The History of Kneaded Energy School of Massage

Bill Norman and Shelley Johnson found their way to massage therapy at the age of 40 for a career change.  They met in massage school at Body Therapy Institute in 1998 and graduated in 1999 before starting their business, Kneaded Energy. 

    * Bill,  a native of Whitesboro, Texas.  His background started in the food industry having graduated from the famed Culinary Institute of America in Hyde Park, NY.  Bill gave 20 years of service as a corporate executive chef. 

    * Shelley is a native of Wichita, Kansas.  She received her undergraduate degree from Friends University and started her master's studies at Kansas University but decided to move to New York City instead.  Shelley built a 20 year career in corporate purchasing and outsourcing that provided her much opportunity for international travel.

Kneaded Energy, Inc., now celebrating 25 years in business was incorporated in 2000.  Bill and Shelley were the last graduating class to start their business before state licensure was required.   They started their practice directly after graduating and worked  to grow the business.  If they didn't have clients - they networked, or volunteered.  They invited people to come get massage, they touched and introduced as many people to massage therapy as they possibly could.  They planned, studied and thought of their massage business the same way every new business owner thinks of their business - 24/7.  This was their future and their income.  Slowly they built their reputation...

Today, Kneaded Energy is a well known practice in Greensboro.  To serve the community they are open 7 days a week, 9 am-9 pm weekdays, 9-8 on Saturday and 12-9 on Sunday.  They employ 18 therapists.  From 2000-2013 they were located on State Street and formed State Street Center for Renewal, a community of like-minded, holistic practitioners, all under 1 roof.  Some of the modalities they offered included; every available modality in massage, chiropractic care, acupuncture, psychotherapy, Energywork and skincare. Most of those modalities and practitioners have moved with them to Wendover Ave.

Kneaded Energy has had the honor of working with the Greensboro Generals Ice Hockey Team, the Prowlers Indoor Football Team and the Greensboro Ballet. Kneaded Energy has worked with members of the PGA Tour and Champions Tour, Collegiate Swim Meets, A&T Track Team and they served on the International Sports Massage Team for the 2004 Olympics in Athens Greece.

In 2009, Kneaded Energy School of Massage was formed.  As Guilford Technical Community College closed their program, it created energy for another school in Greensboro to offer options and diversity.  As Kneaded Energy School of Massage received their state approved status and opened their doors, the only other remaining school in the area closed. Kneaded Energy School of Massage teaches students massage therapy with some of the best practicing therapists in the field.  The students are surrounded by a successful practice. The Kneaded Energy School of Massage program works to stay on the leading edge of thought where massage therapy practice is concerned.  Bill and Shelley seek to grow, change and challenge the profession of massage therapy with technological advances while honoring the ancient hands-on modality and practice of massage therapy.  As of December 2024, Kneaded Energy School of Massage has graduated 60 classes of students.  With graduates located all over the world. 

Everyone who comes to Kneaded Energy to work, study or receive massage, are actively co-creating and writing the history of the Kneaded Energy Companies.  Each employee, student and client are a contributor to the reputation and integrity of our history and profession. 

We invite you to become part of this history.