What does branding actually mean for a massage therapist?

In this practical conversation, we unpack the difference between a logo and a brand.

While visual identity can shape a first impression, clients are more likely to remember how clearly you communicated, whether you listened, how reliable you were, and whether the experience matched the promises you made.

We discuss personal versus clinic branding, finding a niche, using social media without turning into a false version of yourself, and the common traps of generic copy, stock-image overload and chasing fashionable language.

Whether you work for yourself, rent a room, contract within a clinic or are employed by someone else, your professional reputation follows you.

Your brand develops one appointment at a time.

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Theme Music: Simon Pettersson "All Alone" (2020), Licensed use through Audio Hero Inc

Marty Fry’s approach to massage began with a running coach who seemed to understand how his athletes felt simply by watching them move.

In this episode, David speaks with Tasmanian remedial massage therapist, movement trainer and educator Marty Fry about how movement and breathing became part of his clinical practice.

Marty traces the path from receiving massage as a young athlete to leaving horticulture, building a massage career and learning from mentors who helped shape his approach. We discuss why the physical demands of hands-on work led him to look beyond the treatment table, and how his Move–Stretch–Breathe classes developed from a stretching focus into a broader exploration of mobility, balance, strength, proprioception and breath.

The conversation also examines what therapists can learn by observing movement without treating every variation as a problem. Marty explains how he thinks about scope of practice, referral and simple ways therapists can become more curious about movement while protecting their own longevity.

Learn more about Marty: https://www.martyfry.com.au/

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Theme Music: Simon Pettersson "All Alone" (2020), Licensed use through Audio Hero Inc

Choosing a massage niche is often framed as a marketing decision. In this episode, we shift the focus from earning potential to unmet client needs.

Jackie and David discuss five groups massage therapists may not immediately consider: people with smell or chemical sensitivities, clients with scars, neurodivergent clients, people with hypermobility or connective tissue disorders, and active older adults.

We explore how each group may require different communication, products, treatment environments and clinical considerations. The conversation covers fragrance and ingredient awareness, sensitive communication around scars, sensory preferences, the risks of making assumptions or diagnoses, adapting pressure for hypermobile clients, and opportunities within retirement and lifestyle communities.

This is a practical discussion about recognising the clients who may already be looking for a therapist who understands their needs, then doing the education and preparation required to serve them properly.

Listen now, follow the podcast and tell us about the niche you have found in your own practice.

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Theme Music: Simon Pettersson "All Alone" (2020), Licensed use through Audio Hero Inc

Episode 137 follows Steve Landells’ unlikely path from dairy farming, fitting and turning, and the bearing industry into remedial massage.

Steve joins us from Total Massage Care in Margaret River to talk about the conversation that helped him take the first step, the mentors who shaped his work, and what he learned from being thrown into a busy remedial clinic while he was still studying.

We also discuss regional practice, starting a business again, online booking, learning beyond formal qualifications, and why Steve still considers himself a beginner after many years in the profession. His approach has gradually shifted from hard, mechanical work towards gentler techniques that are more sustainable for his own body while continuing to serve his clients well.

For new therapists, Steve’s advice is practical: look after yourself, keep studying, seek out mentors, volunteer, ask to shadow experienced practitioners, and never assume graduation means the learning is finished.

Visit Steve's website at ⁠https://totalmassagecare.com.au/

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Theme Music: Simon Pettersson "All Alone" (2020), Licensed use through Audio Hero Inc

What do clients learn about us before they even get on the table?

In this episode, we speak with remedial massage therapist Nicola Hogan about the communication that sits beneath the hands-on work.

Nicola shares how her early years in hospitality shaped the way she thinks about client care, rapport, timing, attention to detail, and professionalism. We discuss the expectations clients form before they arrive, from websites and booking systems through to emails, policies, and the feel of the treatment space.

On the table, we explore how therapists listen beyond words: breath, guarding, toe curling, goosebumps, tummy gurgles, silence, conversation, and the small cues that help us respond with more care and less assumption.

We also unpack scope, boundaries, over giving, mentoring, burnout, sustainable practice, and why being present with clients does not mean becoming their counsellor.

Visit Nicola’s website at https://nicolahoganmassage.com/ and read her Substack, Beneath the Touch, at https://beneaththetouch.substack.com/.

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Theme Music: Simon Pettersson "All Alone" (2020), Licensed use through Audio Hero Inc

In this episode, we speak with Andrea Pluck from Massage CPE about curiosity, clinical reasoning, lymphatics, continuing education, and the role massage therapists can play in building a stronger evidence base for the profession.

Andrea shares how a serious car accident eventually led her into massage, and how her work grew into oncology massage, manual lymphatic drainage, decongestive lymphatic therapy, education, writing, and case study publication. We discuss why asking “why” matters, especially when we are learning, treating complex presentations, or trying to understand what is happening beneath our hands.

We also unpack the practical value of case studies, not as something reserved for academics, but as a disciplined way for therapists to document what they are already seeing in practice. Along the way, we talk about niching, collaboration, burnout, self-care, and the importance of finding your rhythm before rushing into every possible course.

For massage therapists and bodyworkers, this is a grounded conversation about learning properly, sharing your work, and staying curious without pretending to know everything.

To connect with Andrea and to learn more about her books and Massage CPE visit:

https://www.remedialtherapiessa.com.au/

https://www.massagecpe.com.au/

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Theme Music: Simon Pettersson "All Alone" (2020), Licensed use through Audio Hero Inc

What does it really take to go from treating clients in a suburban clinic to supporting athletes on the world stage?

