How I Decided What to Charge as a Massage Therapist: Pricing Tips for Massage Therapy

Hello from me,

I'm Bethany Wynn, an Advanced Clinical Massage Therapist in London (also offering online massage therapy support). I provide chronic pain massage therapy, holistic relaxation massage, deep tissue massage, myofascial release, remedial sports massage, self-massage guidance, and pregnancy massage treatments.

From beginning my massage business in 2022, I truly know what it's like to start to understand your worth and decide what to charge as a massage therapist. It’s a conversation I often have with other massage therapist friends. The cost of living, clinic room rental, and massage supplies keep going up, and yet many of us may still be charging the same rates as ten years ago. I wanted to write this blog to encourage you to remind yourself of your worth and take into consideration a few pointers when reviewing or raising your massage prices.

This blog will cover:

• Understanding your worth as a massage therapist
• What goes into your massage therapy pricing
• Doing massage market research
• Money mindset for massage therapists
• Testing and adjusting your massage rates
• Appreciating loyal massage clients
• Being confident with your new pricing
• Key points to take away

The early days: Charging what I thought I was ‘worth’

Coming out of my Level 3 Sports Massage course, a fresh-faced new massage therapist in London, I was so excited but also very aware of how ‘new’ I was. Surrounded by therapists who had been in the industry for 20+ years, many were charging £75.00 an hour or more. There was no way I could charge that, was there? I was Level 3. I wasn’t as knowledgeable, hadn’t had my hands on as many bodies, how could I compare?

This was my internal dialogue pretty much the whole of my first year. I remember offering discounts when my diary was empty, and my base pricing was £50 per hour. I remember the feeling of sitting down at the end of the financial tax year and thinking I hadn’t earned as much as I would have liked.

No wonder. I wasn’t in tune with my worth, my offerings, or what made me unique. I was comparing myself to therapists with Level 6 qualifications and different treatment focuses. I wasn’t going to offer the same things at that stage in my career, and that was okay.

On reflection, it was hugely connected to imposter syndrome, that nagging feeling that someone might knock on your clinic door and tell you you’re not good enough. But in reality, we are needed in these spaces. We are worthy. What we need is confidence, clarity on our value, and pricing that matches our current expertise.

It wasn’t until a friend and fellow massage therapist said to me, “You are worth more than this per hour, Bethany. Think about what you put into it - your studies, your energy…” that the penny finally dropped.

What goes into setting a massage therapy price list? Let’s break it down:

- Our time: Many of us aren’t full-time therapists. We juggle other responsibilities - family, part-time jobs, and personal health. The time and energy it takes to show up to a treatment is significant.

- Physical health: Massage is physically demanding. To care for others, we must care for ourselves. I personally have hypermobility and do a lot of strength work to support my body.

- Costs of running a business:

o Rent/room hire: This often rises annually.

o Training and CPD: I trained at the Jing Institute and am currently studying my BTEC Level 6. These courses are a financial commitment and essential for client support and my confidence.

o Insurance and association board costs: Staying qualified and insured matters. Clients may need practitioner board numbers to claim through health insurance.

o Marketing: Website, social media, flyers, and posters all cost time and money.

o Energy outside the session: Prep, setup, reviewing notes, communicating with clients. I always arrive prepared, even when I don’t have a set plan.

o Your skills and niche: You might offer a wide range or a very specific type of treatment. That impacts demand and value.

Market research for massage therapy pricing

Knowing your niche can really help. You might be the only person in your area offering what you do. Gauge the need and price accordingly.

Looking at other therapists’ pricing is useful, but not always the best reflection. Spas may charge more but pay their therapists far less. Others may have different qualifications or overheads. Consider diversified pricing: accessible packages or membership options can meet clients where they’re at.

There’s a balance between staying competitive and maintaining integrity. You can price too low and attract clients who don’t value the work, or price too high and miss out on your ideal client.

Money mindset: Doing the inner work:

Clients want you to succeed and need you. We often forget this when preparing to raise prices. I’ve found that giving my regulars notice of upcoming changes allowed them to appreciate the heads-up and transition smoothly.

Shift your mindset from “What will people pay?” to “What do I need to thrive?” Getting by isn’t enough. We need to cover costs and live comfortably.

Inner work also means confronting limiting beliefs. Guilt, fear, or people-pleasing can hold us back from charging appropriately. We’ve done the hard work to support others, and we deserve prices that reflect that.

Appreciating loyal massage clients

When planning a price increase, one thing I’ve found helpful is acknowledging the loyalty of long-term clients. These are the people who’ve supported your business from early on and helped build its foundation. Offering them a loyalty rate or phased transition can be a beautiful gesture. It not only maintains those valuable relationships but also honours your growth. You could offer legacy pricing for a fixed period or create packages that offer continued value.

Being confident with your new pricing

Confidence is everything when it comes to pricing. If you flinch when you say your rates, others will sense that. But if you say it clearly, kindly, and unapologetically, you set the tone. Remember that your pricing is part of your professional identity; it reflects your value and your boundaries. A good way to boost confidence is to practice saying your rates out loud, updating your website and online booking systems with clarity, and preparing a simple explanation for price changes that feels good to you.

Points to take away:

1. Pricing reflects value, not just time.

2. Your costs, training, and energy matter, always.

3. Honouring loyalty can create long-term sustainability.

4. Confidence grows through clarity and communication.

Testing and adjusting your massage rates

When I had been open a year and charging £50/hour, I did the maths and realised it wasn’t sustainable. By then I had upskilled, taken more courses, launched a website, started working across more clinics, and taken on more expenses. I knew I needed to charge more.

I gave clients notice in November that prices would rise in January. They had three months on the current rate, and my website reflected the new rate for new clients immediately. It helped me grow without leaving regulars behind.

Also, it’s okay to lose a few clients in this process. If you’re not aligned anymore, that’s alright. Making space often leads to welcoming the right clients who value your work.

What do you charge now, Beth? I’m an Advanced Clinical Massage Therapist (Level 5), studying my BTEC Level 6. I offer advanced myofascial release, chronic pain support, remedial clinical work, sports and deep tissue massage, and pregnancy support.

My current massage therapy pricing (2025)

- £75 for 60 mins

- £85 for 75 mins

- £100 for 90 mins

I work across three clinics (including from home), offer online support, and have yearly capacity for community and sliding scale work. I also offer block bookings and membership packages. I’m three years into my massage career and have already increased my pricing by £25/hour and I stand proudly behind that, because my training and commitment reflect it.

Final thoughts

Trust in your training. Trust in your value. Trust that your massage therapy pricing supports your clients and your longevity as a therapist.

This journey is not just about numbers; it's about mindset and self-worth.

I encourage you to reflect, revisit, and set your massage prices in alignment with your whole self.

Thank you so much for reading my thoughts.

About the Author

I’m Bethany Wynn, a Level 5 Advanced Clinical Massage Therapist based in London, and today I’m sharing what’s helped me feel confident about setting and raising my prices as a massage therapist. It’s such an important part of valuing our work and making our businesses sustainable. I’d love to hear from you too, what’s your approach when it comes to deciding what to charge? Share your thoughts in the comments below! You can learn more about me here!