Massage Therapy Association of Manitoba

What Massage Therapy Association of Manitoba does

Massage Therapy Association of Manitoba Inc. (MTAM) is a non-profit professional association incorporated on January 23, 1973, and headquartered in Winnipeg, Manitoba. It is the largest association of professional massage therapists in Manitoba, with 1100+ members across four tiers: practicing Registered Massage Therapists (RMTs), non-practicing members, free student members, and associate business/clinic members. The association is governed by a volunteer Board of Directors — all of whom are RMTs — supported by a six-committee volunteer structure and 1–10 full-time staff.

MTAM's core products are organized around membership as the gating entitlement: a tiered membership structure with annual dues; Canada-wide Professional and General Liability (PGL) insurance with occurrence-based professional liability, general liability, contents coverage, and bundled legal consultations; a Professional Development program including a compulsory Continuing Education framework operating since 2002, courses/workshops/webinars, and an annual Spring Conference; the "Find an RMT" public referral directory with Google Maps integration; and a Member Portal that serves as the operations hub for insurance confirmations, invoicing, standards documents, and affinity-program access. Supporting products include Practice Management Support (RMT-staffed advisory service), Client Benefit Claims Support, Health & Dental Benefit Plans, Injury-Only Disability Coverage, and a C$500 Student Scholarship Award. The underlying technology is a standard web platform (mtam.mb.ca and members.mtam.mb.ca) with no disclosed AI/ML capabilities, APIs, or proprietary models.

MTAM generates revenue from four streams: recurring annual membership dues (subscription), PGL insurance premiums (subscription/take-rate on premiums), professional development courses and the annual conference (subscription/event fees, many free to members), and advertising/sponsorship (job postings, classifieds, newsletter placements, affinity-program partnerships). Pricing is annual for all main tiers, with a freemium student tier at zero cost. Go-to-market is sales-led and direct: member recruitment via the Find an RMT referral page, social media (Facebook, Instagram, LinkedIn, X), member referrals, student outreach at MTAM-recognized schools, and the annual conference. MTAM maintains direct-billing provider number eligibility with every major Canadian health benefit insurer — TELUS Health, Blue Cross, Medavie Blue Cross, Sun Life (Lumino), Greenshield, and The Cooperators — making membership materially valuable to practicing RMTs. The association is a member of the Canadian Massage Therapist Association (CMTA) for national coordination and adheres to FOMTRAC inter-jurisdictional practice competencies. Operating geography is Manitoba, with insurance coverage extending Canada-wide; on June 16, 2026 the Government of Manitoba designated massage therapy as a regulated health profession under the Regulated Health Professions Act, establishing the College of Massage Therapists of Manitoba.

Name

Massage Therapy Association of Manitoba

Legal name

Massage Therapy Association of Manitoba Inc.

Website

https://mtam.mb.ca

Company type

Private

Founded year

1973

Operating status

Operating

Headcount range

1–10 employees

Short description

MTAM is a 50-year-old non-profit professional association and the largest representative body of Registered Massage Therapists in Manitoba, serving 1100+ members with tiered memberships, Canada-wide liability insurance, compulsory continuing education, an annual conference, and a public Find-an-RMT directory.

Ownership category

akta.pro rank

Headquarters

HQ city

Winnipeg

HQ country

Canada

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Membership Dues: Annual membership fees charged to practicing, non-practicing, student, and associate members. Student memberships are free. Rates vary by membership category and are detailed in annual fee schedules.
2. Professional and General Liability Insurance: Canada-wide PGL insurance offered to practicing members at competitive rates. Occurrence-based policy covering professional liability, general liability, and optional contents insurance. Additional personal health, dental, and disability coverage options available.
3. Professional Development Courses and Events: MTAM provides continuing education courses, workshops, seminars, webinars, and annual conference. Many courses are free for members; others offered at discounted member rates. Annual MTAM Spring Conference provides education and networking.
4. Advertising and Sponsorship: Advertising opportunities including job postings, classified ads, business course ads, newsletter placements, affinity program partnerships, and sponsorship opportunities.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels8 records

Core offering

MTAM is a non-profit professional association that provides membership services to Registered Massage Therapists in Manitoba, including professional liability insurance, continuing education, advocacy, and a public Find an RMT referral directory. The association generates revenue through annual membership dues, insurance program fees, professional development courses, and advertising/sponsorship opportunities, supporting more than 1,100 practicing, non-practicing, student, and associate members.

