How Jenni Jo Became Portland’s Massage Maven

Since launching her massage therapy business in 2003, Jenni Jo has become a prominent figure in the wellness community of Portland. Her unique approach, which includes working with rock stars and specializing in Yamuna body rolling, has set her apart from the competition. In this interview, Jenni Jo shares insights into her journey, the challenges she faced, and the strategies that have helped her thrive in a competitive industry.

The Beginnings of a Journey

SBS – What led you to start your business? 

Jenni – When I was in my mid-twenties, I lived with my grandmother, who was recovering from joint replacement surgery, her 17th one. She was very crippled with arthritis that she couldn’t raise her arm above her shoulder or do many other things. It would take her 17 minutes to put on her sock (she would time herself. I didn’t know much about massage therapy; I just intuitively wanted to help my grandmother feel better. Something was deeply planted within me that a healthy touch makes a difference. I lived with her for about six months. Over that time, I massaged her back and feet, put lotion on her face and brushed her hair just before bed. I noticed that she started sleeping better and that her demeanor softened. She just felt more calm. It didn’t take away her pain, but it helped to change it and allowed her to sleep better. When you’re intentional with your touch, which comes from a good place, that’s so powerful and can move mountains.

However, I went along the career path that most people at the time were recommending — corporate America. I did that for a while and made great money, but I was miserable. In my soul, I just knew that there was something more for me. Then, 9/11 happened, and watching that unfold was an immediate wake-up call for me that there is no time like right now to live your life. That was when I decided to quit that job, attend massage school, and make a career in this field. I was 30 when I started, and I have been in this business for 20 years.

Overcoming Early Hurdles

SBS – What challenges did you face in the first years of your business?

Jenni – In the beginning, I had a mortgage and other bills, as everybody does, so leaving that monetary security was very scary. So, I got a roommate. I know how to do creative side businesses, but at that time, I didn’t realize that it was important to know your target audience.

When I started, all my clients came from the world I had just left (corporate America) because that’s who I knew. What surprised me was how depressed I was in the first couple of years, even though I was doing what I wanted to do. I realized that’s because all that negative energy that I left was now in this new healing space. It’s not that those people that I worked with in corporate America don’t deserve massage therapy, but I wanted to clarify who I like to exchange energy with. That’s when I had an opportunity to do some soul-searching. I love to be around the energy of artists, musicians, and creative souls, so I wondered how to marry what I love doing (seeing live performances) with what I chose as a profession.

I was in the mindset of Monday through Friday. At the time, I had no children, no pets, no plants, no boyfriends, no nothing, and I could do whatever I wanted because I had nothing else to do. I had an opportunity to open an office in a boutique hotel in Portland that was attached to a music venue (when it opened, it was like the hotspot in my town). I just started introducing myself as the massage therapist to the rock stars. People asked about it, and I said I do pre- and post-show massages. I just started making stuff up. It sounded good, and I wanted to do it, so I just claimed and said it. It was also on my email signature.

Then, tour managers began asking me if I could come in those two or three hours after the show before they got ready to go to the next place. I would always say yes. It started evolving organically by using the “I am already this” type of statement, putting myself in situations where I’m doing what I love and wearing my gear with my logo. I’m always self-promoting and talking about massage therapy and how you deserve to feel good, no matter what kind of life you lead.

Unique Services and Approaches

SBS – That approach with massage for rock stars is catchy marketing, but in what other ways do your services differ from those of other massage therapists in Portland?

Jenni – A customer once told me, “In a world of Massage Envies, you are like Saks Fifth Avenue to Target because of your professionalism and consistency.”

I use high-quality equipment. Instead of a standard massage table, I use contoured cushions that allow your spine to rest in its natural curve. Those cushions are heated, so it’s like you melt, and you get into a relaxed state exponentially faster because you’re fully supported. Sometimes, you’re stiff when you get off the table after a massage, which doesn’t happen with these cushions.

Because I’ve been doing this for so long, I’ve moved out to the country, and I have my little wellness studio now where I can create what I want. I hate to be rushed. I like having a little time before and after to absorb it all. I don’t like to see a bunch of other people or interact with many.

I also don’t like to pay after a session. I’m non-gratuity, and that’s the main thing that is different in my business model. When booking a service, the client pays, and since I’m non-gratuity, I don’t expect a tip. Many people ask me why I do that. Well, when I go to get a massage, it’s generally quite a bit of money anyway. Much of my business has been created based on experiences I have not enjoyed in the healing world, and I have had a chance to do things differently. Yeah, I could make more money by taking tips, but I don’t like paying afterward and having my practitioner stand while I sign the credit card and see what kind of tip I’m leaving. I hate that because it takes me out of whatever relaxed state I’ve just paid good money to be in. I’m here for your health, and I would rather you come back sooner than have to figure out what a good tip is when you’ve already paid this much.

That way, my time with my client is all therapeutic. We don’t talk about business at all. I’ve created an experience called “relax like a rock star.” I live in the country, 15 minutes away from the city, and you’re also getting out of the city by driving out here.

I have infrared light stations in my studio, too. You sit in a zero-gravity chair, and I put some infrared light therapy on it so you can start to relax. Then, I introduce our time together with body rolling or Yamuna. It’s a self-healing, self-fixing, small-ball therapy exercise. It takes my clients to a deeper level of relaxation and trust that they’re in a safe space. Everybody generally carries tension in their neck and shoulders, and Yamuna is effective for that. Then, when we move to the massage station, you’re already warmed up and relaxed.

One thing I hated, too, was the therapist talking to me while I was on the table, thinking it was my time to relax. I give people this time, and it’s a two-hour experience. I also have a sauna, and if you want to have the VIP experience, you can add that on and spend time in the sauna after the massage.

