The thoughts that follow are my own, inspired by a recent discussion among colleagues whose willingness to ask difficult questions encouraged me to reflect more deeply on the future of our profession.
Every once in a while, a conversation comes along that causes us to pause and reflect, not just on the issue being discussed, but on the future of our profession.
Recently, fellow massage educator and industry advocate Shari Aldrich shared a thoughtful Facebook post expressing her frustration over the continued exploitation of women and children and the reality that illicit businesses continue to operate under the guise of massage establishments. Her post sparked an honest and respectful discussion among massage therapists and educators across the country.
One comment stood out to me:
“What’s the plan?”
Another respected colleague, Jimmy Gialelis, offered an equally important perspective. He reminded us that public perception plays a tremendous role in how our profession is viewed and encouraged massage therapists to become ambassadors through education, collaboration, community involvement, and professional excellence.
I found myself thinking about both perspectives long after I finished reading the discussion.
As the founder of the Arizona School of Medical Massage & Wellness, an educator, and someone who has spent more than three decades in this profession, I have learned that some of our greatest challenges are also our greatest opportunities. While I certainly do not pretend to have all the answers, I believe meaningful conversations often become the catalyst for meaningful change.
Two Conversations Are Happening at the Same Time
One realization became very clear to me as I reflected on the discussion.
We are often trying to solve two very different problems with the same conversation.
The first problem is human trafficking and organized criminal activity operating behind businesses that falsely present themselves as massage establishments.
The second is advancing and elevating the legitimate massage therapy profession.
These issues intersect, but they are not the same.
Human trafficking is a criminal justice issue. It involves law enforcement, prosecutors, financial crimes investigators, code enforcement, city governments, legislators, social service organizations, and advocates for victims.
Elevating massage therapy is an educational issue. It involves educators, schools, professional associations, researchers, healthcare providers, regulators, employers, and licensed massage therapists committed to excellence.
For years, many believed occupational licensing would eliminate illicit massage businesses.
It could not.
Occupational licensing regulates professionals who choose to practice legally and ethically. It cannot stop criminal enterprises that intentionally operate outside the law.
That realization should not discourage us.
Instead, it should help us direct our energy toward the solutions that are most likely to make a difference.
Legitimate Massage Therapists Should Not Carry the Burden Alone
One concern I have had for many years is that legitimate massage therapists often seem to be viewed as guilty until proven innocent.
Few professions experience this kind of automatic suspicion.
Licensed massage therapists complete extensive education, pass examinations, meet state requirements, maintain continuing education, follow ethical standards, and dedicate themselves to helping others.
Yet many still find themselves explaining that they are “not that kind of massage therapist.”
That should concern all of us.
Legitimate businesses already obtain professional licenses, business licenses, insurance, tax identification numbers, and operate transparently within their communities.
Those who intentionally operate illegal businesses should be investigated and prosecuted through the appropriate agencies responsible for organized crime, trafficking, business fraud, financial crimes, zoning, and code enforcement.
Those responsibilities should not fall solely upon massage boards or licensed professionals who have done everything required of them.
Never Forget the Victims
As we discuss illicit businesses, we must also remember that many of the women working inside them are victims.
Some have been trafficked.
Some have been manipulated.
Some have had their identification taken from them.
Some have few options and little support.
If we truly care about solving this problem, our goal cannot simply be to close businesses.
It must also be to identify victims, provide trauma-informed care, connect them with resources, and help them reclaim their lives.
Compassion and accountability are not opposites.
They belong together.
The Profession We Want the Public to See
Jimmy Gialelis made another point that deserves our attention.
Public perception matters.
When someone hears the words “massage therapy,” what do they picture?
Do they picture a healthcare professional working alongside physicians and rehabilitation specialists?
Do they picture someone helping a patient recover from surgery?
Helping someone with chronic pain?
Supporting a person living with Parkinson’s disease?
Helping reduce stress, improve function, or restore quality of life?
Or do they picture something entirely different because of decades of misunderstanding and sensationalized headlines?
We have an opportunity to change that narrative.
But it will not happen through marketing alone.
It will happen through professionalism.
Through education.
Through research.
Through collaboration.
Through service.
Through the daily actions of thousands of ethical massage therapists across the country.
