Massage Therapist Struggles Amid LA's High Costs

Liz Angeles, a 37-year veteran of the industry, is working twice as hard for half the pay in Santa Monica.

Published on Feb. 25, 2026

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Liz Angeles, a massage therapist who runs the top-rated Just What You Knead in Santa Monica, California, is struggling to make ends meet despite her decades of experience. Angeles, who even legally changed her name to reflect her love for the city, says she's working twice as hard for half the money as the cost of living in LA has skyrocketed, forcing her to take on additional odd jobs to make ends meet.

Why it matters

Angeles' story highlights the challenges facing small business owners and service providers in high-cost-of-living areas like Los Angeles, where rising rents, competition from cheaper establishments, and changing consumer expectations are making it increasingly difficult for longtime local businesses to survive.

The details

Angeles, a California native, started her massage business in Santa Monica 37 years ago. She says that while her business was once thriving, the economic roller-coaster after the pandemic and the impact of the nearby Palisades Fire have slowed business significantly. Angeles can no longer compete with the very cheap massage establishments that exploit immigrant workers, and her rent has increased by 1,000% since relocating to LA. To make ends meet, Angeles has had to take on additional odd jobs, including working as a court reporter, realtor, waitress, and even screaming for a short horror film.

  • Angeles started her massage business in Santa Monica 37 years ago.
  • Angeles had to close a second studio she opened in 2022 due to the economic impacts of the pandemic.
  • Angeles' business has slowed significantly in the wake of the nearby Palisades Fire.

The players

Liz Angeles

A 37-year veteran massage therapist who runs the top-rated Just What You Knead in Santa Monica, California. Angeles even legally changed her name to reflect her love for the city.

Jasmine Davis

The writer and director of the short horror film "Killer Revenge", for which Angeles was paid to scream.

Denise Young

The founder of the California chapter of the Children's Health Defense, who worked alongside RFK Jr. and is now promoting regenerative farming. Angeles was paid to create a postcard for Young.

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What they’re saying

“People expect so much for so little.”

— Liz Angeles, Massage Therapist

“I thrive on pampering and spoiling people, but because I'm a self-employed single mother in Santa Monica, the hustle continues!”

— Liz Angeles, Massage Therapist

What’s next

Angeles plans to continue taking on additional odd jobs and freelance work to supplement her massage business, including taking comedy classes to learn crowd work. She is also exploring ways to better promote her business without relying on paid advertising platforms.

The takeaway

Liz Angeles' story underscores the challenges facing small business owners and service providers in high-cost-of-living areas like Los Angeles, where rising rents, increased competition, and changing consumer expectations are making it increasingly difficult for longtime local businesses to survive and thrive.