The wellness industry loves to talk about transformation, but most businesses are focused on transforming their bottom line, not their customers’ lives. It’s an industry built on selling temporary relief to overworked people who see self-care as something they have to earn rather than something they deserve.
Nuttha Goutier has spent the last twenty years proving there’s another way.
When she opened her first Sabai Thai Spa in Canada, Goutier wasn’t following any business playbook. She was following her heart, and the healing traditions she grew up with in Chiang Rai, Thailand. Her focus was something simpler yet more powerful: making every person who walked through her doors feel genuinely cared for.
As a result, Nuttha turned her vision into a franchise brand that’s growing not because of aggressive marketing or flashy promotions, but because guests keep coming back and telling their friends. Nuttha has built a company that succeeds by putting people first, where profit follows purpose instead of driving it.
Now, with seven corporate locations established in Greater Vancouver and preparations underway to expand across Canada, Nuttha is proving that the most successful businesses aren’t always the loudest or the fastest-growing. Sometimes, they’re the ones that remember what business is really about: serving people in ways that matter.
Drawn to her refreshingly human approach to building an empire, we spent time with Nuttha to understand how she’s turning ancient wisdom into modern business success, and why she believes the future of wellness lies in making it accessible to everyone.
Here are the excerpts from our conversation with Nuttha:
Sabai Thai Spa began with a vision rooted in Thai healing traditions. Can you take us back to the early days? What inspired you to bring this cultural philosophy to life in Canada?
I was born and raised in Chiang Rai, Thailand, where wellness was never seen as a luxury; it was a way of life. From a young age, I saw how my community leaned on traditions of massage, herbal remedies, and simple rituals of care to restore balance and energy. When I moved to Canada, I carried those roots with me, but I quickly noticed that wellness here was treated very differently. It was often positioned as an indulgence for the few, rather than something essential and accessible for everyone.
When I opened the first Sabai Thai Spa nearly twenty years ago, my vision was simple: to bring the spirit of Thai healing traditions into a new culture in a way that honored its roots but also met the needs of modern life. I wanted to create more than a business. I wanted to create a sanctuary where people could reconnect with themselves, experience genuine hospitality, and feel cared for in the same way I saw my community take care of one another back home. That inspiration still guides me today, even as we grow into a larger brand.
Many leaders talk about “purpose” being their north star. What was yours when you first opened the doors nearly two decades ago, and how has it evolved with time?
When I first opened the doors of Sabai Thai Spa, my purpose was very personal. I wanted to share the healing traditions of my culture and give people a place where they could truly feel at peace. I had experienced firsthand how wellness could restore not just the body, but also the spirit, and I believed that if I could bring that to even one guest at a time, it would be worthwhile.
Over the years, that purpose has evolved into something much bigger. Today, my north star is not only about caring for guests but also about creating opportunities for others: for our team members to grow, for franchise partners to build financial freedom, and for communities to benefit from wellness becoming a lifestyle instead of a luxury. My purpose has expanded from giving care with my own hands to building a system and a brand that allows many others to do the same.
As CEO, you’ve led Sabai Thai Spa from a single sanctuary to a growing franchise brand. What were the boldest leadership decisions you made along the way that shaped this growth?
Some of the most important leadership decisions I’ve made have been the ones that required courage and belief. In the early days, I committed to reinvesting everything into the business, choosing to grow with intention and build a strong foundation rather than rushing ahead. That decision gave us the stability and reputation we are known for today.
One of the biggest turning points was evolving from a chain of company-owned spas into a franchise brand. This was not just a business move; it was about creating systems, training, and support that would empower others to succeed while staying true to our vision. I see franchising as a way to extend leadership, giving partners the tools and confidence to carry our brand forward in their own communities.
Equally important has been my choice to lead with transparency and heart. I focus on creating a culture where people feel supported, inspired, and proud to be part of something meaningful. Those decisions, to grow with purpose, to empower others, and to put people first, have shaped the growth of Sabai Thai Spa and continue to guide the path ahead.
Expanding into franchising is a big step. What qualities do you look for in franchise partners who will carry forward your vision?
When I look for franchise partners, I am not just looking for investors. I am looking for people who share the same heart and values that Sabai Thai Spa was built on. Of course, business acumen and commitment are important, but what matters most is their belief in wellness as a lifestyle and their passion for making a difference in people’s lives.
I look for partners who are willing to learn, who value consistency, and who understand that success in franchising is not only about numbers but about people. They need to care about creating an environment where guests feel truly cared for and where team members can thrive.
Equally, I want partners who think long term. Our vision is not about opening just one spa. It is about building a legacy of wellness. The ideal franchisee is someone who sees themselves growing with us, scaling to multiple locations, and building a business that impacts their community while also creating financial freedom for their family.
With two franchise locations already signed and the first set to open by the end of 2025, we’re seeing strong interest from partners who share our vision of making wellness accessible in communities across Canada.
You’ve described Sabai Thai Spa as “more than just a spa, a place to transform.” How do you design experiences that go beyond relaxation to truly touch people’s lives?
For me, transformation begins with intention. From the moment a guest walks through our doors, every detail is designed to engage the five senses and create a feeling of belonging. The warm aromas, the calming music, the gentle tea ritual, the textures of natural materials, each element works together to help people leave behind the outside world and reconnect with themselves.
