On 1/12/2012, I had the opportunity to attend the Declaration of California Massage Therapy Awareness Day at our State Capitol. The California Chapter of the American Massage Therapy Association received the Declaration due to their continued efforts on the massage legislative front. I actually got to do some chair massage at the Capitol and celebrate the recognition with my fellow AMTA volunteers.

I’ve been in the massage field for 10 years since graduating from National Holistic Institute, and in that time, due to the AMTA’s legislative efforts, getting permitted and being able to work anywhere in the State of California has gotten a lot easier. When I first graduated from NHI, I had to get a license or permit in every city or county that I wanted to practice. With the state law creating the California Massage Therapy Council in 2009, I was allowed the freedom to practice statewide.

Even though we now have this CAMTC-certification, it does not allow us to sit back and be lazy on the legislative front. The massage field is constantly changing, and so does the legislative climate. Depending on who is elected and what other groups are interested in the massage profession, laws can change. This is why the AMTA’s Government Relations team constantly works to make things better and educate lawmakers. Of course there is strength in numbers, and the more people that communicate and educate their elected officials, the better off all massage therapists are.

If serving your profession in this way interests you, there is a special AMTA-CA Legislative Day at the Capitol on February 28^th, 2012. You will meet the AMTA-CA’s legislative representatives and learn how to create relationships with your elected officials and even meet them in their offices at the Capitol. The cost is $20, but the knowledge you gain may help all massage therapists in the future.

Click here for more information on the event!

The State Assembly has declared January 12, 2012, “California Massage Therapy Awareness Day!”

Just over two years ago, state-recognized certification began through the California Massage Therapy Council.  With over 27,000 CAMTC-certified massage professionals to date, the California State Assembly is recognizing the strength of the massage therapy profession by naming a whole day in our honor.

California Assemblyman Bill Berryhill, Vice Chairman of the Assembly Business & Professions Committee, is arranging the resolution (Assemblymembers Hayashi, Ma and Butler signed/co-authored). He will present a framed copy of the resolution to Melissa Colburn, California Chapter President of the American Massage Therapy Association, and Patricia Rusert Gillette, AMTA-CA Greater Sacramento Area Unit President, on the Floor of the Assembly on Thursday, January 12^th, during Assembly Session.

Professional members of the AMTA-CA chapter from the area who are CAMTC-certified will be providing complimentary chair massages to the public.  John Lambert, an NHI teacher and graduate, will be among them.

National Holistic Institute is proud to take part and see our profession officially honored by the State of California!

L-R: Author Whitney Lower, Massage Therapy Foundation President Ruth Werner, 2010 AMTA Teacher of the Year and NHI faculty Melissa Wheeler, NHI/Biofreeze Scholarship Winner Lya Daggett, Trail Guide to the Body Author Andrew Biel, 2012 AMTA President and NHI faculty Cynthia Ribeiro, and NHI Strategic Development Manager Joe Bob Smith.

Day 1: Wednesday Night, Oct 18th
Upon my arrival, I rode the MAX light rail from the airport through Portland. Entering the Double Tree, there was a large light up sign on the high wall that greeted the AMTA convention attendees. There was a definite buzz in the lobby with all the small scattered groups of people with matching event lanyards and backpacks. I wanted to be an identifiable part of this group, so I checked into my room, grabbed my jacket and headed out towards the Convention Center.  The convention goers were everywhere as I made my way down the streets. Just in time, I got my lanyard, backpack, and bright pink ribbon identifying me as a newbie.
When I got back to the hotel, up to the 14th floor, there was a party going on next door to my room. I was certain that it was an AMTA gathering of some sort. Curiosity got the best of me and so I walked slowly down the hall and casually glanced at the open double doors of the room. The gathering was filled with well dressed MTs who were carrying on like they were at a holiday party/family reunion. As I went back to my room and prepared for bed, I enjoyed the laughter coming through the wall.

