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ABMP's Article, "Franchises, Their Impact on the Profession"
I received my copy of Massage and Bodywork and after reading this article, I have a lot of mixed feelings. I found myself replying out loud, to what I was reading, offering more than a few arguments.
http://massagebodywork.idigitaledition.com/issues/11/
With so many massage therapists graduating from schools several times a year, many who are struggling to do the work they love, and the present state of the economy, I can't help but wonder how other therapists feel about massage franchises.
I have worked in a couple, for short amounts of time, to pay the bills. I must say, that while many of my returning clients praised my work, and even, asked me if I liked working there, for the most part, the business aspect left me feeling mostly like a fast-food worker.
I have heard about some really good ones, but that depends on the owner. There are some owners who are in it strictly for investment purposes and they are not massage therapists.
Somehow, I didn't feel that this article was supportive of independent massage therapists, but more a nod to massage "industry" or the franchise element.
As members of ABMP, do we have an obligation to speak up, or do we play dead while massage franchise and website business owners with Superbowl commercials form public opinion?
Is anybody else a bit worried?
Views: 500
Replies to This Discussion
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Permalink Reply by Deborah Herriage on
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Hi Rick,
I'm really glad for you - that you are doing so well in spite of having 3 franchises around you. That is truly saying something exceptional about your practice and your marketing skills.
I am still waiting to hear from those therapists who are marketing and struggling to pay their marketing costs, much less pay for their education loans, or anything else they have thrown money at. Let's be real. There is money behind the franchises that the independent just doesn't have. You can argue all you want that therapists shouldn't lower their fees because their client can go down the street and pay $39 for an intro massage and then sign on for a year. That's just what a lot of people do, if they can. So, I don't see a lot of strength in the idea that they aren't harmful to the independent, seeing that McDonald's food isn't exactly healthy, and it could be argued that it is very harmful in the long run. Not everyone can afford Chez Whatever, and they will opt for McDonald's to eat because its there. Ever see the movie, "Food, Inc."?
So, look, if people want to pay X amount of dollars to get a massage, they will do it wherever it is offered, unless they know better. That's what we're up against.
I, for one, spend too much money on education and marketing for two or three new clients a month. I have a feeling there are others out there in the same position.
Thanks for responding Rick. I truly am happy for you.
Rick Morgan said:Hi Deborah,
I am sure this discussion will spark a lot of interest. Especially since this forum is populated by more than it's fair share of independent therapists vs employees of franchises.
I think you are right to be worried a little, and I also think that is a good thing if it generates more attention by massage therapists for what goes on in their profession.
You are also right that the article is a nod to the franchise industry. It wasn't meant to be about independents. For better or worse, franchises are here to stay and will become the most visible party in the massage industry. They are throwing huge amount of money into advertising, massage awareness and research.
Back in the 70's, gyms faced the same issue. There were a lot of trainers out there and little neighborhood gyms. Along came Golds, Lifetime, Bailey's etc and now they are the industry. Those same people are the ones who started the massage franchises.
That doesn't mean it is "bad" for independents though. If you work it right, you can benefit from all the increased awareness and use of massage. Change in this industry was inevitable. For years now, we have been touting how this industry is growing. It was only a matter of time before the big players recognized the opportunity for financial gain. MT's have an opportunity to get involved in their organizations and insure that the independent therapists don't loose their voice.
As an ABMP member, you have the right to state your opinion and I encourage you to write a letter to the editor stating your concerns. They do read and publish them.
As a marketing person told me a couple of years ago, big franchises didn't ruin the restaurant industry, people will go to McDonalds or they will go to Chez Francois. As long as they see a value for what they receive, there is room for all price points.
I have three ME,s around me right now- all withing 15 miles. They haven't hurt my business, in fact, I am hoping they will help it. Also, my working conditions are so good, all those ME employees dream about working for a place like mine once they get experienced.
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Permalink Reply by Lisa on
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maybe as the profession grows the quality of franchise will grow. Perhaps more therapists will grow into massage franchise owners and there will be a meeting of the minds. In the meantime I think it brings awareness TO our profession and that helps all of us. The more people want massages the more we will grow our profession. In the end there will be a place to fit everyone's unique styles and tastes...which will be great for our field. With massage being such a personal experience, there will be room for everyone.
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Permalink Reply by Laura Allen on
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The closest franchise is miles away from me. Shannon Ellis, one of the people interviewed for the article, is a personal friend of mine and she enjoys working for them, for the reasons she stated in the article. There are 3 MEs in her area, and if she's not busy enough at one, they send her to another. They have allowed her the scheduling flexibility she needs to be with her children.
