10 Questions for Liz Lucas, CEO of AMTA

This is my first in a series of interviews with the folks at the top of our professional organizations.

Last week I was accused of “handing the microphone” to Paul Lindamood, CEO of the NCBTMB. This week, I’m handing it to Liz Lucas, CEO of AMTA, and in the weeks to come I’ll be handing it to a few others. You just can’t please all the people all the time!

Liz Lucas is the CEO of the American Massage Therapy Association, which represents over 56,000 members. AMTA had its beginnings in 1943, adopted the present name in 1958, and incorporated as a non-profit organization in 1960. You can visit their website at www.amtamassage.org

LA: What is your background in the massage profession? Are you now or have you ever personally been a massage therapist?

LL: My background is in association management and business. I was hired by the AMTA Board of Directors (all massage therapists) to direct and manage the business affairs of the association. As a result of my work for AMTA over the past 14 years, I have learned a great deal about both massage therapy and the business challenges faced by massage therapists. As someone who ran her own small business for five years, I am also particularly sensitive to what our members deal with in making their practices successful.

I think it is important to remind everyone of the relationship between our Board of Directors and the Executive Director. It is our Board that sets the direction for the association, with input from our members and our staff. I’m responsible for ensuring that direction is implemented in a way that successfully meets the mission and goals of AMTA, while managing the financial and business health of the association. READ MORE....