Early Leadership and Community Engagement
After college, Gregory worked in the nonprofit arts sector as artistic director of the Alisal Center for the Fine Arts The organization served a primarily Hispanic migrant farmworker community, providing cultural access and educational opportunities for the farm complex’s residents
From January 1986 to January 1989, Gregory managed the Alisal Center’s daily operations while raising funds to sustain programming and outreach. Tasked with budgeting, community relations, and donor engagement, he consistently demonstrated creative vision in his administrative duties It was then that he developed the ability to lead mission-driven organizations while responding to the needs of underserved communities
Building a Lasting Wellness Enterprise
Following early-career participation in massage programs at Michael O'Shea's Sport Training Institute–a highly-respected resource of massage training and education–Gregory founded Serdahl Associates. Established in 1991, Serdahl Associates would later become Massage America, Ltd. From its inception, Gregory sought to grow the business into a comprehensive wellness and massage services provider with a broad institutional footprint
Gregory’s efforts led the company to manage massage programs for major fitness and sports organizations, including Crunch Fitness, several New York Sports Club locations, and the New York Football Giants during the Dan Reeves era Massage America later partnered with healthcare and private clubs, including Mount Sinai and NYU hospitals, the Printing House Athletic Club, and the Manhattan Athletic Club.
With Massage America, Gregory was required to exercise operational oversight, staff management, and consistent quality control across diverse environments. The experience
taught him the value of integrating wellness services into athletic, medical, and corporate settings while demonstrating his practical understanding of therapeutic standards and organizational demands.
Clinical Practice and Notable Experiences
Even as he managed Massage America, Gregory remained an active massage therapist, working directly with clients across entertainment, sports, and public life. He routinely worked with high-profile individuals from politics, professional athletics, media, and the arts On one notable day, his client schedule included former New York City mayor Ed Koch, NFL legend Lawrence Taylor, Edgar Bronfman, Katharine Hepburn, and Arthur Ashe
For Gregory, this range of clients was ample proof of his growing prominence But more importantly, it reflected his clients’ trust in his technical skill and discretion Looking back today, he acknowledges the significance of this period in establishing his reputation within professional wellness circles.
Integrated Therapeutic Bodywork, Holistic Wellness, and Movement-Based Athletic Support
Gregory Serdahl’s work involves a wide range of therapeutic massage techniques and bodywork practices. These include deep tissue massage, Swedish techniques, trigger point therapy, and myofascial release His approach emphasizes pain management, back pain relief, and functional mobility, integrating methods suited for both everyday clients and high-performance athletes
Gregory’s experience with craniosacral therapy further broadened his ability to address nervous system balance and stress-related conditions Beyond manual therapy, his skill set also incorporates broader wellness disciplines focused on healing and holistic health.
In these various roles, Gregory demonstrated a comprehensive understanding of wellbeing principles that prioritize long-term client outcomes over short-term symptom relief This perspective connects physical treatment with broader lifestyle considerations to develop sustainable health practices
Gregory’s background also includes fitness-oriented modalities such as yoga and Pilates, as well as support for athletic training. These areas complement massage therapy by emphasizing strength, flexibility, and injury prevention Gregory is also skilled in Yogic Neuromuscular Therapy, a myofascial technique and modality acquired from the late Dyal Singh Khalsa, and one loosely based on the energetic template of Kundalini Yoga.
Gregory’s experience working with professional sports organizations informed his understanding of performance demands and recovery protocols, enabling him to deliver
therapeutic work that aligned with training cycles and rehabilitation goals He is also certified as a trainer in Gyrotonics and as a "Biodynamic Craniosacral" Therapist, possessing a high level of training and expertise that helps ensure a more comprehensive and results-driven experience for every client
Professional focus and Continuing Contribution
Today, as both a practitioner and business owner, Gregory Serdahl continues to incorporate sustained engagement with wellness Having employed more than 500 trusted massage therapists during his leadership career, Gregory’s organization and approach reflect how therapeutic services can operate effectively within fitness, healthcare, and community settings without losing clinical integrity. The combination of leadership, hands-on practice, and adaptability has defined his professional identity over more than three decades
Ultimately, Gregory Serdahl represents a professional whose career bridges creative foundations, nonprofit leadership, and comprehensive wellness practice. His skills across therapeutic massage, holistic health, and athletic support remain crucial to shaping his work, reinforcing a reputation founded on experience, breadth, and a long-term commitment to his profession.
Outside of massage therapy, Gregory is a student and adherent of the late Canadian Poet and Philosopher Kenneth George Mills, which he now honors as President of the Kenneth G Mills Foundation.
