Appreciation for the massage therapy experience has made new inroads with American consumers—one in six American adults sought out massage therapy in 2006—and more men and Midwesterners than ever are getting massaged. Especially encouraging for the future of massage is 62 percent of people aged 21 to 34 have very favorable to somewhat favorable views of massage therapists, with another 34 percent neutral in their views. These are key findings of a January Harstad Strategic Research survey sponsored by Associated Bodywork & Massage Professionals (ABMP).

Massage therapists elicit an impressive level of goodwill and increasing popularity among American adults. Fully two out of five adults have visited a massage therapist and 12 percent received at least one massage in 2004, putting massage on par with consumer use of chiropractic and physical therapy services.