When Joel Curry and his wife Joy purchased the Pathways to Health Massage Therapy Center in Auburn, California in early 1993, it had a few problems. “The community had a general misconception about our center and massage in general. To put it mildly, massage was not looked upon as a viable health care alternative. Also the center had never made much of a profit since its establishment nine years ago,” Joel recalls.
Utilizing his background in marketing, Joel set about to educate the public and generate more business for his center.