Ten Years, Four Branches, and a Lot of Sore Muscles
I've been meaning to write this down for a while. Not because I think our story is anything special, but because a few customers over the years have asked "how did you even start this?" and I usually give them the short, rushed version not knowing how to frame the whole story. So here's the longer one.
The itch that started it all
I've played sports my whole life. Swimming as a kid (the 400 IM is still one of the things I'm proudest of, mostly because that event hurts in every way a race can hurt), then baseball, soccer, cable skiing, actual skiing, cross-country skiing, running, some 800m track in my younger years, golf, tennis, badminton, even hand gun range shooting and fencing at various points. I clearly have never been able to sit still. True jack-of-all-trades, master of none!
Somewhere in there I did a full Ironman in Langkawi back in 2014, and a full marathon too. If you've done either of those, you know your body doesn't just "get over it" the next day. It needs actual, deliberate recovery work, not just a nice, relaxing rub down.
And that was the problem. Back then in Thailand, if your muscles were wrecked from training, your options were pretty much: aroma oil massage (lovely, but not built for athletes), traditional Thai massage (great for a lot of things, but not really designed around sports recovery), or a physiotherapist if something was actually wrong. There was nothing in between for someone who trained hard and just needed their body maintained, not fixed.
So in July 2015, I opened the first branch. The idea was simple: take what professional athletes actually use for recovery, and figure out how to build that into a proper business here, using what Thailand already had in terms of skilled hands and massage culture, just aimed at a different goal.
The long, quiet middle
Here's the unglamorous part: we ran that single branch for eight years before opening a second one. Eight years. No rapid expansion, no big rollout plan. Just one branch, learning what worked, what clients actually needed, and slowly getting better at it. If I'm honest, a lot of that time was just making sure we actually knew what we were doing before even thinking about doing it twice.
The second branch eventually opened, and it felt like a big step after so long with just the one. Then late last year, in 2025, the third branch opened. And now — branch four is under construction as I write this, aiming to open in October 2026.
Looking at it laid out like that, it feels like it happened fast. It did not feel fast while living it.
Still playing, still learning
The other thing that hasn't changed is that I'm still out there doing the sports myself. More recently I've gotten into Hyrox and functional fitness, and this year I finished a solo open Hyrox division here in Bangkok. Getting on that floor at 49 next to a lot of very fit twenty- and thirty-somethings was humbling in the best way, and honestly, it reminded me why I started this business in the first place. Every ache after that event was a reminder of exactly the kind of recovery work we've built the business around.
I think that's the part I care about most; this isn't a business I run from behind a desk, disconnected from why it exists. I'm still the person crossing marathon finish lines and hobbling out of Hyrox stations, needing the exact same recovery I'm trying to offer everyone else.
What's next
Branch four opening later this year is exciting, but honestly the goalposts don't feel any different than they did with branch one. Do the work properly, keep learning from athletes and from clients, and keep building something that didn't really exist here when we started.
Ten years in, still not bored of it. That probably says enough.
