Massage therapists and spas on Google: the numbers, free to cite

Name: Massage therapists and spas on Google: benchmark dataset (2026)
Creator: Steven Von
License: https://creativecommons.org/licenses/by/4.0/

We analyzed 70,932 public Google Business Profile listings of massage therapists and spas across 51 states. Every figure below is free to quote with a link back. Press and researchers can text or call (385) 832-6175 for a custom cut of the data.

21.3%

of massage therapists and spas on Google list no website at all

median Google review count for a massage or spa business

33.8%

have fewer than 10 reviews

32 vs 4

median reviews with a website vs without one

85.9%

are rated 4.5 stars or higher

13.9%

list no business hours on their profile

59.9%

are open on Saturday

23.3%

show a public email address

At a glance

of massage therapists and spas on Google list no website at all21.3%

median Google review count for a massage or spa business22

have fewer than 10 reviews33.8%

median reviews with a website vs without one32 vs 4

are rated 4.5 stars or higher85.9%

list no business hours on their profile13.9%

How to cite

Spa Marketing Lab, "Massage therapists and spas on Google: benchmark report," 2026, https://spamarketinglab.com/benchmarks/

Download the summary (CSV) Full benchmark report

Method

Listings are pulled monthly from public Google Business Profile results for massage therapists and spas in every US state, deduplicated by place, and summarized. Percentages are of all listings analyzed unless stated. Compiled and edited by Steven Von. License: CC BY 4.0, attribution to Spa Marketing Lab with a link.

Top states by listings

CA: 2,507
WA: 2,464
NY: 2,458
PA: 2,272
TX: 2,257
OH: 2,237
MI: 2,185
IL: 2,136
MN: 2,129
CO: 2,100

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