In 2023, AMTA proudly celebrated 80 years of serving our massage therapy community! In 1943, a small group of passionate massage therapists came together to better the massage therapy profession. Today, this group has grown to over 106,000 members and the leading nonprofit association, setting the highest standards in the massage profession. Eighty years later, we remain fully committed to supporting our members and advancing massage therapy.

With our largest membership in history, our AMTA community is stronger than ever, and our members remain the core of our association. We are a mission-driven organization, focused on elevating the profession through advocacy, research, education, and forging new paths in healthcare. That’s why AMTA is the most respected and trusted name in massage therapy.

Our association remains an inclusive community for all massage therapists, bringing us together to improve lives through the healing power of massage. Throughout your massage career, you can count on AMTA to believe in you and support you every step of the way. Read on to learn how together, we are continuing to make a difference in the profession.

AMTA’s Advocacy Campaign: Advancing the Integration of Massage Therapy in Healthcare

In 2023, AMTA’s advocacy campaign, Advancing the Integration of Massage Therapy in Healthcare, focused on expanding access to massage therapy for managing health conditions through legislative efforts at both the federal and state levels. We worked with lawmakers to implement responsible policies that encourage healthcare providers to prescribe massage as a non-pharmacological therapy.

A key component of this campaign was collaboration with partner organizations to educate healthcare providers, insurance companies, and patients about the health benefits of massage therapy. We also advocated for Medicare Advantage and insurance companies to cover massage therapy as a proven, non-pharmacological approach to treating various health conditions.

Our advocacy efforts also emphasized the importance of new research in massage therapy, actively engaged AMTA members in legislative and advocacy activities, and promoted health equity by increasing affordable access to massage therapy and reducing economic barriers. As massage therapy gains more recognition as an effective treatment within integrative healthcare, more opportunities are created for massage therapists.

AMTA’s Advocacy Work Wins Awards

We are proud to share that AMTA was recognized by the American Society of Association Executives (ASAE) with a 2024 Gold Circle Award for our Advocacy Campaign: Advancing the Integration of Massage Therapy in Healthcare.

ASAE's Gold Circle Awards competition is the premier association marketing, membership and communications award that recognizes excellence, innovation, and achievement in association/nonprofit marketing, membership and communications programs. ASAE is a membership organization of more than 48,000 association executives and industry partners representing 7,400 organizations.

AMTA also won a 2024 Communicator Award by the Academy of Interactive & Visual Arts and a 2024 Platinum Hermes Award by the Association of Marketing and Communications Professionals for this advocacy campaign. These prestigious honors underscore AMTA’s steadfast dedication to advancing the acceptance and recognition of massage therapy in healthcare.

AMTA: A Nonprofit and the Largest Organization Representing the Massage Therapy Profession

AMTA, the largest organization representing the massage therapy profession, is a nonprofit dedicated to giving back to the massage community. Last year, 80% of every dollar spent by AMTA went directly toward member programs and chapter activities. AMTA’s continued financial strength enables us to provide the highest level of support to all massage therapists as well as to incoming students and schools.

Our member benefits and liability insurance remain the strongest in the massage therapy profession, and we’re continually working to enhance them. Every day, AMTA is committed to helping our 106,000+ members build successful practices, so you can stay focused on what matters most—serving your clients.

Member Services and Programs

High-Quality Continuing Education for Massage Therapists

AMTA’s extensive library of high-quality online courses provides massage therapists with a convenient way to access trusted, up-to-date information and enhance their skills. Our courses cover a wide range of topics, empowering therapists to address clients’ conditions more effectively, invest in their self-care, and manage their practices successfully. Now, all massage therapists can choose from over 100 NCBTMB-approved courses to expand their knowledge and meet CE requirements.

AMTA’s top-tier educational offerings grew throughout 2023, and early 2024, thanks to the contributions of leading experts in the massage therapy profession. This year, we added the following new online courses to our library:

• IMTRC: Hospital-Based Massage Therapy: Improving the Quality of Life for Patients
• IMTRC: Massage Therapy for Breast Cancer Patients
• IMTRC: The Latest Science on Muscles and Massage
• Integrative Stretching Foundations for Your Massage Practice
• Self-Care Fitness Principles for Massage Therapists
• Orthopedic Procedures and Post-Surgical Precautions for the Hip and Knee
• Face and Head Massage Techniques for Your Practice
• Rheumatoid Arthritis: Techniques for Massage Therapists
• Cupping with Movement
• Self-Care Strategies for Preventing Burnout
• Craniosacral Therapy...What is it Really?
• Mastering Massage Strategies for Pain Management
• Orthopedic Massage Techniques for the Lower Body

In the spring of 2023, AMTA launched an upgraded online course system designed to improve the user experience for our members and learners. The new system features clear course information at a glance, an enhanced search function, and quick links to purchased courses.

