MASSAGE Magazine

Prevention of Medical Errors in a Massage Practice

Image shows yellow "caution" tape with the word "error" repeated on it, in order to illustrate the concept of medical errors.

Massage therapy is generally considered to be one of the safest health care practices available in modern medicine; however, it is possible for a massage therapist to commit a medical error if they execute an erroneous choice or action. This article will look at the prevention of medical errors in a massage practice.

In massage-related practice, applying the wrong technique would be considered a medical error; this would fall under the definition of “misapplication.” Another possible error is when the massage application itself created a harmful effect. While massage therapy medical errors rarely result in substantial bodily harm, it is vital to avoid errors.

Medical Errors Training is a Frequent Licensure Requirement

It is estimated that hundreds of thousands of medical errors occur in the U.S. each year. Medical errors can be minimal, grave, singular, compounding, harmful, not harmful, realized, unrealized, near misses and more. The most catastrophic medical errors can result in death.

Because of the number of errors, and the serious implications that can result from them, many states and licensing boards require health care professionals to complete medical errors prevention training to obtain and renew their licensure. 

Medical Errors in Massage vs. Mainstream Medicine

Recognizing medical errors in massage practice is different from recognizing them in mainstream medicine. Massage therapists do not commit the most common medical errors, such as a delayed diagnosis, misdiagnosis or erroneous medication administration, because none of these are within a scope of massage therapy practice.

While mainstream medicine might use a blood test, X-ray or exploratory surgery to determine therapeutic interventions, a massage therapist primarily relies on communication, which includes learning the client’s individual medical situation for application. Client communications are vital to determine the correct techniques and ensure the massage itself is appropriate.

The Most Common Massage-Related Medical Errors

In an extensive review of published case reports, research and legal action, our school found the greatest amount of massage-related medical errors occurred for two primary reasons:

1. Dismissing, not initiating and not actively engaging in client communications.

2. Improper massage application, likely due to inadequate training or planning.

While this article focuses on these two primary causes, additional massage-related medical errors can occur from incomplete record keeping, operating outside of scope of practice and more.

Massage-Related Medical Errors Due to Inadequate Client Communications

One example of a preventable medical error is a case where a therapist dismissed a client’s feedback that a stone was too hot during a hot stone massage. The client was severely burned and sued after the therapist assured them otherwise.

Another instance of a therapist dismissing customer feedback resulted in a nearly $800,000 financial award. The client suffered from hematomas, a newly diagnosed ruptured disc with lumbar radiculopathy, and other injuries.

In the lawsuit, the customer, who was a licensed physician, stated she provided repeated verbal and nonverbal communication that the massage hurt and the pressure was too hard. The therapist ignored her communications and continued the painful treatment.

The expert who testified on behalf of the massage recipient additionally reported that the therapist did not initiate or engage in communications with this client who was new to massage and did not know what to expect.

Takeaway: Initiating, listening to and responding to client feedback could have helped avoid this harmful error.

In another lawsuit, also pertaining to a situation where proper communications were not provided, an accident victim was supposed to receive rehabilitative treatment that was paid for by insurance. The therapist did not communicate any massage plans or goals, and it was insinuated by the client that the sessions were solely provided for exploitive financial gain.

Takeaway: Communicating a treatment plan with attainable goals and then reporting palpable changes in pain thresholds or hypertonic musculature could have helped establish the treatment’s therapeutic and rehabilitative nature.

Improper Research Can Contribute to Medical Errors

Social media has provided platforms for massage therapists to reach out to ask questions about client care and application techniques. Often, there is not enough client detail for commenters to provide adequate advice.

Google searches and seeking advice from strangers could provide incomplete, erroneous and unreliable information, which can contribute to poor planning and a medical error.

Medical Error Examples Due to Massage Therapy Misapplication

In one case report, a 67-year-old man was newly diagnosed with venous thromboembolism after a vigorous deep tissue massage.

Takeaway: Applying aggressive and excessive massage techniques within the geriatric population is often ill-advised, and could result in a life-threatening injury like this example.

In another event, vigorous massage was applied to a 62-year-old male who was taking the medication Warfarin. This resulted in a painfully large 8-inch by 5-inch hematoma on his back. He was hospitalized with orthostatic hypotension, slight anemia and required a blood transfusion. 

Takeaway: This massage was too aggressive and excessive for the client’s medical condition. Professional massage training urges us to use light pressure only on clients taking blood thinners like Warfarin, Heparin, Xarelto and Eliquis.

In yet another misapplication, a 51-year-old woman learned in the emergency room that her ureteral stent was displaced after experiencing severe and recurrent left-flank pain subsequent to her deep tissue massage, which included Rolfing techniques. Ureteral stents are not displaced with traditional massage application.

Takeaway: A thorough client intake process could have elucidated this rare contraindication to avoid deep penetrating massage over the local area.

There are several documented hot stone massage incidents that include third-degree burns with keloid scarring. These resulted when massage therapists told clients to lay directly on top of hot stones in addition to laying placement stones directly onto the clients’ skin.

Takeaway: Updated hot stone massage education warns of the burn injury risks with these practices.

While all of these clients may have benefited from massage practice, the treatment provided was incorrect, and resulted with significant consequence for all parties involved.

For Prevention of Medical Errors, Seek Ongoing Education in Methods Practiced

Like all health care practices, massage therapy methods continually evolve to improve outcomes. Updated professional education should be sought to learn methods that are not safe or effective.

Continuing education can review new discoveries, techniques, precautions, contraindications and more. Massage therapists should continually train in their respective modalities to provide the best available treatment and prevent avoidable medical errors.

Medical Errors Are Often Preventable and Sometimes Debated

Some health care professionals disagree about the nature of a true medical error. Beyond the debate is the ongoing effort to not cause harm.

Medical errors are vast and include incidents that can be illuminating. Self-awareness and self-assessment can improve safety and foster lifelong learning with the acquisition of experiential wisdom.

The incidents described in this article can be interpreted in many ways. Regardless of the legal outcomes, the undeniable consensus is that these medical error examples were preventable. That is why medical errors prevention education is crucial to becoming the best provider you can be, to do no harm.

Wendy Hoon Langen
Wendy Hoon Langen

About the Authors

Selena Belisle
Selena Belisle

Wendy Hoon Langen is a licensed physician assistant and massage therapist who currently works as a Barry University Associate Professor in the Physician Assistant Program. Selena Belisle is a retired professional athlete, licensed massage therapist and founder of CE Institute LLC. Combined, they offer over 60 years of massage therapy experience in their classes at CeInstitute.com as NCBTMB approved continuing education providers.

