Episode 086: Building a Client Base from Scratch: 10 Strategies That Worked for Me
Starting a massage therapy business from scratch can feel overwhelming, but with the right strategies, it’s absolutely possible to build a thriving client base. I started my journey while still working a full-time job, balancing study and practice, and through persistence, trial and error, and smart marketing, I transitioned into a successful full-time practice. It wasn’t always easy, but by applying these 10 strategies, I built a sustainable business from the ground up.
This is my story, and these are the methods that worked for me—and they might work for you too.
My Journey Into Massage Therapy
I didn’t always plan to be a massage therapist. In fact, I started my career working in government—a stable job with a reliable salary, but one that didn’t fulfill me. Before that, I dabbled in massage, completing my first-ever course in 2001. It was a simple one-day training where I learned the basics of back, neck, and shoulder massage.
At the time, I was also a sports trainer at a footy club, and let me tell you, the techniques we used back then were questionable at best. Think of rolling pins being used to work out knots in thigh muscles—yes, actual rolling pins. The players were tough and often asked for deep, painful work that, in hindsight, could have done more harm than good. But it was my first exposure to hands-on therapy, and the experience stuck with me.
Fast-forward to 2014. By then, I had left the footy club, my first child was two years old, and I was feeling increasingly dissatisfied with my job. My wife, noticing my knack for massage, suggested that I consider a career in physiotherapy. I looked into it, but the idea of a four-year full-time degree while working and supporting a family wasn’t feasible. Which led me to remedial massage—a more flexible alternative. I could study one subject at a time while keeping my job, making the transition more manageable.
So, I enrolled. After completing the first two subjects—40 hours of training—I earned my Advanced Certificate in Relaxation Massage. That’s when I made a decision:
I would start taking paid clients.
I took out insurance, joined an association as a student member, registered for an ABN, and opened a Facebook account. Suddenly, I was in business. But getting my first real clients? That was another challenge.
1. Letterbox Drop – do they even work?
Flyers might seem outdated, but they still work. If they didn’t, then the local realestate agent, the take away shop, the mechanic wouldn’t be using them as a strategy.
I designed and printed 1,000 flyers for about $80 using Microsoft Publisher and sent them to Officeworks for printing. Then, I walked around my neighbourhood, dropping them into letterboxes. I repeated this process several times.
The result? Two new clients. Only two.
That might not sound like much, but let’s put it into perspective:
- One of those people came to see me twice.
- The other is still with me 11 years later.
- Over time, that person has spent thousands of dollars on treatments.
Lesson learned: People hold onto things they might need later. Some will throw your flyer away, but others will stick it on their fridge and call when they need you. While letterbox dropping isn’t the most efficient method, it can work if you are consistent.
2. Gumtree Ads (Why I Wouldn’t Recommend It Now)
Back in 2014, I listed a free ad on Gumtree and linked it to my newly discovered online booking system (Setmore – my very first practice management system).
I’ll never forget the first time I saw it work. I was out with my family looking at furniture when my phone buzzed:
“Someone has booked with you today for 45 minutes’ time.”
Panic —I had 45 minutes to get home and prepare for a client I wasn’t expecting! The Ad had worked and the system had worked!
That experience taught me the importance of managing booking availability, but overall, the ad worked. I gained five new clients from it.
However, there was a downside: two of them were dodgy and asked for “extras” such is the nature of Gumtree – dodgy people and scams. That was a bit awkward and confronting (see episode 6 about managing sexual requests). But the remaining three were solid, and one in particular turned about to be the goose who laid the golden egg—a beauty therapist who has referred dozens of new clients over the years. She is one of my OGs and still sees me every 3 weeks.
If you can connect with professionals in personal services (beauty therapists, hairdressers, trainers), they can become walking billboards for your business.
These people talk to everyone. If they trust you, they’ll recommend you to their clients, friends, and family. This one client alone has sent me friends, partners, and even her daughter who I later treated through pregnancy.
3. A Website on a Budget for Credibility
When you are new to an industry, you can’t rely on word of mouth. I knew that if I wanted to be taken seriously, so I needed a website.
But I also had zero budget for web design. So, I bought a budget-friendly hosting plan, followed a tutorial on Youtube and used a simple WordPress template, and created a basic site with just two or three pages and a blog.
I then linked it to Google My Business (now Google Maps) and encouraged my clients to leave reviews. This small effort made a huge difference in my visibility.