Recorded live at the 2026 Massage & Myotherapy Australia National Conference in Geelong, David sits down with Lily Chiu, an experienced myotherapist and remedial massage therapist whose career has spanned more than three decades across private practice, education, professional sport, and international competition.

In this episode, Lily shares the story of how a chance introduction to massage led to a career working with elite athletes, including Olympic and Paralympic campaigns, professional football clubs, the Australian Open, and international athletics teams. Along the way, she discusses the role of networking, mentorship, volunteering, professionalism, and reputation in opening doors to high-performance sport.

Together, David and Lily explore what life is really like behind the scenes at major sporting events, the realities of travelling with teams, and the lessons everyday therapists can learn from elite sport.

Whether your goal is to work at the Olympics or simply become a better therapist on Monday morning, this conversation offers a practical and honest look at what it takes to build a long and respected career in our profession.

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Theme Music: Simon Pettersson "All Alone" (2020), Licensed use through Audio Hero Inc

Join us as Jackie and David reflect on the 2026 Massage & Myotherapy Australia National Conference in Geelong.

This year's theme, Multidisciplinary Healthcare for Chronic Pain, brought together massage therapists, myotherapists, researchers, physiotherapists, and other allied health professionals to explore where soft tissue therapy fits within modern pain care.

We share our highlights from the weekend, including presentations on osteoarthritis, chronic pain education, lived experience, and the evolving role of massage within healthcare teams. We also discuss key takeaways from workshops, the value of professional connection, and why no single practitioner can be all things to all people when working with chronic pain.

Whether you joined us in Geelong or couldn't make it this year, this episode offers a fun look at the ideas, conversations, and lessons that stood out the most to us.

In this episode:

• Chronic pain and multidisciplinary care
• Osteoarthritis myths and current research
• Where massage and myotherapy fit within the healthcare team
• Workshop highlights and clinical insights
• Networking, community, and professional growth
• Reflections from the 2026 National Conference

Resources mentioned:

• Pain Australia
• Pain Revolution
• Flippin' Pain (UK)
• My Knee
• Noigroup
• knee-osteoarthritis-handbook

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Theme Music: Simon Pettersson "All Alone" (2020), Licensed use through Audio Hero Inc

What if some of the stories we’ve been told about massage therapy are incomplete… outdated… or just plain wrong?

In this thought-provoking episode, David sits down with Paul Ingraham, former Registered Massage Therapist and founder of PainScience.com, for a wide-ranging conversation about pain science, manual therapy myths, fascia, trigger points, nocebo effects, clinical humility, and the complexity of human healing.

Paul shares his journey from massage therapist to science writer, why he became increasingly sceptical of overconfident explanations in physical medicine, and why he still deeply values massage therapy despite critiquing many of the stories surrounding it.

Together, David and Paul explore questions such as:

• Are therapists overestimating what massage actually does?
• Do concepts like fascia release, adhesions, and postural correction hold up scientifically?
• Why do some clients experience profound change while others don’t?
• Can therapists unintentionally create fear and dependency through language?
• What role do touch, reassurance, context, and therapeutic alliance play in recovery?

This is not an anti-massage episode. It’s a conversation about intellectual honesty, curiosity, and how therapists can evolve without losing the deeply human side of care.

• PainScience.com
• Massage Therapist Reassurance Article
• Paul’s Articles on Fascia
• Trigger Point Article Index
• The Trouble With Vitalism
• Patellofemoral Pain Guide
• The Obsession With Biomechanics
• Why Physical Medicine Is Surprisingly Primitive

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Theme Music: Simon Pettersson "All Alone" (2020), Licensed use through Audio Hero Inc

In this episode, we’re joined by Aubrey Gowing to unpack one of the most challenging areas in clinical practice: chronic pain.

Aubrey brings over 40 years of experience in massage education and clinical work to the conversation, sharing a clear and practical framework for understanding why chronic pain develops and what therapists can actually do about it.

We explore the difference between acute and chronic pain, why some conditions seem to come and go, and the common traps therapists fall into when treating persistent issues. Aubrey challenges the idea that pain is always located at the site of the problem, and outlines a more effective approach based on identifying patterns of dysfunction and treating the body as a system.

The conversation moves from theory into application, including:

• Why treating the site of pain often leads to short-term results,
• The role of antagonistic muscles in chronic conditions,
• How tissue changes, nervous system sensitisation, and joint dysfunction interact,
• Practical principles to improve treatment outcomes immediately,
• How to balance intensity and effectiveness without causing pain,

We also touch on communication, clinical reasoning, and the importance of building trust to improve outcomes.

Aubrey references key resources during the episode, including:

• The Essential 8 Stretches → https://www.youtube.com/watch?v=Ub0IZeiRZyA
• Strolling Under the Skin (Dr Jean-Claude Guimberteau) → https://www.youtube.com/watch?v=eW0lvOVKDxE&t=592s

If you’re working with clients who have “tried everything” and still aren’t improving, this episode will give you a clearer way to think about chronic pain and a more structured approach to treating it.

Learn more with Aubrey and the Holistic College Dublin: https://www.hcd.ie/

Upcoming Training
Aubrey will be presenting at the Massage & Myotherapy Australia 2026 National Conference in Geelong, as well as delivering a three-part masterclass series across Melbourne, Brisbane, and Hobart in June.

https://www.massagemyotherapy.com.au/Professionalism-and-Excellence/2026-National-Conference

https://www.massagemyotherapy.com.au/Education/Find-CPE-Events

Support the Podcast
If you enjoyed this episode, follow the podcast and consider buying us a coffee via the link in the show notes.

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Theme Music: Simon Pettersson "All Alone" (2020), Licensed use through Audio Hero Inc