re the building blocks of a sustainable, scalable business.
5. Step Back from the Table (Gradually)
You probably love the hands-on work, that’s why you became a massage therapist. But if your goal is to scale, you’ll eventually need to reduce your client hours so you can focus on running the business.
This can be an emotional and financial adjustment. But if done right, your business income will replace your hands-on income and even grow past it.
One of my clients, Meagan, went from seeing 20–25 clients a week to just 4 clients a month and still paid herself well. In fact, her revenue nearly doubled, going from $200k to $360k a year.
Why? Because her team’s productivity made it possible.
The takeaway: as you shift to CEO mode, your value comes from steering the ship, not rowing every oar. It’s a different kind of work, but it can ultimately create a business that runs like a well-oiled machine.
The Mindset Traps to Watch Out For
Making these shifts isn’t always easy. You may catch yourself thinking:
- “No one can do it as well as I can.”
- “I feel guilty for not seeing as many clients.”
These traps are normal, and they can stall your growth if you’re not careful. The more you prepare for these mental shifts now, the smoother your transition will be.
Want To Go Deeper? Listen To This
Up Next: The Challenges You’ll Face When You Scale
This mindset shift is just one part of the journey. Even with the right perspective, running a group practice will test you in new ways, financially, operationally, and emotionally.
In the next part of the Beyond Fully Booked series, we’ll talk about the real-world challenges that come with building and leading a team, and how to navigate them without losing your sanity (or your profits).