MASSAGE Magazine

Massage Business Advice from MTs’ 20+ Years

We asked 10 massage therapists who have sustained their careers for 20-plus years to show you the one most-important decision, protocol or practice they each used to create massage business success.

We asked 10 massage therapists who have sustained their careers for 20-plus years to show you the one most-important decision, protocol or practice they each used to create massage business success.

As a health care provider, marketer and small-business owner, you wear many hats. Add to that the fact that massage therapist is very physically challenging job that can result in injury and burnout, and you have a potent recipe for attrition.

It doesn’t have to be that way.

Ani Papazyan, LMT, CN
Ani Papazyan, LMT, CN

Massage Business Advice: Specialization

Ani Papazyan, LMT, CN

Last Stop 4 Pain; Tarzana, California

Specialty: Pain relief

Years in practice: 27

Clients per week: 15 to 20

Moving to the U.S. from the former USSR, where I studied medical massage in college, I attribute my success and longevity to my unique approach to pain relief, especially neck pain. 

Having a thirst for knowledge, I was fortunate enough to come across amazing doctors and practitioners who dedicated their lives to creating unique approaches to pain relief. After learning from a few of them, I developed my distinctive method for neck pain relief.

I often hear from many massage therapists that everyone needs a massage, which means everyone is a potential client. However, as marketing expert Seth Godin says, “Everyone is not your customer.”

It is essential to have a specialty in this industry. For me, that specialty, and what I market, is pain relief.

You cannot be good at everything, and you should never try to be. When you have a niche, you can stand out from other practitioners and become an expert in your field.

The best way to have a successful, long career is by being good at one specific thing and becoming a high-quality expert in it. You will still be helping your clients with other issues, but your focus will be on one particular area. 

This is what separates the good from the best.

Heather Lever, LMT, PNZROHA, CKTP, RTP
Heather Lever, LMT, PNZROHA, CKTP, RTP

Massage Business Advice: Let 20% of Clients Go

Heather Lever, LMT, PNZROHA, CKTP, RTP

Vital Body Therapy; Cambridge, Waikato, New Zealand

Specialty: Pediatrics, pain relief and muscle therapy for women and children; craniosacral therapy

Years in practice: 30

Clients per week: 24

Every three months I look at 80% of my clients and therapies I liked, did not overload my body and brought me the most profit. And then I look at the 20% left. Why do I not like working with those? Do I need to upskill? Do I need to let those in the 20% go? Does the treatment affect my body too much?

I have progressively used this technique over the years; it led me, after eight years, to drop all male clients. Why? I am five feet, three inches tall. I specialized in deep tissue therapies. I was having shoulder issues. 80% of my clients were female and I could, energy-wise, massage two female clients per one male client.

By asking myself “What are the requirements of 80% of my clients?” I have trained in many modalities that directly address what 80% of my clients want. I also listen to the other 20%.

For example, after 20 years I was struggling getting enough pregnancy massage clients and my body was not enjoying the mechanics of the treatments—but they were all saying what they really wanted was someone to work with their babies. Thus my 20% clientele suddenly became part of my 80% clientele once I trained in pediatric therapies.

From a massage therapist who trained as a deep tissue and holistic massage therapist in 1992 working with all ages and genders, I now have 50% of my clientele being babies under 3 months old, blending craniosacral and massage therapy. Another 30% of my clients are female and are treated using a blend of non-oil massage techniques as well as strength coaching. Twenty percent of my clients receive oiled massage therapy treatments. I work hands-on with my clients in every session.

So, the one thing I recommend as a massage therapist is work with the 80% of your clients and therapies that are the easiest on your body, bring in the most profit and you enjoy the most. Let the other 20% go. Keep training in the areas that cater to these groups. Thirty years later, you will still love your career.

Chad Duvall, LMT
Chad Duvall, LMT

Massage Business Advice: Body Mechanics

Chad Duvall, LMT

I.T. Massage; Wenatchee, Washington

Specialty: Medical massage

Years in practice: 25

Clients per week: 20

The main reason I’ve had such longevity in this career is body mechanics and self-awareness. Besides proper stance, table height and using leverage over strength, I have adopted techniques that have allowed me to use my hands in a passive way for the large body areas of back, hips and legs.

For deep work, I let my hands rest and use my forearm, elbow or a soft fist. I try to use the right tool for the right area, effectively saving my thumbs. For the structural muscle releases (pectoralis minor, iliopsoas, scalenes, etc.), which I feel are my specialty, I have the client participate in the work so the client’s body does half the work for me, using muscle energy techniques combined with specific pressure on those particular muscles. 

I also made it a rule to limit the amount of treatments I do. Even early on I knew if I allowed myself to do too many treatments in a day it could mean disaster in the future. I have set a cap of six massages per day over four to five days a week, for a total of no more than 25 sessions per week.

Irene Diamond, RT
Irene Diamond, RT

Massage Business Advice: Work with Affluent Clients

Irene Diamond, RT

Diamond Pain Relief & Wellness; San Francisco, California

Specialty: Pain relief

Years in practice: 34

Clients per month: Two, equating to four to six clinical hours per week

The biggest one contributor to my three decades in practice is that I completely transformed my business model. Instead of operating as a practice open to everyone, I switched to a Precise Private Practice (PPP). Within this new PPP model, I created an extremely lucrative, bespoke business with everything based on my personal desires and preferences. 

The goal when I started my career was to pack my calendar full to generate as much money as possible. I was an order-taker catering to everyone’s wishes. I scheduled anyone who wanted an appointment, often working six to eight clinical hours a day. My $6-$10k a month income was great, but I nearly burned out. 

Now my Precise Private Practice is sustainable because I only work with a few hand-picked best-fit dream clients to guarantee I can deliver optimum therapeutic outcomes, (and for my own fun.) My PPP is based on value over volume through discernment, not discrimination. Instead of fees that appeal to everyone, I cater to affluent clients who appreciate top-level experiences and happily pay, stay and refer. (This allows me to donate services and funds every month to groups I care about.)

Also, after many years I had a crazy realization about our industry’s typical pricing model that actually financially penalizes efficient, effective therapists who charge by modality or time.

Clients who see fast clinical improvements need fewer and shorter sessions. Charging for less clinical time creates an ethical dilemma because we lose money.

I dropped all of the modalities I had been using and now only offer one specific therapeutic approach. And then, when I started charging for clinical outcomes instead of session time I was financially rewarded for my efficiency, worked fewer clinical hours, and clients were happier. The focus on results also meant I could impact clients over video, digital programs, and other more leveraged means, even without being in the room with clients.