Day 2: Thursday, Oct 19th
First thing in the morning I could already hear chatting and laughter in the hallway. Breakfast was at a local café hosted by the California Chapter AMTA. I met up with NHI grad and TA Cheri Keene and walked over to the café. We were greeted into the warm and cozy space by Melissa Colburn, the California Chapter President. NHI teacher Patrick Keehan joined us in line. Here is also where I met Melissa Wheeler and Joe Bob Smith for the first time. I knew instantly that I was in good hands. We huddled around a small table and took a couple photos while we waited for our breakfast. There were at least three NHI Alumni from years past seated around the room who would eventually come say hello to Melissa W. As I sat back in my chair trying to take it all in, I couldn’t help but feel like I was in an exclusive club, sitting at the cool kids table. After a lovely speech by Melissa C., we walked to the Convention Center.
The Opening Session & Awards Presentations were about to begin. The room was filled with many different kinds of people from all over the United States. At that moment I knew that I was a part of something fabulous. The diversity was remarkable. Some MTs had grouped themselves together by State Chapter and many were wearing matching t-shirts. The AMTA President spoke with a genuine smile as though she was greeting all her favorite friends from college. The Keynote Speaker, Kevin Carroll, was incredibly inspiring. Hearing his story gave me the feeling that if I worked hard, I could truly accomplish anything that I put my heart into. The awards were fun to watch. People were getting awards for many different things including how long they had been a part of the AMTA. I can’t imagine what some of the people who have been massaging for thirty-plus years must have had to endure without the current support we now have for Massage Therapy.
Following the Opening Session, Massage Envy sponsored a beautiful lunch for “First-timers.” It was fun sitting at the large round table hearing where the other therapists travelled from. I made quick work of my delicious red quinoa so that I could excuse myself from the table and head to the exhibits.
I began moving through the isles of exhibits a little overwhelmed by all there was to look at. The first place that I stopped at was the Trail Guide to the Body booth. Here I met Andrew Biel who dressed just like someone who would have rock climbed skeletons in his text book. He was very approachable and easygoing. At the booth I learned about some online study resources for students and gained even more of an appreciation for the text that NHI had chosen to use in its program. It was in the Exhibit Hall that I met NHI ANMT creator and incoming 2012 AMTA President Cynthia Ribeiro and received the best hug I’ve had in a long time. I felt her genuine warmth as she urged me to call her if I needed anything. Next, Melissa W. introduced me to Lynda Solien-Wolfe and the other fabulous people of Biofreeze. It is doubtful that they realize how much I appreciate their generosity in funding the scholarship and what an incredible difference they have made in the start of my professional life. After pictures, I wandered around taking in all the excitement and then realized that it was class time.

L-R: NHI Strategic Development Manager Joe Bob Smith, Performance Health CEO Marshall Dahneke, NHI/Biofreeze Scholarship Winner Lya Daggett, 2010 AMTA Teacher of the Year and NHI faculty Melissa Wheeler, Biofreeze Director of Clinical Education and Research Lynda Solien-Wolfe, and 2012 AMTA President and NHI faculty Cynthia Ribeiro.

The classes that I took were led by people who were all very motivational. Some of the classes were very organic without much of an outline, using group discussion to propel it through to different topics.

Transition from Clients to Patients
Elizabeth McIntyre presented this class on different aspects of clinical settings. She starts by suggesting that new MTs spend two to three years working before pursuing work in Health Care settings. Also suggested is to get HIPAA certification. She explained that the Clinical environment is a conservative one. No shorts, cover tattoos, no visible body piercings, hair pulled back, no perfume/aftershave lotion, closed shoes, no sandals and wear security badge at all times. Some of the things that she suggests one going into a healthcare facility to work, be aware of are the special precautions when working with certain groups of people. Also, know about and protect yourself from the different infections that you would be exposed to.
After my first class I met a couple of women from New Hampshire. When they found out that I was a first-timer, they insisted that I join them for a quick trip to the House of Delegates Meeting. During the short time that we were observing, the delegates were expressing opinions on the issue of Fibromyalgia. It was interesting to see how many people were involved in the decision making process of the AMTA.

