Integrative Healthcare

What Integrative Healthcare does

The Institute for Integrative Healthcare Studies, doing business as Integrative Healthcare, is a private continuing education provider founded in 1996 and headquartered in Montgomery, New York (2331 State Route 17K). The company sells home study continuing education (CE) courses to licensed massage therapists across the United States and Canada who must satisfy state licensure and certification renewal requirements. Its courses are accepted by NCBTMB, AMTA, ABMP, and a broad set of state boards, and the company reports 342,000+ course enrollments over its operating history.

The company offers 150+ courses spanning technique training (deep tissue, sports, prenatal), ethics, pathology, modality certifications, and business development, available in three fulfillment formats: fully online, physical materials shipped by mail (books, DVDs, CDs), and hybrid. Delivery runs on a proprietary Online Course Center that provides 24/7 access, online testing, and immediate certificate printing upon passing (72% passing score). Supporting assets include a mobile app for iOS and Android, state-specific CE packages (Florida, New York, Louisiana), article-based courses derived from the Massage Professionals Update newsletter, and video courses with closed captioning. The catalog is built on a multi-jurisdictional regulatory approval portfolio that includes NCBTMB (#049478-00), New York State (#0012, the first independent home study CE provider so approved), Florida (#50-1017 since 1998), Louisiana (#LAP0056 since 2000), Mississippi (#MAP0006 since 2002), Illinois (#245-000004, sponsor #4, since 2003), Texas (CE1428), Georgia, and the College of Massage Therapists of Ontario.

Revenue is generated almost entirely from one-time, unit-priced course sales ranging from $15 for a 1-hour article-based CE to $476.85 for comprehensive 42-hour programs, with a 90-day money-back guarantee and one-year completion windows. The go-to-market is direct-to-consumer: self-serve e-commerce on the company's website, supplemented by phone-based inside sales (1-800-364-5722) during limited business hours (Mon-Fri 9am-12:30pm and 1:30pm-4pm EST). Top-of-funnel marketing relies on the Massage Professionals Update newsletter (with a free 1 CE Ethics Refresher as a lead magnet), SEO on course catalog pages, organic social on Facebook and Instagram, and CE Broker reporting integration in Florida and Georgia. The company is small, independent, and founder-led — Ralph Napolitano (founder, LMT) and Cheryl Baisley (Director, 23+ years) — with no disclosed outside funding, no parent company, no subsidiaries, and no M&A activity.

Name

Integrative Healthcare

Legal name

Institute for Integrative Healthcare Studies

Website

https://integrativehealthcare.org

Company type

Private

Founded year

1996

Operating status

Operating

Headcount range

11–50 employees

Short description

The Institute for Integrative Healthcare Studies, founded in 1996, sells 150+ home study continuing education courses to licensed US and Canadian massage therapists. Courses are delivered online or shipped, and are approved by NCBTMB and multiple state boards.

Ownership category

akta.pro rank

Product category

Massage Therapy Continuing Education

NAICS

Other Schools and Instruction (6116), All Other Schools and Instruction (61169)

SIC

Services-Educational Services (8200)

akta.pro primary industry

Massage Therapy Schools & Certification Programs (HSALANAJ)

Keywords

• Massage continuing education
• Home study CE courses
• Massage therapy CEUs
• NCBTMB approved provider
• Licensed massage training

Headquarters

HQ city

Montgomery

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Supply Chain, Others

Revenue model

1. Course Sales: One-time purchase of individual continuing education courses. Students pay upfront for access to course materials (online or shipped) and online testing. Passing score of 72% required for certificate issuance.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels6 records

Core offering

The Institute for Integrative Healthcare Studies sells home study continuing education courses for licensed massage therapists. Over 150 NCBTMB-approved CE courses are offered fully online, via shipped physical materials (books, DVDs), or in combined formats, with 24/7 access to the Online Course Center for testing and certificate printing. Pricing ranges from $15 for short article courses up to $476.85 for comprehensive multi-hour programs, supported by a 90-day money-back guarantee.

Product overview

The Institute for Integrative Healthcare Studies operates as a single unified continuing education platform offering over 150 massage therapy CE courses. The core product consists of home study courses available in three formats: fully online (with video and digital testing), physical materials shipped by mail (books, DVDs), or a combination of both. Supporting products include the Massage Professionals Update free monthly newsletter, a mobile app for on-the-go learning, article-based courses derived from newsletter content, and state-specific CE packages. All courses are approved by NCBTMB and accepted by AMTA and ABMP, with the online course center providing 24/7 access to materials, testing, and certificate printing.