Lorine Dolby Hoffer, LMT
Lorine Dolby Hoffer, LMT

Massage Business Advice: Develop Strong Boundaries

Lorine Dolby Hoffer, LMT

Lorine Hoffer; Arlington, Virginia

Specialty: Customized work that reignites the connection between the body and brain and supports clients in learning the language of their body so they can break habitual patterns and create lasting change. She uses a variety of modalities based on what works for the individual.

Years in practice: 25

Clients per week: Varies; 15-20 clinical hours

Of all the things I’ve learned to practice in my massage career, exploring and honoring boundaries is the one that has most supported my success. Yes, my comprehensive education in body mechanics has helped keep me healthy, but both recognizing and honoring my own boundaries is the key to my longevity.

To me, boundaries are guidelines that honor my needs and allow me to live my most authentic life in a way that feels connected to both myself and others. 

What does that look like in my practice? I honor my own body first by limiting the number of clients I see and the number of days I work weekly. I don’t work evenings or weekends. I learned to listen to and respect my body when it says, “This is too much. I need a break,” and allow it time to rest and recover. I have, and enforce, clear cancellation and change policies. I work with clients who feel like an aligned fit versus working with anyone and everyone out of a sense of duty or desperation. I choose not to work with individuals or organizations who are not respecting my boundaries or their own

 If you’re going to consider me an independent contractor, you will need to follow the law around independent contractor versus employee. These are some of my boundaries I practice, coming from a place of compassionate curiosity.

It can feel so easy to fall into a people-pleasing behavior when helping others. The reality is it doesn’t support your clients and it doesn’t support you. Strong, defined boundaries allow you to set realistic expectations while teaching others how you want, and are willing, to be treated.

To define your boundaries, offer yourself the same compassionate care & kindness you undoubtedly extend to your clients. Ask yourself how you actually want and expect to be treated. What feels good to you? What allows you to show up fully and be present as your most impactful self? What are your core values and how are they showing up in your boundaries with self and others? Boundaries aren’t set in stone. Check in with yourself periodically to see what is working and what needs adjusting.

Don’t misunderstand me; holding boundaries isn’t always easy or comfortable. It takes practice, self-respect and consistency. Your boundaries will be tested by you and others, and they will likely change and evolve.

Boundaries are the foundation upon which all human interaction is built. Not only with clients, but also with your employers, co-workers, family, friends and even strangers. When you choose to explore and uphold your boundaries, you are building a stable foundation based on self-love and self-compassion—and you are inviting in others who will do the same to honor themselves and you.

Michelle Roos, LMT
Michelle Roos, LMT

Massage Business Advice: Commit to Self-Care

Michelle Roos, LMT

Mobile Massage Mastery; Lantana, Florida

Specialties: Mobile massage providing instrument-assisted soft-tissue mobilization (IASTM), MLD and pediatric massage, and cupping

Years in practice: 21

Hours per week: 36-42, with 12-18 hours spent driving

One of the things that has helped me sustain my massage career is making time for myself. This includes taking time for self-care, continuing education and doing things I enjoy, like hiking, kayaking and traveling around the world.

Self-care is a huge part of my routine. I start almost every morning with exercise, a hot yoga, a hot high-intensity interval training class, or a walk in nature. I take my time getting ready for work. I also plan food for the day. I make sure to pack a cooler with healthy snacks to take on the road with me since I am a mobile therapist. I have also found it handy to have a change of clothes and a swimsuit in the car for those last-minute cancellations. Instead of getting frustrated, I made good use of my down time and find a beach or trail near me. At the end of the day after all the work is done, I make time for more great food a social event out with friends or family or a quiet night in.

I make sure to schedule myself a two-hour massage every week and have frequent cupping, acupuncture and chiropractic appointments.

Owning a cupping-education company has allowed me to explore the many types of cups available that can be used on my clients and myself. I can spot-treat myself during the day as needed if something is bothering me and I give myself weekly cupping treatments.

I have found it very useful to take continuing education courses that can save my hands while working on my clients and I can also use on myself, like cupping and instrument-assisted soft-tissue mobilization. Using tools has taken some of the burden off my hands and pressure off my joints.

I created my cupping business as a side hustle to allow me to travel the world with my husband and take time off from doing massage therapy full-time and still have income. Being a mobile massage therapist allows me to create my own schedule while making sure I block time off for self-care. Mobile massage keeps my life exciting, so I never feel like I am doing the same job at the same place over and over again. I also married a massage therapist—which was one of the best things I could have done for myself.

Nancy Waltz Dail, LMT, BCTMB
Nancy Waltz Dail, LMT, BCTMB

Massage Business Advice: Get Involved

Nancy Waltz Dail, LMT, BCTMB

Downeast School of Massage and Downeast Health Spa, Inc.; Waldoboro, Maine

Specialization: Multiple modalities based on the philosophy of Dimensional Massage Therapy: building treatment goals based on the structure, medical history, repetitive actions, posture and gait, and injuries of the client.

Years in practice: 48

Clients per week: 10 to 15

As I look back on my career, from my first convention in 1974, I have been surrounded by like minds. Early on I fell into volunteering (or being volunteered) for any number of committees and projects. From serving in a variety of capacities and pioneering this profession, I have met the most amazing, talented, compassionate, educated practitioners who have supported the future of the massage therapy and bodywork profession.

It has been my privilege to serve with them to create vision and supportive stakeholders and even associations for our field. It has enabled me to start a school, practice, become an author, teach and become a CE provider.

Involve yourself in this great profession. Create your legacy to leave to the profession of massage therapy. Remember, this is your journey, but sometimes you might need a road map, so here are a few suggestions:

• Start small; involve yourself in taking continuing education

• Find a mentor who can help you see the forest through the trees

• Involve yourself in your state chapter – join a committee

• Look at how you can further massage in your community or in your state

• Make a five-year plan. Look at your life as a journey and plan your route.

• Ask yourself, why am I in this profession? What can I do to further the profession?

• Surround yourself with individuals who are visionary.

• Reach out and meet your peers. These are people of like minds.

• Write. Massage publications support writers!

• Present about massage.

• Get massage yourself.

• Attend ethics classes and share your experiences with peers.

• Remember self-care and prevent burn out.

Whatever you do, remember that massage therapy provides a social service that is unquestionably valuable to the human race. Be proud to be a massage therapist. This is a wonderful, satisfying career. Enjoy the ride and give back. Create your legacy.

