Professional Massage

What Professional Massage does

Professional Massage Inc. is a Las Vegas-headquartered, founder-owned on-site massage service company founded in 2002 by Rolando Coro. It delivers professional massage across five core service lines — in-room hotel massage, casino/poker-table massage, chair massage, poolside massage, and corporate event/convention massage — operating at more than 25 venues across the Las Vegas Strip including Caesars, Wynn, Venetian, Aria, Bellagio, MGM Grand, and Resorts World. Pricing is per-minute at the casino table ($2/minute) and per-session in other channels ($10-$320 across chair, pool, and in-room formats), with therapists retaining roughly half of revenue. The company has been the official exclusive massage provider to the World Series of Poker since 2006, deploying up to 407 therapists across the 51+ day tournament, and in May 2022 expanded into traditional spa operations with the reopening of Rio Spa by PMI at the Rio Hotel. Additional revenue lines include the 2020-launched Casino Massage CEU training program and corporate/tradeshow contracts.

The business is a labor- and relationship-driven service operation rather than a technology platform. Its core operational stack consists of a website-based booking system with secure payment processing, a licensed independent-contractor therapist network (approximately 200 full-time plus 200+ temporary staff mobilized from 28 states for WSOP), and a proprietary casino poker table massage cushion designed for unobtrusive in-game service. Therapists are classified as independent contractors, and Professional Massage operates primarily as a referral and dispatch layer connecting licensed therapists with customers at venue locations. The go-to-market is direct-to-consumer for individual bookings (online and phone, 24/7) and direct-to-venue for enterprise/casino contracts. Customer segments are horizontal: Las Vegas tourists and hotel guests, poker players and casino patrons, corporate event organizers, and spa-goers. Revenue is concentrated in Las Vegas with no disclosed geographic expansion, no external funding events, and no disclosed financials.

Name

Professional Massage

Legal name

Professional Massage Inc.

Website

https://professionalmassageinc.com

Company type

Private

Founded year

2002

Operating status

Operating

Headcount range

101–250 employees

Short description

Professional Massage Inc. is a Las Vegas-based on-site massage service company founded in 2002, delivering in-room, casino, poolside, chair, and corporate event massage across 25+ Strip venues. It is the exclusive massage provider to the World Series of Poker since 2006 and operates Rio Spa by PMI.

Ownership category

akta.pro rank

Product category

On-Site Therapeutic Massage Services

NAICS

Other Personal Care Services (81219), Offices of Other Health Practitioners (6213)

SIC

Services-Amusement & Recreation Services (7900), Services-Health Services (8000)

akta.pro primary industry

Mobile Massage Therapy (HSALAMAF)

akta.pro secondary industries

Chair Massage & Corporate/On-Site Massage (HSADAHAO), Spa & Massage Services (Day Spas, Massage Studios, Treatment Packages) (THAJAHAC)

Keywords

• On-site massage services
• Casino massage therapy
• Hotel in-room massage
• Poolside massage services
• Corporate event massage

Headquarters

HQ city

Nevada

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, Supply Chain

Revenue model

1. Casino/Poker Massage: Per-minute massage service at $2 per minute at WSOP and casino locations. Therapists earn $1 per minute. Services delivered at gaming tables, convention centers, and casino floors.
2. In-Room Hotel Massage: Fixed-duration massage sessions booked for hotel rooms at preset prices. Includes 60, 90, and 120-minute sessions with Swedish, Deep Tissue, or Sports Massage options.
3. Chair Massage: Chair massage services at malls, hotels, and events. Charged per session based on duration from 5 to 40 minutes.
4. Pool Massage: Poolside massage services including table and chair massages at Las Vegas hotels. Charged per session based on duration from 10 to 80 minutes.
5. Special Events/Corporate Massage: On-site chair massage services for corporate events, tradeshows, and conventions. Billed per session based on group size and event requirements.
6. Rio Spa Operations: Full-service spa operations at Rio Hotel offering 50, 80, and 100-minute massages including Thai, Swedish, Couples, Prenatal, and Pure Fiji treatments.

