Member Experience
Goal: AMTA members receive and potential members discover the benefits of AMTA membership.
Objective: To increase awareness among members and potential members of the value of AMTA membership.
Strategic Plan
Read AMTA's plan for the organization's strategy and direction.
AMTA's strategic plan, developed by dedicated volunteers, our Board of Directors, and leadership, outlines the association's key priorities and goals for the future. Your membership dollars fund vital initiatives, including advancing massage therapy research, advocating for the profession, and providing high-quality continuing education. Explore our plan to see how your member support translates into tangible benefits and resources for your practice and the broader massage therapy profession.
Mission of the American Massage Therapy Association
To serve AMTA members while advancing the art, science and practice of massage therapy.
Core Values
- We are a diverse, inclusive and nurturing community working with integrity, respect and dignity.
- We are a nonprofit member-driven organization of ethical professionals.
- We embrace consistency in education.
- We endorse professional standards.
- We affirm and promote the benefits of massage therapy as validated by research.
Vision Statement
As the most trusted professionals in massage therapy, AMTA members are integral to healthcare and wellness.
AMTA’s vision is a future where:
- AMTA members are devoted to professionalism and excellence in massage therapy practice.
- Quality research is the foundation for evidence-informed massage therapy education and practice.
- AMTA supports its members in expanding their knowledge through quality education.
- AMTA embodies the spirit of community in support of its members.
- AMTA promotes its members as the highest quality professionals in massage therapy.
- Massage therapy is easily accessible.
- Massage therapy is a vital component of healthcare and wellness.
Professional Competency
Goal: Support high standards in massage therapy education.
Objective: Expand massage therapy education that elevates the professional competency of our members.
Advocacy and Influence
Goal: Massage therapy is integrated into the healthcare and wellness industries.
Objective: Increase understanding of the benefits of massage therapy through education of the healthcare and wellness industries.
Image and Awareness
Goal: AMTA and its members are the preferred source in massage therapy.
Objective: Be seen as the respected, trusted authority in massage therapy.
Industry Relationships
Goal: AMTA is a respected leader within the healthcare and wellness industries.
Objective: Increase collaboration between AMTA, its members and other leaders in the healthcare and wellness industries.
Research
Goal: Massage therapy scientific research is widely used in healthcare and wellness decisions.
Objective: Increase access to massage therapy scientific research through AMTA sources.
Government Relations
Goal: AMTA works for effective licensing both to ensure the right to practice of massage therapists and to protect the public.
Objective: To establish portability of massage practice throughout the United States and its territories.
Community
Goal: AMTA members experience a sense of community.
Objective: Increase opportunities for members to feel a sense of belonging and connection to AMTA nationally and locally.