Melinda Hastings, BCTMB
Melinda Hastings, BCTMB

Massage Business Advice: Double Your Rates

Melinda Hastings, BCTMB

Melinda Hastings; Börsborn, Germany

Specialty: Helping improve function and performance for active-duty military members

Years in practice: 25

Clients per week: Varies; 12-15 clinical hours

As a brand-new therapist and business owner, I was taught (and believed) that building a successful practice would only be possible if my prices were significantly lower than what my competitors were charging. I struggled for years trying to make this mentality fill my bank account, but it never did.

I tried all the discounts and created countless “specials” and rewards programs, only to be disappointed time and time again.

It was during one of my forced relocations that I had a breakthrough. You see, I move a lot as a military spouse. I close my practice every few years and start from scratch in a brand-new location. This is always a fantastic opportunity to completely change up my business structure–and mindset–and for once, I finally took full advantage of that opportunity.

After a lot of years using the same disappointing strategy, I finally found the one thing that has created a sustainable career: I chucked the idea that I had to be the cheapest therapist and fully committed to charging premium prices instead. In fact, I decided that my new rates should be double what the average therapist was charging.

Completely deviating from setting my prices based on what everyone around me was charging to charging based on the value of my service was the game changer my career so desperately needed!

This one seemingly simple change has allowed me to earn more money and bigger profit than ever before, reducing the number of hands-on hours I needed to provide. It has changed my mindset from feeling like I had to accept every client who wanted to book a session with me to knowing I have the power to choose the clients I want to accept into my practice. And it has radically changed my authority position.

A direct result of moving from discount-priced to premium-priced services was that the demand for my work increased so much that I was able to stop accepting new clients within the first month of opening that new practice and lead to being booked out a year in advance.

Charging a premium rate has also changed the perception that clients have of my practice and what they can expect to take away from a session. They no longer seek me out for the most basic of relaxation needs but are demanding (in a very good way) high-level results for their most complex pain problems. Being able to focus on the work I love most has increased my career satisfaction 10-fold.

Patti McQuinn, LMT
Patti McQuinn, LMT

Massage Business Advice: Balance Work & Personal Time

Patti McQuinn, LMT

Luna Massage and Wellness; Edmonds, Washington

Specialty: Pain and injury relief

Years in practice: 23

Clients per week: 20

I feel I have been able to have a 23-year career in massage because I have worked hard to have a balanced home and work life. My life doesn’t revolve around my massage career. I keep very strong boundaries to make sure my time off is my time off from massage.

From the very beginning of my career, I decided on my work schedule, and I have rarely worked outside of that schedule. When I was building my solo practice, I was always in the office during that time. If I didn’t have a massage, I was using that time to build my referral network and making connections. I still do that today.

My hobbies are not massage- or bodywork-related. When I give friends and family massages, they schedule like all my clients do and must come to my office. If I take a class on a weekend or when I wasn’t scheduled to work, I take off extra time during the week so I can still have time off.

I think having a solid work and home life balance has helped me avoid the burnout I see happen so often.

Ceena (Owens) Lund, RN
Ceena (Owens) Lund, RN

Massage Business Advice: Find Education Everywhere

Ceena (Owens) Lund, RN

Fort Hays State University, director of massage therapy; Hays, Kansas

Specialty: Pain management

Years in practice: 27

Clients per week: 15 to 20

If I were to recommend one thing as a way of having a sustained massage therapy career, that would be education.

Education for a professional massage therapist means several things to me. Education in the traditional sense, of always learning-seeking-exploring. Once you have found your passion in the art and science of massage therapy, you find out there is more—much more.

For me, it seemed the more I learned, the more I needed and wanted to learn. For I truly acknowledged humbly, the more I did not know and yearned to know, that I was aching and thirsty for more and picked the minds of mentors, life coaches, counselors, peers and educators.

Other aspects of education I learned along the way was of course the use of tools to save my hands, different creative modalities, and career-saving proper body mechanics. Creating a tool kit of skills that allowed me to be a messenger for more people, not just clients; but friends and loved ones as well.

Education was essential in other aspects of massage therapy that were not my strong points in the beginning. Self-promotion, marketing, ethics, energy fields-mine and others. Asking questions of my mentors, peers, educators—and clients.

Clients have been a great source of education for me. Today’s client is well-traveled, educated, and has experienced a lot of different health care modalities to complete homeostasis in their own bodies for the pursuit of holistic health. Many are business owners who understand the paradigm of running a personal business and have been a great resource with taxes, personal balance, employees or contractors.

Clients are health care professionals whom I network with and work as a synergistic team for overall wellness of a client. Education from both these populations have been a life preserver for me as a professional.

Sustainability for a massage therapist is different for everyone. Education for myself on all aspects of my life, to create the best version of myself to friends, family and clients, has been essential. This includes education on my physical health, mental health, financial health, spiritual health, and having honest conversations with myself on each of these. Seeking and continuing to seek education to continue another 27 years in this great field of massage therapy is my primary focus.

Where one starts on this journey is not where they will be in five, 10 or even 20 years down the road. Do not get in a rut or routine. Be willing to evolve, ask the hard questions, and educate yourself on all the necessary tributaries that make a healthy, sustainable massage practice.

MASSAGE Magazine

4 Ways to Set Healthy New Year’s Resolutions

An image of a woman sitting in a yoga pose is used to illustrate the concept of New Year's resolutions, which often involve health and fitness practices such as yoga.

Many people see the beginning of a new year as an opportunity for a fresh start. This often takes the form of healthy New Year’s resolutions such as giving up “negative” habits like indulging in holiday treats or taking up “positive” ones like exercising or meditating.

While there is nothing wrong with trying to improve oneself or live a healthier lifestyle, resolutions sometimes miss the mark for creating true change and progress.

Why? Perhaps because the resolutions people set are often made in response to other people’s definitions of how individuals are supposed to look, act or be.

I set goals for what I want to accomplish at the beginning of the year rather than making resolutions. My list tends to be a mix of specific and measurable athletic, business and personal growth—and which have clear steps needed to accomplish them.

I have found success with this approach overall, but recently I have discovered there is something even more powerful as a change maker: I have been listening to my soul. As Rumi wrote, “When you do things from your soul, you feel a river moving in you.”

I am not talking about going to church or getting religion—although some people may feel called to do so. Rather, I’m suggesting the pursuit of discovering one’s deeper self and inner longings—and acting upon what is learned.

For me, on some days it may be as simple as taking a 10-minute nap or making a quick trip to Ben & Jerry’s for an ice cream treat. On others, I might clear my schedule to go kayaking or even head to the beach for the weekend.