Browse all of AMTA's online courses

Free CEs for Massage Therapists

AMTA continues to offer a wide range of free CE courses, allowing massage therapists to fulfill state licensing requirements or learn new skills at no cost. Our online courses cover topics such as ethics, research, business and marketing, and massage education, and are available to the entire profession. Since March 2020, massage therapists have taken almost 1.6 million hours of free online CE from AMTA. Thousands of members and non-members, as well as schools and students, are taking advantage of these high-quality massage education resources, as they continue to find value in online learning options.

2023 National Convention

In 2023, AMTA gathered massage therapists from across the country in Phoenix, AZ for an incredible week of top-notch education, dynamic speakers, and opportunities to reconnect with the massage therapy community. The convention featured two inspiring keynote speakers: Emma Lovewell, Peloton instructor, on Thursday morning, and Ben Nemtin, author and motivational speaker, on Friday morning. We closed out the event on Saturday with a panel of healthcare experts discussing Whole Person Health and the role of massage therapy.

Supporting Our Schools and Teachers

In February, AMTA hosted the 2024 Schools Summit in Arlington, Virginia. This annual event offers a valuable opportunity for educators and schools owners to reconnect and learn from one another. It is just one of the many ways AMTA supports schools and helps shape the next generation of massage therapists.

Student Scholarships Resources and School Grants

AMTA continued to provide an array of benefits to students this past year. More than 172,000 massage therapy students have downloaded AMTA’s free MBLEx Study Guide, and more than 80,000 students have downloaded AMTA’s free anatomy app. The Study Guide can be used on both desktop and mobile devices to allow seamless studying anywhere. AMTA’s Massage Anatomy App has also been utilized by thousands of massage students in the classroom to complement the Books of Discovery series and help them prepare for exams.

AMTA awarded several types of scholarships to massage therapy students to give back and support the future of the profession. Our scholarship program offers financial assistance to help students become the best massage therapists they can be as we work together to advance the profession. Your member dollars have contributed to nearly $300,000 in scholarships to massage therapy students since the program began.

In 2022, AMTA also partnered with Massage Envy on the Schools Grant program which awarded $10,000 grants to five massage schools, all funded by Massage Envy. The grants are intended to provide additional resources to these schools as they aim to attract, train and graduate future generations of highly qualified massage therapists.

Discounted Products and Services

We know our members are passionate about the profession and understand that running a practice comes with costs. To support them, AMTA partners with practice-building companies that offer discounts on essential products for a massage business. These include Massage Warehouse (up to 30% off), BodyworkSites website builder, MassageBook practice management software, Vistaprint, Square, Poplin nationwide laundry service, and Noel Asmar Uniforms.

Monitoring Trends and Educating Consumers About the Benefits of Massage

Massage Profession Research Report

In today’s rapidly evolving landscape, staying informed about trends in the massage profession and consumer behavior is more critical than ever. In 2023, AMTA conducted research surveys to monitor how consumers perceive massage therapy. The insights gathered were compiled into the 2024 Massage Profession Research Report, which we shared with our members.

Key findings from the report reveal that:

• 95% of consumers believe massage therapy can effectively reduce pain.
  
  
• 95% view massage therapy as beneficial for health and wellness.
  
  
• 88% agree massage therapy should be considered a form of healthcare.

Additionally, more consumers are now seeking massage therapy in medical settings, including chiropractor offices, physical therapy clinics, alternative therapy centers, hospitals, and physician offices.

National Massage Therapy Awareness Week

Last October, AMTA celebrated its 27th annual National Massage Therapy Awareness Week with a series of daily social media posts highlighting the benefits of massage therapy for various health conditions. Massage therapists were encouraged to share these posts to help spread awareness within their communities.

To amplify this effort, AMTA distributed press releases to national media outlets, reaching millions of consumers with the latest research on how massage therapy benefits cancer patients and our U.S. veterans.

