Q&A
Touch points
We caught up with Kate Tora, founder of mobile wellness company CityLux and co-organiser of the National Massage Championship, about building a successful massage business, supporting therapists and raising the profile of the profession
You founded CityLux more than a decade ago. How has the business evolved, and how have client expectations changed?
“When we started, we were one of the first mobile wellness businesses in London. Bookings were taken by phone and we texted therapists their appointments. From the beginning, we focused on the luxury market, partnering with professional skincare brands and choosing therapists who could deliver exceptional treatments in private homes and hotels.
“In our first year, we were already treating members of royal families from around the world. Today, technology like Vagaro helps us manage bookings and availability. Clients also understand massage far better now. It’s no longer reserved for special occasions but is part of looking after physical and emotional wellbeing.”
What do you wish you’d known when you started?
“I wish I’d sought support from others in the industry earlier. There were few mentoring opportunities or communities when we began, whereas today they’re almost unlimited. I’ve also learned you can’t build a successful massage business without looking after your therapists.
“You can have beautiful branding and the best technology, but it’s the therapist who creates the experience clients remember. Some clients have returned after six or seven years and asked for the same therapist.”
What are your plans for CityLux?
“We’ve partnered with Italian skincare brand Comfort Zone to offer professional facials and spa treatments. I visited their headquarters in Parma and was impressed by their philosophy around wellbeing, sustainability and science. We’re also expanding our corporate wellbeing services, including on-site chair massage, and developing our software to reduce admin for therapists.
“For me, growth is about bringing together excellent therapists, trusted brands and technology that genuinely improves the experience for everyone.”
What role can massage play in supporting mental health?
“I think this will become a much bigger conversation. For an hour, clients can step away from their phones and responsibilities and simply focus on themselves. We regularly hear that our treatments help people relax, sleep better or feel more balanced.
“Massage isn’t a replacement for professional mental health treatment, but it can play a valuable complementary role. It’s encouraging to see therapists such as Hayley Shisko, a former NMC participant, campaigning for massage to become accessible through the NHS. Sometimes massage is about giving someone permission to stop.”
How are client needs changing, and how must therapists adapt?
“Clients are more informed and often arrive with a specific concern, such as stress, sleep, recovery or lymphatic health. Therapists need to be more versatile. Technical skill is essential, but so is understanding client psychology, communicating well and knowing when to refer someone to another healthcare professional.
“Continued education is one of our biggest opportunities, and I’d love to see more collaboration between educators, organisations and employers to make it accessible.”
Is nervous-system regulation a genuine shift or an overused buzzword?
“It’s a genuine shift, although we must be careful with terminology. Since Covid, people have been more conscious of stress and health, and many now see massage as a regular part of their lives rather than an occasional treat.
“Terms like nervous-system regulation can be useful, but they need explaining properly and backing with evidence rather than becoming a marketing trend. We don’t need exaggerated claims. There’s already so much to celebrate.”
What separates an exceptional therapist from a technically competent one?
“It’s about balance. A brilliant technician without good customer service will struggle to build lasting relationships, while a friendly therapist without strong skills won’t deliver what the client needs.
“Exceptional therapists listen, observe and adapt, recognising that some clients want to talk and others want silence. The ones who stand out combine great technical skill with genuine care.”
Do you see a role for AI in massage?
“I see huge potential in reducing admin, from scheduling and marketing to client communication and education. I’m also interested in how robotic massage evolves in hotels and gyms, where convenience or consistency matter. But I don’t see it replacing a skilled therapist.
“Massage is about understanding the person in front of you and creating connection, and as life becomes more automated, human interaction will become more valuable. Technology should ultimately make therapists’ lives easier, not make the human side of massage disappear.”
What does the National Massage Championship tell you about UK talent?
“We have extraordinary talent in the UK. This year’s eighth championship at Professional Beauty London was our biggest and best yet. I’m proudest of how it has helped therapists grow their practices, become educators and gain international recognition. It’s about feedback, friendships and community, including through NMC Connect. Many arrive nervous and leave with far more confidence, even without a medal.”
How can the massage industry raise its profile in the best way?
“We need to be more united. I’d love to see stronger collaboration, higher professional standards, greater recognition of qualifications and a more visible voice for massage in wellness and healthcare. Language matters too, and we should consistently say ‘professional massage therapist’ rather than masseuse.
“Massage isn’t statutorily regulated in the UK, which makes standards and public confidence even more important. Through The NMC, we’ve spent eight editions creating opportunities for therapists to be seen, recognised and celebrated for their skills. We have an incredibly talented profession. Now we need to make sure its voice is heard.”