U.S. Spa & Massage Therapy Statistics
2024–2025
Data-driven statistics on the U.S. spa and massage therapy industry, covering day spas (NAICS 812190 — Other Personal Care Services) and therapeutic massage practices (NAICS 621399 — All Other Outpatient Care Centers). All figures from U.S. Census Bureau CBP 2022, NES 2022, ACS, and the Bureau of Labor Statistics.
Contents
1. Industry Size — Spas + Massage Combined
Source: U.S. Census Bureau CBP 2022, NAICS 812190 and 621399
~55,000
Day spa / personal care businesses (NAICS 812190)
~60,000
Therapeutic massage practices (NAICS 621399)
115K+
Total spa & massage businesses combined
90,000
Licensed massage therapists employed (ACS)
"The combined U.S. spa and massage therapy industry spans over 115,000 businesses, encompassing approximately 55,000 day spa and personal care establishments (NAICS 812190, CBP 2022) and 60,000 therapeutic massage practices (NAICS 621399). The ACS records approximately 90,000 licensed massage therapists in employment."
— Session.care Research, citing U.S. Census Bureau CBP 2022, NAICS 812190 and 621399
The spa and massage sector spans two distinct Census industry categories. NAICS 812190 (Other Personal Care Services) captures day spas, tanning studios, waxing salons, and tattoo parlors — approximately 55,000 employer establishments in 2022. NAICS 621399 (All Other Outpatient Care Centers) captures standalone therapeutic massage practices operating in a clinical or wellness context — approximately 60,000 establishments.
Combined, these two categories represent a 115,000+ business sector that serves millions of Americans seeking relaxation, pain relief, and wellness services. The industry has grown consistently, with therapeutic massage practices expanding particularly strongly as massage transitions from luxury to mainstream health service.
2. Massage Therapist Employment & Earnings
Source: American Community Survey (ACS); Bureau of Labor Statistics (BLS)
$49,860
Average annual massage therapist salary (ACS/BLS)
90,000
Licensed massage therapists employed (ACS)
60%
Massage therapists who are self-employed or independent
| Percentile / Setting | Annual Earnings |
|---|---|
| 10th percentile (entry-level) | ~$27,000 |
| 25th percentile | ~$35,000 |
| Median / Average (ACS) | ~$49,860 |
| 75th percentile | ~$62,000 |
| 90th percentile (specialist/urban) | ~$80,000+ |
Massage therapists earn an average of approximately $49,860/year across all employment settings (ACS/BLS), significantly higher than other personal care occupations. This reflects the skilled, licensed nature of massage therapy — all U.S. states require licensure, typically 500–1,000 hours of approved training.
Approximately 60% of massage therapists are self-employed or operate as independent contractors, often renting space within spas, chiropractic offices, or hotels. This independence means scheduling is entirely the therapist's own responsibility — making booking automation a direct productivity tool.
3. Day Spa Revenue Benchmarks
Source: 2022 Economic Census; International Spa Association (ISPA) industry data
$200K
Low end — small day spa annual revenue
$500K
Mid-range day spa annual revenue
$1M+
Large day spa / resort spa annual revenue
$85–$150
Avg. service ticket at a day spa
Day spas (NAICS 812190) generate significantly higher revenues per establishment than other personal care businesses, driven by higher service prices and multi-treatment packages. Small day spas (3–6 treatment rooms) typically generate $200,000–$500,000 annually. Larger destination spas and resort spas with 10+ rooms exceed $1 million in annual revenue.
The average service ticket at a day spa ranges from $85 to $150 — meaning that a single no-show represents a meaningful revenue loss. For a spa running 8 treatment rooms with 4 services per room per day, a 10% no-show rate represents approximately 3 missed appointments daily, or $93,000–$131,000 in annual lost revenue at average ticket values.
4. The Scheduling Challenge in Spa & Massage
Source: Industry benchmarks; Session.care platform data
Why No-Shows Hit Spas Harder
60–90 min
Typical massage/treatment duration
5–8
Max appointments per therapist per day
12–20%
Daily revenue lost from one no-show
40–65%
No-show reduction with SMS + deposits
Massage therapists and spa practitioners have a uniquely constrained schedule: 60–90 minute treatment slots mean only 5–8 appointments per practitioner per day. A single no-show eliminates 12–20% of a therapist's daily earning capacity — an impact far greater than in higher-volume services like nail care. Automated SMS reminders and deposit requirements are particularly high-ROI for this sector.
5. Key Takeaways
What the Census Data Tells Us About the Spa & Massage Industry
- 1115,000+ combined businesses: The spa + massage sector is larger than most people realize, spanning personal care and healthcare NAICS codes.
- 2High earnings for a personal care occupation: $49,860 avg. salary for licensed MTs is among the highest in personal care — reflecting the skill and licensure required.
- 3No-shows are catastrophic in this sector: With only 5–8 appointments per day, one no-show represents a 12–20% daily revenue loss.
- 460% self-employed: Independent massage therapists manage their own scheduling entirely — making affordable booking tools essential.
- 5High-revenue potential: Day spas at $200K–$1M+ annual revenue have more to gain (and lose) from scheduling efficiency than any other care category.
6. Methodology & Sources
- CBP 2022, NAICS 812190 — Other Personal Care Services (includes day spas, tanning, waxing, tattoo).
- CBP 2022, NAICS 621399 — All Other Outpatient Care Centers (includes therapeutic massage practices).
- American Community Survey (ACS) — Employment and earnings for massage therapists.
- Bureau of Labor Statistics (BLS) Occupational Outlook Handbook — Massage therapist employment projections and salary data.
All figures are provided for informational and market-sizing purposes. Last reviewed: March 2025.
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