In this talk I will make the case that massage actually is special, valuable, and why we should proudly embrace our role. Evidence-informed practice and the biopsychosocial framework provide a sound basis for our continuing support for people wanting our help. At the same time there are a number of sometimes uncomfortable aspects we must reconcile regarding some of our beliefs, our training, and the industry as a whole. This is your guide to being a confident, ethical massage therapist for the right reasons that sits comfortably alongside the evidence and aspires to a bright future.

• Critically understand the value of massage therapy.
• Appreciate the need for a modern, evidence-informed narrative.
• Understand the importance of providing accurate information with respect to informed consent.
• Be able to reflect on some of the challenges that being considered as part of healthcare may represent.