As a result of this outreach:

• Hundreds of thousands of consumers used AMTA’s Find a Massage Therapist tool to connect with our members, driving more potential clients to their practices.
  
  
• AMTA’s Find a Massage School tool also continued to generate leads for AMTA’s school members, guiding aspiring students toward careers in massage therapy.

These efforts underscore AMTA’s commitment to supporting its members and promoting the health benefits of massage therapy to a wider audience.

Advocacy

Partnerships, Research and Education

AMTA strategically partners with associations and organizations that share our vision of integrating massage therapy into health and wellness. Over the past year, a key focus of this collaboration has been working alongside other health experts to address the role of massage in pain management. Below are some highlights of AMTA’s efforts in this area:

Massage Therapy for Pain Management Efforts

• In 2023, AMTA collaborated with a diverse coalition to promote access to comprehensive pain management and integrative care initiatives. Through strategic engagement, we provided Congress with insights on improving research infrastructure to enhance patient care. Our efforts focused on advocating for increased funding from the NIH and NCCIH to support critical research. Additionally, we responded to requests for information related to the 21st Century Cures Act, offering targeted recommendations to refine the legislation and ensure it fosters positive outcomes for patients and the healthcare system.
  
  
• As a member of the Friends of Veterans (FOVA) coalition, AMTA supported expanding access to complementary and integrative pain management (CIPM) services, including massage therapy, for veterans. FOVA worked to secure funding and support for medical and health research programs within the U.S. Department of Veterans Affairs (VA). These efforts aimed to improve healthcare for veterans by advancing research on medical treatments and technologies, as well as influencing policy decisions to enhance the VA's research infrastructure, with a focus on prosthetics, mental health, and complementary pain therapies.
  
  

• AMTA regularly meets with our colleagues in the Pain Care Forum and has organized and participated in House and Senate meetings to educate lawmakers about the benefits of massage therapy. We discussed key issues, including research, the implementation of the HHS Pain Management Task Force, and the role of massage as a non-opioid alternative for pain management.

AMTA has actively advocated for VA massage therapists by addressing reimbursement challenges. We emphasized that the CMS Multiple Procedure Payment Reduction (MPPR) policy and related Standards of Practice are not appropriate billing models for massage therapy. MPPR, which reduces payments when multiple services are provided in a single session, does not reflect the holistic nature of massage therapy, where the focus is on achieving therapeutic outcomes rather than separate, billable procedures.

Making Massage More Accessible through Medicare Coverage

AMTA continues to explore various avenues to increase availability of massage therapy through Medicare coverage; we have had initial conversations with CMS as well as the major acupuncture national associations, and we continue our own advocacy efforts. We anticipate including this issue among the discussion points for the AMTA-member legislative committee for further direction.

Supporting New Massage Therapy Research in Congress

AMTA regularly supports the Ad Hoc Group for Medical Research efforts to ensure a stable and predictable funding level for the National Institutes of Health (NIH) and the National Center for Complementary and Integrative Health (NCCIH).  The Ad Hoc Group includes patient, provider, and scientific organizations; we believe that publicly voicing AMTA’s support at key junctures over the year as the annual budget process unfolds is the most practical and cost-effective way for us to urge Congress to support massage therapy research. We are also an active member of the FOVA to support ways to increase massage therapy availability for our nation’s veterans.

AMTA’s Legislative Committee

AMTA formed a legislative committee that regularly follows federal issues of interest to the association and updates our membership as needed. In addition, we hold weekly internal strategy sessions where we explore additional ways to increase AMTA’s footprint in the advocacy community. 

Government Relations

AMTA believes massage therapy is essential to a person’s overall health and well-being and that legal recognition and clearly stated requirements are critical to the profession’s advancement. Our Government Relations team is constantly striving to reach the goal of licensure in every state, promoting fair and consistent regulatory laws, and—at all times—protecting a massage therapist’s right to practice.

To support the Government Relations mission, AMTA attended in-person meetings in Alabama, Ohio, Arkansas, Idaho, Florida, and New York. AMTA also attended virtual state board meetings in Tennessee, South Dakota, North Dakota, Georgia, Iowa, Alabama, Oregon, Washington, California, Delaware, Rhode Island, Montana, Arizona, New Jersey, Pennsylvania, and North Carolina.

