We recently connected with Stewart Cirolo and have shared our conversation below.

Tell us the story of the early days from when you decided to start your own firm/practice to establishing the practice. What were the main steps you had to take, what were some of the key challenges in setting up your own office/practice and would you have done anything differently knowing what you know now? Any advice for a young professional who might be considering starting their own practice?

I originally started a mobile massage business, I would provide outcall massages to Miami, Miami Beaches, Fort Lauderdale and Palm Beach. Back in the mid-90s there weren’t many consistent, legitimate, male licensed therapists who offered effective physiotherapy or the sports techniques that I offered. I was proud that we never offered “Swedish massage,” which I always felt was more luxury-market than medical. I became known for offering deep tissue therapies for pain management and stress relief rather than the more commonplace Swedish routines offered by most therapists, hotel spas or massage chains.

Because of our mobility and our growing reputation, we were regularly hired to work on movie productions, music videos, yachts, conventions and private parties for the multi-million dollar mansions on Star Island, Fisher Island, the Sunset Islands as well as celebrity-driven hotels on South Beach.

I had the good fortune to be the therapist for The Jackie Gleason Theater and their booked talent. I also worked with Ford Models, Clear Channel Radio, iHeart Radio, Power 96 radio stations and WAMI television. I would offer chair and table massage at the radio stations to DJs, staff and talent. Sometimes I would travel out with the different radio stations at events and offer on-location massages for talent, DJs and VIPs. Working with the media was great because I was able to barter my services for on-air radio spots to get my name and brand out.

I tired quickly of out-calls and the uncertainty about clientele, the time to travel, the some of the shady places we were called to work. Going to hotels or people’s homes could be sketchy for us too — even as we always stressed our strictly non-sexual, professional approach to therapeutic massage treatments. So I started doing chair massage at the Española Way Market on weekends and found loads more demand for medical massage.  I searched for a commercial space and was excited when a small storefront on Drexel Ave and Española Way became available. I opened Bodies Kneaded in 1996.

I wanted my location to have a welcoming local, boutique-feel that represented our grassroots origins. The spa is relaxing and yet comfortably funky.  A little bit of London – a little bit NY artsy loft and a little bit Miami chic. My partner is a local artist (Picos Pelegri) and having a place that serves as a gallery for his work has been a great vibe for the studio too.

To draw attention to our location and begin to build a local following as well as a reputation of a great South Beach tourist destination, I decided to construct a massage table that could roll around South Beach and advertise and help spread the word about my new pain management massage venue.  So, I put a table on four wheels and I made a colorful and tacky signage that draped over both sides of the massage table with the Bodies Kneaded logo and contact information. Then I wrapped a friend in the tackiest gold lamé fabric I could find and some green stage makeup for a facial mask- threw her on the table and rolled down Lincoln Road stopping and passing out flyers to enthusiastic restaurant patrons.

It was such a big hit and a huge return on new clients that we rolled down Lincoln Road once a month. We even were noticed by The Wall Street Journal and The South Beach Business Journal who both did articles about my creative advertising. Until we were flagged by the city for lack of permit, the table was a great success and helped us build a following.

I eventually got the business to the point where we could sustain and grow clientele mostly by word-of-mouth. We are mobile much less frequently now, mostly working on-site in the same Espanola location that I settled on decades ago.  We do work the occasional movie, television show, or music video. Our location is great for connecting with the entertainment industry. Jennifer Lopez just filmed her new music video in front of my shop as well as Ricki Martin, Pitbull and Mariah Carey.

For folks who may not have read about you before, can you please tell our readers about yourself, how you got into your industry / business / discipline / craft etc, what type of products/services/creative works you provide, what problems you solve for your clients and/or what you think sets you apart from others. What are you most proud of and what are the main things you want potential clients/followers/fans to know about you/your brand/your work/ etc.

Like many young adults, I explored many interests before I finally decided I was interested in health and wellness. I had no money or time for medical school. I had to work full time and go to school full time. So I enrolled in a massage therapy program. I loved my classes. When the basic program ended, I extended my studies to pursue an advanced medical/clinical massage program offered by the school. As I got started, I did sports massage at the University of Miami and clinical massage at The Touch Research Institute at Jackson Hospital as part of the school’s “Hands On Program.” This start in medical massage has shaped my approach significantly. I enjoy working with clients to address their medical concerns through massage. This medical focus is where I believe I can affect the most change for people with injuries or chronic conditions.

If you could go back, would you choose the same profession, specialty, etc.?

Yes and no…

I love giving massages, but in a perfect world, I would have applied myself more in college, prepared for years of medical school and internship. I would probably have pursued dermatology because of the high demand and the impact on people’s lives.

Other than training/knowledge, what do you think is most helpful for succeeding in your field?

• Always offer honest, effective and consistent services.
• Have a sense of humor and don’t take yourself too seriously.
• Be kind and treat your regulars like family and don’t nickel and dime people.
• Treat people with respect, dignity and compassion, but always remember: The customer is NOT always right. You deserve to be treated as the professional that you are!

Contact Info:

• Website: www.BodiesKneaded.com
• Instagram: BodiesKneadedMassage
• Facebook: Facebook.com/BodiesKneaded
• Linkedin: LinkedIn.com/stewartcirolo
• Twitter: @Bodies_Kneaded
• Yelp: Yelp.com/BodiesKneaded

Image Credits
Stewart Cirolo