Target Audience and Marketing Evolution

SBS – Initially, you didn’t realize what your target audience should be. But what marketing strategies do you use now to gain new customers and retain old ones? How has that evolved?

Jenni – That’s a great question because my business has changed. COVID took me out of the picture completely for a long time, which is why I started getting into art. I was very fortunate because my state offered entrepreneurs unemployment for the first time. That completely changed the game for me during COVID. I’m also a single mom (I have twin nine-year-olds), and I sometimes couldn’t do my business even if I wanted to because of my logistics.

Part of the reason I moved to the country is that I now live next door to my mom and my stepdad. My kids are now nine, so they have a little more freedom, and things are starting to feel better. I have a barn that we remodeled, and I have this studio and this opportunity to walk out my front door to where I work.

Now, the challenge for me is to create the right model, so I started doing longer sessions and seeing just one person a day. That’s a risky model, but that’s all that I have the energy for. The last couple of years have taught me a big lesson about what I am capable of without burning out while being a single mother and healing myself.

Going back to the rock stars, in 2007, I toured with Faith Hill. I was a local massage therapist that the venue called in because I put myself in that position of working with musicians after the show and till midnight. I got a request for a massage but did not know who I was seeing. Sometimes they tell me, sometimes they don’t. To me, it doesn’t matter. It’s live music, so I say yes. When I got to the venue, I wondered who was performing because the energy was insane. There were a lot of trucks and a lot of cowboy hats. Then, they told me it was Faith Hill.

They called me in at about 9pm, but she didn’t want a massage till after the show, so I had to be all set up in her dressing room. Then they let me watch the concert, which was a big deal because it was Tim McGraw and Faith Hill. I only worked with her for 15 minutes after the show. That’s it. But after our time together, she got off the table and said, “JJ, do you tour?” Of course, I said yes. I was in the “yes phase.” Oh, my God! What I’ve been saying came true. So, build it, and it will come. Say that this is what you do and people will take you seriously, but be prepared for when that call comes. People tell me I’m so lucky. Yes, but I was also very prepared. You also need to trust that the calls will come and that people will see you even after all the nos you said.

I’ll give you a story. I invested in an Airstream. That’s another aspect of my business. It’s a trailer that I converted into a mobile studio. Because I had toured with Faith Hill, and I got a lot of calls to work around town, the logistics of where they set me up were crazy in each place. So, I decided to get an Airstream to drive up to the venue. It’s my studio, all set and ready to go. I’ve got aromatherapy, light therapy, heat therapy, the table, and an infrared light panel. Then COVID hit, and I used the Airstream as a place where moms would come and rest and have time to themselves.

Now, I’m reconnecting with venues and amphitheaters in town because my goal is to be on-site at a couple of little outdoor theaters or outdoor music venues this summer and do a rock star massage in an Airstream backstage. Why not? I’ve worked with a few rock stars already with it, so it’s just a matter of connecting. In November, I worked with Depeche Mode, and that was the second time I worked with them. I worked with them in 2017, and they remembered me and called me again.

I also wanted to diversify, so I teach body rolling to people, and I also make art.

Decisions That Shaped the Business

SBS – Could you share a pivotal moment or a decision that significantly influenced your business’s direction?

Jenni – When I was hired on the spot by Faith Hill herself to tour with her as her personal massage therapist for the remainder of her tour! That power move validated my desire to work in the music industry, offering what I do best to those who play their heart and souls out! And I was validated in my craft.  

Embracing Technology

SBS – What role has technology played in the operation and growth of your business?

Jenni – It’s allowed me to explore the world of graphic design. It used to take a looooong time to get a business card created when I first started. I needed to hire a graphic designer, share ideas, review drafts, edits — sometimes multiple times. Then, I’d send it to a printer and wait, wait, wait! Now, I have all of that accessible. It has allowed for a wider creative reach and fun ways to interact with clients and potential clients! 

Key Partnerships and Collaborations

SBS – Can you discuss any partnerships or collaborations that have been crucial to your success?

Jenni – When I first started out in the profession, I was approached by the owners of a rock ‘n roll-themed boutique hotel in Portland, Oregon, called The Jupiter Hotel. They wanted me to create a spa program for their 80-room hotel. They had more faith in me than I did at the time, but their support and relentless encouragement catapulted me to a level I will forever be grateful for! 

Measuring Success

SBS – What are the most important metrics you track regularly in your business?

Jenni – Honestly, it’s when I see the look of relief in my client’s eyes when they discover how to get out of pain. When something has shifted after our time together, their demeanor has softened, and they feel empowered and hopeful in their bodies again!

One-Woman Team Dynamics

SBS – How do you foster a positive culture and motivate your team? 

Jenni – My team is just me! So, I recognize my strengths and try to outsource my weaknesses. I surround myself with inspiring creative energy, and I always feel that life is happening FOR me, not TO me.   

Goals and Plans for the Future

SBS – Looking forward, what are your main goals for the next few years, and how do you plan to achieve them?

Jenni – I want to continue to grow my offerings at my brand new wellness center, which is located outside of the city in the beautiful, peaceful countryside. I want to establish a thriving community of people who are always seeking ways to feel better in their bodies. Also, like I said, I wish to establish a residency with my Peace Pod (my mobile studio!) at a local amphitheater for the summer concert season.

What I’m doing to make these things happen:

1. Reestablishing my relationships with venue owners, concert promoters, and tour managers with my brand new website along with proposals for onsite on-set therapeutic services

2. Reestablishing communication with the past two decades of clients, inviting them to my new offerings

3. Continuing to prioritize my health — physical, mental, emotional — and the rest falls into place