Gregory Serdahl

identity that combines creative discipline, organizational responsibility, and hands-on client care.

Over several decades, Gregory has worked in both leadership and practitioner roles, allowing him to understand systems from the ground up. His experience includes managing nonprofit organizations and founding and operating a national wellness company. Along the way, he has worked with professional athletes, institutional partners, and individuals with demanding public and private responsibilities. These varied environments required flexibility while maintaining consistent professional standards.

Gregory’s academic background began at the University of California, Irvine, where he pursued a Bachelor of Arts in Theater from 1983 to 1986. His studies emphasized performance theory, collaboration, and disciplined rehearsal, all of which encouraged focus and accountability. During this time, he was a member of Phi Beta Kappa, further reinforcing his commitment to academic rigor and thoughtful analysis. These experiences later supported his professional communication and ability to work effectively with diverse groups.

A defining educational experience occurred when Gregory spent a year abroad at the University of Bergen in Oslo, Norway (1983-84). Living and studying internationally exposed him to different cultural perspectives and daily practices. This period contributed to his personal growth, helping him develop adaptability and a broader understanding of how people interact across cultural boundaries.

After completing his studies, Gregory entered the nonprofit arts sector and became artistic director of the Alisal Center for the Fine Arts. The organization served a predominantly Hispanic migrant farmworker community by offering access to cultural and educational programs. From January 1986 to January 1989, he was responsible for daily operations, fundraising, budgeting, and community engagement. This role strengthened his ability to lead organizations with limited resources while remaining attentive to community needs.

Gregory’s transition into wellness followed early participation in massage programs at Michael O'Shea's Sport Training Institute. In 1991, he founded Serdahl Associates, which later became Massage America, Ltd. His objective was to establish a massage and wellness organization capable of working within large institutions. Under his leadership, the company managed massage programs for Crunch Fitness, multiple New York Sports Club locations, and the New York Football Giants during the Dan Reeves era.

Massage America also partnered with Mount Sinai and NYU hospitals, the Printing House Athletic Club, and the Manhattan Athletic Club. Gregory oversaw staffing, operations, and quality control across these settings. These responsibilities reinforced his understanding of how therapeutic services can be integrated into athletic, medical, and corporate environments without compromising professional standards.

Throughout his time as a business owner, Gregory continued to work directly with clients. His practice included individuals from politics, professional sports, media, and the arts. On one notable day, his schedule included Ed Koch, Lawrence Taylor, Edgar Bronfman, Katharine Hepburn, and Arthur Ashe. These experiences reflected trust built through consistent practice and discretion.

Gregory’s therapeutic work includes deep tissue massage, Swedish techniques, trigger point therapy, myofascial release, and craniosacral therapy. He also incorporates yoga, Pilates, Yogic Neuromuscular Therapy, as taught by the late Dyal Singh Khalsa, Gyrotonics training, and certification as a Biodynamic Craniosacral Therapist. Having employed more than 500 massage therapists over his career, he continues to contribute as a practitioner, business owner, and President of the Kenneth G. Mills Foundation, honoring the work of the late Canadian Poet and Philosopher Kenneth George Mills.