Education Is Where the Future Begins
One of the greatest privileges of being a massage educator is knowing that every class represents the future of our profession.
Every massage school has its own philosophy, curriculum, and unique strengths.
Some emphasize relaxation.
Some focus on sports massage.
Others specialize in rehabilitation, clinical care, or wellness.
I genuinely believe we all share something much bigger.
We are preparing the next generation of professionals who will shape how the public experiences massage therapy for decades to come.
That responsibility is enormous.
At the Arizona School of Medical Massage & Wellness, our philosophy has always extended beyond teaching techniques.
We teach anatomy, physiology, pathology, assessment, communication, ethics, professionalism, documentation, critical thinking, and clinical reasoning because we believe those skills create confident professionals who can make thoughtful decisions in the best interest of their clients.
Techniques matter.
But judgment matters just as much.
The Responsibility Every School Shares
I also want to recognize my fellow massage educators.
Running a massage school is not easy.
Teaching students with different backgrounds, different learning styles, different life experiences, and different goals is both rewarding and challenging.
Every educator invests time, energy, and heart into helping students succeed.
Yet every educator also knows an important truth.
We cannot make every graduate embrace excellence.
We can create opportunities.
We can inspire.
We can mentor.
We can challenge.
We can demonstrate professionalism.
We can hold students accountable.
But eventually each graduate chooses the professional they will become.
Some graduates exceed every expectation.
Others choose to do only what is necessary to earn a diploma or maintain a license.
That reality exists in every educational institution and every profession.
Those individual choices should never define the mission of the schools that prepared them.
Our mission remains the same.
Continue raising the standard.
Continue believing in our students.
Continue expecting professionalism.
Continue modeling integrity.
Continue encouraging lifelong learning.
Continue serving our communities.
My Personal Mission
People occasionally ask why I continue investing so much time and energy into curriculum development, accreditation, clinical reasoning, healthcare collaboration, and raising educational standards.
The answer is simple.
This has never been about building a school.
It has always been about helping build a profession.
After more than thirty years as a massage therapist, educator, and lifelong learner, I have seen firsthand what massage therapy can accomplish when practiced with knowledge, integrity, humility, and compassion.
I have also seen what holds us back.
My personal mission is to help elevate massage therapy through education, professionalism, scientific curiosity, critical thinking, and compassionate care.
I want to help prepare massage therapists who are confident enough to ask questions, humble enough to continue learning, and compassionate enough to always place the client’s well-being first.
My vision extends far beyond my own school.
I envision massage therapists becoming respected members of interdisciplinary healthcare teams.
I envision stronger collaboration with physicians, nurses, physical therapists, occupational therapists, chiropractors, psychologists, athletic trainers, and other healthcare professionals.
I envision massage therapy being recognized as an evidence-informed, conservative approach that can help improve function, reduce pain, support recovery, and improve quality of life for many people when practiced within our scope and in collaboration with other providers.
I envision a profession known for professionalism instead of stereotypes.
For clinical excellence instead of misconceptions.
For service instead of self-promotion.
For integrity instead of sensational headlines.
That vision belongs to all of us.
The Story We Choose to Tell
Our profession has remarkable stories.
Stories of veterans.
Stories of children with disabilities.
Stories of older adults maintaining independence.
Stories of athletes returning to competition.
Stories of people living with Parkinson’s disease.
Stories of cancer patients receiving comfort.
Stories of mothers experiencing healthier pregnancies.
Stories of individuals who finally found hope after years of chronic pain.
These stories deserve to be told.
Not because they market massage therapy.
Because they represent who we truly are.
The Future Is Ours to Build
No single law will eliminate human trafficking.
No licensing regulation will instantly change public perception.
No individual educator, school, association, therapist, or legislator can accomplish this alone.
But together, we can continue moving this profession forward.
Every educator who raises expectations matters.
Every therapist who practices ethically matters.
Every healthcare partnership matters.
Every student inspired to pursue excellence matters.
Every client whose life is improved matters.
The future of massage therapy will not be defined by those who misuse our profession.
It will be defined by those who educate, serve, advocate, collaborate, and lead with integrity.
That is the future I believe in.
That is the future I hope to help build.
Because knowledge builds confidence.
Experience builds competence.
Compassion changes lives.
ASMMW-Owner, President, Director
