We recently connected with Paul Freedom and have shared our conversation below.
Paul, thanks for taking the time to share your stories with us today If you had a defining moment that you feel really changed the trajectory of your career, we’d love to hear the story and details.
One of the most pivotal moments in my professional journey came at the beginning of the COVID-19 pandemic. With the world on pause, I finally had time to reflect on what I wanted—not just in terms of career, but quality of life, impact, and integrity. I had been charging $120 per hour for massage, but after taking a business-building course designed specifically for bodyworkers, I sat down and did the math: how much did I truly want to earn in a year, and how many sessions per week could I sustainably give while staying healthy and present?
The numbers were clear. I raised my in-office rate to $200 per hour and restructured my practice. When I launched The Massage Artist—a premium, outcall-only brand—I set the rate at $500 per session: $200 for the bodywork and $300 just to show up. The idea was simple but powerful: offer the highest-quality therapeutic experience possible to clients who value excellence, while using that premium structure to fund a larger mission.
But that success came with a realization: many people who truly need this level of bodywork would never be able to afford it. That’s when I started Thursday donation sessions—an open-door offering for those in need. No pricing, no pressure. Just service.
This dual-pronged model gave me something deeper than income—it gave me purpose. And it planted the seed for Sol et Luna to evolve into something greater than a private practice.
Today, Sol et Luna is a mentorship and training hub for massage therapists who want to do meaningful work without burning out. It’s a space where therapists run their own businesses under a supportive umbrella, while learning advanced hands-on techniques, grounding practices, legal frameworks, and sustainable career habits. I’ve developed a structured curriculum rooted in everything I’ve learned—from deep tissue and orthopedic massage to muscle tracing, posture assessment, and nervous system regulation.
The Massage Artist allows me to serve high-end clients with exceptional healing work. Sol et Luna allows me to train and uplift the next generation of therapists—keeping the work accessible, ethical, and sustainable.
That moment when I raised my rates was never just about money. It was about alignment. It was the point when I stopped compromising, started building with intention, and committed to balancing service with sustainability. That clarity continues to shape everything I do.
Paul, love having you share your insights with us. Before we ask you more questions, maybe you can take a moment to introduce yourself to our readers who might have missed our earlier conversations?
I’ve been doing intuitive bodywork since I was a kid, long before I had formal training. I became a certified massage therapist in 2014, and since then I’ve developed two connected branches of my professional work: The Massage Artist and Sol et Luna.
The Massage Artist is my premium outcall massage service, focused on deep relaxation and full-body integration. These $500 sessions—$200 for the hands-on work and $300 for the outcall—are tailored for clients who value a high-level, transformative experience in the comfort of their own space. It’s not just massage; it’s curated healing.
At the same time, I’ve always felt called to make healing accessible. That’s why I offer Thursday donation sessions—a community-based way to serve people in need without compromising the sustainability of my overall practice. These sessions keep me connected to my roots as a healer and grounded in the real needs of my community.
Over time, my private practice—Sol et Luna—evolved into something larger: a mentorship and training hub for massage therapists. Therapists who work under the Sol et Luna umbrella run their own businesses while receiving ongoing training in anatomy, muscle tracing, nervous system regulation, posture assessment, legal structure, and therapist sustainability. My goal is to help massage therapists build long-lasting, fulfilling careers without burning out.
And then there’s the art.
When I first set up my office, I knew I needed anatomy charts—but I didn’t want my space to feel clinical. So I started illustrating my own. The drawings became an artistic extension of my fascination with the human body: not just its structure, but its grace, resilience, and energy. Clients and colleagues responded really positively, which encouraged me to begin making prints available for sale, with plans for more refined, handcrafted pieces in the near future.
Everything I do—massage, mentorship, or art—is about honoring the body as a place of healing, beauty, and intelligence. My work lives at the intersection of structure and spirit, technique and intuition, science and soul.
Have you ever had to pivot?
In 2006, I bought The Pine Gallery from my parents. I had spent years working with them, designing and building custom furniture that often featured hand-painted finishes and unique artistic touches. When they were ready to retire, I stepped in as the owner and continued the work—creating functional art that reflected both craftsmanship and creativity.
But in 2008, the financial crash hit hard. Practically overnight, demand for custom furniture vanished. Projects were canceled, cash flow dried up, and despite my best efforts, I had to close the business and file for bankruptcy.
That loss was a major turning point. It wasn’t just the end of a business—it was the collapse of a chapter I had poured myself into. In the years that followed, I became cautious about starting anything with high overhead. I needed time to regroup, heal, and rethink how I approached work and risk.
That pivot eventually led me toward massage therapy—something I had done informally for years but never fully pursued professionally. I got licensed, trained in anatomy and therapeutic techniques, and slowly began building a practice that was both sustainable and deeply fulfilling.
Today, I run Sol et Luna, a mentorship-based space for massage therapists, and The Massage Artist, a premium outcall service. Both are built with intention, low overhead, and a deep respect for balance between service, sustainability, and purpose.
Losing The Pine Gallery forced me to rethink everything. But it also opened the door to the work I was truly meant to do.
What’s been the most effective strategy for growing your clientele?
The most effective strategy for growing my clientele has been how I treat people—both energetically and practically. Before every session, I take time to raise my vibration and center myself so that I can be fully present. I approach each client with kindness, respect, and gratitude, creating a space where they feel welcomed, seen, and genuinely cared for.
My sessions are completely client-focused. I don’t run a cookie-cutter routine—I listen, observe, and adjust in real time based on what their body and nervous system need in that moment. From the first greeting to the final breath at the end of the session, they have my full attention.
Alongside that, I continue to educate myself in various modalities and healing approaches to deepen what I can offer. This combination—presence, personalized care, and ongoing study—has been key to long-term client relationships and consistent referrals.
The second most effective strategy has been building trust through authentic reviews and testimonials. When people share their experience online, it allows potential clients to feel more confident in booking with me, especially when they’re looking for something beyond a standard massage. Word-of-mouth still matters—but now, it’s amplified by digital trust.
In the end, it’s not just about growing a client list—it’s about creating an experience people want to return to, and feel good recommending to others.
Contact Info:
- Website: https://www.soletluna.net
- Instagram: soletlunasb
- Facebook: soletlunasb
- Yelp: https://www.yelp.com/biz/sol-et-luna-santa-barbara