AMTA Monitored Bills at the State-Level Related to Non-Opioid Pain Relief

AMTA continued to monitor bills related to non-opioid pain relief, several of which specifically mention massage therapy. Some of these bills include:

Illinois: Senate Bill 3781 (SB 3781), known as the Non-Opioid Alternatives for Pain Act, requires the Department of Public Health to develop and publish an educational pamphlet on non-opioid alternatives for pain treatment. The legislation mandates that healthcare practitioners use their professional judgment to select appropriate pain management modalities, following the Centers for Disease Control and Prevention (CDC) guidelines. This includes prioritizing non-opioid alternatives when available. The bill is currently still active.

New Hampshire: House Bill 303 (HB 303) addresses insurance coverage for pain management services, including massage therapy. The bill is currently active.

Massachusetts: Senate Bill 2920 (SB 2920) seeks to establish a plan allowing active and retired employees under the Group Insurance Commission to access a wide range of pain management services. This includes non-surgical and non-opioid treatment options. The bill is currently active.

AMTA Advocated to Uphold Licensing and Progressional Standards in the Following States:

Alabama: Senate Bill 137 (SB 137) dissolved the existing Alabama Board of Massage Therapy and established the new Alabama Massage Licensing Board, temporarily placed under the oversight of the Board of Nursing. The bill aimed to introduce additional legislative oversight for the massage board, replacing the previous arrangement with a third-party entity. AMTA remains actively engaged in the board appointment and rule-making process. SB 137 has been signed into law.

Delaware: Senate Bill 277 (SB 277) introduced provisions to phase out Certified Massage Technicians (CMTs), aligning Delaware with the single-tier licensure model used in most other states. Additionally, House Bill 386 (HB 386) increased the required entry-level education hours for massage therapy programs from 500 to 625. Both bills have been signed into law.

Louisiana: Senate Bill 353 (SB 353) revised the Louisiana Massage Therapy Practice Act, introducing essential new definitions, expanding the scope of practice to include LED therapy, updating background check requirements, and increasing the entry-level education hours for massage therapy programs from 500 to 625.

Ohio: House Bill 315 (HB 315) seeks to enhance township authority to regulate illicit businesses that operate under the guise of massage therapy. In Ohio, massage therapists are licensed by the State Medical Board, which enforces rigorous education, testing, and oversight standards. However, a loophole allows unlicensed individuals offering non-therapeutic services, such as "relaxation massage," to operate without any regulatory oversight.

The proposed legislation empowers townships to enact ordinances that protect both patients and therapists. It also modernizes outdated terminology and removes the antiquated requirement for communicable disease testing for state-licensed massage therapists—all without altering existing licensure requirements.

Rhode Island: Senate Bill 2625 (SB 2625) updated the Rhode Island Massage Therapy Practice Act, providing a more detailed scope of practice and increasing entry-level education hours from 650 to 800. SB 2625 was signed into law.

Tennessee: Senate Bill 1588 (SB 1588) increased the entry-level education hours for massage therapy programs from 500 to 650 hours. SB 1588 was signed into law.

AMTA Advocated for Licensure Legislation in the Following States:

Kansas: Our Kansas Chapter and the Government Relations team continued to make strides towards licensure for all massage therapists in Kansas. We were hopeful that we would see Senate Bill 305 (SB 305) granted a hearing, but despite the support we have gained within the legislature and with other stakeholders, the bill stalled. We will continue our efforts into the 2025 Legislative Session.

Minnesota: Senate File 967 (SF 967) Minnesota Massage Therapy Act and House File 973 (HF 973), “A bill for an act relating to health occupations; establishing licensure for massage therapy,” were introduced during the 2023 Legislative session. Despite the hard work of our AMTA-MN Chapter, lobbyists, and grassroots support, we could not secure a hearing during the 2024 Legislative session. We will continue our efforts into the 2025 Legislative session.

California: Senate Bill 1451 (SB 1451) included provisions regarding multiple professional licensing boards within California, including the California Massage Therapy Council (CAMTC). SB 1451 moved the ‘sunset’ date for CAMTC to January 1, 2026, and was signed into law. The pursuit of licensure will continue into the 2025 legislative session.

