Running a group massage practice is a whole different ballgame compared to being a solo therapist.
You’re no longer just filling your schedule, you’re responsible for keeping multiple practitioners booked, managing staff, building team culture, and staying profitable.
If you’ve tried tossing up a few Instagram posts or running random specials without seeing results, it’s time for a more intentional approach.
In this guide, you’ll learn how to build a marketing strategy for your group massage practice, one that consistently attracts new clients, fills your team’s schedule, and supports long-term growth.
What Makes Group Practices Unique?
Before we dive into tactics, let’s acknowledge the challenge: group massage practices face different marketing needs than solo providers.
You’re marketing not just one therapist, but a brand. You need to:
- Attract a consistent stream of new clients
- Promote different modalities and specialties across your team
- Build brand loyalty beyond one therapist
- Position your practice as the go-to destination in your area
That’s why you need a real marketing strategy, not just tactics. A strategy gives your marketing a clear focus, helps you delegate effectively, and ensures every action moves you closer to your business goals.
Step 1: Define Your Group Practice Ideal Client
Just like a solo practitioner, its important to have a niche for your group practice. Marketing to “everyone” spreads your message too thin. Instead, focus on your ideal client groups and align them with your team’s specialties.
Ask:
- Who do you serve best as a group?
- What types of services or modalities do your therapists specialize in?
- What communities or demographics are underserved in your area?
Step 2: Build a Unified Core Message
Even if your team offers a variety of services, your practice needs a clear, cohesive brand message.
This message should:
- Reflect your values and what your team is known for
- Speak directly to the outcomes your clients care about
- Differentiate yourself from other spas or chains
Instead of: “We offer massage for everyone.”
Try: “A collaborative team of skilled therapists helping active professionals and parents relieve stress, recover faster, and feel like themselves again.”
Use this message across your website, brochures, social media bios, and email signature.
Step 3: Choose the Right Channels for a Group Practice
With a team to support, you’ll want to expand your marketing footprint, but still be strategic.
Here are a fe channels to be on for you group massage businesses:
Google Business Profile
- Optimize your listing for each therapist if allowed
- Add real photos of your space, staff, and services
- Post weekly updates or specials
- Encourage team-wide review collection
Email Marketing
- Segment your list by client type or service
- Send monthly newsletters, seasonal promotions, and rebooking reminders
- Automate welcome emails for new clients
Instagram & Facebook
- Spotlight your therapists and their specialties
- Share behind-the-scenes moments and wellness tips
- Highlight client reviews and success stories
Website
- Create a team page with photos and bios
- Allow clients to book based on the therapist’s expertise
- Include SEO-optimized service pages
Local Partnerships & Events
- Collaborate with gyms, yoga studios, and health practitioners
- Offer chair massage at events or open houses
- Sponsor local runs or community gatherings
Step 4: Systematize Your Marketing Plan
When you’re leading a team, consistency matters more than perfection.
Here’s an example of a simple monthly marketing system for a group practice:
Weekly:
- 1–2 social media posts per platform
- Ask therapists to gather a review or testimonial
- Share a team tip or client story
Monthly:
- Send an email campaign (featured therapist, new service, birthday offers)
- Refresh website photos or update blog content
- Run a seasonal or group special
- Check Google Analytics + booking stats
Pro tip: If you’ve got the staff, assign marketing roles to your front desk or a VA. Even better, create templates and checklists so tasks don’t depend solely on you.
Step 5: Measure What Matters
Track what’s actually helping your team stay booked. Don’t guess, ask clients how they found you.
Keep a simple spreadsheet or use your booking software to track:
- Number of new vs returning clients per therapist
- Top referral sources (Google, social, email, events)
- Average team utilization rate
- Promo or post-performance (clicks, bookings, replies)
Step 6: Build Systems That Run Without You
To scale sustainably, your marketing should work even when you’re on vacation. It’s essential to build great systems in your massage business.
Example Marketing Systems:
- Auto-review requests after each appointment
- Email nurture flows for new clients
- Quarterly campaign calendar with recurring promotions
- Branded social templates your team can use
Marketing is not just your job, it’s a team effort. Involve your front desk and train your staff to reinforce your message during every client interaction.
Final Thoughts: Grow Your Practice, Not Your Stress
Marketing a group massage business doesn’t have to be complicated; it just needs to be strategic and sustainable.
Get clear on:
- Who do you serve best
- What your brand stands for
- Which channels deliver real results
Then build simple systems, delegate smartly, and keep refining what works.
Need Help With Your Marketing Strategy?
If you’re ready to scale your group massage practice without doing all the marketing yourself, we can help.
We specialize in coaching and done-for-you services for massage and wellness businesses ready to grow their client base and support their team.
Visit scalingwellness.com to learn more and get started.
