​1 year independent, hit a wall with client retention & mark

[Ryan Gressel]

Hey everyone, reaching out for some advice because the pre-summer slowdown in NY is hitting and I'm starting to worry.

I’ve been an LMT for 2 years (1 year fully independent as of April). My main struggle is client retention; only about 1 in 5 new clients rebook before leaving, despite using a post-session script. I focus on chronic pain, so I only offer 90-minute sessions ($165, which is average here) because 60 minutes just isn't enough time to do the work justice.

I’ve put a lot of energy into networking: free posts, local markets, and visiting chiros, PTs, gyms, and medical offices. I’ve handed out cards and even offered free mini-sessions to providers to build a referral network, but I’m getting zero traction. I really want to avoid going back to posting ads on standard directories due to some bad past experiences, but I'm running out of ideas.

I have zero business training and I’m starting to feel like I’m failing at running this practice.

What am I missing? Any tips on breaking through the retention wall, or recommendations for business courses that are actually worth paying for? Appreciate you all.

[Frince]

Since you’re licensed, I don’t think you offer extra services, do you?  Maybe being licensed is somewhat of a negative.  You can still advertise in Instagram about your services …

[whatsinaname]

You should probably offer 60 minute sessions. I understand the pride in your work, but if your retention is only 20% then most of your current clients probably want someone to "fix" them in one session and/or it's tough to commit to coming back repeatedly for $165 a session. I think one hour is enough to get one half of the body (top/bottom or front/back) really thoroughly and that could be added to your post-session script as "let's spend the next time on your other half and see what is helping you best."

Also do you have a google business page? Offer discounts/extra time for filling out reviews or referrals. Most people find you by searching generic things like "massage near me" or referrals from their friends. 

I'm also going to be candid and add that this forum is probably not a great place to ask for this sort of advice because most of the men here want handjobs during their sessions which I would guess given your focus as a therapist is not something you offer. 

[Capitano]

I find the $165 rate lame, it really is $180 IMHO (it's awkward to count $5 and I often don't have them anyway), which would still be reasonable for 90 minutes of good therapeutic massage, but it sounds more honest.

Having said that, why not find a way to offer a "good enough" 1 hour massage at $120 and see how it goes? It may not be ideal given your high standards, but if the market wants it that way, the market is right.

The other route is of course to add some sensual options as suggested above, but I understand why many LMTs don't want to go there (fear of losing license or just being uncomfortable doing it). My favorite masseurs over the years have been trained LMTs who at some point decided to do that, and I am happy to go back whenever our paths cross as long as they don't charge over $200 per hour. 

 

Edited Saturday at 03:04 AM by Capitano

[+ Jamie21]

20% retention rate isn’t bad. You’ve only been going a year, needs longer. It takes ages to build a regular client base.

You say you use a script post session. I wouldn’t do that. A script feels like a hard sell. Have a few messages you’d like to get over but do it in a personal way that is tuned towards the client. You need to get to know them at a more personal level. My guess is they feel ‘sold to’ and massage (whatever the style) is a very personal one to one service. Make it so they feel you see them as a whole person not another client. Contact them after the session to see how the session improved their pain (tell them you’ll do a follow up call in a week or so and are they ok with that?). You’ll get re bookings on those calls (but don’t force it). 

Also I think offering a one hour session is a good idea. People want to try you out before committing to a longer session. You could do the 1 hour and then offer the next 90m at a reduced rate. That reduces the barrier of the unknown for them and gives them the full experience at a reduced cost. Once you build in them the habit of coming back they’ll come back more. 

Business courses aren’t the place to learn this stuff. Learn it by doing. Ask the 20% of customers who do come back why they do so. Ask all your customers how they found you and what made them book. Listen to your customers. The answers are there , not in a business course. That would be a waste of money and time. 

Basically the number one rule is know who your customer is, understand what they want, and give it to them in a way that is satisfying but leaves space for more. In everything think of your customer first. You don’t go wrong if you think about who they are and what they want. Oh and whilst you’ll get great advice on business on here from successful providers (☺️) your client base is unlikely to be on here….
 

 

[+ 7829V]

I agree with what @Jamie21 said.

Personal connection is HUGE too. I’ve had technically perfect massages at great rates, but the vibe just wasn’t there… and I never booked again.

My regulars almost never ask me to rebook. I just genuinely like them as people and enjoy their energy 🙂 That part matters way more than most people think.

[maninsoma]

Jamie, as usual, wrote a cogent response but I want to highlight one thing he wrote:  "A script feels like a hard sell.  Have a few messages you'd like to get over but do it in a personal way that is tuned towards the client."  This is sage advice for any type of service professional.  I've written this next sentence so many times and erased it so I guess I don't know what else to say other than that as a client I want to feel like I'm being appreciated as a person and not just viewed as source of income.