Regardless of the message, when I listen to and act upon my deepest desires, I’m giving myself love and respect, and treating myself as well as I would advise a friend to do in the same situation.

In other words, I am making my health, happiness and joy a priority. You can too.

4 Steps to Setting Healthy New Year’s Resolutions

How do you connect to the desires of your spirit? There probably is not a perfect science, but I want to share a few ideas you can try to get in touch with your highest self:

1. Be quiet. Make time for being quiet. Whether you meditate, pray, journal or something else, allow yourself time and space each day to be quiet and still. As a culture, we think every waking moment has to be filled with something, but I encourage you to make that something, nothing, at least once a day.

2. Reflect. As you start and end your day, take a few moments to reflect on what you are most excited about that day or what brought you the greatest joy or pleasure. Make them tangible by writing them down and maybe sharing with your spouse or a “gratitude partner.” Regularly acknowledging the good stuff with gratitude will help you recognize and appreciate it.

3. Create. Try a new skill, activity or hobby—or revisit one you enjoyed at another point in your life. Listen to music you’ve never heard, take a dance class or just drive around a neighborhood you’ve never been in. Doing something out of your routine and having new adventures cultivates anticipation, creativity and imagination.

4. Pay Attention. As you still the mind and body, try new things, and connect to your life with gratitude, you will likely begin to notice things that excite and enliven you. Pay attention to what sparks your heart—and do more of it more often.

As massage therapists and caregivers, we can be so focused on making our clients and others the center of our time and care, we forget to invest some of our energy in ourselves. However, listening to and loving your deepest self, through your deliberate actions and intentions, can bring truly impactful changes to your life or business.

Felicia Brown

About the Author

Felicia Brown is a speaker, author and business-and-marketing coach for massage, spa and wellness professionals. Her newest book, “Marathon Marshall & The Dream Team Ducks Go to Boston” (co-authored by Marshall Dahneke) will donate $1 to the Massage Therapy Foundation for each copy sold. Preorder your copy at feliciabrown.com/boston-book.

MASSAGE Magazine

HAND & STONE MASSAGE AND FACIAL SPA GROWS EXECUTIVE LEADERSHIP TEAM

The nation’s leading spa recently hired a new Chief Development Officer, new General Counsel and promoted two veteran C-suite team members.  

FOR IMMEDIATE RELEASE

PHILADELPHIA, Pa. (January 10, 2022) — Hand & Stone Massage and Facial Spa, North America’s leading luxury massage and facial spa franchise hasannounced new additions to their executive leadership team which includes two new hires and two notable promotions. The brand has named Jennifer Durham as Chief Development Officer and Jeanine Linehan as General Counsel, in addition to advancing Lisa Rossman to Senior Vice President of Service and Product and Meghan Lally as Senior Vice President of Franchise Operations. As these seasoned women step into their new roles, they will be responsible for leading effective cross-functional teams that align with Hand & Stone’s strategic business goals, future franchise expansion, as well as brand growth. 

“Building off of the tremendous momentum we have achieved in 2022, we are excited to grow our executive leadership team,” said John Teza, President & CEO of Hand & Stone. “Jennifer and Jeanine are welcomed additions to our team. Their career expertise will certainly be valuable as we look to our next phase of growth and success in the coming years. We are also thrilled to promote both Lisa and Meghan from within, as they know our brand and share a passion for Hand & Stone that is essential for our success.”  

Additional details on Hand & Stone’s new team additions and promotions below:  

  • Jennifer Durham, Chief Development Officer: Jennifer is a seasoned franchise and retail executive, previously serving as the Chief Development Officer for well-known brands including Cooper’s Hawk Winery & Restaurants and Checker’s and Rally’s Restaurants. In her new role, Jennifer will be working closely with Hand & Stone’s franchise development team to support the full system, collaborating with the brand’s real estate and construction teams to optimize Hand & Stone’srapid growth in new and existing markets. 
  • Jeanine Linehan, General Counsel: Jeanine previously served as the Chief of Violent Crime at the United States Attorney’s office in the Eastern District of Pennsylvania, where she led a 21-person team and managed a docket of over 300 cases. Throughout her prior legal experiences, Jeanine collaborated both nationally and internationally with local, state, and federal investigative organizations. In her new role, Jeanine will advise on all legal initiatives, including corporate governance, franchise development and administration, compliance risk management and litigation. 
  • Lisa Rossmann, Senior Vice President of Service and Product: Lisa joined the Hand & Stone team in 2012, working in general spa operations support when the brand had approximately 60 units opened.Since then, both Lisa and the brand have grown immensely, with over 500 locations now under her purview. In her new role, Lisa will oversee the Student Massage Program, along with managing the innovation pipeline. 
  • Meghan Lally, Senior Vice President of Franchise Operations: Bringing an undeniable energy and passion to the brand since beginning as a Spa Associate in Toms River New Jersey, Meghan has a passion for leadership and franchise operations support. Over the last 15 years, Meghan has grown her role and now in her new position she will lead a team of 22 Directors and Operations Consultants to support franchisees.  

The new additions to the Hand & Stone executive team follows a year of growth which includes the opening of 40 Hand & Stone locations. In 2023 the brand will focus on development in California, New England, the Mid-West, and the Mid-South. With more than 500 spas across 35 states and Canada, Hand & Stone is the massage and facial industry leader and fastest growing spa franchise concept. The growth of the brand’s executive leadership team will surely support its expansion into not new markets and new specialty offerings over the next year. For more information about franchise opportunities, visit www.handandstonefranchise.com. 

ABOUT HAND & STONE MASSAGE AND FACIAL SPA  

Hand & Stone is a 500-plus unit massage and facial spa franchise with a mission to bring massage and facial services to the masses. Launched in 2004, Hand & Stone now has locations in 35 states and four provinces in Canada. Over the past several years, the brand has garnered noteworthy industry recognition including being named No. 1 in the spa category byEntrepreneur Magazine, ranked No. 8 on Forbes’ Best Franchises to Buy list in the high investment category and is the fastest-growing spa concept in the country. For more information on Hand & Stone, visitwww.handandstonemassagefranchise.ca.  

 

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CC Massage Therapy Commanding Presence in Vancouver, BC, Attributed to its Exceptional, Results-oriented Services

Vancouver, BC – For most people, one primary concern when selecting a go-to massage parlor is whether or not its services will meet their expectations by fulfilling their intended purposes. For instance, those experiencing pain need assurances that the services will alleviate their discomfort. On the other hand, those after stress relief and relaxation will be looking for just that. Besides achieving the desired outcome, other concerns include the parlor’s general ambiance, service efficiency, customer relations, and pricing. Given these considerably high standards, it is expected for many massage parlors to fall short of customer expectations. Luckily, CC Massage Therapy is a one-of-a-kind facility that always goes above and beyond to deliver on every promise it makes to its esteemed clients.