Pricing tiers

Go-to-market motion2 records

Distribution channels6 records

Marketing channels8 records

Core offering

Professional Massage Inc. provides on-site licensed therapeutic massage services delivered directly to customer locations across Las Vegas, including hotel rooms, casino gaming tables, poolside areas, retail malls, and event venues. Core service lines include In-Room Massage, Casino & Poker Massage, Chair Massage, Pool Massage, and exclusive WSOP tournament massage services, with a full-service spa (Rio Spa by PMI) and a Casino Massage CEU education program as additional offerings. The company deploys a network of 200+ full-time and 200+ temporary licensed massage therapists to fulfill bookings.

Product overview

Professional Massage Inc. is a service-based company offering on-site professional massage services in Las Vegas. The portfolio consists of five core service lines: In Room Massage (hotel room delivery), Casino & Poker Massage (gaming table service), Chair Massage (portable chair at malls/events), Pool Massage (poolside service), and WSOP Massage (exclusive provider since 2006). Additional offerings include Corporate/Convention Massage, Rio Spa by PMI (traditional spa opened 2022), and Casino Massage CEU education. The company operates primarily as a service aggregator, connecting licensed massage therapists with customers at Las Vegas hotels, casinos, and event venues.

Differentiator

Problem solved

Functional benefit

Products and services

• In Room Massage Professional massage delivered directly to hotel rooms. Therapists arrive with massage table, linens, lotion/oil, and music. Offers Swedish, Deep Tissue, or Sports Massage modalities in 60, 90, and 120-minute sessions priced at $200, $260, and $320 per person respectively.
• Casino & Poker Massage On-site massage service provided directly at gaming tables and slot machines in casino environments. Therapists are specially trained in casino etiquette, focusing on scalp, neck, back, and hands while respecting poker gameplay. Charged at $2 per minute.
• Chair Massage Massage delivered in a portable massage chair for stress relief and increased circulation. Available at mall locations, workplaces, conventions, and events with sessions ranging from 5 to 40 minutes ($10 to $80). Includes neck, shoulders, back, arms, hands, legs, feet, and reflexology options.
• Pool Massage Poolside massage services available at Las Vegas hotel pools. Offers both table and chair massage options with sessions ranging from 10 to 80 minutes ($30 to $240). Includes full body table massage with foot scrub.
• World Series of Poker (WSOP) Massage Exclusive provider of massage services at the World Series of Poker tournament since 2006. Deploys over 400 licensed massage therapists providing 24-hour service to poker players and spectators during the 51+ day tournament.
• Corporate Event & Convention Massage On-site chair massage services for corporate events, conventions, and special events. Licensed massage therapists bring all supplies and require minimal space and setup time. Suitable for tradeshows and team-building events with group sizes from 10 to 60+.
• Rio Spa by PMI Traditional spa offering at Rio Hotel reopened on May 19, 2022. Offers Thai, Swedish, Couples, Prenatal, and Pure Fiji massages in 50, 80, and 100-minute sessions. Open daily 10am-6pm. Booking via Zenoti platform.
• Casino Massage CEU Class Certified provider of Continuing Education Units for Casino Massage, taught by Vice President Tori Sadiki with over 15 years of casino massage experience. Covers tools for casino massage, body mechanics, and professional boundaries.

Quantifiable outcome

• 407 therapists deployed during WSOP tournament providing thousands of massage hours
• +3 more outcomes