Product overview

MTAM operates as a professional association for Registered Massage Therapists in Manitoba offering a membership-based platform with multiple integrated services. The core offering is MTAM Membership (available in Practicing, Non-practicing, Student, and Associate tiers) which provides access to the Professional Development Program, Professional and General Liability Insurance, the Find an RMT public referral directory, MTAM Events and Courses, the annual MTAM Conference, and MTAM Awards. Supporting services include Practice Management Support, Client Benefit Claims Support (enabling direct billing with major insurers), New Member Orientation, and optional add-ons such as Health & Dental Benefit Plans and Injury-Only Disability Coverage. Student members receive free membership with access to the Student Scholarship Award ($500). The Member Portal serves as the central hub for member resources, communications, and self-service tools.

Differentiator

Problem solved

Functional benefit

Products and services

• MTAM Membership Professional association membership for Registered Massage Therapists in Manitoba, available in Practicing, Non-practicing, Student, and Associate tiers. Includes liability insurance, professional development access, advocacy, and member benefits.
• Professional Development Program Comprehensive continuing education program providing self-directed development framework, continuing education courses, workshops, seminars, webinars, online learning, annual conference, and research resources for RMTs.
• Professional and General Liability (PGL) Insurance Canada-wide occurrence-based liability insurance policy covering individual practitioners, including professional liability, general liability, contents insurance, and unlimited free legal consultations.
• Find an RMT Member Referral Directory Public directory and referral page allowing Manitobans to search for MTAM Registered Massage Therapists, featuring Google Maps integration and filtering options.
• MTAM Annual Conference Annual professional conference bringing together RMTs, industry leaders, and experts featuring keynote presentations, breakout sessions, workshops, and networking opportunities.
• MTAM Events and Courses Ongoing calendar of courses, workshops, seminars, webinars, and special events for professional development and networking.
• New Member Orientation Live presentation by MTAM staff covering membership setup, receipt and documentation practices, business basics, professional development goals, and member responsibilities.
• Student Scholarship Award $500 annual scholarship award for eligible student members, with application window typically January through June.
• Practice Management Support Practice management team of RMTs providing advice on business start-up, professional ethics, boundaries, workplace challenges, and personal health information handling.
• Client Benefit Claims Support Support for insurance audits, direct billing setup, denied claims, client receipt best practices, and fraud prevention for health benefit insurance providers.
• Member Portal Online member portal providing access to member profiles, insurance confirmations, invoices, receipts, Standards of Practice, Code of Ethics, bylaws, clinic tools, resources, and affinity partner discounts.
• Health and Dental Benefit Plans Optional health and dental benefit plans available to MTAM members through three different plan options for individuals, couples, and families.
• Injury-Only Disability Coverage Optional income protection insurance coverage for members who become injured and unable to work, starting at less than $10/month.
• MTAM Awards Program Annual awards program recognizing achievements and contributions within the massage therapy profession.

Quantifiable outcome

• 50+ years of advocacy and support for massage therapy profession in Manitoba
• +3 more outcomes

Named customers12 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration9 records

Partnerships

17 partnerships are on record, tiered core, major and minor.

• Canadian Massage Therapist Association (CMTA)coreStrategic or Co-development PartnerMTAM is a proud member of the Canadian Massage Therapist Association (CMTA), a nationwide association composed of provincial professional massage therapy associations. MTAM works with CMTA on national advocacy projects including GST/HST exemption for massage therapy treatments, insurance coverage advocacy, and collaboration on professional standards. CMTA was officially constituted in 1991 and meets minimum twice yearly with management team meeting monthly.
• Federation of Massage Therapy Regulatory Authorities (FOMTRAC)coreStrategic or Co-development PartnerMTAM adheres to FOMTRAC practice competencies which were established by the profession in 2012 and updated in 2016. These competencies define the scope of practice for massage therapy in jurisdictions without regulation like Manitoba.
• TELUS HealthmajorGTM or Marketing PartnerMTAM members are eligible for direct billing provider numbers with TELUS Health for health benefit claims processing and reimbursement.
• Blue Cross / Medavie Blue CrossmajorGTM or Marketing PartnerMTAM members are recognized for claims reimbursement by Blue Cross and Medavie Blue Cross. Members are eligible for direct billing provider numbers with these insurers.
• Sun Life (Lumino)majorGTM or Marketing PartnerMTAM members are eligible for direct billing provider numbers with Sun Life (Lumino) for health benefit claims processing.
• Greenshield (providerConnect)majorGTM or Marketing PartnerMTAM members are eligible for direct billing provider numbers with Greenshield through the providerConnect platform for health benefit claims processing.
• The Cooperators (theclaimsXchange)majorGTM or Marketing PartnerMTAM members are eligible for direct billing provider numbers with The Cooperators through the theclaimsXchange platform for health benefit claims processing.
• PerkopolisminorChannel Partner/ Reseller/ DistributorAffinity partner providing member discounts on products and services to MTAM members.
• Jane (Clinic Software)minorChannel Partner/ Reseller/ DistributorAffinity partner offering clinic management software discounts to MTAM members.
• Clinic SenseminorChannel Partner/ Reseller/ DistributorAffinity partner providing member discounts on clinic and business supplies for MTAM members.
• Diamond AthleticminorChannel Partner/ Reseller/ DistributorAffinity partner providing member discounts on athletic products and services for MTAM members.
• True North Sports & Entertainment / Sport ChekminorChannel Partner/ Reseller/ DistributorAffinity partner providing VIP deals and sports-related discounts to MTAM members.
• Evolve College of Massage TherapycoreStrategic or Co-development PartnerOne of five Manitoba Private Vocational Schools offering massage therapy courses whose graduates are accepted by MTAM. Curriculum undergoes review every 2-3 years by MTAM for compliance with national practice standards. Formerly known as The Massage Therapy College of Manitoba.
• Wellington College of Remedial Massage TherapycoreStrategic or Co-development PartnerOne of five Manitoba Private Vocational Schools offering massage therapy courses whose graduates are accepted by MTAM. Curriculum undergoes review every 2-3 years by MTAM for compliance with national practice standards.
• Hua Xia Acupuncture, Massage, Herb CollegecoreStrategic or Co-development PartnerOne of five Manitoba Private Vocational Schools offering massage therapy courses whose graduates are accepted by MTAM. Curriculum undergoes review every 2-3 years by MTAM for compliance with national practice standards.
• The Learning Company – Brandon CampuscoreStrategic or Co-development PartnerOne of five Manitoba Private Vocational Schools offering massage therapy courses whose graduates are accepted by MTAM. Located in Brandon, Manitoba. Curriculum undergoes review every 2-3 years by MTAM for compliance with national practice standards.
• Acupuncture College of ManitobacoreStrategic or Co-development PartnerOne of five Manitoba Private Vocational Schools offering massage therapy courses whose graduates are accepted by MTAM. Curriculum undergoes review every 2-3 years by MTAM for compliance with national practice standards.

