Nuttha Goutier Interview
From humble beginnings in Chiang Rai, Thailand, to becoming a thriving franchise network across Canada, Sabai Thai Spa’s journey is a testament to resilience, vision, and purpose-driven leadership. In this exclusive conversation with The Worlds Times, the founder shares insights on scaling with authenticity, lessons from childhood entrepreneurship, and a vision for making wellness a universal experience.
Core Values and Strategies behind Expansion
We started the interview by asking, “You’ve grown Sabai Thai Spa from a single location to multiple franchises across Canada. What were the core values and strategies that enabled this expansion?”
Nuttha Goutier replied, “From the very beginning, Sabai Thai Spa was built on a vision to bring Thai-inspired wellness into the Western market in a way that felt immersive, consistent, and scalable. We designed a guest journey that engages all five senses, created a strong operational framework, and invested in training systems that could be duplicated across locations. By combining structure with culture, we’ve been able to preserve the heart of the brand while building a solid foundation for growth.
Today, with each spa averaging over $1.3 million CAD in annual revenue and nearly 9,000 treatments a year, the model has proven itself. That blend of hospitality, holistic care, and replicable systems has allowed us to expand from a single location to a growing franchise network across Canada.”
Lessons from Early Entrepreneurship in Chiang Rai
The Worlds Times: Your journey began in Chiang Rai with early entrepreneurship in a local market. How has that shaped your leadership and business philosophy today?
Nuttha Goutier replied, “Growing up selling coffee and eggs at age eight in Chiang Rai, I learned the fundamentals of business early: building trust, showing resilience, and serving others with care. At the same time, I was helping my father with our small tapioca business, where we carried two tons of tapioca by hand each day—lifting 50-kilogram baskets into the truck. He never treated me like a child, but as a partner. He always reminded me, “You’ve already done the hardest thing in life,” and, “Hard work doesn’t feel heavy when you carry it with your heart.”
Those lessons shaped not only my character but also my leadership philosophy. Today, I lead with purpose, empathy, and adaptability—because I know from experience that business is never just about profit; it’s about community, resilience, and empowering people around you.”
When Business Became a Mission
The Worlds Times: Tell us about a moment that affirmed this venture was more than just a business, but something deeper and meaningful.
Nuttha Goutier replied, “I’ll never forget a client named Shelby, a single mom who worked tirelessly to provide for her children. Money was always tight, but she saved just enough to come to our spa once a week. After every visit, she would say the same thing: “Thank you for lifting me up. At Sabai, I feel seen and nurtured.”
That experience reminded me why Sabai Thai Spa exists. It’s not just about massage — it’s about dignity, care, and emotional healing. Shelby’s words showed me that what we offer goes far beyond services. We’re creating sanctuaries where people can restore their energy, find peace, and feel strong enough to keep going. That’s when I knew this was more than a business — it was a mission.
Preserving Authenticity through Franchising
The Worlds Times: Franchising often dilutes authenticity. How do you maintain the spirit of Thai wellness and a close-knit culture across locations?
Nuttha Goutier replied, “For us, franchising is not just about multiplying locations — it’s about multiplying a feeling. Every Sabai Thai Spa is designed around the five senses: the scent of lemongrass, the sound of our crafted music, the warmth of ginger tea, and the energy of care in every touch. This creates consistency across every location while keeping Thai-inspired wellness at the heart.
We protect that essence through rigorous training and by choosing franchise partners who share our values. We don’t look only for investors — we look for people who lead with heart. With systems, culture, and mentorship in place, each spa feels like an extension of our original vision. That’s how we’ve grown while keeping the spirit of Sabai Thai alive.”
Personal Values That Sustain Leadership
The Worlds Times: What personal values or philosophies sustain you through challenges in business and life?
Nuttha Goutier replied, “What sustains me is a mindset I’ve carried since childhood: the past is for learning, the present is for showing up, and the future is for shaping with intention. I remind myself and my team not to carry the weight of yesterday, but to focus on what we can do today — because that’s what creates tomorrow.
I’ve also learned that challenges are never permanent. They pass, and what remains is how you choose to respond. For me, it’s not about avoiding obstacles — it’s about meeting them with clarity, persistence, and heart. That’s the philosophy that guides both my business and my life.”
Key Lessons from the Canadian Franchise
The Worlds Times: At the Canadian Franchise Association’s 2025 Convention, you spoke about the importance of learning from fellow franchisors. What is one key insight you gained from that experience?
Nuttha Goutier replied, “What stood out to me most was the power of collaboration. In franchising, it’s easy to feel like every brand is running its own race — but the truth is, we grow faster when we learn from each other. At the convention, I saw how challenges in one industry often mirror challenges in another.
Listening to fellow franchisors reminded me that innovation doesn’t happen in isolation. Whether it’s improving customer experience, embracing digital tools, or strengthening operational consistency, the best ideas often come from sharing openly. That experience reinforced for me that leadership is not just about building your own system — it’s about being part of a community where we all elevate each other.”
Vision for the Next Decade
Lastly we asked, “Looking ahead, what is your vision for Sabai Thai Spa over the next decade, and how do you envision expanding impact beyond business growth?”
“Over the next five to ten years, my vision is for Sabai Thai Spa to grow across Canada and open in the U.S. From there, our long-term goal is to scale to 1,000 locations across North America and eventually Europe. But for me, expansion has never been just about numbers — it’s about impact.
I want Sabai Thai Spa to be known not only as a leader in Thai-inspired wellness, but also as a movement that empowers people. Every new location is an opportunity to uplift a community, to support franchisees in building financial freedom, and to create spaces where clients feel truly cared for.
Most of all, I want people to understand that wellness is not a luxury — it’s a part of life. It’s something every person deserves to experience, no matter where they live or what they’re going through. That belief is what drives me to expand, innovate, and keep building a legacy of healing and empowerment.” Nuttha Goutier concluded
Connect with Nuttha Goutier on LinkedIn
For more information visit Sabai Thai Spa
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