Smart Marketing with Social Media
This fun and dynamic speaker, Felicia Brown, defined marketing as anything that touches the client and makes them want to (or not to) do business with you or your company. Social media marketing was described as marketing on the web. She suggests using social media to build a relationship with people who want to feel connected. Because it is easy for many of us to lose track of time when online, have a plan before getting on the computer. Set a boundary for time and social media, for example 20 minutes a night. Find out what social media sites your potential clients use. Felicia states her top social media sites as being Facebook, LinkedIn, and Twitter. Make each of your sites a little unique and exciting. Facebook is a great way to increase communication with clients. You can thank them for “liking” your page. Always remember HIPAA rules and never write any persons personal information. Felicia also warns against ever putting anything out on the internet that you don’t want the world to see. On Yelp you can create a company profile and ask clients to post on it. Monitor it regularly to make sure that you are aware of any issues that may arise. Use YouTube to link videos to your website or Facebook. Twitter can be used for microblogging, announcing specials and events. She outlines tasks that could help business. Create content by: regular updates, sharing quotes and links, posting videos and pictures. Create and encourage conversations by: writing a blog, participating in groups, asking and answering questions. Create an expert image and persona by: sharing resources about industry, highlighting the services offered, explaining benefits of various modalities. Create connections by: inviting people to connect/become friends, making recommendations, commenting on others’ status or links. Create opportunities for people to take action: links to your website and blog, information about upcoming specials, request reviews. Increase professional knowledge and confidence: watch YouTube videos (www.youtube.com/massagenerd), like or fellow industry experts (www.facebook.com/smartspamarketing), reading and commenting on blogs.

Day 3: Friday, Oct 20th
Five Fast Tracks to Filling Your Practice
In this class taught by Mr. Stephenson, we learned about five things to consider when wanting to better your practice. At the beginning of the class the presenter shared some striking statistics. A Massage Therapists’ career expectancy is 6.3 years. There are 60,000 people a year in MT school. 50,000 people a year exit the massage profession.
1] Make your clients highly satisfied as opposed to simply satisfied. Highly satisfied clients are two times likely to return and three times likely to recommend to a friend.
2] Communication, 80% is non-verbal. Have good intent and an open heart when speaking to a client. Know if you are talking to a feeler or thinker and adjust your language to match them. When getting feedback during a session, don’t ask “How’s the pressure?” Do ask “would you like more pressure?” or “would you like less pressure?” Mirror back what you heard the client say. Pay attention to what the client wants when beginning a session and repeat it back to them. Communicate very clearly what the agreement is so that the expectations of the client are met.
3] The Sacred Three: Give a warm welcome. Find out why they are there, and then deliver. Invite them to return.
4] Media research. Research so that you can educate your client at timely stages off the interaction.
5] Treatment Planning. Make an educated guess on how many sessions it would take to improve a problem area, and then give the client the opportunity to agree to the timeline and pay for the sessions.
The final point that I took away from the class was to make a BHAG – Big Harry Audacious Goal.

Setting and Managing Boundaries
Kirk Nelson begins by listing some different types of boundaries for Massage Therapy. Physical, emotional, professional, sexual, and social. Some common boundary myths include that if I set boundaries, I’m being selfish. Boundaries are a sign of disobedience. If I begin setting boundaries, I will be hurt by others. If I set boundaries, I will hurt others. Boundaries mean that I am angry. Boundaries cause feelings of guilt. Boundaries are permanent and I’m afraid of burning my bridges. Nelson describes Ten Laws of Boundaries.
1] Law of Sowing and Reaping: Understanding cause and effect.
2] Law of Responsibility: Being responsible “to” others, and not “for” others.
3] Law of Power: Honoring the power of change vs. the power of acceptance.
4] Law of Respect: Respecting the boundaries of others earns respect for our own.
5] Law of Motivation: Acting from a place of love instead of fear.
6] Law of Evaluation: Recognizing the difference between “hurt” and “harm”.
7] Law of Proactivity: Moving from showing what you hate to what you love.
8] Law of Envy: Focusing on the boundaries of others.
9] Law of Activity: Creating positive boundaries requires us to be active.
10] Law of Exposure: Communicating your boundaries openly.
After my classes for the day, I was invited to a Massage Envy gathering back at the hotel. There was food presented in the middle of the room and tables of people arranged around it. Here is where I met authors Ruth Werner and Whitney Lowe and the CEO of Biofreeze, Marshall Dahneke, all very inspiring people. As I looked around, Joe Bob identified the other massage professionals in the room. After Massage Envy VP GC Funk gave a speech, as tradition, Joe Bob was invited to the microphone to sing a couple songs. This was an extremely entertaining experience as the crowd cheered and the backup singers gave it their all. I had the opportunity to speak with a few Massage Envy employees who raved about how much they enjoyed working for the company. I took this as a sign to look into possible Massage Envy employment.