Lesson learned: Even a basic website gives you credibility and makes it easier for people to find and book with you.
4. Blogging to Build Trust and Authority
I started blogging—not about massage techniques, but about relatable, real-life experiences.
I wrote about:
- My experience training for my first fun run.
- The connection between mental health and massage.
- The lessons I learned from balancing work, study, and family.
When I shared these posts on Facebook, they got shared a lot. People who read them felt like they already knew me before they ever booked a session.
Storytelling builds trust. A blog allows you to showcase your expertise while creating a personal connection with potential clients.
5. Email Marketing – The Non-Salesy Approach
I started sending monthly emails to my growing client list, repurposing blog content. My rule? No hard selling.
Instead, my emails felt like postcards to a friend—personal updates, useful insights, and an easy way for clients to stay connected.
Results?
- 6 to 10 bookings within 48 hours of sending each email.
- Clients often referenced specific stories from my emails when they came in.
People appreciate genuine connection over sales pitches. Regular, friendly communication keeps your business top of mind.
6. Following Up with Clients – showing that you care
One of the simplest but most effective strategies I implemented was following up with clients. If someone inquired but didn’t book, I reached out after a couple of weeks with a friendly check-in. If they had an appointment, I would follow up 48 hours later with a message like:
“How are you feeling after your session? Let me know if you need any further care or advice.”
I found that many clients appreciated this thoughtful touch and often responded positively. Some rebooked immediately, and others kept me in mind for future sessions.
Lesson learned: People appreciate genuine care. A follow-up message shows that you’re invested in their well-being, which builds loyalty and increases the chances of repeat business.
7. Partnering with Personal Trainers and Gyms
At this stage, I had my massage space set up and was looking to expand my reach. I decided to approach personal trainers and gym owners to build referral relationships. Instead of pitching straight away, I offered free massages to trainers in exchange for feedback, I could then pick the ones I trusted and wanted to do business with.
This built trust and allowed them to experience my services firsthand. From there, I gave them an offer to hand out to their clients. Over time, this relationship became mutually beneficial—trainers wanted their clients to recover well and avoid injuries, and I got a steady stream of new referrals.
Lesson learned: Trainers and gym owners work with people who need massage therapy. If they trust you, they’ll refer their clients to you regularly.
8. Micro-Influencer Marketing on Instagram
By 2016, I was working from a CrossFit gym, trying to establish a stronger presence. The gym owner suggested that I reach out to micro-influencers—people with engaged local followings but not necessarily huge numbers.
I found five local fitness influencers and offered them free massages in exchange for social media shout-outs. Four of them led nowhere, but one was gold. She had a dedicated audience, and every time she posted about her experience, I received five new client bookings.
We maintained this relationship for six years before she eventually moved on. Some of her followers became long-term clients, and I still treat some of them today.
Lesson learned: Influencer marketing can work if you find the right person. A smaller, engaged audience is often more valuable than a large but disengaged following.
9. Turning My Own Sports Community Into Clients
Being involved in Japanese Jiu-Jitsu, I recognized an opportunity within my own sports community. I started offering free massages to teammates in exchange for feedback and referrals.
This strategy worked well because:
- Teammates became paying clients over time.
- Many referred family members and friends to me.
- It strengthened my reputation within the martial arts and sports community.
The biggest sign of trust? When someone sends their mum to see you. That’s when you know you’ve built credibility.
Lesson learned: If you’re part of a sports or hobby community, leverage it. People trust professionals who understand their specific needs.
10. Local Markets – More Than Just a Sales Opportunity
I decided to set up a booth at local markets to offer chair massages at $1.50 per minute. This gave me visibility in my community, but the real value came from a raffle giveaway.
People had to provide their contact details to enter, which allowed me to grow my email list and follow up with potential clients later. Many of those leads turned into bookings.
Lesson learned: Markets aren’t just about sales on the day. They help build trust, expand your client base, and increase brand recognition.
Final Thoughts: Consistency and Relationships Matter
Building a client base isn’t about overnight success. It takes consistency, visibility, and genuine relationships. In just 18 months, I went from working full-time to having a thriving massage practice with 20–25 clients per week.
If you’re on this journey, here’s my advice:
- Be consistent. Keep showing up, even when it feels slow.
- Stay visible. People can’t book you if they don’t know you exist.
- Focus on relationships, not just transactions. Clients stay loyal when they feel valued.
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