Episode 070 – Carolyn Boldt – Transforming Your Massage Environment for Better Client Experiences

Creating the ideal massage environment is often overlooked by therapists, especially when the primary focus is on technique and client care. Yet, the design, layout, and atmosphere of a space can profoundly impact both the client experience and the success of a massage practice. In a recent episode of the Folding Towels podcast, hosts David and Jackie sat down with Carolyn Boldt, co-founder of Crossfields, a design firm specialising in health clinics. With over 40 years of experience in commercial interior design, Carolyn has dedicated her career to improving holistic health spaces. Her insights on how space design can elevate client experiences formed the foundation of a fascinating discussion. Here, we explore the key takeaways from the conversation and discover how small changes can create a more welcoming and effective massage environment.

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First Impressions: Clients Buy with Their Eyes

Carolyn began by emphasising the critical role of first impressions. She noted that people often “buy with their eyes,” meaning the visual impression of a space can influence how a client perceives the service. From the moment a client enters a massage clinic, they are evaluating not only the therapist’s professionalism but also the atmosphere of the room. This first impression can set the tone for the entire experience.

Drawing a comparison between retail environments, Carolyn explained how businesses like Walmart and Louis Vuitton are meticulously designed to appeal to their target customers. Walmart, with its bright lights, large signage, and simple layout, creates a space that reflects affordability and efficiency. In contrast, Louis Vuitton offers a high-end experience with soft lighting, muted tones, and an emphasis on exclusivity. Similarly, a massage therapist’s space should reflect the type of experience they want to offer.

For therapists offering functional, therapeutic treatments, the space may need to be more clinical, clean, and focused. Meanwhile, those offering relaxation or spa-like experiences may opt for a cosier, more nurturing environment. As Carolyn put it, your space acts as a physical extension of your brand, and therapists should be intentional about what their environment communicates to clients.

Designing for Different Clientele: Functional vs. Cosy Spaces

During the interview, David and Jackie described their own clinic spaces. David’s room is functional—bright, clean, and free of clutter. It’s not particularly beautiful, but it is welcoming and friendly. Jackie, on the other hand, has created a space that feels cosy, warm, and nurturing, more like a nest.

Carolyn remarked that these differences in design likely reflect the types of clients each therapist is attracting. A functional space may appeal to clients looking for therapeutic treatments that are efficient and effective, while a cosy space may draw in clients seeking relaxation and emotional comfort. The key, Carolyn explained, is to design your environment with your target clientele in mind.

For massage therapists who work out of home spaces or temporary setups, such as behind a curtain at a gym, Carolyn suggested focusing on what can be controlled. Even in smaller, less permanent environments, it’s still possible to create a welcoming and effective atmosphere by focusing on the essentials, like keeping the space uncluttered, using soft lighting, and ensuring the room is quiet. She encouraged therapists to focus on the sensory experience—sights, smells, sounds, and textures—to create an inviting environment regardless of physical constraints.

Budget-Friendly Changes for a Big Impact

One of the most valuable insights Carolyn shared was how even budget-friendly changes can make a significant impact on the feel of a massage space. When asked about upgrading a space on a limited budget, Carolyn highlighted a few key areas where therapists can get the most value for their investment.

Lighting: The right lighting can completely transform a room. In massage spaces, dimmable lights or lamps that allow for soft, adjustable lighting are ideal. This flexibility allows the therapist to create a calm, serene environment for clients, while also ensuring the room can be well-lit when necessary for cleaning or setting up.

Paint: Carolyn explained that painting is one of the most cost-effective ways to refresh a space. A new coat of paint in calming, muted tones can make a room feel more modern and inviting. Neutral tones, especially blues and greens, are known for their calming effects, making them perfect for massage environments.

Clutter-Free Zones: An uncluttered space can create a sense of calm for both the therapist and the client. Keeping surfaces clean and clear, storing necessary items out of sight, and organising supplies neatly can help foster a more peaceful environment. Carolyn stressed that simplicity is key.

Soft Furnishings: Though not expensive, adding soft touches like cushions, blankets, or high-quality linens can make a space feel more inviting. Clients will appreciate the added comfort, which can enhance their overall experience.

Art for Impact

One of the more playful moments of the conversation came when David posed a “loaded” question: “Anatomical posters or pictures of unicorns—what should a therapist choose for their space?”

Carolyn’s response was practical yet insightful. She explained that the choice of artwork depends on the type of experience a therapist is offering. For those whose practice is more medical or therapeutic, anatomical posters can serve a functional purpose, helping to educate clients about their treatments. However, if the goal is to create a space of relaxation and escape, more abstract or calming artwork—perhaps even unicorns—might be more appropriate.

Ultimately, Carolyn stressed that the artwork should complement the environment the therapist wants to create. For a spa-like experience, serene imagery or fine art would be fitting, while a clinic focused on rehabilitation might benefit from informative, anatomy-based visuals. It’s all about reinforcing the brand and creating an environment that aligns with the therapist’s goals.

The Role of Lighting: Setting the Right Atmosphere

Lighting plays a crucial role in shaping the atmosphere of a massage room, and Carolyn offered several practical tips for optimising it. In massage therapy, the goal is to create a space that feels both calming and functional. Carolyn recommended using soft, warm lighting that can be adjusted to suit the needs of each session.

For massage therapists working in multi-purpose rooms or shared spaces, using dimmable lamps or strategically placed lighting can make a big difference in controlling the mood. Overhead fluorescent lights are often too harsh, especially when clients are lying face-up. A softer glow, provided by lamps or indirect lighting, can create a much more soothing environment.

Carolyn also pointed out the importance of having bright lighting options for cleaning the space in between clients. While low light is essential during treatments, ensuring the room is well-lit for practical tasks can help maintain a high standard of hygiene and professionalism.

Creating a Space that Reflects Your Brand

A central theme throughout the discussion was the importance of designing a space that reflects the therapist’s brand. Carolyn emphasised that the design choices—whether it’s the colour scheme, furniture, or even the type of artwork on the walls—should align with the therapist’s values and the type of experience they want to offer their clients.

For therapists wanting to appeal to a wide range of clients, creating a neutral, calm environment might be the best approach. But for those focusing on a specific niche, such as prenatal massage or sports therapy, tailoring the space to that clientele can be more effective. Carolyn shared examples of how minor changes to a space can lead to tangible business improvements, such as increased client retention and even the ability to charge higher rates.

Conclusion: The Impact of Design on Client Retention and Business Growth

One of the final points Carolyn made in the podcast was about the direct link between the design of a space and the business outcomes for therapists. She explained that when clients feel comfortable and connected to the environment, they are more likely to return for future sessions and recommend the service to others. A well-designed space can also help justify higher pricing, as clients often perceive a higher level of care and professionalism in a thoughtfully curated environment.

Investing in the design of a massage space, whether through large-scale changes or small, budget-friendly updates, can pay off significantly in terms of client satisfaction and business growth. As Carolyn put it, therapists should think of their space as part of their brand and be intentional about how they present it to clients.

In summary, transforming your massage environment doesn’t require a massive budget, but it does require intentionality. By focusing on key elements such as lighting, simplicity, and comfort, therapists can create a space that not only attracts their ideal clients but also enhances the overall client experience, leading to greater success in their practice.