Grants Bolster Massage Schools Amidst Surging Demand for Therapists

SCOTTSDALE, Ariz. and EVANSTON, Ill. – January 15, 2026 – As the demand for skilled massage therapists continues to outpace supply, a strategic partnership is injecting vital funds into the profession's educational pipeline. The American Massage Therapy Association (AMTA) has announced the recipients of its seventh round of massage school grants, funded by national wellness franchisor Massage Envy.

Five massage therapy schools from across the country will each receive a $10,000 grant to enhance their educational programs. This latest distribution brings the total investment to $350,000 since the initiative launched in 2022, signaling a sustained commitment to fortifying the foundations of the massage therapy profession. The schools awarded in this round are:

• The Academy of Natural Therapy – Greeley, CO
• Premier Spa Training Academy – Naperville, IL
• Delgado Community College Foundation – New Orleans, LA
• Missouri Institute of Massage Therapy & Bodywork – St. Charles, MO
• Urban River Massage Institute – Greenville, SC

This initiative comes at a critical juncture for the wellness industry, highlighting a collaborative effort to nurture the next generation of healing professionals.

Addressing a Growing Demand

The massage therapy profession is experiencing unprecedented growth. According to the U.S. Bureau of Labor Statistics, employment for massage therapists is projected to grow by 15% between 2024 and 2034, a rate described as "much faster than the average for all occupations." This translates to an estimated 24,700 job openings each year, driven by a confluence of factors.

Public acceptance of massage for stress reduction, pain management, and overall well-being has never been higher. As the global wellness market expands, projected to reach $7 trillion by 2025, massage therapy is increasingly integrated into mainstream healthcare and self-care routines. An aging population seeking relief from chronic conditions further fuels this demand. However, the workforce has struggled to keep pace. The industry saw a nearly 4% decline in the number of active therapists between 2019 and 2023, largely a lingering effect of the COVID-19 pandemic, which also saw a decrease in the number of state-approved massage schools. This has created a significant talent gap, with spas, clinics, and franchises consistently needing to hire more therapists to meet client demand. The grants directly address this challenge by providing schools with the resources needed to attract and retain students.

A Strategic Partnership for a Stronger Pipeline

The collaboration between AMTA, the nation's largest nonprofit professional association for massage therapists, and Massage Envy, a leading national franchisor, represents a powerful model of industry-wide support. While Massage Envy provides the financial backing, AMTA administers the program, leveraging its expertise to identify schools where the funds can make a significant impact.

"We're proud to continue investing in the massage therapy profession through our ongoing relationship with AMTA," said Todd Schrader, CEO of Massage Envy, in a statement. "Massage schools are the foundation of our industry, and these grants help ensure students and educators have the tools, resources and support they need to innovate, thrive and build lasting, successful careers." This investment is a strategic imperative for a company whose business model relies on a steady stream of highly qualified therapists to staff its franchised locations nationwide.

AMTA, for its part, views the program as a direct fulfillment of its mission. "These grants empower us to support and inspire the next generation of massage therapy professionals," stated Cindy E. Farrar, AMTA National President. "By working together with Massage Envy, we're expanding access to education, strengthening massage schools nationwide and driving the profession forward."

Both organizations are clear about their distinct roles. Massage Envy's press release explicitly notes that it "does not sponsor or administer the grant program and is not affiliated with or endorse any massage school, including grant recipients." This arm's-length relationship allows the franchisor to support the entire educational ecosystem without showing preference, while AMTA maintains its independent role as an advocate for educational standards and professional ethics.

Tangible Impacts in the Classroom

The $10,000 grants, while modest on a corporate scale, are transformative for the recipient schools. Past grant cycles offer a clear picture of how these funds translate into direct benefits for students and faculty. For example, Sabai Professional Massage Academy, a recipient in a 2024 round, used its award to modernize its learning environment by replacing an old projector with a large touch-screen television and purchasing new, ergonomic classroom furniture. Another previous recipient, Blue Heron Academy of Healing Arts & Sciences, dedicated its funds to significant improvements in its classroom and equipment.

These upgrades are not merely cosmetic. They create a more engaging and professional training environment, allowing schools to offer cutting-edge instruction that prepares students for the modern workplace. For the latest recipients, like Premier Spa Training Academy in Illinois, the funds will be used to provide the "highest quality massage equipment and learning resources." For the Missouri Institute of Massage Therapy & Bodywork, which also received a grant in the previous round announced in July 2025, this continued support underscores the ongoing need for investment in educational infrastructure. By enabling schools to upgrade technology, purchase new massage tables, and enhance learning materials, the grants directly contribute to the quality of education and, ultimately, the skill level of graduating therapists. This investment ensures that newly licensed professionals enter the workforce prepared to meet the high expectations of both employers and clients, equipped with the knowledge and confidence to build successful, long-term careers in a demanding field.