As a regionally-renowned RMT clinic, CC Massage Therapy is home to some of the most Highly sought-after massage therapists in Vancouver, BC. Among their other numerous qualities and laudable business practices are the highly-individualized massage therapies that set them ahead of their peers. Rather than follow a one-approach-fits-all service delivery method, the parlor’s masseuses tailor all services to each client’s unique requirements and preferences. If customer reviews are anything to go by, clients always get an authentic world-class massage experience that never fails to make the clinic’s modest pricing seem like a bargain. Their client-centered services complement their ongoing efforts of nurturing life-long relationships with clients instead of one-off appointments.

To ensure that they always deliver the exceptional service standards that clients from Vancouver and its environs have grown accustomed to, CC Massage Therapy’s massage therapists begin each new appointment with a fact-finding consultation to fully understand their specific needs. This allows them to recommend appropriate therapies guaranteed to make them look and feel completely relaxed and rejuvenated. Regardless of their goals, clients can always count on CC Massage Therapy to get it right the first time. Available options for massage therapy in Vancouver include but are not limited to deep-tissue massage, Swedish massage, and prenatal massage therapies.

While reassuring clients of their top-notch, evidence-based massage therapies, a CC Massage Therapy spokesperson said, “In CC Massage Therapy, we have several health disciplines to help every customer receive optimum healthcare. We all know that unprofessional operations can worsen the situation. Unprofessional healthcare can cause even more physical discomfort or body pain. All practitioners working at CC Massage Therapy are well trained and experienced to help people relieve physical discomfort, relax from stressful daily life and boost inner body health in the long term.”

Aware of how busy schedules and demanding obligations often cause people to postpone or cancel many much-deserved appointments, CC Massage Therapy offers mobile services to accommodate them conveniently. Visit their website to learn more about their services. Potential clients can direct any questions to one of their representatives at (778) 903-1828. The massage clinic is located at 1015 W King Edward Ave, Vancouver, British Columbia, V6H 1Z3, Canada.

Media Contact

Company Name
CC Massage Therapy
Contact Name
Phoebe Wang
Phone
(778) 903-1828
Address
1015 W King Edward Ave
City
Vancouver
State
BC
Postal Code
V6H 1Z3
Country
Canada
Website
https://ccmassage.ca/

Universal Companies Announces Winning American Spa Award for Favorite Distributor

Universal Companies Announces Winning American Spa Award for Favorite Distributor

FOR IMMEDIATE RELEASE

ABINGDON, Va.  Universal Companies is proud to acknowledge being voted Favorite Distributor in the American Spa’s 2022 Professional’s Choice Award. This marks Universal’s 18th consecutive year receiving this impressive distinction. Chief Executive Officer, Karen Short is enthusiastic about the honor. “We want to send out a big thank you to the spa industry who we are so passionate about serving! Know that we remain your dedicated partner as you rise to the challenge of meeting your customers’ ever-changing expectations,” says Short. “The fact that the votes rely on pros writing in their choice makes it especially meaningful.”

Universal Companies offers comprehensive resources to spas and salons in the products they offer, as well as education and marketing support. Some of the most significant benefits of working with Universal:

  • Exclusive brands that can’t be found elsewhere, allowing businesses non-competitive choices
  • Responsive, licensed customer care team available via phone or chat
  • Online education through the UCo Learning Network, with CEU courses, professional development, and free marketing tools like social media posts and email templates
  • Free sales consultations to bring down the cost of operations, as well as create customized business solutions
  • Spa development and design work for businesses just beginning or expanding

American Spa reaches wellness leaders and decision-makers with news, business advice, research, trends, and features on the world’s top spas. Having a trusted relationship with professionals underscores the value of their write-in voting process and brings the best products, manufacturers, and industry figures the attention and credit they deserve.

About Universal Companies

For more than 40 years, Universal Companies has helped spas and salons manage and grow their businesses. As a trusted key supplier for 84,000+ active customers worldwide, we provide a full range of operational supplies, professional products and equipment through an e-commerce website, knowledgeable sales team, and convenient catalog. To enhance our customers’ success, we’ve developed exclusive brand partnerships, retail strategies, free tools and resources, plus a robust educational platform. Spa development and expansion, including award-winning design solutions, are also core components of our service offerings.

We serve individual practitioners and spas of all sizes. For more information about our company, visit www.universalcompanies.com.

CONTACT:
Peter Plishka
Director Customer Relations
Universal Companies
pplishka@universalcompanies.com

  

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MASSAGE Magazine

You Need a Business Personality. The Duck Lady Shows You How

Felicia Brown, known as the "Duck Lady," demonstrates the concept of developing a business personality.

Finding ways to connect your personal interests, talents and passions with your massage therapy brand or business can be energizing, satisfying and rewarding on many levels. Think of ways you can set yourself apart from the other therapists you know with a unique business personality that will add to the richness of your life and that of your clients.

I have, and this is my story. 

My Duck-Themed Business Personality

If you told me a few years ago that massage, spa and wellness professionals across the globe would think of me whenever they looked at a rubber duck, I would have thought you were crazy. I’m known as an author, speaker and massage-and-spa industry expert, but the symbol I’ve most often been associated with is sunflowers, as two of my books feature sunflowers on the cover and in the title.

But rubber ducks? No.

Well, until recently.

If you’ve kept up with me on social media or attended any of the talks I’ve given since the beginning of 2020, well, let’s just say my life has changed a bit.

In the blink of an eye I went from regularly traveling to speak at events around the U.S. and seeing a regular clientele at the successful wellness spa I owned to sitting at home, as was the case for just about everyone. During the pandemic shutdown, I spent a lot of my time helping former staff, clients and peers navigate a world in which massage therapy was paused. This drastic change created significant short- and long- term impacts on my business, career and mental health.

Enter rubber ducks.

Initially used as a coping mechanism for the intense anxiety and depression I felt in spring of 2020, a comical group consisting of four rubber ducks and a whale paddled their way into my world through an unplanned rubber duck race in my backyard creek. What started out as a silly way to spend a Sunday afternoon became a lifeline that helped me get back to being someone I recognized.

Soon after the first event, I began staging The Impromptu Rubber Duck Regatta whenever possible, taping the races and adding commentary before, during and after the competition. Because these events brought smiles, laughter and a sense of hope to me and others, I began taking the ducks, now dubbed The Dream Team, with me on road trips, kayaking adventures and almost everywhere else I went.

