The Journey to Stress Less Massage
Have you ever noticed how businesses named after their founders are everywhere? Patty’s Pies, Joe’s Restaurant, Bob’s Auto Repair… and, once upon a time, Sterling Therapeutic Massage. There’s actually a reason for this.
Why Many Massage Therapists Name Their Business After Themselves
In the book The E-Myth Revisited, Michael Gerber talks about how technicians—people who are really good at what they do—often open businesses and name them after themselves. It makes sense. If you’re a massage therapist who’s worked for years perfecting your craft, and you finally decide to stop working for someone else, what do you call your new business? Probably your own name! It’s familiar, it’s easy, and it’s what most of us default to.
That’s exactly what happened with Sterling Therapeutic Massage. It all started back in 2011—you can read the full story of how Sterling Therapeutic Massage got started way back in 2011. But then, something shifted.
The Transition from Sterling Therapeutic to Stress Less Massage
Sterling (yes, that Sterling) realized that the business wasn’t just about him—it was about the experience, the results, and the clients. The name Sterling Therapeutic Massage made it sound like a one-person show, but the vision was bigger than that. It wasn’t just about Sterling giving great massages; it was about creating a space where everyone could come to stress less in life.
And actually… Stress Less in Life Massage was almost the name! But something about it didn’t quite click. It felt just a little off. So, after a lot of back-and-forth (and probably way too much overthinking), Stress Less Massage was born.
Building a Brand That Clients Trust
Of course, a name change is more than just slapping a new logo on the door. A complete rebrand happened, with the help of a marketing expert who helped refine the colors, the branding, and even the gentle curves that now run throughout Stress Less Massage’s marketing materials. It was about making everything—visuals included—reflect the sense of calm, comfort, and relaxation that clients feel when they walk through the doors.
The Surprising Silver Lining: Where Sterling Is Now
Now, let’s address the elephant in the room (or, rather, the guy who used to be the face of the business). Sterling knew this change also meant stepping back from being the face of the brand. Not because he wanted to, but because it made sense. The reality is, massage—especially for women—requires a huge amount of trust. When you walk into a closed (and yes, locked) therapy room, take off most (or all) of your clothes, and let someone touch your body, you need to feel completely comfortable. And, like it or not, a male therapist—especially one who doesn’t fit the typical “wellness aesthetic”—isn’t always going to be the first choice for many women seeking a massage. That’s just human nature.
And Sterling? He gets it. It’s not personal; it’s practical. Trust is everything in this industry, and building that trust means making decisions that help clients feel at ease before they even step into the space.
But don’t worry—there’s a silver lining to all of this. While Sterling may have stepped back from the business’s branding, he’s leaned in to something else he’s perfect for: Santa. Yep, in his spare time, Sterling runs an entire online Santa presence on YouTube, spreading kindness, joy, and a little bit of Christmas magic all year long. Turns out, the same warmth and care that make a great massage therapist also make for a pretty incredible Santa.
The Future of Stress Less Massage
So that’s how Stress Less Massage came to be—not just as a name change, but as an evolution. From a one-person brand to a fully realized experience, built around helping people actually stress less. And that’s exactly what we plan to keep doing, one session at a time.