Vermont: AMTA participated in public hearings with the Vermont Office of Professional Regulation (OPR) regarding the current model of mandatory registration of massage therapists, bodyworkers, and touch professionals. AMTA has expressed concern about a dramatic fee increase from $90 to $275 and provided testimony to the Senate Government Operations Committee as well. We will continue to seek licensure in Vermont in the 2025 Legislative session.

AMTA Worked to Defeat Deregulation and Reduction of Massage Therapy Standards Bills

Our Government Relations team also worked to defeat deregulation and reduce standard bills. Thanks to support from AMTA members and stakeholders in the profession, our community was active in fighting the following bills:

Alaska: Governor Dunleavy issued Executive Order 127 (EO 127) in January, calling for the dissolution of the State Board of Massage Therapy and shifting its duties to the Division of Corporations, Business, and Professional Licensing. EO 127 was overturned during a joint session in March. The Alaska Board of Massage Therapy continues to operate as the regulating authority.

Arizona: House Bill 2169 (HB 2169) was introduced to solve issues with the Arizona Board of Massage Therapy concerning staffing, timeliness, and lack of funding. HB 2169 proposed consolidating the Massage Board with the Board of Barbering and Cosmetology. AMTA worked closely with the bill sponsor to provide information crucial for efforts to streamline the licensure process. The sponsor ultimately withdrew HB 2169. 

AMTA is Also Advocating at the Local Level

AMTA sent letters and guidance documents regarding offensive terminology and/or overly burdensome local ordinances in the following cities: Joliet, IL, Roswell, GA, and Naperville, IL, to name a few. We continue to utilize our Curate platform and provide must-have/should-have resources for city councils and other interested stakeholders.

Support for the Massage Therapy Foundation 

AMTA is the primary benefactor of the Massage Therapy Foundation. This is an important partnership for AMTA and the entire profession. AMTA values the Massage Therapy Foundation’s role, which includes funding new massage research, community service initiatives and education. As our profession advances, quality clinical research has become even more important. This growing body of research continues to show the many benefits of massage therapy for health and wellness.

This past year AMTA continued our support of important MTF research projects with almost $1 million in funding, earmarked for the following projects:

• Trauma-Informed and Culturally-Responsive Integrated Massage Therapy with the Center for Victims of Torture
• Massage Therapy as a Preventative for Post-Irradiation Fibrosis and Neuropathy with Bove Consulting
• Massage Service Integration in a Military Primary Care Clinic: Implementation and Impact Study with the Defense and Veterans Center for Integrative Pain Management (DVCIPM)
• Massage Impact on Sleep Hospitalization for Pediatric Oncology and Stem Cell Transplant Patients with the Children’s Hospital of Philadelphia (CHOP)

Chapters

AMTA’s chapters are an exclusive benefit for members, serving as the local expression of the organization. These chapters foster community, provide education, offer volunteer leadership opportunities, advocate for the profession, and deliver many other resources that enhance the member experience. Representing the passion and dedication of AMTA members, the 51 chapters play a vital role in the association’s mission.

Members can volunteer in various roles, including serving on chapter boards, chairing committees, or acting as delegates to AMTA’s Assembly of Delegates. These positions offer valuable opportunities to develop and refine leadership skills. Nearly 500 members volunteer in their chapters and at the national level with AMTA.

In 2023, AMTA hosted two key events to support and train its volunteers: the Chapter Volunteer Orientation Program (CVOP) and the Volunteer Leadership Conference (VLC). These events brought together more than 250 AMTA volunteers to network, plan, and grow their skills. Additionally, AMTA’s Chapter Advancement Initiative (CAI) offers chapter-specific training and support.

AMTA chapters also provide numerous continuing education opportunities and networking events. Every AMTA member is automatically part of their local chapter, offering access to massage education and a welcoming, inclusive community.

Governance and Volunteers 

Our National Board of Directors, elected by members, is responsible for guiding AMTA’s mission, vision, and strategic direction. The board oversees the development and implementation of the strategic plan, monitors organizational policies, ensures adequate resources are available, and actively recruits new board members and volunteers. These dedicated leaders are supported by national committees and other volunteer groups. Expenses for board and volunteer meetings, training, and strategic planning are included in this category.

Administration

Under the guidance of the AMTA Board of Directors, our staff is dedicated to evaluating, developing, and delivering career-related resources that go beyond meeting our members’ professional needs to exceeding their expectations. Administrative expenses enable us to provide exceptional, relevant resources, support, and services to all members.