At the same time, I began writing about the ducks’ off-course adventures and the life lessons they were teaching. Their wisdom and presence quickly made their way into my classes and speaking engagements.

Hence, the rubber duck giveaways.

Now that a couple years have passed, I think it’s fair to say that rubber ducks have become my brand as much and perhaps more than any other of my identities.

How did this happen, and why is it good?

Owning My Business Personality

Rubber ducks are cute, fun, cheerful and take people back to fun moments or fond memories from their childhood—or for that matter, their adulthood. Rubber ducks cross the borders of age, country, religion and gender to reach people on all levels. They are not specific to any particular industry, profession or education level, and they bring a sense of fun to any event or occasion.

Owning my brand, or business personality, of being The Duck Lady gives me permission to give friends, colleagues and complete strangers tiny, duck-shaped symbols of joy, just because. It’s gotten me magazine articles like the one you are reading, inclusion in a couple of books and even a television appearance. It’s taken me to rubber-duck-themed events, photo shoots and road trips I would have otherwise skipped.

And now, they’ve led me to do something even bigger.

Although it took more than two years to grasp why I was building this business personality, or brand, or doing any of the things I felt called to do related to rubber ducks, I understand it now.

The creativity, freedom and joy The Dream Team Ducks have added to my life allows me to blend my passions of writing and helping others in a whole new way: writing children’s books and starting a brand new publishing company. The primary goal of Duck Buck Books is to raise money for partner charities by donating one dollar from every book sold.

The official mission statement of Duck Buck Books is:

Giving back, through our books.

Pretty pictures, have a look.

There’s a whale and four ducks.

Every sale donates a buck.

How does this pertain to massage? The very first book available to purchase, “Marathon Marshall & The Dream Team Ducks Go to Boston,” will donate $1 to the Massage Therapy Foundation. The book is co-authored by Marshall Dahneke, who intends to run the Boston Marathon to honor his daughter, Jacquelyn Dahneke Penrose, who passed away from breast cancer in 2022, and support the Massage Therapy Foundation. Funds raised by Marshall and our book sales will benefit massage-for-cancer-patients community service programs supported by the Massage Therapy Foundation.

Create Your Own Business Personality

How can my story help you and your massage career? Well pretty simply, no matter your career, what you do for a living is an integral part of you.

As a massage therapist, your brand, or business personality, is an extension of you—your passion, goals and desires. Following the inner longings and pulls of your heart, those things that bring you joy and personal satisfaction, and integrating them into your practice, will make you stand apart from your competitors.

But what if your passion, goals and desires have nothing to do with massage? See my story above.

Also, what makes you think they have nothing to do with each other? They both are a part of you and may combine more naturally than you currently believe.

Here are three examples of how outside passions might blend well with massage therapy or bodywork:

Many years ago, I met a Florida-based massage therapist who adored traveling, and especially loved being on the water. She combined this interest with her practice by providing massage to clients who owned or chartered seafaring yachts. This allowed her the opportunity to combine her love of water travel while providing massage to others on the vessel. Although there were times she was very busy, she often had free time during which she got to enjoy the view, food and seaside locations.

Massage therapist Sally Spurgeon specializes in post-mastectomy patients in Las Vegas, Nevada, through her company, Thérapie – Your New Breast Friend. After being diagnosed with breast cancer herself, she developed The Spurgeon Method to help women overcome the pain associated with breast surgery.

Spurgeon also has a passion for beading, and started a program selling beaded jewelry created by breast cancer survivors and other clients to raise funds to provide free sessions to women who could not afford massage following their surgery.

“Making something that brings joy to another person is always rewarding,” said Spurgeon. “When a customer buys something I’ve made to help fund a session for someone else, it’s a win, win, win. Knowing that I’m paying it forward and enabling others to do so too brings me enormous joy and satisfaction.”

Gaia Trojanowski owns Embodiment Massage in Truckee, California, and has combined her varied artistic talents with her massage and energy-work practice. Her website offers galleries of digital, photographic and mixed media art as well as a selection of poetry, allowing her to share imagery, words and tools to assist in clients’ meditation practices when they are not on her table.

“It’s also fun to use my ecstatic dance DJ skills when prepping for a ceremonial lomi lomi session,” Trojanowski said.

As one who has done a lot of healing work to feel connected to her authentic self and the world around her, she added, “When I allow myself to be in this flow, artwork, poetry, and creation pours through me, my little girl is excited with the magic that unfolds in a pure, playful and innocent curiosity.”

As a fellow traveler, I so admire the ingenuity of the yacht-bound therapist, and approach teaching at conferences in a similar way, as a vehicle that allows me to share my gift of teaching with my joy of seeing new places

In turn, Both Spurgeon’s and Trojanowski’s sentiments are so similar to the way I feel about the partnership with the MTF. It’s so rewarding that my authentic creativity is flowing from me in a way that can create a win-win-win experience. It’s an incredible gift everyone can develop and give.

Start blending the different facets of who you are and what you love to create something that can only be found through you—and a business personality, or brand, you are proud to be known for.

Felicia Brown

About the Author

Felicia Brown, LMBT, is a business and marketing coach for massage, spa and wellness professionals as well as a speaker and author. Her newest book, “Marathon Marshall & The Dream Team Ducks Go to Boston,” co-authored with Marshall Dahneke, will be released in the spring of 2023. Each copy sold will donate $1 to the Massage Therapy Foundation in honor of Jacquelyn Dahneke Penrose and The Jacqueline Project. Pre-order your copy here.

Advanced Business Strategies: Create a $20-Add-On Menu

You can give yourself a raise by using a simple add-on menu in a specific way for your sessions. The main idea behind this type of add-on menu is to create services you can seamlessly integrate into your existing massage sessions and that add value to the session without extending the session.

The Candle Scenario

Several years ago, a friend of mine convinced me to sell candles inside my massage office. I did not think I would make any money at it, but I wanted to help my friend. I enjoyed the candles, and the worst-case scenario would be that I would end up using all the product.

So, I created a small sales area next to where my clients would wait for me to finish up with other clients, giving them plenty of time to sniff and smell.

The very first week, I sold 18 candles.

My profit on each candle was $11—so in that first week I made almost $200 from candles. The best part about earning this income was that it was made without scheduling more massage hours.

Up to that point, I had not been inclined to sell items, track inventory or pay sales tax. I hadn’t looked at adding additional services to my massage either. However, after my candle-selling experience, I realized I was passing up on many opportunities to earn a higher income.

