BAO Massage – Spring Update
If you’re a regular reader, you may have noticed a shift — I’ve officially moved to a quarterly newsletter schedule.
Truthfully, newsletter engagement has been slowly declining (which seems to be the trend everywhere), and I’m always looking for the most effective ways to stay connected with you. Moving forward, I’ll be sharing seasonal updates here while exploring other ways to communicate what’s happening at the clinic.
Schedule Updates (Yes… Again!)
I usually like to keep things light and positive here, but I also believe in being transparent.
Over the past year, I’ve experienced a noticeable increase in inappropriate inquiries via text regarding massage services. In my 25 years of practice, this is something I’ve never encountered to this degree, and it’s honestly concerning to see massage therapy being misunderstood in this way.
To help maintain safety within my practice:
Late evening appointments (7:00–8:00 pm) will no longer be available for online booking - These appointments must now be booked directly through me.
Thank you, as always, for respecting the integrity of this work and helping keep BAO Massage a safe, professional space for everyone.
25 Years of Practice (Seriously!)
This May marks my 25-year anniversary as a Massage Therapist!
It’s hard to put into words how quickly that time has passed — and how much this work, and all of you, have meant to me over the years.
I’m currently planning a few ways to celebrate this milestone with clients throughout May, so keep an eye out for more details soon.
Reflections on the Massage Therapy Industry
After 25 years in this field… I have some thoughts (shocking, I know).
Many of you have probably noticed that massage therapists seem to be everywhere right now — sometimes it feels like there’s one or two on every corner. This shift is largely due to the introduction of for-profit training institutions in Alberta. It is no secret Massage Therapy education can be a cash cow for some institutions leading to the rise of Massage Therapy Colleges.
While increased accessibility to education isn’t inherently a bad thing, it has led to a significant jump in the number of therapists entering the field. The result is a much more saturated and competitive industry than we’ve ever seen in the past.
So, what does that mean for you as a client?
It means you’re likely being marketed to more than ever before when it comes to massage therapy. Social media has created a space where therapists are constantly trying to stand out — and that often looks like bold claims about what others are doing “wrong” versus what they are doing “right.”
The reality is, there is value in many different techniques and approaches within massage therapy — just not every technique is appropriate for every person, every condition, or every moment. Good care isn’t about trends; it’s about clinical reasoning, adaptability, and individualized treatment.
That said, there are some foundational basics that should always be present, no matter who you see.
A proper health intake is non-negotiable
If a therapist does not chat about your health history before treatment, that is a major red flag. Massage therapy is healthcare, and your practitioner should be treating it as such, even if your health is fine - there should always be conversation prior to treatment.
Consent-based care is essential
Your therapist should always check in about your goals, areas of focus, and treatment approach - every time. Even after years of working together, those conversations should still happen. You should never feel like treatment is happening to you instead of with you.
Confidentiality is fundamental
Massage therapy is healthcare, and your personal information should always be treated with the highest level of confidentiality.
A massage therapist should never share any details about your health history, treatment, or even the fact that you are a client with anyone — without your explicit consent. The only exception to this is when a parent or legal guardian is involved in the care of a minor.
This also applies in everyday situations that can sometimes feel unclear — for example, if you book an appointment for your spouse or partner, I cannot share any information about their treatment with you unless I have their written consent.
Confidentiality is not just a policy — it’s a core part of creating a safe, professional, and trustworthy environment for care.
Complex conditions require thoughtful care
One of the biggest concerns I’m seeing lately with new clients with more complex medical conditions who were never properly consulted or informed about treatment.
A skilled therapist should:
Discuss your condition openly and ask questions (you are the expert in your health!).
Explain what is and isn’t appropriate for treatment.
Modify their approach based on your needs.
When necessary, request medical clearance or collaborate with your care team.
Refer out if they are not sure of your condition and how to move forward with treatment.
If you have a complex condition, I strongly recommend reaching out to a therapist before booking to ensure they’re the right fit. If they’re unwilling to have that conversation, that’s your sign to keep looking.
Massage therapy is generally low-risk — but it should never be careless.
If you’ve made it this far — thank you, as always, for being part of this community. Whether you’ve been with me for years or are just getting started, I truly appreciate your trust and support.
Jennifer
