Episode 079: Should You Sell Products In Your Massage Clinic?

Selling products in your massage clinic can be a great way to add value for clients and boost income without increasing physical workload. However, it’s not the right fit for everyone. Whether you’re already selling or considering adding products to your offerings, this guide will help you decide what works best for your practice and your clients.

Do You Need to Sell Products?

The simple answer is no—you don’t have to sell anything in your clinic. Many successful therapists focus solely on their hands-on work and see no need to diversify into retail. That said, selling products can align beautifully with your practice, especially if you’re passionate about specific items that fit your niche.

If you own your business, you have full control. You can choose to sell a single product, carefully curated items, or skip retail entirely. The key is to ensure that whatever you offer aligns with your values, your brand, and your client base.

Align Products with Your Values

One of the most important considerations when selling products is to ensure they reflect your values and approach to therapy. For instance, Jackie shared her love for magnesium products, which she uses personally and professionally (and talks about so enthusiastically). She talks to her clients about magnesium regularly, especially pregnancy clients experiencing cramps or restless legs. Selling magnesium fits naturally into her practice because it aligns with her expertise and passion.

Jackie, avoids selling items like spiky balls because they don’t fit her ethos of gentle, nurturing self-care. For Jackie, authenticity is vital—clients trust her recommendations because they’re rooted in her genuine experience.

If you’re going to sell products, ensure they’re something you believe in, use yourself, and feel comfortable discussing. Authenticity fosters trust, and clients are more likely to purchase when they sense your enthusiasm and knowledge.

Benefits of Selling Products in Your Clinic

While not essential, selling products offers several advantages:

1. Additional Income: Product sales can provide a steady income stream without adding strain to your hands.
2. Enhanced Client Experience: Offering products like magnesium, heat bags, or foam rollers can complement your treatments and support clients’ self-care routines.
3. Convenience for Clients: If clients need something like a spiky ball or pain relief cream, having it available saves them a trip to the shop.
4. Brand Alignment: Thoughtfully chosen products can strengthen your brand and reinforce your niche.

Choose Products That Fit Your Niche

The products you sell should align with your specialty and client needs. For example:

• Sports Therapists: Foam rollers, spiky balls, or kinesiology tape.
• Pregnancy Specialists: Magnesium products, pregnancy pillows, or soothing creams.
• Relaxation-Focused Practices: Aromatherapy oils, candles, or bath salts.
• TMJ Specialists: TMJ devices or jaw massage tools.

If you work in a tourist-heavy area, you might consider stocking locally made bath products or small gifts as take-home items for visitors. Your offerings should reflect both your expertise and the preferences of your clientele.

Stock Wisely: Lessons from Heat Bags

Stocking products comes with a learning curve. David shared his experience buying 50 quirky heat bags from a local supplier. While some sold, the rest sat in storage, collecting dust. Why? Because heat bags didn’t align with his personal experience—he doesn’t use them and couldn’t confidently recommend them.

This story highlights the importance of stocking products you understand and can discuss with confidence. Clients often look to therapists for guidance, and a lukewarm endorsement won’t inspire purchases.

Seasonal Sales Opportunities

Certain times of the year, like Christmas, can present excellent sales opportunities. Stocking items that make great gifts or stocking fillers—especially locally handmade ones—can appeal to clients looking for unique presents.

During festive seasons, consider displaying products like bath salts, candles, or aromatherapy blends prominently in your clinic. A well-curated seasonal display can attract attention and encourage impulse purchases.

Avoiding the Hard Sell

One of the biggest concerns therapists have about selling products is coming across as pushy. Nobody wants to feel like they’re at the mercy of a hard sales pitch, especially in the relaxed environment of a massage clinic.

The solution? Let your passion and expertise guide the conversation. Jackie’s enthusiasm for magnesium comes through naturally in her interactions with clients. Similarly, David sells the massage wax he uses during treatments only when clients ask about it. There’s no need to force a sale—if you genuinely love and use a product, clients will trust your recommendations.

The Importance of Display

If you’re selling products, make them visible. A well-organised display in your clinic can spark curiosity and invite clients to explore your offerings. Position items where clients naturally linger, such as near the front desk or waiting area.

When setting up your display, think about:

• Aesthetics: Keep it clean, tidy, and visually appealing.
• Information: Include short descriptions or benefits to help clients understand the products.
• Accessibility: Make it easy for clients to pick up and examine items.

Hidden products rarely sell. If clients can’t see it, they won’t ask about it.

Ethical Considerations in Product Sales

When selling products, ethics should always be front and centre. Here are a few key points to keep in mind:

1. Avoid Over-Prescription: Only recommend products that genuinely benefit the client’s needs.
2. Stay Within Scope: Be cautious with therapeutic claims, especially for ingestibles or topical treatments. If you’re not qualified to recommend something, don’t.
3. Transparency: Ensure clients know what they’re buying, including ingredients, uses, and any contraindications.

David shared a valuable warning: if you import products from overseas to sell in your clinic, you’re legally considered the manufacturer in Australia. This means you’re liable for any issues, from product recalls to defects. Whenever possible, source products from reputable local suppliers to minimise risk.

When Selling Doesn’t Fit

Selling products isn’t for everyone, and that’s okay. As David pointed out, some therapists thrive in purely therapeutic roles and may feel uncomfortable or out of place selling retail items.

For therapists working in clinics where sales are tied to performance metrics, this can create tension. If you’re a great therapist but struggle with sales, it might be worth discussing these expectations with your employer or considering a workplace better aligned with your values.

Selling as an Extension of Care

At its best, selling products in your clinic is an extension of your care. It’s not about pushing unnecessary items but offering clients tools that genuinely support their well-being. A thoughtful recommendation, like a magnesium spray for leg cramps or a foam roller for tight muscles, can enhance the therapeutic benefits of your treatments.

By focusing on products that align with your values and expertise, you ensure that sales remain a positive and authentic part of your practice.

Share Your Experiences

Have you had success selling products in your clinic? Or maybe you’ve had a “heat bag moment” like David and learned some valuable lessons along the way. We’d love to hear your experiences and insights.

Selling products isn’t a one-size-fits-all decision—it’s about finding what works for you and your clients. Whether you’re an enthusiastic retailer or prefer to stick to hands-on therapy, there’s no right or wrong approach.

Let us know your thoughts in the comments, or reach out to us on Facebook or Instagram.

Conclusion

Selling products in a massage clinic can enhance your business and provide clients with valuable tools for self-care. By choosing items that align with your practice, focusing on authenticity, and maintaining ethical standards, you can create a positive retail experience for both you and your clients.

Whether you decide to sell products or not, remember that your primary focus should always be on providing exceptional care. Everything else is optional.