In Episode 94 of the Folding Towels podcast, Jackie and David sat down with Gael Wood—a massage therapist, business coach, and all-around industry powerhouse. With over 30 years of experience and an induction into the World Massage Hall of Fame, Gael brought a wealth of insight, humour, and practical advice to the conversation. Whether you’re just starting out or looking to reignite your passion for massage, this episode is packed with gold.
1. “I’ll do that until I figure out what else I wanna do…”
That’s how Gael described her entry into massage therapy. At 19, she was working at a bed and breakfast when she noticed the massage therapist coming in with her table, working a few hours, and making more money than Gael did in a full day.
“She was making $40 an hour, and here I am making nine,” Gael recalled.
After trading a house cleaning for her first massage, Gael was hooked. “I had never felt like that before—somebody with their total focus on me. I loved the music, the oils… I just thought, I could do this.”
She enrolled in massage school and never looked back. Her early years were filled with trial and error, but she kept going, driven by a mix of curiosity and determination.
2. Marketing Before Google: “I went to the courthouse and highlighted the rich neighborhoods”
Gael’s early marketing efforts were scrappy and bold. “This was pre-Internet,” she explained. “I went to the courthouse, and they would print these massive sheets of addresses. I would sit and highlight the rich neighborhoods. Then I’d mail these letters: ‘I’ll come to your house and give you a massage.’”
It worked. Alongside a small newspaper ad and word-of-mouth, Gael built a steady stream of house-call clients. “I realized by then I needed to do marketing,” she said. “And I tried everything—direct mail, flyers, even putting my business on golf scorecards. That one didn’t work, but I tried it!”
Her advice? Don’t be afraid to experiment. “You can try things. And at the end, it may not work—and that’s the worst thing that happens. You just try something else.”
3. “Know who your ideal clients are”
Gael now teaches marketing and business development to massage therapists through her platform Elevate with Gael. One of her core teachings is what she calls the “five pillars” of marketing:
- Know your ideal clients – “It doesn’t have to be super niche,” she said, “but know who you’re talking to.”
- Have a basic website – “It doesn’t have to be fancy. But if you don’t have a website, you’re not going to look very professional.”
- Use printed materials – “People still appreciate something they can touch and feel. It builds your professionalism.”
- Network in your community – “Get out there. Volunteer, go to events, join local groups.”
- Have a social media presence – “It’s free, and it helps your SEO. Why not take advantage of it?”
She also shared a surprising tip: a Reddit post she made in a local forum ended up ranking on the first page of Google and brought in two new clients. “It was so random, but it worked!”
4. “I just wanna do this and have a nice life for us”
Gael’s career hasn’t been without its challenges. As a single mom, she had to make massage work. “It was part desperation, part inspiration,” she said. “But I just went all in.”
She supplemented her income by selling on eBay—something she still does today. “I’ll see a pair of brand-new Birkenstocks for $5 or $6, and I’m like, I’m gonna sell those.”
Her message to other therapists? Don’t be afraid to diversify. “If you’re going out on your own, it takes time. Have some backup income streams.”
She also emphasized the importance of confidence and professionalism, even in awkward situations. “I remember parking my old car outside a mansion and being called ‘the help.’ But I knew I was good at what I did.”
5. “Marketing is supposed to be fun!”
Gael’s passion for helping other therapists shines through everything she does. She’s created over 60 online classes, runs the Massage and Spa Success Podcast, and is organizing the upcoming Global Wellness Professionals Marketing Summit in September 2025.
This year’s summit will be free and available forever. “All of the interviews will be on my podcast and will be forever free,” she said. “I want it to be less sales-pitchy and more about real value.”
She’s planning sessions on hands-on modalities, different business models (from solo practice to multi-therapist clinics), and of course, marketing. “I love a big project,” she laughed. “It’s so rewarding to have an idea and see it all happen.”
Final Thoughts: “Relax. Do what you know to do. And use a bit more pressure.”
That’s the advice Gael would give her 19-year-old self. And it’s a great reminder for all of us.
Whether you’re just starting out or you’ve been folding towels for decades, Gael’s story is a testament to the power of persistence, creativity, and community. She’s built a career—and a life—on her own terms. And she’s helping others do the same.
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