Episode 085: Kylie Bradley – Why Niching Your Massage Business Could Change Everything
Kylie didn’t start out as a lymphatic drainage therapist. Like many massage practitioners, she began with a broad focus on remedial massage, seeing a wide variety of clients with different needs. But over time, she started noticing a gap in the industry—a lack of therapists trained in lymphatic drainage massage, despite a growing demand from clients, particularly those recovering from surgery, dealing with lymphedema, or managing chronic inflammation.
Lymphatic drainage is often overlooked in traditional massage training, and Kylie quickly realised that by specialising in this niche, she could make a real difference in her clients’ lives while also standing out in a crowded market.
“There was this moment where I realised—this is what I want to do. There were so many people needing this work, and so few therapists doing it well.”
For Kylie, moving into lymphatic drainage wasn’t just about finding a niche—it was about following a passion and helping clients with very specific needs.
What is Lymphatic Drainage Massage?
Lymphatic drainage massage is a gentle, rhythmic technique designed to support the body’s lymphatic system, which helps remove waste, toxins, and excess fluid. Unlike deep tissue or remedial massage, lymphatic drainage is light, slow, and specific.
Some of the key benefits include:
- Reducing swelling and fluid retention
- Boosting immune function
- Supporting post-surgical recovery (especially after cosmetic surgery or cancer treatment)
- Managing chronic conditions like lymphedema, lipedema, and autoimmune disorders
Despite its benefits, many massage therapists avoid lymphatic drainage because it feels so different from other styles of massage. Kylie admits she had to shift her mindset:
“At first, I worried that clients wouldn’t feel like they were ‘getting a proper massage’ because it’s such a light touch. But once I started seeing the results—less swelling, reduced pain, better recovery—I knew this was something special.”
Challenges of Niching in Massage Therapy
Specialising in a single modality comes with unique challenges, and Kylie was no exception. Here are some of the biggest hurdles she faced and how she overcame them:
1. Overcoming Client Expectations
Many clients associate massage with deep pressure and expect a certain level of intensity. Kylie had to educate her clients about lymphatic drainage—why it’s gentle, how it works, and what they can expect.
“I had to get really good at explaining the benefits, because people would walk in expecting deep tissue and wonder why I was barely pressing on them.”
Takeaway: If you’re introducing a new technique, client education is key. Use simple language to explain why it works and reassure clients that the results will speak for themselves.
2. Finding the Right Training
Lymphatic drainage isn’t a core part of most remedial massage courses, so Kylie had to seek out specialist training. She did multiple courses, practiced extensively, and invested time and money into perfecting her technique.
Takeaway: If you want to niche, be prepared to invest in continuing education. Look for high-quality courses, experienced mentors, and hands-on practice.
3. Marketing a Niche Service
One of the biggest fears about niching is losing clients—what if people don’t need lymphatic drainage? But Kylie found that the opposite happened.
“Once I really focused on lymphatic drainage, I started getting more referrals. Word spread quickly because people were struggling to find someone who specialised in this work.”
By positioning herself as THE go-to therapist for lymphatic drainage, Kylie built a reputation faster than when she was trying to do everything for everyone.
Takeaway: When you focus on a niche, you make it easier for people to refer to you. Instead of being “just another massage therapist,” you become the expert in your field.
The Business Side of Niching: What Therapists Need to Know
Beyond the technique itself, Kylie had to adjust her business strategy when she decided to specialise.
1. Adjusting Pricing for Specialised Work
Many therapists fear that clients won’t pay more for niche services, but Kylie learned that specialist work commands higher rates.
“When I positioned myself as an expert, people didn’t question my pricing. They were happy to pay because they couldn’t find this level of expertise elsewhere.”
Takeaway: If you niche, price accordingly. Specialists often charge more than generalists because their knowledge and skills are harder to find.
2. Networking with Allied Health Professionals
Kylie built strong relationships with physiotherapists, surgeons, and GPs, who now refer post-surgical and lymphedema patients to her.
“Referrals changed everything for my business. Once doctors and physios saw the results, they started sending more clients my way.”
Takeaway: If you’re working in a medical or rehab space, networking with healthcare providers can be a game-changer.
3. Shifting Her Client Base
At first, Kylie worried that turning away general massage clients would hurt her business. But in reality, she became busier than ever.
“When I was a general therapist, I was always hustling for clients. Now, people seek me out specifically for what I do.”
Takeaway: If you’re considering niching, trust the process. Being an expert in a specific area can actually make it easier to attract and retain clients.
Should You Niche Your Massage Practice?
If you’re a massage therapist thinking about specialising, Kylie’s advice is simple:
- Follow what excites you—your niche should be something you genuinely enjoy.
- Get the right training—specialist work requires deeper knowledge and skill.
- Educate your clients—explain why your approach is different and why it works.
- Be patient—building a niche business takes time, but the rewards are worth it.
- Network and collaborate—other professionals can become your biggest referral source.
“Don’t be afraid to stand out. Being a specialist means you’re solving a problem that others can’t.”
Final Thoughts
Kylie Bradley’s journey into lymphatic drainage massage is proof that niching can be a powerful career move. By focusing on a specific modality, she was able to build a thriving business, attract more referrals, and make a bigger impact in her clients’ lives.
Whether you’re considering lymphatic drainage, pregnancy massage, sports therapy, or another niche, this episode is a must-listen for any therapist looking to take their career to the next level.
Listen now on Folding Towels Podcast!
About the Guest
Kylie Bradley is a remedial massage therapist, nutritionist, and lymphatic drainage specialist with over 16 years of experience. She is passionate about helping clients manage chronic conditions like lymphedema, lipedema, and post-surgical oedema. Her clinic, Lymph Movement Studio, is based in Adelaide and offers a range of lymphatic-focused therapies.