Friday, December 9, 2011

Congratulations to Michael Alicia, author and faculty member


Michael Alicia

Michael Alicia, LMT, faculty member of the Massage Therapy Program at Swedish Institute, has just published a book entitled The Massage Therapist's Handbook: A Practical Guide to the Business of Massage.

Mr. Alicia’s vision was to create a book that captured the practical wisdom that comes from experience and share it with professionals, whether they are just starting out or have spent years in the field. “The book is almost like a mentor for young therapists to turn to for guidance,” Mr. Alicia says, “but it is also a refreshing reminder for veteran therapists to reconnect with the simple focus of putting the client first and building their practice one client, one massage at a time.”

The Massage Therapist’s Handbook
The Massage Therapist’s Handbook looks at navigating the many decisions involved in starting and maintaining a massage therapy business. It explores basic questions such as: How do you get clients? What’s the secret to retaining clients? Should you advertise? What does the massage therapist need to do to stay healthy and balanced?

It also shares real-life stories from professional massage therapists with successful practices. “Throughout my years of teaching,” Mr. Alicia says, “I have found that students are always enthralled by discussions of my day-to-day experiences in starting and maintaining my practice. My real-life experiences of how I navigated through decisions—like how to advertise, how to set or raise my fees, how to maintain clear boundaries with clients—always hold their interest.”  This semester Mr. Alicia is teaching Swedish Massage I, Swedish Massage II and Introduction to Thai Massage.

The Swedish Institute community of faculty, staff, students and alumni congratulate Mr. Alicia on his accomplishment! The Massage Therapist’s Handbook is available at the Swedish Institute bookstore and online at AmazonBarnes and NobleiUniverse and Massage Space NYC.