A Unified Voice for Franchise Massage Employees

Massage therapy is a deeply rewarding profession, but for many therapists working in franchise settings, it comes with unique challenges. From inconsistent pay structures to high workloads and limited professional autonomy, franchise-employed massage therapists often struggle to advocate for better working conditions.

Independent therapists have more control over their businesses, and private practitioners can tailor their work environments. However, franchise employees must navigate corporate policies that often prioritize profits over practitioner well-being. This is why a unified organization specifically for franchise-employed massage therapists is not just beneficial—it’s necessary.

The Challenges Franchise Therapists Face

1. Inconsistent Compensation & Benefits

Many franchise massage therapists are paid per service, with little or no compensation for time between clients, mandatory meetings, or ongoing training. Tips often supplement low wages, but they’re unpredictable, and benefits like healthcare and paid time off are rarely guaranteed. A standardized approach to fair wages and benefits is essential to improving job security and long-term career sustainability.

2. High Client Loads & Burnout

Back-to-back sessions with limited recovery time lead to physical exhaustion and career burnout. Many franchise therapists feel pressured to take on more clients than is physically sustainable, often due to corporate sales goals or staffing shortages. A collective voice could advocate for scheduling practices that prioritize therapist well-being, ensuring longer careers and better care for clients.

3. Limited Professional Growth

Franchise settings often limit therapists' opportunities for growth. Many employees have little control over the modalities they offer, the training they receive, or their ability to advance within the company. Some therapists find themselves stuck in stagnant roles with no clear path for career progression. A unified organization could push for better continuing education access, mentorship programs, and career advancement opportunities within franchise structures.

4. Stigma & Professional Identity Crisis

From the moment they enter massage school, students are conditioned to believe that franchise employment is a "lesser" career path. Many educators, whose perspectives are rooted in lineage-based training models, have never worked in franchise settings or had positive experiences with them. As a result, franchise employment is often presented as an undesirable last resort rather than a legitimate and viable career choice.

This stigma is reinforced not just in school but throughout a therapist’s career—by private practice owners, colleagues, and even professionals in other healthcare fields who dismiss franchise-employed therapists as less skilled or less valuable. Over time, this deeply damages the professional psyche of franchise employees, leading to feelings of inferiority and a diminished sense of professional pride.

This widespread bias stunts our growth as professionals, discourages mentorship within franchise settings, and prevents franchise-employed therapists from seeing themselves as key contributors to the profession. A unified organization could combat this stigma, provide professional development opportunities, and promote the value of franchise-employed therapists within the broader industry.

5. Lack of Representation & Advocacy

Unlike independent therapists who set their own policies, franchise-employed therapists often have little say in workplace decisions. Many franchises impose conservative policies that encroach on a therapist's professional scope of practice, restricting the services they can provide—even when those services are well within state licensing guidelines. At the same time, therapists are expected to present themselves as professionals and authorities in their field, creating a frustrating disconnect between their expertise and their ability to practice freely. This further erodes their sense of autonomy and professional identity.

A unified group could amplify therapists' voices, advocating for workplace policies that respect their training, expertise, and the full scope of their licensure. Franchise-employed massage therapists deserve to have a say in how they practice and the conditions under which they work.

6. Franchise Employment is Growing, but Our Voices Are Overlooked

The landscape of the massage therapy profession is shifting, with franchise employment becoming an increasingly common and viable career path. While independent practice remains a goal for some, more and more therapists are choosing franchise work for its accessibility, predictable client flow, and lower business management burden.

Yet, despite our growing presence, franchise-employed massage therapists are frequently left out of critical national conversations that shape the future of the profession. Whether it’s discussions on Veteran Affairs programs, health insurance reimbursements, or industry-wide standards, our perspectives and needs are often ignored.

One of the biggest barriers to our involvement? Limited PTO and demanding schedules prevent us from gathering in large numbers at national conferences, industry meetings, and legislative discussions. Without an organized effort to ensure our seat at the table, we risk having decisions made for us, rather than with us.

7. Signs of Progress: Why Collaboration Matters

It’s important to recognize that franchise businesses have made strides in recent years to address some of these challenges. Increased attention is being given to therapist retention, work-life balance, and career growth opportunities within these companies.

The International Spa Association (ISPA) recently held discussions highlighting this shift. Historically, franchise employers have focused on client retention as a primary business concern, but more and more, the conversation is shifting toward therapist retention. Employers are beginning to recognize that supporting their workforce leads to better client experiences, stronger businesses, and higher job satisfaction.

This shift is promising, but progress will only continue if franchise-employed therapists have a structured way to voice their needs. A collaborative effort between therapists, employers, and industry leaders will benefit everyone—therapists, clients, and businesses alike. When therapists feel valued and supported, they provide better care, stay in the industry longer, and elevate the profession as a whole.

What a Unified Organization Could Do

A collective effort could create meaningful change in the industry. A professional organization for franchise-employed massage therapists could:

✅ Advocate for Fair Pay & Benefits – Push for livable wages, fair tipping policies, and benefits like paid breaks, healthcare options, and job security.

✅ Promote Sustainable Work Conditions – Support policies that prevent burnout by ensuring reasonable scheduling practices and adequate recovery time between sessions.

✅ Provide Education & Resources – Offer networking, mentorship, and continuing education opportunities tailored to franchise-employed therapists.

✅ Create a Community – Establish a support network where franchise therapists can connect, share experiences, and collectively advocate for change.

✅ Ensure Franchise Therapists Have a Seat at the Table – Organize representation in national policy discussions that affect our profession, from VA benefits to healthcare reimbursement policies.

A Call to Action

Franchise massage therapists deserve a seat at the table when it comes to shaping the future of the industry. A unified organization could be the first step toward real change—ensuring that those who provide healing touch are supported, respected, and empowered in their careers.

Would you join a movement like this? This is a start to the longer conversation. Share your experiences in the comments and consider joining the new facebook group to help build something that works for all of us! https://www.facebook.com/share/g/19rYyGmSjr/

Accompanying Vlog:https://www.tiktok.com/@kirbyclarkellis.mti/video/7488683431203753259?is_from_webapp=1&sender_device=pc&web_id=7356954434540471851

https://youtube.com/shorts/FLKy3fqUAfA?feature=share

Peace and Healing,

Kirby Clark Ellis, MTI, BCTMB