In the heart of South Florida, a wellness trend is making waves: the idea of professional back scratching. A studio based in the Miami area is offering clients one-hour sessions of arm, scalp and back scratching, marketed as “mood-enhancing scratch therapy.” The founder says the service is designed for clients to unwind, relax and de-stress—and the buzz online has exploded. According to national media coverage, the studio, operating a location in Miami Gardens plus a weekend booth at a local market, lists bookings at about $75 for 30 minutes and $130 for an hour.
What’s driving the surge is social media: TikTok videos of the sessions—featuring ASMR-style scratching sounds and satisfied clients reclining—have attracted hundreds of thousands of views. The founder describes the business as “first of its kind” in the region.
Critics and curious locals alike are weighing in. Some view it as the ultimate relaxation indulgence; others question the health or hygiene implications of such close physical contact for purely therapeutic scratching. One commentator jokingly called the trend “weird but successful,” while pointing out that anything can go viral in the wellness space.
For Miami residents, the appeal is clear: the mix of novelty and luxury aligns with the city’s penchant for trends and Instagram-worthy experiences. The business owner says many clients cite stress relief, relief from back tension, and the tactile ASMR element as motivators. In a region that sees a high volume of wellness, spa and recovery studios, this new niche is standing out not because of high-tech gadgets but a surprisingly simple human touch.
While some local wellness watchers caution that the trend may be fleeting, the business is already capitalizing on its viral moment, and bookings continue to rise. For visitors or locals looking for a unique wellness stop in the Miami area, this “professional back scratching” studio may just be the next big thing.
As the trend continues to ripple through TikTok, Instagram and wellness blogs, keep an eye on how local competitors respond—and whether this scratch therapy evolves into a broader practice beyond Miami.
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