Day 4: Saturday, Oct 21st
Navigating the Complex World of Health Care Integration
This was a panel discussion lead by a Massage Therapist, Naturopathic Doctor, Physical Therapist and Medical Doctor. The Power Point presentation is available on the AMTA website under the 2011 National Convention Speaker Handouts, and is definitely worth taking the time to go through and think about. The panel discussed a lot of different ways that MTs are and aren’t a part of integrated health care. The advice that stuck with me was to reframe our professional image as Massage Therapists and “claim what’s ours”. To me, I took it as an invitation to push in creating the kind of work environment I want. If I want to be a respected member of a health care team, then I have to create in myself a respectable, knowledgeable Massage Therapist.
Massage Therapists like to dance. I had heard this a few times in Portland, but didn’t truly understand until the Dinner Dance. I took my sister, Amber, who lives in Portland as my date. A huge conference room beautifully decorated for a semi formal dinner was filled with the people that I had seen throughout the last few days. In the middle of the elegantly arranged dining tables laid a stack of Styrofoam airplanes in honor of next year’s convention to be held North Carolina, birthplace of manned flight. As soon as the band began to play, the tables emptied and the dance floor was overflowing with people dancing like they didn’t have a care in the world. As they danced, a constant flow of fifteen or so Styrofoam airplanes soared over the dance floor. In the back of the room a line began to form at the photo booth. People were decorating themselves with big hats, wigs, giant sunglasses, and boas for their turn in front of the camera. As Lynda and Joe Bob were cuttin’ it up on the dance floor, and Melissa was giving relationship advice to my sister, I again acknowledged the appreciation I had for the whole experience. Not only had I learned things in classes that would help me build a strong career, but I also realized that I am part of an incredible group of individuals and have a choice as to what extent I can be involved in growing and moving the Massage Therapy profession forward. I look forward to my experiences at the 2012 AMTA National Convention.

~Lya Daggett,
NHI Senior Student, Sacramento Campus

Congratulations to Lya and a huge thank you to Biofreeze and AMTA, as well as everyone else involved for making this opportunity possible!

The demand for Massage Therapists has increased – giving more and more people a chance for employment in this economy. According to the U.S. Department of Labor, Massage Therapy employment is expected to raise 19% by 2018 which is faster than the average percentage for all occupations.

Slowly, yet surely, the benefits of Massage Therapy are touching the lives of all Americans. As of right now, 18% of adult Americans have had a massage at least once in the last year. There is a rise in massage students who have expressed interest with low income families as their target market once they graduate. This interest will help the benefits of massage therapy be more accessible to the entire population.

As time passes, more studies with massage therapy used as complimentary medicine emerge with factual and reliable evidence. There are many doctors that will recommend massage for their patients to help with a variety of symptoms. Especially as a way to manage stress and pain. This has led to an average of 1.5 direct referrals from health care professionals per therapist per month.

Massage Therapy is bringing joy into the world one session at a time and one job at a time. Whether you receive massage or give massage, there is a high calling to this field. And for this, I am thankful.

For more massage therapy statistics: www.amtamassage.org

To learn about NHI’s Massage Therapy Program: www.nhi.edu

~Amy Atkins
NHI Sacramento Instructor

The event was an AMTA sponsored, 10 hour, continuing education class offered to the AMTA’s Arizona chapter members. The class consisted of trigger point work, several muscles involved with shoulder anatomy, assessment, and ample bodywork time.

Cynthia shined, as usual, commanding instant respect upon a room of 80 or so members. She was very animated going over a broad range of information in a matter of hours. Julie and Esko were there assisting with both body mechanics and clearing up questions on the comprehensive knowledge for students needing some more clarity on the information.

