Pricing transparency is a new legislative topic, but inside the treatment room, strict rules around service menus may clash with the reality of customized care.
New York recently filed a bill that would require beauty professionals like cosmetologists and hair professionals to disclose service prices twice: Once when booking and again before service begins. The goal is to protect consumers from surprise charges and to promote transparency. In a medical or hospital setting, this level of openness is welcomed; no one wants a mysterious, unexpected charge. However, when it comes to wellness services, does this kind of regulation address a real problem, or does it create new ones?
While massage therapists haven’t yet been pulled into these legislative conversations, it’s worth exploring how similar laws could help or hinder the profession. We’ve assembled the pros and cons and some best pricing practices every MT should have in place.
Pros: Building Trust and Client Connection
From the moment a client books to the moment you remind them to drink plenty of water and ease them back into their day, transparent pricing can positively shape their massage experience. When clients know exactly what they’re paying for, they feel informed and able to relax. Providing clear expectations from the get-go helps reduce financial anxiety and sets the tone for a peaceful visit. A strong, transparent price list should include:
- Service cost and what’s included
- Optional add-ons or upgrades
- Follow-up or complimentary services
Massage therapy already tends to lean toward straightforward pricing. Most practitioners book time blocks and charge by the hour, so transparency is often inherently built into pricing structure. Still, it’s recommended to avoid using “base costs” and vague wording like “starting at.” Even if it means listing multiple scenarios or tiered pricing, a clear menu helps clients plan and prevents sticker shock. It may also prevent negative reviews, which is always a win for business.
This leads to how transparent pricing can support client retention. Clients who feel informed are more likely to become your beloved regulars, the ones who prebook and keep your books steady. One factor that can turn a fair-weather client into a repeat regular is consistent pricing. Giving clients financial predictability builds long-term trust, and that’s an excellent foundation for repeat business.
Some tools that make transparent pricing easy:
- Written price lists: Brochures, signage, websites, and printed menus keep info consistent and visible.
- Online booking platforms: Clients can see prices before they click “confirm.”
- Itemized receipts: List all services and/or products used to avoid confusion.
- Consistent communication: Whether you work solo or are part of a team, it’s important that every client receives the same pricing information.
Cons: Being Boxed in and Stifled
On paper, transparent pricing can be a win-win. But the proposed New York bill still raises concerns, particularly if this becomes a trend that bleeds over into the massage therapy world. If you must disclose pricing at booking and again before the service, that could lock you into a fixed price, even if a client’s needs change once they’re on the table.
Massage therapy may seem straightforward because most professionals charge by the hour, but sessions still vary client to client. A 60‑minute massage can look completely different depending on muscle tension, mobility issues, pressure preferences, and the tools or enhancements used to deliver effective care. A price law that’s overly rigid may assume every session is identical. But seasoned practitioners know that’s not the case.
For example: A client books a standard 60‑minute massage, but after assessment, you notice their upper back is tight and they would benefit from a hot stone add-on or aromatherapy to help release stress and tension. With a restrictive price transparency law, you face a dilemma:
- Perform the standard 60‑minute massage
- Add the hot stones or aromatherapy and charge more but risk a compliance issue
Massage therapy is hands-on and adaptive. You assess, adjust, and customize in real time. Overly rigid price transparency laws could unintentionally limit beneficial upgrades or necessary care that support client outcomes. At your core, you aim to ease pain and provide therapeutic comfort. Adding an agreed-upon beneficial upsell treatment mid-service shouldn’t be precluded from law in the wellness space.
Best Pricing Practices
While lawmakers sort out the details, there’s plenty you can do now to keep pricing clear and stress-free for everyone.
- Publish clear prices: Skip vague terms like “starting at,” “as low as,” and “up to.” If pricing varies, explain why and offer a range.
- Discuss session options up front: Let clients know what’s included, recommended, and optional.
- Avoid hidden fees: Inform clients if something costs extra before a session begins (specialized modality, add-ons, products, time).
- Update your menu regularly: Make a habit of revisiting your pricing so it reflects your expertise, product costs, and current market trends. If it’s been five years, it’s probably time to reassess.
As the profession continues to evolve, so will conversations around pricing transparency. What matters most is choosing a system that supports your workflow and keeps clients feeling informed and cared for. Trust your expertise, because you’re the one who knows what works best in your treatment room.
Bonus reading for the financially savvy practitioner: Check out our Massage & Bodywork magazine article “Five Simple Systems to Keep You Fully Booked” to explore methods that keep therapists financially steady.