In this episode of the Scaling Wellness Podcast, I sit down with Erin Stebbins, massage therapist, coach, and entrepreneur based in Aurora, Colorado. Erin has worn many hats in her journey—solo practitioner at 19, multi-location business owner with 25 employees, and now coach helping therapists grow sustainable practices. We dive into her story, her lessons, and her philosophy of building a business that aligns with your values, not just your bank account.
Starting Out in Aurora, Colorado
Erin shares the current state of her practice: two treatment rooms, one therapist working under her, and a focus on pain relief, posture correction, and sports massage. She’s actively hiring again, balancing both practice ownership and coaching.
Takeaway: Even a small, focused clinic can thrive when built around a clear specialty and vision. Start by defining what your practice is about.
Entrepreneur First, Therapist Second
Erin describes herself as a business owner first, therapist second. This mindset, she says, guided her decisions and helped her see opportunities beyond just the treatment room.
Takeaway: Adopt the mindset of an entrepreneur. When you see yourself as the owner first, you’ll make decisions that move your business forward rather than keep you stuck.
Messy Beginnings at 19
At just 19, Erin dove headfirst into running her own business. She admits it was messy—she tried everything from canvassing neighborhoods to chair massage in Whole Foods. Years later, she even bought the chair massage company she once worked for, managing 25 employees across two locations.
Takeaway: Don’t wait until everything is perfect. Experiment early, learn fast, and know that mistakes are part of the growth process.
Mistakes That Turn Into Lessons
One of her biggest mistakes: not tracking what worked. She “threw spaghetti at the wall,” and while many things technically worked, she wasted time and energy by not measuring results.
Takeaway: Start tracking now. Define what “working” means in your business—whether it’s rebooking rate, revenue per client, or referral count—and double down on what moves the needle.
Freedom and Fun as Core Values
From the beginning, Erin’s driving forces were freedom and fun. She didn’t want to be tied to someone else’s schedule or limitations. That desire has shaped her career and the way she helps others.
Takeaway: Define your core values. Your business should serve the life you want—not the other way around.
Scaling Up—and Back Again
Managing 25 employees was a crash course in leadership, and COVID eventually ended that chapter. Today, Erin has redefined what scale means to her: not necessarily bigger teams, but more alignment, more creativity, and more impact.
Takeaway: Scaling doesn’t have to mean hiring a huge team. It means growing in the ways that align with your strengths, your values, and the lifestyle you want.
Systems That Change Everything
Erin emphasizes the importance of systems—repeatable processes that create consistency and free up mental bandwidth. Interestingly, she points out that her personal systems are just as important as her business systems. Her personal assistant handles household tasks so she can focus on creativity and problem-solving in her business.
Takeaway: Don’t just delegate in your business—delegate in your life. Freeing up energy outside of work allows you to show up better inside your business.
Where to Start With Systems
Erin’s simple exercise: grab a piece of paper and make three columns—
- Things you hate doing
- Things that don’t make you money
- Things you’re not good at
Those items become your priority list for delegation or automation.
Takeaway: Start with what drains you most. Outsource, automate, or eliminate those tasks first.
What Erin Delegated First
Surprisingly, it wasn’t laundry. Erin’s first delegation was her phone service. She realized answering calls distracted her, hurt her professionalism, and could damage her reputation.
Takeaway: Look for the tasks where doing them poorly could cost you clients. Delegate those before they cause lasting damage.
Coaching Other Therapists
Erin now coaches established massage therapists to reach consistent $10k+ months—not just for the money, but for the clarity and freedom it provides. She helps therapists align their business with their personal values so growth feels sustainable and joyful.
Takeaway: Money alone won’t keep you motivated. Anchor your business to values and vision, and the financial growth will follow.
Common Mistakes Established Therapists Make
Erin sees many therapists chasing “fully booked” as the ultimate goal. She challenges that idea, reminding us that fully booked doesn’t always equal freedom, sustainability, or satisfaction.
Takeaway: Stop chasing “fully booked” and start building a business that actually supports your life.
Rethinking Business and Entrepreneurship
Over the years, Erin’s perspective shifted from seeing business as formulaic to understanding it as a creative process. She compares it to a work of art—unique to you, constantly evolving, and guided by alignment with your values.
Takeaway: There is no one-size-fits-all formula. Your business is a creative project. Build it in a way that feels aligned with you.
The Secret Ingredient: Grit
When asked what makes her successful where others fail, Erin doesn’t hesitate: grit and tenacity. She simply refuses to quit, even when things get difficult.
Takeaway: Success is less about strategy and more about persistence. Keep going.
Quickfire Insights
- Current obsession: Having fun in business—if it’s not fun, it’s not sustainable.
- Overcoming overwhelm: Get out of your head and into your body.
- Top resource: Mentorship—she’s never been without a mentor since she was 15.
- Advice she disagrees with: Being “fully booked” as the end goal.
- One simple step to improve your business: Start tracking what’s working and define your success metrics.
Final Message to the Industry
Erin believes massage therapists are underestimating their power in their communities. When practitioners embody their worth—not just in rates, but in how they show up—everyone benefits.
Takeaway: Own your worth. When you step into your role as a leader, you become a beacon in your community.
Connect With Erin
- Facebook Group: Balanced Bodywork Business Group
- Facebook Messenger: Connect directly with Erin Stebbins
- Special Offer: Business Audits – 30-minute sessions to help therapists find clarity and direction for the year ahead.