Differentiator

Problem solved

Functional benefit

Brands

• Massage Professionals Update (MPU): The Institute's industry-leading free monthly e-newsletter containing original articles and tips for massage professionals.

Products and services

• Massage Therapy Continuing Education Courses Over 150 home study massage therapy CE courses approved by NCBTMB and accepted by AMTA and ABMP, covering deep tissue, sports massage, prenatal massage, ethics, pathology, and various modalities. Delivered online, by mail, or in combination.
• Online Course Center Secure online platform providing 24/7 access to course materials, video content, online testing, and immediate certificate printing for students who complete courses digitally.
• State-Specific CE Packages Pre-packaged course bundles tailored to specific state licensure requirements, including Florida and New York CE packages, designed to fulfill mandatory CE topics such as medical errors and human trafficking.
• Video Courses Technique courses that include video components, such as Hospice-Based Massage, Polarity Therapy, and Advanced Prenatal Massage, with closed captioning options available.
• Article-Based CE Courses CE courses derived from Massage Professionals Update newsletter articles, allowing students to earn credits through content they have already read.
• Physical Course Materials (Books, DVDs, CDs) Shipped materials including textbooks, DVD sets, and testing materials for students who prefer physical resources over fully online formats.

Quantifiable outcome

• 90-day money-back guarantee on all courses
• +2 more outcomes

Segments2 records

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Massage Magazine: Long-running massage industry publication that also offers CE courses and learning content for licensed therapists. Comparable as a content-plus-CE hybrid targeting the same renewal-driven buyer, with overlapping editorial/newsletter assets analogous to IIHS's Massage Professionals Update.
• Healwell: Online continuing education provider focused on massage therapy and integrative healthcare, offering NCBTMB-approved courses. Directly competes for the same licensed massage therapist customer with online CE delivery, similar approval-based moat, and overlapping course topics (ethics, pathology, modalities).
• Real Bodywork: Provider of video-based massage therapy CE courses with NCBTMB approval, competing on visual learning format and self-paced delivery. Directly comparable because it sells individual CE courses to licensed massage therapists via online distribution, sharing the same approval-based value proposition.
• Upledger Institute International: Provider of CE courses and certification programs in craniosacral therapy and related modalities for massage therapists and bodyworkers. Comparable because it sells multi-format CE to the same licensed therapist base with approval-based distribution, though focused on a single modality specialty.

Broad incumbents

• HealthStream: Public healthcare workforce learning and CE platform with deep institutional hospital/health system distribution. Comparable CE model and regulatory-approval-driven value proposition, but enterprise/B2B focused rather than direct-to-consumer massage therapists.
• Associated Bodywork & Massage Professionals (ABMP): Largest US massage professional membership organization (~80K+ members) that offers continuing education courses and accepts CE from approved providers like IIHS. Comparable because it serves the same licensed massage therapist segment for license renewal, but as a broad membership/association rather than a dedicated CE specialist.
• NetCE: Long-established online CE provider for allied health professionals including massage therapists, offering large course catalogs across multiple states. Comparable customer (licensed CE-seeking therapist) and online delivery model, but broader healthcare footprint rather than massage-specialized.
• American Massage Therapy Association (AMTA): National professional association for massage therapists that provides CE resources and accepts courses from approved providers. Comparable target customer (licensed massage therapists seeking CE) but broader membership/advocacy focus rather than standalone CE product.
• CEU.com / Cengage Group CE Brands: Large diversified CE and professional education brands serving licensed professionals across healthcare and wellness fields. Comparable regulatory-CE infrastructure and online course delivery, but operate across many verticals rather than specializing in massage therapy.

Others

• National Certification Board for Therapeutic Massage & Bodywork (NCBTMB): Certifying body that approves CE providers like IIHS and issues Board Certification credentials. Not a direct competitor, but the regulatory anchor whose approval status enables IIHS's go-to-market; relevant as a dependency and ecosystem gatekeeper.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks4 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/pages/Institute-for-Integrative-Healthcare-Massage-CEUs-and-Articles/362264493108
• Instagraminstagram.com/massageceu

Compliance9 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Integrative Healthcare