Scale indicators6 records

Recent moves6 records

Expansion highlights6 records

Emerging players

• Natural Health Practitioners of Canada (NHPC): National multi-discipline association covering massage therapy and other natural health professions. Competes for Manitoba massage therapists by offering a cross-discipline membership option with liability insurance, comparable in service mix to MTAM but broader in scope.

Others

• Canadian Chiropractic Association (CCA): National association for chiropractors in Canada. Thematically adjacent as a non-physician allied health professional body offering membership, insurance, advocacy, and continuing education — useful as a peer for how larger health professional associations structure member services.

Direct peers

• Massage Therapy Association of Saskatchewan (MTAS): Provincial professional association for massage therapists in Saskatchewan. Closely comparable geographic and demographic footprint to MTAM, with similar services including membership, insurance, education, and advocacy.
• Massage Therapist Association of Nova Scotia (MTANS): Provincial professional association for massage therapists in Nova Scotia. Directly comparable scope and structure to MTAM, providing membership, professional development, and advocacy services to Atlantic Canada RMTs.
• Registered Massage Therapists' Association of Ontario (RMTAO): Largest provincial massage therapy association in Canada. Provides liability insurance, continuing education, advocacy, and a public therapist directory to Ontario RMTs — directly comparable mandate and service stack to MTAM, scaled to a much larger province.
• Canadian Massage Therapist Association (CMTA): National umbrella association of which MTAM is a member. Operates as a federation of provincial massage therapy associations and conducts national advocacy on GST/HST exemption, insurance coverage, and professional standards — directly comparable structure and member base to MTAM's mandate.
• Massage Therapists' Association of Alberta (MTAA): Provincial professional association for Registered Massage Therapists in Alberta. Closely comparable to MTAM in structure, services, and member offerings, including liability insurance, continuing education, advocacy, and a public referral directory.

Broad incumbents

• Canadian Athletic Therapists Association (CATA): National association for athletic therapists in Canada. Comparable professional association model for an adjacent allied health profession, offering certification, liability insurance, continuing education, and advocacy — relevant benchmark for MTAM's structure.
• College of Massage Therapists of British Columbia (CMTBC): Regulatory college governing massage therapy in British Columbia. Provides a forward look at the post-regulation operating model MTAM may face as Manitoba's new RHPA College launches in 2026, with overlapping scope including registration, standards, and complaints.

Regional players

• Physiotherapy Association of Manitoba: Provincial professional association for physiotherapists in Manitoba. Adjacent in scope and structure to MTAM, serving a related regulated allied health profession in the same geographic market — useful peer for advocacy, insurer relationships, and continuing education models.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat6 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/MTAManitoba
• LinkedInlinkedin.com/company/massage-therapy-association-of-manitoba-inc-
• Instagraminstagram.com/mtamanitoba
• Xx.com/mtamanitoba

Compliance6 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles12 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 Massage Therapy Association of Manitoba