I'm Sarah Fairbairn and I run Shore Massage Therapy, based in North Devon (Woolsery area), offering:
On my site I outline services like deep tissue release, injury-specific massage, relaxation sessions and holistic wellbeing strategies. I also combine my massage work with broader wellbeing coaching, helping clients with stress, lifestyle shifts and holistic health habits.
Massage and hands-on bodywork have always been my calling. As I built experience, I saw how physical tension often links with life stressors, emotional blocks and lifestyle patterns. I wanted to offer a space where people don't just "get a massage" but reconnect with their bodies, find relief and gradually build healthier routines. I also focus on supporting clients during health challenges (like oncology recovery) via gentle, therapeutic touch.
When I started, I focused on the local community, offering both mobile and in-studio appointments across the Woolsery and Bideford area. Word of mouth and client referrals were my main growth drivers, supported by small workshops and free taster sessions that introduced people to deeper massage techniques and wellbeing coaching. As awareness grew, I expanded my online presence through Facebook and Instagram to connect with a wider audience beyond the local region.
One early challenge was balancing hands-on massage work with the need to scale, as there are natural physical limits to how many clients I can serve in person. To extend my reach, I introduced coaching, guided programmes, and remote support tools such as video sessions and email check-ins. Another hurdle was client retention, many people booked a single session and didn’t return. To address this, I created structured packages, follow-up plans, and longer wellbeing “journeys” to encourage continuity and help clients achieve sustained results.
While most clients remain local, the wellbeing coaching side allows me to work farther afield via remote sessions. I now support people across the UK who value combining bodywork with self-care coaching. Locally I continue to offer:
My most effective marketing has come from sharing client stories and behind-the-scenes insights. On Instagram, I post examples of what happens during a session (with client consent) or explain techniques in simple terms to build trust and transparency. I also host occasional Facebook Live Q&A sessions on topics like tension, stress relief, and self-care habits, which often spark conversations and new enquiries. As a health coach, offering a free 15-minute wellness audit has proven valuable and it attracts leads who often go on to book combined massage and coaching packages.
My Approach:
I blend therapeutic touch with holistic coaching, going beyond symptom relief to help clients understand:
For clients recovering from illness — including oncology — I design gentle, sensitive massage programmes tailored to their individual journey.
Each plan is compassionate, client-centred, and fully personalised, maintaining a careful balance between:
For other wellness founders, a few key lessons stand out. Start with what you can deliver sustainably, don’t overpromise or stretch your capacity too early. Define a clear “signature path,” such as a structured three-month wellness programme, rather than offering too many scattered services. Gather client feedback regularly to understand which parts of your work create the most value. Finally, invest time in educational content, because people are far more likely to buy when they understand what you offer and how it helps them.
If I were to start again, I'd build my online coaching infrastructure from day one (better scheduling tools, client portal). I'd also document more case studies and before and after stories early on. And I'd refine my messaging so that people immediately know I offer both bodywork and long-term wellness coaching, not just massage.
I plan to expand my coaching programmes by introducing shorter online courses, group wellness cohorts, self-help toolkits, and guided video modules to make my approach more accessible and flexible. Alongside this, I intend to host local retreats and wellness days in Devon that integrate movement, massage, and self-care workshops, creating immersive experiences for participants. To reach a wider audience, I’ll enhance my presence on Instagram and Facebook and produce regular video content showcasing practical techniques, breathwork exercises, and mobility practices.
You can find a blend of hands-on massage therapy and supportive wellness coaching. Services include deep tissue release, injury-specific massage, and relaxation sessions, alongside health coaching to help you manage stress and build healthier lifestyle habits.
While the in-person massage treatments are based in the North Devon area, the wellness coaching is available remotely. You can connect for video sessions and receive support from anywhere in the UK.
The approach is holistic, combining therapeutic touch with coaching. It aims to go beyond temporary relief by helping you understand the connections between your physical tension, lifestyle patterns, and stress triggers to create lasting wellbeing.
Yes. Sarah designs gentle and sensitive massage programmes for clients with unique health needs, including support during oncology recovery. Every plan is personalised to your specific journey and focuses on compassionate, client-centred care.
A great way to start is by booking a free 15-minute wellness audit. This gives you a chance to discuss your needs and see how the combination of massage and coaching could help you before committing to a full session or package.
