We recently connected with Grace Ashworth and have shared our conversation below.

Grace , thanks for taking the time to share your stories with us today Can you open up about a risk you’ve taken – what it was like taking that risk, why you took the risk and how it turned out?

Before I became a Massage Therapist, I worked at a locally-owned shop in Chico for three years. The hourly wage was decent, but the hours were limited, and it was difficult to make ends meet without roommates or very cheap rent. I knew I wanted more for myself, but I didn’t yet know how to achieve it. I’ve always been an artist, but I had never enjoyed commission work, this left me feeling stuck.
For a long time, I considered different career paths but couldn’t commit because if I failed, there would be no safety net. There was no one to catch me but me.
During this time I lived in a studio apartment in college town. It was the cheapest rent I could find and yet I could barely afford my groceries. I was dipping into my savings almost every month.
I knew that it was time for a change and so with the exact amount of money for my tuition in my bank account (all of my savings from the past five years) I signed up for Chico Massage School and paid in full on the spot. I cried, I shook. I was terrified that the next month I might not be able to afford my rent or that I might fail as a Massage Therapist. It was a huge gamble for me and yet, it was the best decision I have ever made.
From that moment, things started to fall into place. I found a cheaper apartment with all utilities included, landed a new job and began working for myself at Creating a Sustainable You while still in school. By the time I graduated I had an established clientele and had already earned my tuition back. My business has since been recognized in Chico News and Review as one of the top 3 Best Massage Therapists in 2024 and 2025 as well as Best Alternative Healthcare Provider 2025. Taking that risk completely transformed my life. It was absolutely well worth it.

As always, we appreciate you sharing your insights and we’ve got a few more questions for you, but before we get to all of that can you take a minute to introduce yourself and give our readers some of your back background and context?

My name is Grace Ashworth, and I’m a Massage Therapist and the founder of Ethereal Massage in Chico, California. Massage has always been a natural part of my life, long before I ever realized it could be a career.
When I was little, I spent a lot of time with my grandmother. She was obese and diabetic and dealt with a lot of pain. I didn’t know how to help her, so I’d just massage her the best I could. As I got older, I would massage cast members, friends, and partners. It was never something I consciously decided to pursue, it was just something I did. It had never dawned on me that I could make a career out of it until someone told me I’d never amount to anything. As messed up as it sounds, that comment pushed me. I wanted to prove to myself that they were wrong. Taking the leap into massage therapy was one of the biggest risks I’ve taken, and it ended up being the most aligned decision I’ve ever made.
In my practice, I focus on therapeutic massage, Myofascial Release, and Deep Tissue. A lot of my clients are people who have had major injuries, surgeries, or long-term chronic pain. Through these techniques, I’ve helped many people regain range of motion, reduce pain, and feel more balanced in their bodies.
One thing I’ve learned is that choosing the right technique isn’t just about what I think is best, it’s about listening. Everyone’s body, goals, and tolerance levels are different. For example, Myofascial Release works incredibly well, but it’s slow, and some people don’t like that. A lot of people still believe “if it doesn’t hurt, it’s not working”. I use to think this way too but now disagree, healing doesn’t have to be painful. Still, at the end of the day, it’s their body. They know it better than I ever could. What matters most to me is that my clients feel safe and that they trust me. It’s more important to build that trust than to be “right” about a technique. If they leave feeling better, that’s the only thing that matters.
What I am most proud of is the way that my work has genuinely helped people. There’s nothing like watching someone walk in barely able to move or in pain and walk out with more range of motion, pain free and smiling.
Ethereal Massage is a place where the client can truly be heard and cared for. Every session is tailored to the individual client and everyone is welcome exactly as they are.

How’d you build such a strong reputation within your market?

I believe what helped me build the reputation that I have today is that I’ve allowed my personality and background to shape the way I do business. I grew up poor and was considered a homeless student in school. During that time and there after, I carried a considerable amount of neck tension and pain throughout my body, but I saw massage therapy as a luxury; something out of reach for people like me.
That experience gave me a deep understanding of how many people feel about bodywork, and it shaped me as a Massage Therapist. I make it a priority to offer affordable sessions semi regularly so that people who might not otherwise have access to massage can still experience relief and healing.

I’ve created a space that feels entirely me — beautiful, warm, and timeless, without any sense of sterility or judgment. I find it important that people feel comfortable showing up exactly as they are. I think that authenticity; both in who I am and in the environment I’ve created, helps people feel cared for and builds trust. That genuine connection is what has allowed me to build the reputation I have today.

Can you tell us about what’s worked well for you in terms of growing your clientele?

I really believe that authenticity is the most effective strategy for growing a clientele. When you show up as yourself, consistently, openly, and without trying to be anything you’re not, people feel that. Most people can sense when someone is being disingenuous, even if they can’t put words to it. It’s an energy thing. When a practitioner feels “off,” it can be uncomfortable or even make the space feel sterile. The last thing anyone wants in a healing environment is to feel guarded.
I listen, I communicate honestly, and I’m even a goof. I’m not going to try to present myself as perfect, manicured and all knowing.
I think clients appreciate that. They feel the difference. When someone feels that you are a person that genuinely cares, they relax, they open up and they trust. Naturally, they come back and naturally tell other people about their experience.
Massage Therapy is not just about the work on the table. It’s a relationship like any other, between the massage therapist and the client. Being yourself creates connection, and connection builds a thriving clientele. For me, that’s been the most powerful and sustainable strategy.

Contact Info:

• Website: https://www.massagebook.com/therapists/ethereal-massage-?src=external
• Instagram: https://www.instagram.com/etherealmassage777?igsh=OGQ5ZDc2ODk2ZA%3D%3D&utm_source=qr

Image Credits

Carolina: https://www.massagebook.com/therapists/ethereal-massage-?src=external

Meagan Heller:
https://www.instagram.com/hellerimages?igsh=MzRlODBiNWFlZA==