Valor Massage expands clinical team as demand rises for medical massage

Valor Massage in Fayetteville, North Carolina, is hiring licensed massage therapists as it grows its sports and medical massage practice for veterans, military families and other clients with complex care needs. The expansion highlights rising demand for specialized, trauma-informed massage services and the practice’s push to build a more sustainable career path for therapists.

Why it matters: - Valor Massage is adding staff as demand grows for sports and medical massage in the Fayetteville and Fort Bragg area. - The hiring push is aimed at serving veterans, active-duty military members, first responders, healthcare professionals, athletes and other clients who need more than routine relaxation massage. - The practice is also trying to make massage therapy careers more sustainable by offering clinical training, professional development and, for eligible workers, benefits that are not always common in the field.

What happened: - Valor Massage, an award-winning sports and medical massage practice in Fayetteville, North Carolina, is expanding its clinical team. - Founder Brittany Foti is seeking licensed massage therapists, including newly licensed therapists and recent graduates. - The practice serves the Fayetteville and Fort Bragg region and is currently accepting applications from candidates interested in sports and medical massage. - Valor Massage is a VA Community Care Network provider for eligible veterans referred for massage therapy services. - The practice has been recognized as the Community’s Choice Award winner for Sports and Medical Massage for three straight years, from 2024 through 2026. - Valor Massage is also a BBB Accredited Business.

The details: - Valor Massage was founded by Brittany Foti, LMBT, MMP, MLD-C. - The practice focuses on clinical, outcome-driven bodywork. - Clients may have chronic musculoskeletal pain, prior injuries, surgical histories, mobility limits, neurological symptoms and other complex conditions. - The practice emphasizes clinical reasoning, documentation, professional boundaries, continuity of care and staying within scope of practice. - Trauma-informed care is a core part of the model, with a focus on communication, consent, client autonomy and choice. - Foti said the goal is to build a team of therapists who want to master their craft, handle complex cases and build long-term careers. - New hires can develop clinical thinking, documentation standards, professional communication and trauma-informed care skills. - Valor Massage provides sports massage, medical massage, post-operative massage, lymphatic drainage and other specialized therapeutic techniques within a therapist’s scope of practice. - Depending on position and eligibility, team members may have access to dental and vision benefits, life and short-term disability insurance, continuing education support, employee wellness benefits and other professional development opportunities.

Between the lines: - The hiring effort suggests Valor Massage is moving beyond a traditional service model and leaning further into clinical care for medically complex clients. - The emphasis on coaching new graduates signals a bet that the talent pipeline can be built internally, not just recruited from experienced medical massage therapists. - Foti framed the expansion as a response to burnout, inconsistent income and limited support that many massage therapists face in the profession. - The practice’s focus on veterans and military-connected populations reflects its location in one of the nation’s largest military communities.

What's next: - Valor Massage will keep recruiting experienced licensed massage therapists, newly licensed therapists and recent graduates. - Candidates who value clinical excellence, continued education, trauma-informed care, professionalism, accountability and service to military-connected populations are encouraged to apply. - The practice is positioning itself to keep expanding as demand for specialized therapeutic massage continues to grow.

The bottom line: - Valor Massage is using its growth to scale both care for complex patients and a more structured career path for massage therapists.