Secrets to Hiring Massage Therapists in Your Wellness Center
Apr 01, 2026You posted the job three weeks ago. "Seeking massage therapist for established wellness center." Crickets. Or worse—you get applicants, hire someone who seems capable, and within months they're gone. Meanwhile, other clinics seem to have loyal massage therapy teams for years. What are they doing that you're not?
In this episode from the Thriving Wellness Series, Kendall interviews Kirsten Werner, whose journey from solo massage therapist to clinic owner managing five practitioners offers hard-won wisdom about what actually works when hiring and retaining massage therapists.
Kirsten brings unique perspective—she's lived both sides of the hiring equation. As a Registered Massage Therapist in Canada with over 15 years of hands-on practice, she's worked in other clinics, luxury resorts, and medical settings. As a clinic owner who's run a thriving home-based studio for over a decade, she knows what makes therapists stay and what makes them leave.
The conversation reveals why hiring massage therapists differs from hiring other modalities. As Kirsten notes about clinic owners: "We don't necessarily know about the other modalities that are out there and what they might need." Mental health therapists don't think about laundry. Acupuncturists don't worry about table setup. But these operational details profoundly affect massage therapist satisfaction.
The biggest mistake? Reactive hiring from scarcity. "I have this empty room, I'm just going to get a massage therapist in there," Kirsten describes. "I can't tell you how many people will hire someone because they'll be like, 'I'm looking for a massage therapist.' 'Great, you're a massage therapist, you're hired.' But they actually haven't asked them any questions... or have them give them a massage."
This scarcity-driven approach skips crucial steps: defining who you're actually looking for (new grad needing mentorship versus experienced practitioner?), asking questions that reveal fit, and establishing clear role expectations during interviews. As Kirsten emphasizes, you need to know: "Are you doing their laundry? Are they doing their laundry? Who's doing their billing?"
But hiring is only half the equation. Retention depends on culture, which Kirsten defines as "having a space that's respectful and ease and there's connection, there's good communication." The marketing may bring someone in, but "when you have the onboarding and the systems in place, that's what's going to keep them working there."
One crucial element: structured check-ins, especially in the first two weeks. "I set clear times of when we're checking in," Kirsten explains, rather than expecting therapists to reach out when they need help. This prevents the "random messages through the day" pattern while ensuring new team members feel supported.
Kendall adds an important layer about multidisciplinary dynamics. When your practice includes practitioners with doctorate degrees, master's degrees, and trade school credentials, hierarchy can creep in subtly. One powerful signal of equal value? "The cost for massage is the same as for acupuncture. That's one of the biggest ways to show that there's no hierarchy."
Kirsten's own clinic growth illustrates these principles. After a car accident forced her to step back from hands-on work, she developed systems that allowed the clinic to run without her. The result? Growth from one practitioner to five, with people "knocking at my door and asking to work here"—not because of job postings, but because of "the shift in my messaging and how I created my systems."
At the 2026 Wellness Center Creators Retreat, Kirsten's workshop will guide participants through creating clear hiring plans, developing onboarding systems, using internal and external marketing collaboratively, and building confidence to expand sustainably. As both retreat MC and workshop facilitator, she brings the dual perspective of massage therapist and clinic owner that makes her insights uniquely valuable.
If massage therapist hiring feels like a mystery, or if you're struggling with retention despite offering competitive pay, this episode reveals the operational and cultural factors that actually make the difference.
For information regarding the upcoming retreat, go to: https://www.wellnesscentercreators.com/retreats
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About Anna Rudel
Anna Rudel, L. Ac is the owner and founder of Lokahi Acupuncture Clinic in San Jose California, founded in 2003. Anna is a master organizer and clinician, and as a Coach she specializes in working with Clinic Owners in the state of California, and Acupuncturists and Acupuncture Clinic Owners, or groups wanting to add Acupuncture worldwide, as well as teams that need support with employee retention and satisfaction. Born in the UK, Anna has traveled extensively in Asia and now has a thriving multi-practitioner clinic in the US!
Anna's Website and Links
- Website: https://lokahiacupuncture.com/
- Learn Group Coaching: https://www.wellnesscentercreators.com/group-coaching
- For info about Individual Coaching: https://www.wellnesscentercreators.com/individual-coaching
About Kendall Hagensen
Kendall is a Somatic Mental Health Therapist, Multidisciplinary Clinic Owner and Business Coach. She specializes in, and is passionate about, working with healthcare professionals to create the businesses of their dreams. Big goals always have a psychological component beneath the surface, so Kendall uses her background in Somatic Psychotherapy and EMDR Therapy mixed with Business Coaching tools to help clients develop a healthy relationship with their business and their strength as a leader.
As someone who lives with a chronic illness herself, Kendall feels that health happens best within community, which is why she takes a holistic, integrative, and collaborative wellness approach to her personal and professional life.
Kendall’s Web/Social Links