I'd say I specialize in prenatal, and hot stones, and aromatherapy, though I don't bother promoting the aromatherapy in Australia because it is such an overused term out here, people think lighting a scented candle is aromatherapy, because it says "aromatherapy candle" on the label, why should they bother getting an aromatherapy treatment?
With prenatal you can get listed on all of those baby/pregnancy services websites, that is a whole different market than people looking for massage. I like the fact I see them while they are pregnant and not that many stick around after they've had the baby (money and time seem to be the major factors). I love my regulars, but I love having new people all the time for only a few months. It can be a bit cyclic (September is big baby boom time out here because it's 9months after Chistmas/New Year/summer holidays) I find things slow down generally (all modalities) in Winter, so June gets a bit quiet, but I've been able to rely on all the people hitting 6 months to get me through July/August (though this year they've only just started booking, usually it's late June) there was an unusual baby boom in May this year, I was soooooooooo busy Feb/March/April/early May it was ridiculous. Plus prenatal is pretty easy on the therapist
not deep work, hardly any set up, other the bodyCushion, they always feel so much better afterwards, and they usually come back much earlier the next pregnancy
I also do beauty therapy, which I don't do much of (yet), but the pedicure side of it is great for the pregnant massage client. I think you've got to be in a baby area for pregnancy massage to be a big part (I'm in the area of Sydney which has the highest birthrate in Sydney) If you're located in an area full of old homes and retirees, prenatal massage may be a bit of a challenge. pregnancymassage.com is a good example of an almost only prenatal practice (and a good way of avoiding the male callers looking for more than a massage, looks like they do massage women pregnant or not, but no mention of males)
And then on the other extreme, I do hot stones which IS a lot of setup
but it makes the treatment so easy
and I get to play with my stones and crystals
( I use crystals for the facial massage)