To complement the MASSAGE Magazine article, “Expert Advice,” by Michael McGillicuddy, in the October 2010 issue. Article summary: “What is sports massage? Sports massage is the application of massage techniques to achieve a specific goal, performed primarily at an athletic or sporting event, or a sports-massage-specific massage clinic, rather than at a spa or general massage clinic. The goal of a sports-massage session is determined by the physiological response in the tissue you are intending to create in the athlete’s body.

by Diana Moore

Marketing materials that speak directly to the needs of athletes and fitness enthusiasts are key to building your sports-massage practice. Active people welcome information relevant to their passions. Client brochures and newsletters are two information-rich marketing tools that can establish you as an expert in addressing athletes’ needs.


Brochures help you focus your message on the core needs of your clients and potential clients. They want to know you can help them stay fit and in the game. If they are injured, they want to know you can help them recover.

• Display brochures in your office or lobby for clients to read while they wait. Having a brochure for clients to read can answer a lot of questions they—and you—didn’t know they had. Even if someone is not athletic, they may have a friend or family member who is.

• If you’re trying to interest the local media in doing a story on your work, send a brochure to the editorial staff along with your letter. If you’re being interviewed, finish by offering a brochure. When publicizing an event, send a brochure with your press release.

• Give brochures to professionals when cultivating them for referrals. For example, personal trainers often know that massage helps recover from injuries, but they may not know massage can help prevent injuries and restore tissues after intense workouts. Meet them, have a conversation and hand them a brochure to take away that reinforces your message.


Newsletters help you stay in touch with clients and can include subjects, such as self-care, that a brochure doesn’t cover. They remind clients you are a resource for their good health. They support healthy choices between sessions, enhancing the success of your work. Newsletters also offer a chance to remind clients your services make a memorable gift.

• Mail or e-mail newsletters regularly. Monthly or quarterly contact can inspire more frequent appointments as well as new client referrals. Feature each new issue on your website, too.

Distribution tips

• Go where sports enthusiasts go. Soccer clubs, fitness centers, yoga and Pilates studios have meetings, mailings, bulletin boards or online groups. Get in touch with these people. Hand out, mail or post your brochures and newsletters.

• Include both in a welcome packet for new clients before or after a first appointment.

• Ask if you can leave them at the offices of physical therapists, acupuncturists or chiropractors as well as health clubs, spas and dance studios.

• Distribute at presentations, competitions, fundraisers and health fairs. Encourage people who attend events to sign up for a free newsletter “subscription.”

Diana Moore has been the writer for Natural Touch Marketing for 10 of its 20 years. At Natural Touch Marketing, massage professionals can find brochures, client newsletters and other massage-marketing materials, including postcards, business cards and gift certificates, plus free resources that teach how to use them effectively. Visit for more information and free samples.