Corinthian Colleges, which owns a lot of career schools, just made an agreement with Massage Envy, to include their services in the curriculum in all their massage programs, so that their graduates will be a steady source of employees for ME.
The franchise owner is a small business person. Everything on the planet, as someone else pointed out about the gyms and eateries, has been franchised. It's free enterprise. Not every massage therapist is cut out to run their own business. And in reality, from what I hear every day, the pay at ME is no worse than the pay in many spas and chiropractic clinics. The last therapist I hired was making half of what I pay her at her previous chiropractic job.
I don't think ABMP, AMTA, or any of the other professional organizations will complain publicly about franchises. Massage Envy is currently the largest employer of MTs in the US, providing jobs for thousands of therapists. And they're advertisers as well. That always carries a little clout.
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Permalink Reply by Choice Kinchen on
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Well said Adam
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Yeah, Adam, very well said.
I agree with all that has been said here. What I'm not hearing is that people are feeling the pinch of the economy, and that lo and behold this article comes out. As I said in my original post, I have worked at a couple of these franchises and I just want to say, again, that not all of them are owned by massage therapists or even, people who care. One that I worked for was managed by best friends and buddies of the owner, and they all partied together. When there were glitches in the payroll, or not hot towels set up for the first scheduled foot scrub massage, no one really gave a hoot. I fell under these circumstances more than once, and my complaints were handled, but not remedied so they wouldn't get repeated. Before I was a massage therapist, I worked in the corporate world, and mistakes like these would jeopardize your security in that job.
So, not everyone has a good experience working for them - yet. Sure, maybe they will upgrade someday, but for now its the bottom line baby, and you better know that going in because you will work as many massages as hours on your shift unless you adamantly specify what you want to work. And, sure, they might make the world more "aware" of massage, but I dunno, I started massaging in the 70s so if that's true, we've been asleep a while - ha! I'm not sure I know anyone who is unfamiliar with massage, however twisted their perception might be of it.
I referred earlier to the movie "Food, Inc." In the movie, the history of how the McDonald brothers found a way to make hamburgers, and fries on assembly line, directly contributed to the food industry finding profit in farm factories. Fast food commands fast food production, so all the burger franchises that popped up after McDonalds, including McDonalds' worldwide expansion, actually created a NEED to make beef available faster. So, we have farm factories now, and that ain't pretty. Just watch the movie and see what I'm saying.
All the responses to my post, as well as the article itself, are good and well. I actually like that massage is available at a lower price if someone really needs that, and in these economic times, many do, and more than ever. I like Adam's idea that we have to step up to being better, owning the responsibility of being in business, and I'll just add, speaking up about articles that are biased.
Choice Kinchen said:Well said Adam
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i will say this though...i have had numerous clients that have tried ME and have not had very good experiences. most complain about the lack of a full hour ON the table and the inconsistency in therapist every time they go in, while others just down right had a bad massage.
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Its set up that way so they can book a massage every hour. Once, I suggested very informally to one of the managers that maybe rotating the massages to include 15 minutes between would help therapists too. Its unhealthy if you can't go to the bathroom or get some water or wash your hands in between. I didn't get any response. They don't want to lose those 15 minutes to no revenue. Many massage schools don't care who attends so some graduates are coming away with a certificate but their hearts are elsewhere - yet they have to make some kind of living. You do the math.
Thanks for your input Lisa!!
Lisa said:i will say this though...i have had numerous clients that have tried ME and have not had very good experiences. most complain about the lack of a full hour ON the table and the inconsistency in therapist every time they go in, while others just down right had a bad massage.
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Adam,
Some new smaller health food stores are starting to pop up now because people are demanding competition due to the high prices set by Whole Foods and Wild Oats; but, this is food. Everybody has to eat. I don't agree that massage is a commodity. I see it as an alternative healthcare practice. Many people do not take responsibility for their health. They wait until there is a problem before they see a professional. They rely on insurance to pay for it. We need to convince people of the importance of this responsibility, but the current healthcare crisis and debate around it excludes dietary factors, alternative healthcare, and safer foods and drugs. That puts us in a fragile position when it comes to competing in a fragile economy.
I'd love to hear from some of the more seasoned marketers of massage on here about how they market to compete with ME.