But transformation is not only physical. It is also emotional. We train our team to focus on care, consistency, and simplicity so that every guest feels seen and valued. Many guests have told me that they come not only for massage or skincare, but for the feeling of being cared for without judgment. That is what stays with them long after they leave.
We also see transformation through the ripple effect. When people feel restored, they show up differently in their families, their workplaces, and their communities. That is why I say Sabai Thai Spa is more than a spa. It is a place where wellness can spark change that extends far beyond the treatment room.
Guests often remember how a place made them feel. What emotions or transformations do you hope every visitor walks away with?
I hope every guest leaves Sabai Thai Spa with a deep sense of calm, balance, and renewal. More than relaxation, I want them to feel lighter, as if they have released the weight of stress and reconnected with their inner energy.
I also want guests to feel cared for in a genuine way. Many people carry invisible burdens, and sometimes the smallest gestures, a warm greeting, a cup of ginger tea, a smile, can make someone feel seen. That emotional connection is what turns a visit into an experience worth remembering.
Ultimately, I want each person to leave with the belief that wellness is not a luxury but an essential part of life. If they carry that feeling into their daily routines and relationships, then we have succeeded in touching their lives beyond the spa walls.
This edition celebrates inspiring women CEOs. What unique challenges and opportunities have you faced as a woman leading and scaling a wellness empire?
In my journey as a woman CEO, I have faced challenges, but I have always seen them as opportunities to grow stronger. Building Sabai Thai Spa with limited resources taught me to be resourceful, resilient, and creative. Those lessons became the foundation of how I lead today.
At the same time, being a woman has given me the chance to bring a different kind of leadership to the table. I lead with empathy, intuition, and collaboration, and that has shaped a culture where people feel supported and valued. Our brand is built on care and connection, values that often come naturally to women, and I see that as a strength rather than a limitation.
For me, the greatest opportunity has been using my story to inspire other women. I want to show that it is possible to build something meaningful, scale globally, and stay true to your values at the same time.
Your approachable leadership style inspires many. How do you balance being both a visionary CEO and a mentor-like figure for your team?
For me, leadership is not about choosing between being a CEO and being a mentor. It is about blending both roles in a way that builds trust and inspires growth. As a CEO, I focus on setting the vision, creating strategies, and making the decisions that guide our future. But as a mentor, I make time to listen, to encourage, and to help my team see their own potential.
I believe people are motivated when they feel valued and supported, so I practice an open-door style of leadership. I share our goals transparently, celebrate small wins, and remind everyone that their role is important to our bigger mission. When people know the “why” behind their work, they naturally rise to the occasion.
Balancing the two roles also means leading by example. I do not ask my team to do anything I have not done myself, and I continue to learn alongside them. I think that humility and willingness to grow together is what makes leadership approachable and lasting.
Looking ahead, how do you see the future of Sabai Thai Spa and the larger wellness industry evolving over the next decade?
The future of Sabai Thai Spa is about growth with purpose. Over the next decade, I see us expanding across Canada and into the United States, with the vision of one day reaching 1,000 locations worldwide. But this is not just about numbers. It is about building a network of spas that carry forward the same heart-led philosophy, where every guest feels cared for and every franchise partner feels supported.
I believe the wellness industry as a whole will continue to evolve from being seen as a luxury to being recognized as a necessity. People are becoming more proactive about their health, their mental well-being, and their quality of life. This shift creates an incredible opportunity for brands like ours that focus on holistic experiences, consistency, and long-term relationships with guests.
For me, the next decade is about making wellness essential and accessible on a global scale, and ensuring that Sabai Thai Spa continues to lead that movement with authenticity and heart.
If you could share one piece of advice with women aspiring to lead in wellness or entrepreneurship, what would it be?
My advice would be to believe in yourself even when circumstances make it difficult. When I started Sabai Thai Spa, I had very limited resources and many challenges in front of me. What carried me through was the power of belief; belief that with persistence, kindness, and consistency, I could create something meaningful.
I also tell women not to wait until everything is perfect. Perfection is not the starting point, it is the journey. Take one small step, learn along the way, and surround yourself with people who uplift you. Success is built on action, not on waiting for the right moment.
Most importantly, lead with heart. In business, numbers matter, but it is the care you give to people that builds trust and loyalty. When you combine purpose with persistence, there is no limit to what you can achieve.
Finally, when you look back years from now, what impact do you hope people will remember Sabai Thai Spa and you as its leader for?
I hope people will remember Sabai Thai Spa as more than a business. I want it to be seen as a movement that brought wellness into people’s daily lives, made self-care accessible, and created spaces where people felt truly cared for. If our brand can inspire people to see wellness not as a luxury but as a necessity, then we will have made a lasting difference.
As for my own legacy, I want to be remembered as someone who led with heart, who believed in others, and who used business as a way to create opportunities. Whether it was for our guests, our team, or our franchise partners, my goal has always been to help people feel good and to help them grow.
Years from now, if people can say that Sabai Thai Spa touched their lives in a meaningful way and that I encouraged them to believe in themselves, that will be the impact I am most proud of.
