Story & Lesson Highlights with Corey Richason of Surprise, AZ

We’re looking forward to introducing you to Corey Richason. Check out our conversation below.

Hi Corey, thank you for taking the time to reflect back on your journey with us. I think our readers are in for a real treat. There is so much we can all learn from each other and so thank you again for opening up with us. Let’s get into it: What do you think is misunderstood about your business? 
The biggest misunderstanding about massage is that it’s just a luxury. People picture it as pampering with candles and spa music, but the work I do is about function, not fluff. Massage can be a key part of pain management and movement restoration—it’s what keeps people doing the activities they love without being held back by stiffness or pain.

Another misconception is that every massage is the same. My sessions aren’t cookie-cutter. I blend sports massage, deep tissue, hot stone, cupping, and IASTM depending on what your body actually needs that day. Some days it’s about loosening stubborn tension, other days it’s about restoring range of motion.

At the end of the day, I don’t just give massages. I help people move better and feel like themselves again.

Can you briefly introduce yourself and share what makes you or your brand unique?
I’m Corey Richason, owner of Vital Kneads Massage in Surprise, AZ. I’ve been a massage therapist for over 20 years, and I specialize in helping active adults move without pain and get back the range of motion they’ve lost. My style is a mix of sports massage and deep tissue with tools like cupping, hot stones, and IASTM—basically whatever works best for the person on my table that day.

What makes my work different is that I don’t lean on fluff or empty promises. I’m not here to talk about “toxins” or sell magic fixes. My focus is on real results: less pain, better movement, and helping people feel like themselves again.

Right now, I’m also building ways to bring this knowledge beyond the massage table, through writing, online content, and eventually a book. My goal is to keep breaking down myths in the massage world and show people how bodywork can actually fit into their lives in a practical, honest way.

Okay, so here’s a deep one: What’s a moment that really shaped how you see the world?
A moment that really shaped how I see the world was when I worked for a massage franchise years ago. I got called into the manager’s office because I hadn’t sold enough Himalayan salt stone upgrades that month. It wasn’t about the quality of my work or how my clients were feeling—it was about pushing a product they didn’t actually need.

That moment stuck with me because it showed me how easily integrity can get lost in this industry when money takes priority over people. I remember thinking, if this is what massage is supposed to look like, I don’t want any part of it.

That experience is why I run my practice the way I do now. No gimmicks, no upsells, no pressure. Just honest work focused on helping people move without pain. My clients deserve results

When did you last change your mind about something important?
The last time I changed my mind about something important was when I stopped repeating the old line that “massage flushes out toxins.” Early on, I said it because it was everywhere in the industry and clients expected to hear it. But once I dug into the research, I realized there wasn’t solid science behind it.

That moment flipped a switch for me. I decided I’d rather be honest, even if it meant breaking the script people were used to. It also shaped how I run my practice today; no gimmicks, no upsells, no false promises. Just real work that helps people move without pain. If that makes me the therapist who talks back, I’m good with that.

I think our readers would appreciate hearing more about your values and what you think matters in life and career, etc. So our next question is along those lines. Is the public version of you the real you?
Yes. The public version of me is the real me. What you see in my business is the same guy outside of it. I’m straightforward, a little sarcastic, and I don’t fake a spa voice to sound soothing.

That matters because trust is everything in this work. If someone is going to put themselves in my hands, they deserve the real thing.

Okay, so before we go, let’s tackle one more area. What are you doing today that won’t pay off for 7–10 years?
Right now, I’m building out my online presence, writing, creating content, and planning a book. None of that pays off tomorrow, and honestly it probably won’t make real money for 7 to 10 years. But it’s worth it.

I want to create something that lasts beyond the massage table, something that helps people understand their bodies and take control of their movement long-term.

Contact Info:

• Website: https://www.vitalkneads.net
• Instagram: @coreyrichason
• Facebook: @Vitalkneadsmassage

Image Credits
Moriah Rickert