I suddenly understood that people will spend money on things they value and want—and if I provided the services or products they wanted, they would buy those items from me.

I realized there was always the potential of giving myself a raise without working more, by selling things clients wanted and learning to leverage my time.

Leverage Your Time to Create More Profit

When you create more value in the same amount of time, that’s when you are leveraging your efforts.

First, start observing what other therapists or facilities are currently offering or what the trends are for add-on menu items. Research what options are available and how other massage therapy offices are offering add-on services. Then, research products and begin to make a list of what you feel you would be like to bring to your menu. Select services you are comfortable with offering or trying out.

These add-on menu items should be simple and should enhance the massage session. These services should have a value of $10 to $20 each and are to be combined with and enhance the great massage session you are already offering.

 They might include:

• Specific aromatherapy applications

• Hot towels for the face, neck, feet, or hands

• Paraffin wax treatments for the hands

• Hot stone massage

• Lotion or oils that have therapeutic effects

• Cupping or specialized applications

Where to Begin with an Add-On Menu

From a business standpoint, I would suggest starting with just a few services and then spend some time practicing how to integrate those services into your regular massage flow without going over in time. Try them on specific clients, like family or friends, to learn your flow and rhythm.

It’s very important to understand how it feels to incorporate these services into your massage. Anything you choose should not take away from your current service and should enhance the overall feeling of the massage. That is what creates the appeal to the client to purchase these items again.

If adding these services makes the massage feel like a lower-quality service, clients will most likely just schedule a massage-only session to make sure their expectations are met. Services should not only meet but exceed the client’s expectations in order to be repurchased or recommended.

Getting Ready to Market Your Add-On Menu

Once you have picked the menu of options you are comfortable with, have practiced applications, and feel ready to offer your clientele these options, the following checklist will help you think through implementation:

• Generate menu options such as laminated menus or have sales materials available

• Generate marketing materials for your business and for holiday gift certificates

Outline your sales process and pay attention to how long it takes a client to choose services. Make this as streamlined as possible to conserve time.

Schedule Planning 101 for Add-On Services

To keep the pace of a regular, one-hour massage that includes add-on services, you will find that one or two items are all you can incorporate while keeping session timing and flow organized. Any more than that will stack your work and the massage session will suffer.

Remember, the main goal of this menu of services is about leveraging your time to increase your earning potential without working more hours. Once you understand how to leverage your time best and maintain your set schedule, you can look at incorporating more items into a slightly longer session.

If you are planning to schedule longer sessions for specific add-on menu services, I suggest putting those appointments into your schedule either at the start of your shift or at the end of your shift in order to not rush you or change your set times.

This is a way to make sure you aren’t adding more appointments to your day and still leveraging the number of clients you prefer to consistently work with.

A La Cart Menus Versus Bundled Service Options

If you are having a great time adding things into your sessions and your clients are enjoying the new options, then look at how to offer a package of three or more add-on services.

I suggest creating some pre-planned, bundled options you know will work well together. These, again, need to be practiced until you feel confident the services you are blending together with the massage are enhancing the experience.

Lastly, while creating an add-on menu can leverage your time and money, it can also bring a fresh change to your business, creating more momentum and longevity in your career.

About the Author

Amy Bradley Radford, LMT, BCTMB, has been a massage therapist and educator for more than 25 years. She is the owner of Massage Business Methods and the developer of PPS (Pain Patterns and Solutions) Seminars CE courses and an NCBTMB Approved CE Provider.

Google layoffs: Mountain View massage therapists are fired

Google layoffs: Mountain View massage therapists are fired

Staff at Google have long lauded the company’s work perks, from freshly-made meals in its cafes to in-house massage therapists. But the dark clouds of economic recession have cast their shadow over the tech behemoth—with masseuses among those included in the company’s biggest ever round of job cuts.

On Jan. 20, Google, which is owned by Alphabet, confirmed it would be axing 12,000 jobs—roughly 6% of its workforce — after rumors about layoffs had swirled for months. Some employees realized they lost their jobs when they were unable to access corporate systems.

In filings submitted on the same day, it was revealed that 15% of the cuts—1,845 positions—would come in Google’s home state of California. In filings released by the state and viewed by CNBC, 1,436 jobs were cut in Google’s headquarters of Mountain View, 119 cuts were in YouTube’s home of San Bruno, while Palo Alto saw 53 cuts. In Los Angeles, 177 people lost their jobs, and Irvine saw 60 jobs axed.

Although a significant proportion of the jobs—around a quarter—announced in the West Coast hub had titles including the words “director” or “senior,” a raft of massage therapists were also laid off. The cuts included 27 therapists in total, 24 at the head office and three across Los Angeles and Irvine.

The filing added: “Employee separations at the facilities resulting from this action are expected to commence March 31, 2023.” Google did not immediately respond to Fortune‘s request for comment outside of U.S. work hours; a company spokesperson previously told news outlets that the March date is due to the notification period required in California.

In his initial announcement to the company, CEO Sundar Pichai said the company would pay employees their full notification period—a minimum of 60 days—as well as a severance package starting at 16 weeks salary plus two weeks for every additional year at Google; 2022 bonuses and vacation time will also be paid, with six months of health care, job placement services, and immigration support provided for those affected.

Pichai added the announcement made for one of the “toughest days” for the company to date.

“As an almost 25-year-old company, we’re bound to go through difficult economic cycles. These are important moments to sharpen our focus, reengineer our cost base, and direct our talent and capital to our highest priorities,” he added.

“Being constrained in some areas allows us to bet big on others. Pivoting the company to be AI-first years ago led to groundbreaking advances across our businesses and the whole industry. Thanks to those early investments, Google’s products are better than ever. And we’re getting ready to share some entirely new experiences for users, developers and businesses, too. We have a substantial opportunity in front of us with AI across our products and are prepared to approach it boldly and responsibly.

“All this work is a continuation of the ‘healthy disregard for the impossible’ that’s been core to our culture from the beginning. When I look around Google today, I see that same spirit and energy driving our efforts. That’s why I remain optimistic about our ability to deliver on our mission, even on our toughest days.”

Google’s move comes amid a raft of tech layoffs, with Spotify Technology filing Monday that it will cut about 6% of its employees, joining a slew of technology companies from Amazon to Meta Platforms in announcing job cuts to lower costs.

Pichai himself has also taken a financial hit following the news, when he confirmed that all roles above the senior vice president level at the company face “very significant reduction in their annual bonus.” Business Insider reported that Pichai added that for senior roles, compensation was linked to company performance.

It was not immediately clear how big Pichai’s own pay cut would be. 

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