Issue link: https://www.massageandbodyworkdigital.com/i/621015
C h e c k o u t A B M P 's l a t e s t n e w s a n d b l o g p o s t s . Av a i l a b l e a t w w w. a b m p . c o m . 33 for example, runners will likely benefit from a different approach to massage than swimmers. Other areas of specialization include animal massage, working with the physically challenged, and working with clients living with mental-health issues. SPECIALIZE BY MASSAGE SYSTEM When you specialize by massage system, you are drawn to focus your career on the practice of a particular form or style of massage that appeals to you, and you become highly knowledgeable and proficient in the delivery of that specific modality. For example, reflexology is based on the belief that specific points on the feet, hands, and ears correspond to all areas of the body, including the glands and organs. Therapists use reflexology to stimulate these points to balance the body and promote wellness. You may decide you love working on the feet and develop a menu of reflexology services that appeals to clients who specifically seek out foot massage. You might enhance your services with a foot soak or the addition of spa products to the feet to increase client options for wellness. In another example, you might choose to focus your practice on neuromuscular therapy. This method uses the interaction between the nervous system and muscles to facilitate changes in muscular holding patterns and to reduce myofascial trigger points. This type of massage often works well for clients wishing to address and change chronic muscular conditions. Another option is to specialize in Eastern approaches to wellness and focus your practice on promoting harmony in the flow of qi as a means to prevent disease and improve overall health. Well-known Eastern forms of bodywork include acupressure based on Chinese meridian theory, amma (traditional Japanese massage), shiatsu (combining "finger pressure" with acupressure, stretching, joint movements, and massage strokes), or Thai massage performed on a flat mat on the floor with the client fully clothed. Areas of Specialization Modalities Acupressure Aromatherapy Ayurveda Chair massage Craniosacral therapy Lomilomi Lymph drainage therapy Myofascial release Neuromuscular therapy Polarity therapy Qigong Reflexology Reiki Rolfing Watsu Zero balancing Client Populations Animal massage Cancer patients (oncology massage) Elderly/senior massage Massage for the disabled Prenatal/pregnancy massage Sports massage THE PROS OF SPECIALIZATION Specialization has some notable benefits. First, you set yourself apart from other therapists in the marketplace. This can be particularly useful when you use social media marketing and create advertising and promotions just for your segment of consumers. It helps you focus your efforts and your dollars. By being able to focus on just one or two areas of specialization, you can establish more solid relationships with a group of people who are more likely to refer their like-minded friends in your direction. THE CONS OF SPECIALIZATION Specialization also has some drawbacks; namely, you eliminate the majority of the population as potential clients. If I'm not pregnant, I'm probably not going to a center for pregnancy massage. If my feet don't hurt, but my shoulders do, I'm not going to an office focused on reflexology. FINDING A MIDDLE GROUND Obviously, you can find a middle ground. It might be that you offer full-body massage but specialize in reflexology. Maybe you work at a hospice on Tuesdays and Thursdays, but on Mondays, Wednesdays, and Fridays, you work at a spa. As your career evolves, you have to think about what you want and need. The great thing about a career in massage therapy is you can mix and match the type of work you do and the environments you practice in. Even better, you can constantly evolve and find new inspiration for your practice by exploring different ways to specialize. As you contemplate your options, review ABMP's rich library of webinars in the ABMP Online Education Center available at www.abmpeducationcenter.com. Many explore special client populations and specific methods for growing your treatment toolbox. Anne Williams is the director of education for Associated Bodywork & Massage Professionals and author of Massage Mastery: from Student to Professional (Lippincott Williams & Wilkins, 2012) and Spa Bodywork: A Guide for Massage Therapists (Lippincott Williams & Wilkins, 2006). She can be reached at anne@abmp.com.