"We found that communication is more important than any other skill, yet it's something massage school graduates are woefully unprepared for when they enter the
massage therapy field." Dirk McCuistion, MassageSpecialists.com
D
irk McCuistion looked over the client numbers at his Boulder, Colorado, massage studio and pondered their puzzling implications. Since its opening, MassageSpecialists.com had always been successful in attracting clients—an average of 250–300 new clients per month. Yet after five years, the business wasn't growing; its growth curve had flattened. McCuistion wondered how much longer his business model would be sustainable. The math frightened him.
58 massage & bodywork january/february 2012