Lastly, look at mom and pop health food stores that have all but disappeared since whole foods and wild oats stepped in. Thanks to them though, organic food took off and that has helped numerous people and businesses bringing healthy diets and consciousness into the main stream. I think that what ME does well is that there is no mystery no ambiguity. They tell you - who, what, when, where and how much right up front. Compare there site to most CMT"s and it is a world of difference to some one who is in pain and wants a massage the same day and even in the next hour. It is ultimately the market that dictates the business. Massage was once a true product now it is a commodity. CMT's need to step up their business practices inline with their skill levels and ability to heal then I think that we would not see competitors as threats more as motivation to define ourselves in the market.
Well I know I went on for a bit but those are my thoughts.
Adam
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Rick,
Which associations are you referring to in terms of getting therapists involved? Money is the talker, as we can see.
I think now, we are getting to the bones of this issue. Thanks for contributing!
Rick Morgan said:So here is my real worry about about Franchises and the lobby power they command:
Your analogy to fast food needing fast food farms is insightful. Franchisors (parent company) makes money by expanding the empire and putting up more stores. ME recently made a deal with a national training school to produce therapists for their franchises. What ME and others also would like to see, whether they admit it or not, is a National Standard for Education and licensing that is low. They burn though therapists and need a steady supply of new grads for growth. Longer training periods is a hindrance to their business model. You can bet, they will be lobbying to reduce the licensing requirements in many states. This means once again, if you want your profession to have high standards, get involved in the associations and politics.
Deborah Herriage said:I referred earlier to the movie "Food, Inc." In the movie, the history of how the McDonald brothers found a way to make hamburgers, and fries on assembly line, directly contributed to the food industry finding profit in farm factories. Fast food commands fast food production, so all the burger franchises that popped up after McDonalds, including McDonalds' worldwide expansion, actually created a NEED to make beef available faster. So, we have farm factories now, and that ain't pretty. Just watch the movie and see what I'm saying.
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Permalink Reply by Emma Torsey on
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Having been a small business owner for more than 21 years I know how hard it is to compete with a franchise.Now that I do massage full time I'm happy I don't have a ME near me,with the way the economy is right now a lot of people would go where things are most affordable.
having said that I would like to add that I would rather go with out a massage then to go to ME,sorry Darcy,but you are the exception to the rule.
My MT is a yoga teacher-MT, she is warm and loving,she sits and talks with me,makes me tea then gives me a fantastic massage that is intuitive and educated ,(she also teaches massage at a school near by) When I drive home I feel that I have been given the attention that I need . I don't need someone rushing around with me,I could not relax and I would hate it. I have a body that needs attention, I have a mind that requires attention and I have a soul that too needs attention,I am a human being not a number that needs 48 and a half minutes of hurry up and get to the next thing. The way I treat my clients is the way I want to be treated.I wouldn't have it any other way.
ME, no thanks.I will take a customized treatment!
SUPPORT SMALL BUSINESS, You are worth it!
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Thank you Emma. I, too, am also a yoga teacher, and I offer combo packages of massage and yoga to my clients, or either one separately.
There is something missing from massage franchise that doesn't seem to be obvious to anyone who is monetarily connected to them, and that is, customer service, quiet environment, quality massage, and escape from the outside hustle. The question then is, "why do we even bother massaging people if we're going to try to do everything in 50 minutes?" That kind of format is certainly not what I went into massage or yoga for. Even yoga is being taught now in an express form, which is completely opposite of what it is about.
The "faster is better, and more is more" mentality is killing us, its not working, and its out of control.
Emma Torsey said:Having been a small business owner for more than 21 years I know how hard it is to compete with a franchise.Now that I do massage full time I'm happy I don't have a ME near me,with the way the economy is right now a lot of people would go where things are most affordable.
having said that I would like to add that I would rather go with out a massage then to go to ME,sorry Darcy,but you are the exception to the rule.
My MT is a yoga teacher-MT, she is warm and loving,she sits and talks with me,makes me tea then gives me a fantastic massage that is intuitive and educated ,(she also teaches massage at a school near by) When I drive home I feel that I have been given the attention that I need . I don't need someone rushing around with me,I could not relax and I would hate it. I have a body that needs attention, I have a mind that requires attention and I have a soul that too needs attention,I am a human being not a number that needs 48 and a half minutes of hurry up and get to the next thing. The way I treat my clients is the way I want to be treated.I wouldn't have it any other way.
ME, no thanks.I will take a customized treatment!
SUPPORT SMALL BUSINESS, You are worth it!
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Emma, you said it perfectly. I too have health reason that require more than a 48 minute massage by a stressed out franchise therapist. I will continue to use the therapists I know that have their own small business and do more than.a "stroke, stroke, you're outta here..NEXT" massage.
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