[massagefan320]

I agree with the don't do a hard sell.  I will go even further, I don't like it when I am contacted after a massage at all.  Sometimes I will get texts saying, please leave me a review.  It comes off as desperate and makes me feel like, is this person not getting much business, why not?  I would offer one hour massages.  Some people are busy, and/or think one hour should be enough. The hour therapeutic massages I get are good enough for me. Hour and a half may be viewed as, oh, he wants to get more money out of me.  The most important things to me are to be dependable, don't take an appointment if there is any chance you will cancel it (I know emergencies happen, but besides that, don't be cancelling appointments because your friend wants to have a drink with you at the last minute, for instance), and to be at least somewhat personable to the person during the appointment (before and after), don't make me feel like I am just a source of income for you.  You don't have to talk during the massage or be over the top, but I need more than ten words during the entire encounter.  Most of all give a great massage, which it sounds like you take seriously.   

Edited Saturday at 03:36 PM by massagefan320

[Typical]

18 hours ago, Ryan Gressel said:

Hey everyone, reaching out for some advice because the pre-summer slowdown in NY is hitting and I'm starting to worry.

I’ve been an LMT for 2 years (1 year fully independent as of April). My main struggle is client retention; only about 1 in 5 new clients rebook before leaving, despite using a post-session script. I focus on chronic pain, so I only offer 90-minute sessions ($165, which is average here) because 60 minutes just isn't enough time to do the work justice.

I’ve put a lot of energy into networking: free posts, local markets, and visiting chiros, PTs, gyms, and medical offices. I’ve handed out cards and even offered free mini-sessions to providers to build a referral network, but I’m getting zero traction. I really want to avoid going back to posting ads on standard directories due to some bad past experiences, but I'm running out of ideas.

I have zero business training and I’m starting to feel like I’m failing at running this practice.

What am I missing? Any tips on breaking through the retention wall, or recommendations for business courses that are actually worth paying for? Appreciate you all.

Maybe link an ad when you post here so people can actually find you? 

Very few people want to make a 90 minute commitment with someone they haven’t previously met. That said, $165 for 90 minutes is low, so I guess that cuts both ways. In any case, while you are building a client base, it’s a good idea to offer shorter sessions at even a nominally reduced rate. I’ve never scheduled a 90 minute session with someone new to me and I probably wouldn’t.  

Also, for me scheduling a massage appointment depends on my mood and what’s going on at the time. It would never occur to me to book another appointment on the same day as finishing a session. My bookings are almost always same day requests when the mood strikes and I have the free time. This isn’t a root canal follow up. 

[BonVivant]

I have been looking and looking for a great masseur in NY to get exactly what an LMT delivers. It is harder than most realize to find someone to give a great deep tissue massage. I sent you a DM to get your details.

[BigK]

You should be posting a link to your online ad as a LMT when you post here.  I find anybody who post reasonably intelligently to be attractive and would be curious to see what you actually look like. Also, I like your approach to pain reduction.
 

In short, regularly posting here with intelligent comments, and a link to your ad at the bottom might help your business.

[SecretProvider]

If it is any consolation - the pre summer slow down in NYC is hitting all providers right now. My circle it is anyway. 

I think it is sound advice to adapt to the market and do 60 min offerings. 

 

[soloyo215]

I am a little on the other side of the spectrum regarding doing 60 minutes. I'd offer 60-minute massages, but wouldn't just disregard my professional responsibility and still offer the 90-minute massage. It doesn't have to be an either/or. I'd also raise the prices. $160 seems low in today's economy.

Nowadays a lot of people rely on social media and websites. Do you have an online presence?

Just my thoughts, not law.

Edited Sunday at 01:31 PM by soloyo215

[massagefan320]

58 minutes ago, soloyo215 said:

I am a little on the other side of the spectrum regarding doing 60 minutes. I'd offer 60-minute massages, but wouldn't just disregard my professional responsibility and still offer the 90-minute massage. It doesn't have to be an either/or. I'd also raise the prices. $160 seems low in today's economy.

Nowadays a lot of people rely on social media and websites. Do you have an online presence?

Just my thoughts, not law.

I am not saying don't offer 90 minute massages, offer both 60 and 90.  Some providers offer 120 also.

[BigK]

And the price difference between 60 minutes and 90 minutes could be small because you have prep time before and after.  If I saw a relatively small difference between 60 and 90, I would probably choose the 90 so I don’t see where you have anything to lose to offer a 60 minute massage for say $120 or $140.

[massagefan320]

On 5/23/2026 at 11:14 PM, SecretProvider said:

If it is any consolation - the pre summer slow down in NYC is hitting all providers right now. My circle it is anyway. 

I think it is sound advice to adapt to the market and do 60 min offerings. 

 

I hire mainly masseurs, but from the number of flakes, not availables, and non-responses I have been getting, this is a little hard to believe, or the younger generation has a different mindset about work than mine, which is probably more the culprit.

[+ 7829V]

@Ryan Gressel You can also review the BEST PRACTICES thread