“A lot of the students had a plethora of knowledge reflected in their work this weekend, but at the same time it made me realize how advantageous our program is to most programs around the country. The overall quality of work from body mechanics, to understanding the anatomy, to application of techniques is really put into a complete picture for the students here at NHI. It’s clear that they receive a more complete puzzle than some throughout the country.” ~Esko

“Cynthia, I just wanted to take a moment to thank you for your expert teaching this weekend in Prescott. You are the most fun and well versed instructor I have ever had. Even though you had to go quickly to cover the information you had two excellent assistants to help answer my questions and to help the two day class go smoothly.” ~AMTA member

Though the workshop was an AMTA event, the Advanced Program and NHI was well represented, by both Cynthia and her assistants. Overall, it was a huge success and will lead to more opportunities for NHI to appear at national massage therapy events for NHI in the years to come.

Lya will receive complimentary registration, airfare, and hotel for the 2011 American Massage Therapy Association National Convention in Portland, Oregon, this October compliments of NHI and generous underwriting from Biofreeze. While at the convention, Lya will attend numerous continuing education classes as well as special events as a representative and honoree of NHI and Biofreeze.

Many inspirational and compelling applicants submitted essays and letters of recommendation. The scholarship committee expressed desire to send them all. However, with above 95% attendance, over 3.8 GPA, a creatively written essay, and two glowing letters of recommendation, Lya demonstrated herself as a standout student and massage therapist.

In her scholarship essay she writes, “The dream of Massage Therapist has been with me since I was a child.” Lya is especially excited about attending the AMTA National Convention for the first time. “Attending the AMTA National Convention will enrich my massage career in many ways that I know, and many more that I won’t realize until I’m back in Sacramento sharing what I learned with my NHI student family.”

Lya plans to bring as much of the convention experience back with her for those who cannot make the trip by “providing written and verbal information/discussion to my classmates as well as some hands on demonstration. I would also be delighted to lead a discussion group for any interested students.” Lya graduates as a professional Massage Therapist and Health Educator with 720 hours of training from NHI this November. Her training has also enabled her to become certified by the California Massage Therapy Council.

The NHI/Biofreeze AMTA Convention Scholarship is open to seniors and graduates of all 6 NHI campuses and was the brainchild of NHI veteran teacher Melissa Wheeler. After being named the 2010 AMTA/Jerome Perlinski Teacher of the Year, Melissa envisioned a way others could experience the same sort of inspiration provided to her by attending massage conventions throughout her career. She knew many students and graduates beginning their careers did not have the means to attend and, thus, the idea of a scholarship was born. With a multi-year financial commitment from Biofreeze, NHI and Melissa Wheeler hope this annual scholarship will help Lya Dagget and other future massage therapists have work they love!

Photo by Manny Crisostomo of the Sacramento Bee

As a positive energy fills the air surrounding NHI’s brand new campus in Sacramento, CA, the Sacramento Bee and the Press Democrat both put the massage therapy profession into a new perspective.  The Bee article covers the growing demand for massage in the state’s capitol even through a rough economy.  Steve Pierce of Massage Envy Spas told the Bee,

“I’ll tell you how things are. If  NHI Sacramento had 20 or 30 massage therapists ready to graduate, I’d hire them all right now,”

Check out the article here:  

The Press Democrat featured a similar story:

“The industry’s growth has been prompted by several factors, she said, including a greater acceptance by medical professionals of the value of massage therapy and new state certification standards.”

Check out the article here:  

Despite a growing industry, we feel it is more important than ever for every massage therapist to be interconnected and get the best education possible.  With a focus on community and personal development, NHI staff and mentors strive to give each individual student the tools that they need to succeed.

Left to Right: Beth McNeill, Linda Rikli, Tiahna Skye, Jen Jhanda, Raquel Rodriguez and Ron Peat. AMTA Schools Summit NHI Panel

Several audience members expressed difficulties trying to place graduates while dealing with often slow state licensing processes.  NHI representative and California Massage Therapy Council (CAMTC) Board Member Joe Bob Smith explained how this wasn’t a problem in California since programs like NHI could help students apply for certification to work while they were still in school.  Michael McGillicuddy from Florida and Sally Hacking from the Federation of State Massage Therapy Boards (FSMTB) shared their perspectives on the matter and encouraged everyone in attendance to get involved in their local legislation.  It was agreed that many lawmakers still need to be educated about the massage profession and the role of schools.

