I regularly hear this question and the answer is fairly simple: Seek Value.
My first job after graduating from The Bonita School of Massage was at a spa that lived off coupons. They offered $35 massages, kept all the money and gave the therapists the tips.
I didn’t mind the situation since I gave a lot of massages and developed my style. As you might expect, after gaining experience I followed the other good therapists out the door.
I have also worked at private massage studios and spas. Both have advantages to you, the customer. A private spa lives and dies on the quality of the experience. Therefore they provide a relaxing atmosphere, quality staffing and competitive prices. The spa sets the price and it is all about their position in the market. At one time I was working at 2 spas, 10 miles apart. One spa charged $60 for a 50-minute massage and the other $120. I provided the same work at both businesses but the packaging was obviously better at the $120 spa.
I also believe there was value at both locations. At the more expensive location the physical facility was better and the experience more rich. Facials, pedicures and other beauty services were offered. Clients started with a cup of tea and soothing music. They left relaxed and refreshed. Their experience revolved around breaking the demands of a complicated life and taking time to connect to their body. The owner of this spa marketed an upscale, “spa experience” and did so quite successfully.
The more competitively priced spa focused more on therapy. It was located in a smaller market and the owners knew their customers. Most had chronic conditions such as arthritis or strains; they wanted relief from pain and greater mobility. They marketed by exposing new groups to the benefits of massage therapy and our work was very results oriented.
I would have customers who visited frequently at first and then, when they felt better, would only visit once a month. As a professional massage therapist, I really enjoyed the specific feedback of reduced pain, greater movement and improvement in other chronic symptoms. I was practicing a healing art and found it quite fulfilling.
I have also worked independently throughout my career. The vast majority of my clients were referrals from previous or existing customers. The biggest difference is you, the client, form a relationship with me, the therapist, versus a spa. This has its advantages and disadvantages. Scheduling is the biggest downside since we must coordinate. At a spa if I am not available another therapist usually is. Even at a spa we have a “rebook rate” and a “request rate”. A re-book was a return customer and a request was a return customer who specifically asked for a specific therapist.
My private clients typically begin with a specific issue but continue due to the long-term benefits of massage. In other words, after seeing improvement, they keep coming to continue their healing path. Sometimes it is strictly physical sometimes they are going through an emotional experience such as a divorce. In both cases the body releases stress and heals.
As you already figured out, all of my customers received a similar quality of massage, regardless of the specific technique. The variations in price revolve around how the service is marketed and delivered. As you gain experience as a massage customer, you will recognize a therapist who is good for you and who provides the type of experience you desire. You will also enjoy the natural human instinct to receive the best value for your money.