See Spot relax: Pet massage gaining popularity

Spa treatments aren’t limited to humans; animals also benefit from massages, and it has become a valued service for many pet owners, offering more than just casual affection.
Shelah Barr, a dog massage therapist in San Francisco, explains, “People contact me because their dogs are experiencing issues. The work I do is vital for animals to ensure they maintain a high quality of life.”
Massage is seen as a preventive care option for younger pets and a rehabilitative measure for older ones, helping with flexibility, circulation, and immunity. As the popularity of pet massage grows, particularly among dog and horse owners, so does the debate over its regulation. Some veterinarians believe pet massage should be classified as veterinary medicine, requiring a license, though regulations vary by state. This issue has sparked a lawsuit in Arizona, where three practitioners are suing the state’s veterinary licensing board.
The American Pet Products Association reported that pet owners spent $4.4 billion last year on “other services” such as grooming, training, and massage, marking a 6.1% increase from 2012.
Massage sessions usually last 30-40 minutes, and therapists often travel to pets’ homes, hotels, or even workplaces. Barr, who has been practicing since 2006, says, “I go to a few tech companies where they have quiet offices for me to work in on the animals.” She typically sees around 15 pets per week.
Barr’s sessions are tailored to the pet’s preferences. Sometimes, the dog may simply chew on a bone during the treatment. Grace Granatelli, an animal massage therapist in Scottsdale, Arizona, adds new-age music or “spa sounds” to help relax the dogs. She starts the massage by working on the dog’s neck, then moves to its legs and hips. The dog doesn’t have to lie down; if the pet is anxious or distracted, Granatelli adjusts her technique to work with the pet’s movements.
However, Granatelli and two other practitioners received cease-and-desist letters from the Arizona State Veterinary Medical Examining Board earlier this year. They are now suing the board, claiming that the law overly broadly defines veterinary medicine. They have paused their practice as the case moves through court.
The board claims Granatelli’s actions went beyond “pampering dogs” and were violating the law. The American Veterinary Medical Association views animal massage as part of veterinary care, which should require a license. The association’s assistant director, Adrian Hochstadt, emphasizes that improper massage could cause harm, which is why they advocate for the same standards as other veterinary procedures.
Carol Forrest, a former client of Granatelli, attests to the benefits of massage for her Dachshunds, Maxie and Lucy, who regularly received massages to alleviate issues like arthritis. Forrest believes that just as humans benefit from consistent massage therapy, dogs do too. “It’s like going to a regular massage therapist you trust. The same goes for dogs, as opposed to visiting the vet, where they’re often stressed,” she said.