How Common Is Massage Therapy Today? Who’s Getting It, and Why More People Are Trying It Than Ever

Massage therapy isn’t just a “treat-yourself” splurge anymore. Across the U.S., more people are trying massage for everyday stress, chronic tension, soreness, and overall wellness—and many are building it into their regular self-care or pain-management routine.

At The Wellness Hub, we see the same trend locally: clients aren’t only booking for special occasions. They’re using massage as a practical tool to feel better in their bodies, sleep more deeply, manage stress, and stay active.

Below is a snapshot of how many people are getting massages, who’s most likely to seek it out, and why so many people are making it part of their health routine.


How many people are actually getting massage therapy?

National health survey data show that about 10.9% of U.S. adults used massage therapy in 2022—more than double the percentage in 2002.

A large analysis of the 2022 National Health Interview Survey (NHIS) found that 11.1% of U.S. adults visited a massage therapist in the past year. The same dataset found 6.0% used massage specifically for pain and 8.5% used it to help “restore overall health.”

That’s not a niche number. In practical terms, it represents tens of millions of adults using massage in a given year.


Who’s most likely to get a massage? Demographics by age and gender

Gender
Massage therapy is used by all genders, but national data consistently shows higher usage among women:

• Women: 13.9% reported a past-year massage visit
• Men: 8.2% reported a past-year massage visit

Industry survey summaries often show a similar pattern—commonly described as roughly “1 in 4 women vs 1 in 5 men” in the past year.

What this means for Jacksonville clients: if you’re a man who’s been “massage-curious” but unsure if it’s for you, you’re far from alone—and interest from men is growing, especially for athletic recovery, desk-related tension, and stress management.

Age
Age matters, too. In the NHIS analysis:

• Adults under 65: 12.4% had a past-year massage visit
• Adults 65+: 6.8% had a past-year massage visit

That doesn’t mean older adults don’t benefit—many do—but it does suggest barriers like access, cost, mobility, or uncertainty about what type of massage is appropriate. (A good clinic can help tailor pressure and positioning so massage is comfortable and supportive at any age.)


Why are people seeking massage therapy now?

One of the biggest shifts is why people book. Massage is increasingly seen as health-supportive—not just pampering.

According to AMTA’s consumer research (12 months ending June 2025):

• 79% said their primary reason for their last massage was health/wellness (49%) or stress-related (30%).
• Consumers averaged 2.7 massages in the past year.
• 71% of massage consumers said they used massage for a health or medical reason.
• 86% of consumers agree that massage should be considered a form of health care.

In other words, people aren’t only booking when they’re desperate or when something “goes wrong.” They’re booking because it helps them function better.


The most common goals: stress relief, pain relief, and feeling “normal” again​

1) Stress reduction and nervous system “downshifting”
Modern life is loud—mentally, digitally, and emotionally. Many clients come in carrying stress in their shoulders, jaw, and low back, or noticing shallow breathing and restless sleep.

AMTA’s industry fact sheet reports that common mental-health related reasons include relaxation and stress reduction as a leading motivation.

2) Soreness, stiffness, and chronic pain management
A huge percentage of people seek massage for musculoskeletal discomfort—everything from desk posture tension to workout soreness.

AMTA reports top health-related reasons include soreness/stiffness/spasm and chronic pain relief/management.

On the research side, the NIH’s National Center for Complementary and Integrative Health (NCCIH) notes massage is commonly used to manage health conditions or enhance wellness, and summarizes research on pain conditions like low-back pain and neck/shoulder pain (often showing short-term benefit, with stronger results when sessions are appropriately frequent and long enough).

3) Taking a “less meds, more tools” approach
A lot of people are trying to build a toolkit that includes movement, sleep, hydration, stress regulation, and hands-on care. Massage fits naturally into that wellness approach because it’s tangible: you feel the change in real time.

4) Performance and recovery (even for non-athletes)
You don’t have to be a marathon runner to want your body to recover better. Weekend pickleball, gardening, lifting kids, standing all day at work—these are all athletic demands.

Massage is increasingly used to support:

• range of motion and comfort
• post-workout or post-workday recovery
• “maintenance” between flare-ups

Why “regular massage” tends to work better than “once in a while.

”Many people try massage once and love it—but the real magic often happens when it becomes consistent.

Regular massage can:

• reduce the buildup of tension patterns
• make it easier to stay active (walking, strength training, stretching)
• support sleep and stress resilience
• help you notice early warning signs (tight hips, headaches, jaw tension) before they snowball

Think of it like dental cleanings: a one-time visit helps, but consistency is what changes the trajectory.


If you’re trying massage for the first time: what to expect

If you’re new, you don’t need to know every massage style. A good therapist will help you choose based on your goals—stress relief, neck/shoulder tension, low-back tightness, recovery, or a combination.

A simple first-step goal:

• Start with a 60-minute session
• Pick 1–2 focus areas (example: neck/shoulders + low back)
• Decide whether you want relaxation-focused or therapeutic/problem-focused work

From there, many people find a rhythm like:

• every 2–4 weeks for maintenance
• weekly/biweekly short-term during high stress or pain flare-ups

Helpful resources (evidence + consumer trends)

If you like to read the research and national stats, here are trustworthy sources:

• NIH/NCCIH overview of massage therapy, usage rates, and research summaries
• NCCIH “20-year trends” showing massage use growth from 2002 to 2022
• AMTA consumer research on why people get massage and how they view it
• AMTA industry fact sheet (who’s getting massage and why)
• NHIS-based study breaking down prevalence by age and gender (and more)

Ready to try massage therapy in Jacksonville?

Whether you’re looking for stress relief, help with chronic tightness, or a routine that supports your overall wellness, The Wellness Hub is here to help you feel better and move easier—without guesswork.


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We are pleased to serve the following Florida communities with massage therapy, chiropractic, organic skincare, acupuncture, red light therapy and more: Jacksonville, Orange Park, Fleming Island, Mandarin, Jacksonville Beach, Nocatee, St Johns, Ponte Vedra and beyond.

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