Therapeutic Massage Franchise Sees Growth as More People Prioritize Self-Care
- International Self-Care Day on July 24, the final day of International Self-Care Month, promotes awareness of self-care as key to overall health and well-being.
- Brilliant Massage & Skin has seen a steady rise in clients turning to the massage franchise for its therapeutic benefits, including stress relief, pain management and improved mobility.
- The wellness and self-care market in the U.S. is valued at $480 billion and growing at 5-10% a year, according to McKinsey & Company.
Put on your oxygen mask before trying to assist others. Flight attendants broadcast this instruction to passengers prior to every airline takeoff, and the admonition has relevance beyond air safety. If we can’t get enough oxygen – or take time to maintain our own physical and mental health – we can’t effectively assist others. That message has gained traction in recent years, says Brilliant Massage & Skin founder Jolita Sakmanaite, and it’s amplified on International Self-Care Day July 24.
Sakmanaite (below) says the massage franchise has welcomed increasing numbers of clients who recognize the importance of self-care for overall health and well-being. “There has been a noticeable shift in how clients view massage and skin care – not as luxury treatments, but as essential components of their self-care routines. Many clients are prioritizing their mental and physical health, and they recognize the therapeutic benefits of regular massage for stress relief, pain management and mobility. Similarly, professional skin care is now seen as an important part of overall wellness, not just aesthetics,” she says.
Since establishing Brilliant Massage & Skin in 2017 in Burlington, Vt., Sakmanaite says increased demand has led to expansion and now franchising.
“Self-care is no longer a trend – it’s a lifestyle. Being part of a franchise that supports that lifestyle allows you to truly make a difference in people’s lives,” Sakmanaite says. “At Brilliant Massage & Skin, we not only deliver excellent treatments, but also empower our clients to take control of their health, while creating fulfilling careers for our therapists and estheticians. That kind of impact is rare – and incredibly rewarding.”
Self-Care, Every Day
International Self-Care Day, established by the Global Self-Care Federation in 2011, occurs on July 24, the final day of International Self-Care Month. The 24th was chosen to emphasize that self-care can be practiced 24 hours a day, seven days a week, the World Health Organization reports.
Self-care isn’t one-size-fits-all. Beyond the essentials – eating healthier, exercising, getting enough sleep, minimizing stress – are activities or practices unique to each individual that “promote health, prevent disease, maintain health, and cope with illness and disability with or without the support of a health worker,” say WHO officials.
The pandemic increased awareness that self-care is not selfish, writes Tara Parker-Pope, health columnist for The New York Times. “During COVID-19, we learned that we are all connected, and that taking care of ourselves – staying safe and staying well – is a way to care for our community. Taking precautions is a way to keep ourselves, our loved ones and our neighbors from getting sick and avoid overwhelming our health care system,” Parker-Pope writes.
Stress: ‘The Immune System Killer’
Minimizing stress is essential to overall health and well-being. “Stress is the immune system killer,” Sakmanaite says. “Massage activates the parasympathetic nervous system, encouraging the body to shift from the ‘fight-or-flight’ response to a state of relaxation, reducing the stress hormone cortisol and increasing the feel-good hormones serotonin and dopamine. Thus, it boosts the immune system.”
Massage techniques such as deep tissue, Swedish and trigger point therapy help release built-up tension, and regular massage can increase energy and fitness performance, as well as overall happiness and well-being, she says.
About 11% of Americans, or one in nine, visited a massage therapist at least once in 2021, according to a Baylor University survey published in 2024 in the medical journal Explore: The Journal of Science and Healing.
Sakmanaite says more first-time clients than ever before are visiting Brilliant massage franchise locations. International Self-Care Day and month have been helpful in increasing awareness, she says. “Many of our new clients are referred by friends, social media or health professionals who recommend massage or skin care for chronic stress, skin issues or preventative wellness. These new clients are often amazed at the difference even one session can make, and they quickly become regulars once they experience the cumulative results and personalized care we provide,” she says.
“A wellness franchise such as Brilliant Massage & Skin is a smart investment because it aligns with long-term industry growth and rising consumer awareness about the importance of self-care,” Sakmanaite says, citing the U.S. wellness market valued by McKinsey & Company at $480 billion and growing at 5-10% a year. “People are actively seeking services that improve their quality of life, and we offer both the therapeutic and cosmetic benefits they’re looking for. Our brand is built on quality, professionalism and a results-driven approach, which keeps clients loyal and spreads word of mouth quickly. With a proven system, strong brand support and increasing demand, it’s a solid business model with purpose and profitability.”
To learn more about franchising opportunities, visit the Brilliant Massage & Skin website.
