Alright – so today we’ve got the honor of introducing you to Jackie Cusimano. We think you’ll enjoy our conversation, we’ve shared it below.

Jackie, looking forward to hearing all of your stories today. Let’s start with what makes profitability in your industry a challenge – what would you say is the biggest challenge?

One of the biggest challenges to profitability in the massage and service industries is the lack of practical business education. Trade schools often focus exclusively on teaching technical skills—how to perform a service—but leave students unprepared for the realities of running a business. There’s little to no education on marketing, pricing, financial planning, or client retention. As a result, many talented practitioners graduate with no roadmap to sustainability and are left to figure it out on their own.

In massage therapy, this issue is compounded by a lack of consistency in education standards across states. Some states require extensive training, while others barely regulate the field. Even when education is required, much of the curriculum is outdated, often ignoring modern pain science and evidence-based practices. This leaves therapists not only unequipped to build a thriving practice but also potentially out of touch with current best practices.

For service industry entrepreneurs in general, the pattern is clear: passion and talent are rarely enough without a solid understanding of business fundamentals. This gap contributes to high burnout rates, financial instability, and businesses closing before they have the chance to grow. Until schools across the board prioritize teaching business skills alongside technical training, profitability will remain an uphill battle.

I experienced this firsthand when I graduated from massage school. At just 20 years old, I went independent with no business knowledge or practical tools. I had to learn everything the hard way—through trial and error—and it took years to create a sustainable practice. That’s why I’m so passionate about mentoring service industry entrepreneurs and helping them avoid the same struggles I faced early in my career.

Great, appreciate you sharing that with us. Before we ask you to share more of your insights, can you take a moment to introduce yourself and how you got to where you are today to our readers.

For those who don’t know me yet, I’m Jackie Cusimano—a massage therapist, mentor, and the President of Slice Squad Consulting. My journey started right out of high school when I chose a non-traditional path, skipping college to attend massage therapy school. What began as a passion for helping people through bodywork quickly grew into a career built on evidence-based practices and ethical client care.

In my massage business, I prioritize creating client-centered experiences without using fear-based language or making false promises. I teach fellow massage therapists how to approach their work ethically, ensuring that their practices are not only effective but also rooted in trust and authenticity.

As President of Slice Squad Consulting, I focus on helping service industry entrepreneurs—hairstylists, estheticians, massage therapists, and more—turn their passion into thriving, profitable businesses. We provide tailored coaching, strategies, and tools to help creative entrepreneurs scale sustainably while staying true to their values.

What sets me apart is my dedication to honesty and transformation. I know firsthand how hard it can be to navigate the business side of the service industry because I started with no business knowledge myself. Today, I’m proud to guide others in building businesses that feel aligned, fulfilling, and financially rewarding.

I want people to know that whether it’s through my massage work or Slice Squad, my mission is to empower others to step into their full potential, challenge outdated industry norms, and create something extraordinary. It’s not just about what you do—it’s about how you show up for yourself, your clients, and your business.

Any insights you can share with us about how you built up your social media presence?

Absolutely! Building an engaged audience on social media has been a journey rooted in consistency, value, and authenticity. When I first started, I made it a point to show up regularly—not just to post content but to create a real connection with my audience. I focused on sharing valuable insights, practical tips, and honest reflections about my industry. My goal was never to just sell something but to start meaningful conversations and build trust.

Authentic marketing has been the cornerstone of my approach. Instead of treating social media like a door-to-door sales pitch, I’ve always prioritized being real and relatable. I share what I know, what I’ve learned, and even what I’m still figuring out. This transparency resonates with people because it feels human—not forced or transactional.

For those just starting to build their social media presence, my advice is simple: lead with value. Think about what your audience needs or struggles with, and create content that genuinely helps them. Consistency is key, too. You don’t have to post every day, but you do need to show up regularly enough for your audience to recognize and trust you.

And most importantly, focus on building relationships, not just numbers. Respond to comments, engage with your followers, and create conversations that feel organic. People are drawn to authenticity, so let your personality and passion shine. Remember, social media is a tool to connect, not just a platform to promote. When you prioritize connection, the rest will follow.

Any thoughts, advice, or strategies you can share for fostering brand loyalty?

In both my massage business and my role as President of Slice Squad, retention is my specialty. The secret? It’s all about skillful communication, active listening, and genuinely caring for every individual I have the privilege to help.

In my massage practice, I focus on tailoring each client’s experience to their unique needs. This means truly holding space for them, understanding their goals and concerns, and creating a plan that aligns with what they’re looking for. It’s not just about the session—it’s about making clients feel seen, valued, and cared for every step of the way.

At Slice Squad, this philosophy carries over into how we train our team of consultants. We emphasize the importance of meeting each client where they are, listening to their challenges, and crafting strategies that feel personalized and actionable. It’s about building trust and connection, not just delivering advice.

Whether it’s in my one-on-one work or through Slice Squad, I believe that loyalty isn’t something you demand—it’s something you earn by showing up consistently and authentically for the people you serve. When you prioritize the individual and make their experience your focus, retention becomes a natural byproduct.

Contact Info:

• Website: https://linktr.ee/jackiecwellness?fbclid=PAZXh0bgNhZW0CMTEAAaYdiHLj5u_cyjMhRzok2ZFCVZAF5dNaf2g1db-stvPGNyJVkto9HsP7zrA_aem_HMpZZPHjDNRTuNWsB0EZcw
• Instagram: https://www.instagram.com/jackieethicalmentor/
• Other: https://podcasts.apple.com/us/podcast/slice-squad-spills-with-nicki-wildflower-and-co-host-jackie/id1691864588