Some attendees raised the issue of training students with English as a second language.  Cynthia Ribeiro, NHI’s Advanced Curriculum Coordinator and AMTA President-Elect, shared her story of coming to America from Brazil and succeeding as a massage therapist.  Most all schools, like NHI, welcomed the challenge of training a diverse student body.

The purpose of the panel was to encourage all schools to share their best practices as a way of raising the bar for massage therapy education as a whole.  In addition to some of NHI’s wisdom, participants also got to experience a couple of NHI rituals including the chi pat and the infamous “Whoosh!”.  Ron Peat closed the two-hour session with words of wisdom that he often shares with students: 1) the only failure is the failure to participate, and 2) if you can’t be on time, be early.

This annual summit, held this year in San Francisco, gathers massage school owners, directors, and personnel from across the country to discuss their challenges and successes as well as the future of massage therapy education.

Nathan Luczynski, Ahmos Netanel and Lynda Solien-Wolfe at the NHI Studio City Expert Panel

What’s wrong with simply working alone?  Isn’t that what being your own boss means?  Yes and no.  Selecting your clientele, setting your own schedule, and potentially generating higher earnings are all perks of having your private practice. 

But what about business issues that arise?  Marketing costs, bookkeeping expertise, client retention, and learning new massage techniques can all be challenging on your own, especially when time and money are short.

So why not tap into the collective knowledge of those who have been and are currently in your shoes?  The problems you face are rarely unique.

There are numerous ways to get involved.

• Participate in local massage events.  National Holistic Institute often hosts free classes and events like Expert Panels (pictured above) for the massage community.
• Join a professional association like the American Massage Therapy Association (AMTA) or Associated Bodywork & Massage Professionals (ABMP).  Here you can link with other members, receive regular updates on the profession, take free or reduced-cost continuing education courses, access insurance coverage, and much more.
• Attend massage therapy gatherings like the California Massage & Bodywork Convention or the AMTA National Convention to be held this year in Portland, OR.  Mingle with old and new friends while wandering through exhibitors’ booths and taking continuing education classes.
• Join your local AMTA unit.  The Los Angeles/South Bay Unit, for example, holds many of its meeting and classes at convenient locations like NHI’s Studio City campus.  Volunteering with your local unit is a great way to market yourself while improving the massage therapy profession in your area. 
• Volunteer for local sporting events.  A recent blog about the NHI Sports Massage Team highlights some of the potential sports opportunities around.  These events allow you to practice your skill on actual athletes, witness different techniques from other massage volunteers, gain new clients, and often raise money for charitable causes.
• Take continuing education classes.  Look to local massage schools like National Holistic Institute for classes that will increase your skills, which means increasing your business.

As 2011 starts, hopefully you will make a resolution for the benefit of you and your massage career to pursue at least one of these networking tips.  Who knows the possibilities that await!

Wrapping up 2010 with a streak of good news, we are excited to share the success story of NHI’s long-time teacher and Training Coordinator, Melissa Wheeler. Melissa was just featured in Massage Magazine for being named the American Massage Therapy Association 2010 Jerome Perlinski Teacher of the Year.  In addition to congratulating Melissa for her dedication to massage therapy education, we would like to thank her for her continued support of all of the teachers, so many graduates and the current students at the National Holistic Institute.

“I will never forget walking into the doors of the National Holistic Institute and feeling the professional, fun buzz” says Melissa remembering her first experiences as a perspective NHI student . ”I knew instinctively that NHI was the place for me.  I loved every minute of my education at NHI and had so much respect for the teachers who gave their all to us students.  It is hard to believe that I became one of those teachers that people looked up to – truly, this award is as much for all the teachers and students from NHI as it is for me.  I did not get here alone.”

Here’s to Melissa and anybody else that thought they’d never make it to where they are today!  Individuals like her are making a positive change in the field of massage therapy, and we look forward to our graduates following her example. We hope you and your loved ones enjoy the coming holidays and that we all continue to support each other in everything that we do.

You can read more about Melissa’s achievement in Massage Magazine’s article here.