Named customers13 records

Segments5 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

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

• Las Vegas Spa Association (LVSA)minorStrategic or Co-development Partner · 1 January 2019Member of LVSA, a networking organization for Las Vegas spa directors, buyers, and vendors. LVSA promotes sharing of ideas, services and industry trends. Professional Massage Inc received Community Support Award in 2019.
• World Series of Poker (WSOP)coreGTM or Marketing Partner · 1 January 2006Official exclusive provider of massage services to the World Series of Poker since 2006. PMI provides over 400 therapists during the 51+ day tournament, delivering massage to poker players at gaming tables. The partnership has grown from 40 therapists in 2006 to 400+ in recent years.
• Caesars Palace CasinocoreGTM or Marketing PartnerPrimary casino partner providing on-site massage services at poker room and casino floor. Relationship established in 2004 when Gary Selesner helped Coro get work at Caesars Palace.
• Wynn Poker RoomcoreGTM or Marketing PartnerOn-site massage services provided at Wynn Poker Room for gaming patrons.
• Venetian/Palazzo CasinocoreGTM or Marketing PartnerOn-site casino and pool massage services provided at Venetian/Palazzo properties.
• Rio Hotel and CasinocoreGTM or Marketing PartnerPMI expanded into spa operations at Rio Hotel in 2022, reopening Rio Spa after pandemic closure. Provides casino massage services at Rio during WSOP.
• Planet Hollywood, Harrahs, Paris, Flamingo, Bally's, Linq HotelmajorGTM or Marketing PartnerOn-site massage services at multiple Caesars Entertainment properties including chair massage and in-room hotel massage.
• Aria, Bellagio, MGM Grand, Mandalay Bay, ExcaliburmajorGTM or Marketing PartnerOn-site massage services at MGM Resorts properties including casino massage and convention services.
• Fashion Show MallmajorGTM or Marketing PartnerChair massage kiosk location at Fashion Show Mall, Las Vegas major shopping destination.
• Grand Canal Shoppes (Venetian)minorGTM or Marketing PartnerChair massage booth at Grand Canal Shoppes mall within Venetian resort.
• Resorts World Las VegasmajorGTM or Marketing PartnerOn-site massage services at newly opened Resorts World Las Vegas property.
• Las Vegas Convention and Visitors Authority (LVCVA)minorStrategic or Co-development PartnerPMI is part of the Las Vegas Host Committee charged with welcoming guests to Las Vegas. LVCVA focuses on attracting visitors to the city and hosted NASCAR Weekend 2018 events where PMI provided massage services.

Scale indicators7 records

Recent moves7 records

Expansion highlights5 records

Emerging players

• The NOW Massage: Boutique massage studio concept offering Swedish, deep-tissue, and sports sessions in design-led locations. Comparable in core massage modalities and premium positioning to PMI's higher-end spa and in-room offerings.
• Spavia Day Spa: Affordable luxury day-spa franchise with resort-inspired amenities and massage as a core service. Comparable to PMI's Rio Spa offering in service mix and target customer, differing in franchise-versus-directly-operated model.
• Woodhouse Spa: Boutique day-spa franchise offering massage, body treatments, and skincare. Comparable to PMI's Rio Spa subsidiary in fixed-location spa operations, with overlap in hotel-resort spa partnerships.
• WTS International: Operator of corporate, hospitality, and resort fitness and wellness programs including massage. Comparable as a B2B on-site massage/wellness vendor serving hotels and corporate buyers, overlapping PMI's corporate and convention channels.

Direct peers

• Soothe: Mobile and on-demand massage platform delivering therapists to hotels, offices, and events. Directly comparable to PMI's in-room and corporate-event offerings, with PMI differentiated by its exclusive venue relationships and casino-floor specialization.
• Massage Heights: Membership-based massage and skincare franchise operating across the U.S. and Canada. Comparable recurring-revenue massage services model, distinct from PMI primarily in retail-versus-mobile delivery.
• Elements Massage: Franchise network of therapeutic massage studios focused on clinical/therapeutic sessions. Comparable core service (Swedish, deep tissue, sports) and pricing tier, competing in the same end-market demand pool.
• Zeel: On-demand mobile massage marketplace that dispatches licensed therapists to homes, hotels, and offices. Closest direct peer to PMI's hotel in-room and on-site service model, differing mainly in serving a broader geography via an app-based marketplace rather than a single market with anchor venue partnerships.
• Massage Envy: Largest U.S. membership-based massage and skincare franchise network. Comparable as a scaled massage services operator, but anchored in fixed retail locations and recurring memberships versus PMI's mobile, venue-anchored model.
• Hand & Stone Massage and Facial Spa: National massage and facial services franchise with hundreds of U.S. locations. Comparable service category and unit economics, though delivered through owned retail studios rather than PMI's on-site venue model.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xtwitter.com/pmivegas
• LinkedInlinkedin.com/company/professional-massage-inc

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Subsidiaries1 record

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 Professional Massage