Pain Management Approach

-- Early success of therapeutic massagers is spot on with growing market of consumers--

STERLING, ILL. (March 10, 2012) – Most manufacturers looking for growth opportunities would see double-digit market decline and rapidly shrinking shelf space as a reason to turn and run. Not Wahl. The company’s decision to boldly launch a line of new massager products in a struggling category last year is paying off to the tune of nearly 500 percent growth and new distribution nationwide. Why these pieces came together so quickly and in just the right way can be summarized in one word—pain.

Over the past few years, retailers have turned away from hand-held massagers. The combination of a sluggish economy and a product traditionally positioned around relaxation resulted in lackluster sales across mass market retailers and drug chains. To revitalize the category, Wahl, the company that introduced the first electric massager nearly 100 years ago, saw this painful reality as an opportunity to appeal to a whole new market of consumers. 

Rather than fight a losing battle, Wahl set its sights on the growing number of people living active lifestyles and suffering from muscle pain. Chronic pain, in particular, impacts 116 million people nationwide, according to the Institute of Medicine of the National Academies. To help address their needs, Wahl created a line of hand-held massagers designed specifically for pain management. The line, which includes the Deep Tissue Percussion Massager and Deluxe Heat Therapy Massager, are bigger and more powerful than most hand-held massagers and offer customized relief through a combination of interchangeable heads and variable intensity control.

With a new line of massagers focused on pain management, the challenge for Wahl was convincing retailers its approach would work.

“Despite having all the facts and a new product line to support our position, retailers were reluctant to take a chance given the category’s declining performance,” said Bruce Kramer, vice president of North America consumer sales and marketing for Wahl. “To set our new massagers apart, we convinced some key retailers to test these products in the pain management section of their stores. The results were immediate.”    

As the fastest growing brand in the massager category, Wahl is finding new opportunities for distribution are easier to come by. The company recently earned national distribution with one of the largest retailers in the U.S. and is poised to continue adding new and relevant products that serve the company’s pain management focus.

 Growing interest in massage as pain management therapy

While it is well known that massage therapy helps alleviate muscle pain and tension, a recent study published in Science Translational Medicine suggests that massage therapy can now be associated with muscle recovery and, potentially, muscle growth.

A recent poll commissioned by Wahl indicates consumers are already realizing the connection between massage and pain management. According to the results, nearly 60 percent of massager owners report using the device for pain management as opposed to relaxation and relieving muscle tension. In addition, nearly 70 percent are combining massage and other forms of pain management rather than relying on one or the other.

Wahl’s line of pain management massagers includes:

•    Deep Tissue Therapeutic Massager

The Wahl Deep Tissue Percussion massager supports active lifestyles by offering both all-around and targeted muscle relief, even deep down. Its combination of superior power-- up to 3,350 pulses per minute—four interchangeable heads and variable intensity control allow for a heavy-duty massage and customized relief. 

•    Heat Therapy Massager

The Wahl Heat Therapy massager features heat therapy and nine unique interchangeable heads to help increase blood flow to sore muscles. Variable intensity control plus a turbo setting allows users to dial in during use.

•    Deluxe Therapy Therapeutic Massager

Big and powerful, the Wahl Deluxe Therapy massager features three oversized attachments that allow for a customized massage for different parts of the body – specializing in back, knees, neck and shoulder treatments. Two speed variations offer fast and soothing relief or deep muscle penetration. 

•    Flex Therapy Rechargeable Massager
Travel ready and ready in a pinch, the compact Flex Therapy massager allows for all-over body massage without any cords to worry about. The long-lasting rechargeable battery offers more than two hours of continuous run time and full-size power for fast relief. A flexible neck and seven therapy attachments make it one of the most versatile massagers available. 

Wahl therapeutic massagers are available nationwide with an MSRP of $24.99 to $49.99, depending on the model. For more information about Wahl’s full line of massagers, visit

About Wahl
Now in its 93rd year, Wahl Clipper Corporation is an international industry leader in the manufacturing of products for the professional beauty and barber salon trade, consumer personal care and animal grooming.  Headquartered in Sterling, Ill., Wahl currently employs some 2,000 people worldwide in Argentina, Australia, Brazil, Canada, China, England, Germany, Holland, Hungary, Japan, New Zealand, Russia, South Africa, Spain and the United States. Wahl products are available in 165 countries around the world. For more about Wahl, please visit


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