Episode 74: Certified for Success: Raising Standards in Massage Therapy with Charlotte Keane and Paul Averill

 

The world of massage therapy is changing. Public expectations are higher, the industry is more competitive, and the importance of setting oneself apart as a trusted, certified professional has never been clearer. On a recent episode of the Folding Towels Podcast, hosts David and Jackie sat down with Charlotte Keane and Paul Averill, non-executive directors of Massage & Myotherapy Australia about the Certified Practitioner Program.

This certification initiative, which aligns with ISO9001 standards, offers Australian massage therapists a way to not only elevate their practice but also distinguish themselves as trusted professionals. It’s more than just a title—it’s a complete framework for professional recognition and credibility. Together, Charlotte and Paul walked us through why certification matters, how it works, and what it offers both therapists and clients.

Why Certification Matters Now

To say that massage therapy faces public scrutiny is an understatement. Charlotte and Paul explained that while massage therapy is self-regulated, public perception still suffers from a “wild west” effect. Many people don’t realise that legitimate massage therapy has its own set of standards. Worse yet, as massage and related services become more common, people may struggle to distinguish between professional therapeutic work and less reputable options. Certification, as Paul explained, offers a solution: a clear standard that shows clients they’re in the hands of a professional who cares about quality and safety.

The program is an extension of a commitment Massage & Myotherapy Australia has long held—raising the industry’s reputation, protecting clients, and allowing therapists to claim their place alongside other recognised professions. Charlotte shared that this certification essentially provides clients with peace of mind, allowing them to choose practitioners who have met nationally recognised standards.

The Backbone of ISO9001 Standards

The Certified Practitioner program isn’t just a badge; it’s rooted in ISO9001, an international standard for quality. In fact, Paul likened it to certifications found in other professions, like CPA for accountants or the Master Builders Association for builders. ISO9001 brings with it a level of professionalism, consistency, and quality assurance, marking certified massage therapists as practitioners who hold themselves to rigorous, globally recognised standards.

For therapists, this means demonstrating competence not only in their hands-on skills but also in operational standards, client safety, and even business practices. This isn’t just about good technique; it’s about providing an exceptional client experience that is safe, trustworthy, and well-documented.

The Need for Distinction Amid Industry Changes

One key factor driving the Certified Practitioner program is the impact of recent legislative changes, specifically around the decriminalisation of sex work in some Australian states. Charlotte was candid in describing how the public often lumps different types of massage services together. This has caused confusion, even mistrust, when it comes to finding a professional massage therapist. Certification becomes a vital tool in setting apart qualified, ethical practitioners from the noise.

Paul shared a personal story about visiting a clinic he considered buying. When he learned the therapists were providing remedial massages under another person’s provider number—technically unqualified—he decided not to proceed with the purchase. It was an eye-opener, even for a seasoned practitioner like him. Certification, he believes, makes it easier for clients to choose reliable professionals and avoid questionable operations.

How the Certification Works

The certification journey isn’t an ordeal, but it’s thorough. Charlotte and Paul outlined the three core steps for becoming a Certified Practitioner:

 

1. 1. Expressing Interest: Start with a simple online form to indicate interest.

1. 1. Information Submission: Therapists provide details about their practice, from first aid certifications to client privacy policies. It’s not a “pass/fail” process, Charlotte assured us, but a way to identify any gaps in compliance and provide the resources to address them.

1. 1. Site Support Visit: Finally, a representative from Massage & Myotherapy Australia visits the clinic (in person or via Zoom) to ensure all standards are in place. This isn’t an inspection; it’s a guided review that helps therapists meet the standards with support and advice.

Once certified, therapists undergo annual reviews, which include a police check. It’s a safeguard that adds an extra layer of trust and confirms ongoing compliance with the Certified Practitioner standards.

Broadening Access to Certification

One of the most encouraging aspects of the program is that it’s not limited to Massage & Myotherapy Australia members. While the association currently waives fees for their members, the program is open to all qualified massage therapists in Australia, regardless of association. It’s priced at $295 for non-members, a fair investment considering the benefits certification offers.

Charlotte pointed out that this inclusivity is crucial for the industry to grow collectively. By making certification accessible to all, Massage & Myotherapy Australia aims to lift the entire industry, not just its own membership.

Public Awareness: Spreading the Word

The success of certification, of course, depends on public awareness. Massage & Myotherapy Australia is rolling out a social media and media campaign to educate the public on what certification means, why it matters, and how it protects them. But, as Paul noted, word-of-mouth is perhaps the most powerful tool. By talking to clients about their certification, therapists can reinforce the fact that they’ve gone the extra mile to provide a safe, professional, and qualified service.

Certification not only benefits clients but can also improve relationships with other healthcare professionals. The fact that certified practitioners have met stringent standards makes it easier to collaborate with the broader medical field, further establishing massage therapy as a trusted profession.

Mentorship and Responsibility: Building the Future of Massage Therapy

Paul emphasised the role certified therapists play in shaping the next generation of massage professionals. Certification represents more than personal achievement; it’s a commitment to the future of the profession. By becoming certified, experienced therapists set an example for younger practitioners, showing them what true professionalism looks like.

Charlotte, who has been in the industry for 20 years, agreed wholeheartedly. Certification, she noted, is a legacy-building step. By choosing certification, therapists are not just improving their own practice but helping elevate the industry for future clients, colleagues, and healthcare partners.

Taking Action: How to Get Started

The Certified Practitioner program is straightforward, supported, and, importantly, flexible. The process can take time, which is why Massage & Myotherapy Australia allows up to nine months to complete the application. The point isn’t to rush through it; it’s about fully engaging in each step to elevate standards.

And there’s plenty of help along the way. For therapists who may not feel confident writing policies or navigating paperwork, Massage & Myotherapy Australia offers templates, resources, and even peer support. Charlotte encouraged therapists to reach out if they need help, reminding them that certification is about building a stronger industry together, not about catching people out.

Certification as a Path to Professional Recognition

If you want to be treated as a professional, you need to act as one. Certification offers a structured, meaningful way for therapists to demonstrate their professionalism to clients, colleagues, and the public. In an industry where unqualified providers can dilute trust, certification is a way to reclaim the field and assert that qualified practitioners bring real value.

For anyone wondering if certification is the right step, consider this: it’s a commitment to excellence, an investment in your career, and a mark of distinction. In an era where clients have high standards, certification gives them peace of mind and helps them see their massage therapist as a professional.

Conclusion

In our chat with Charlotte and Paul, it became clear that the Certified Practitioner program is more than just a formal recognition. It’s a transformative step towards elevating the entire massage therapy profession. Certification is a chance for practitioners to align with international standards, build client trust, and distinguish themselves in a crowded market.

Whether you’re an industry veteran or a newly qualified therapist, certification offers you a path to credibility, confidence, and career growth. So if you’re ready to elevate your practice and stand out as a true professional, consider the Certified Practitioner program—because being certified for success is a goal we can all get behind.

For More information and to register your interest in the Certified Practitioner Program head to https://www.massagemyotherapy.com.au/Certification.