CEO Bios
Nuttha Goutier Trained in traditional Thai wellness practices from a young age, Nuttha recognized an untapped opportunity in Canada’s wellness market when she came to Canada. Her dream of sharing the essence of Thai culture led her to establish Sabai Thai Spa in 2005. Through her dedication, the brand has flourished, becoming synonymous with excellence in the wellness industry. Nuttha’s relentless drive, coupled with her nurturing spirit, inspires not only her team but also the countless guests who experience Sabai Thai Spa’s serene offerings.
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Jacques Goutier With over 25 years of experience in the wellness industry, Jacques Goutier’s journey is a testament to the power of mentorship and innovation. His early career included a transformative stint with the Thailand Ministry of Health and work at Echo Valley Ranch, where he honed his expertise as a registered massage therapist and helped streamline their wellness programming. Now, as a co-founder of Sabai Thai Spa, Jacques is passionate about empowering others, mentoring franchisees, and cultivating a culture of collaboration and growth.
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BeTheBoss.ca: Sabai Thai Spa is such a distinctive brand. Can you share the personal journey behind its creation?
Nuttha: My journey started in a small village in Northern Thailand, where wellness wasn’t just something you did—it was part of who you were. Growing up, my grandmother would teach us traditional massage techniques that I later added to by spending years learning through a local master practitioner. It wasn’t about making money or running a business; it was about caring for one another and finding balance in everyday life. When I moved to Canada in 2001, I realized how many people here needed that sense of care and connection, but Thai wellness was still unfamiliar to many. That’s when the idea for Sabai Thai Spa came to life. For me, it wasn’t just about starting a business—it was about sharing something deeply personal and transformative. And with Jacques by my side, we turned that dream into reality in 2005.
Jacques: For me, it was about supporting Nuttha’s vision while bringing my own experiences to the table. I’d spent years working as a Registered Massage Therapist, so I had a deep appreciation for how powerful different massage techniques could be. When Nuttha shared her dream of creating a space that embodied Thai wellness, it was an easy decision. Together, we built Sabai Thai Spa as a sanctuary—a place where people could find peace, balance, and a bit of the magic that makes Thai culture so special.
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BeTheBoss.ca: What was the defining moment when you realized this could be more than a single spa?
Nuttha: I’ll never forget one of our very first guests. She came in so stressed—she’d been through a difficult divorce, totally overwhelmed, and she hadn’t taken any time for herself in years. After her treatment, she just sat in the lobby, tears in her eyes, and said, “This is the first time I’ve felt peace in months.” That moment stayed with me. It showed me that what we were offering wasn’t just a service—it was a lifeline for some people. That’s when we realized we could offer this sense of healing and care to so many more people if we grew beyond one location.
Jacques: For me, the defining moment was seeing how our team embraced our vision. From day one, our staff treated the spa like it was their own, pouring their hearts into every guest interaction. That kind of dedication creates something you can’t fake—it’s palpable. Seeing how deeply they believed in what we were doing gave me confidence that we could scale this without losing our heart or authenticity.
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BeTheBoss.ca: Building a business is as much about community as it is about success. What does community mean to you, and how does it shape your approach to franchising?
Nuttha: Community is everything. Growing up in a small village in Thailand, I saw how people looked out for one another—it was never just about helping; it was about truly being there for each other. When we opened Sabai Thai Spa, I wanted each location to feel like that—a place where people could find comfort and connection. That philosophy is central to how we approach franchising. We don’t just look for franchisees; we look for people who genuinely care about making a difference in their communities.
Jacques: Franchising is an extension of that community mindset. It’s not just about expanding the business—it’s about empowering others to create something meaningful. When a franchisee succeeds, it’s not just their win—it’s a win for the guests they serve, their local community, and our entire brand family. That ripple effect is why we’re so passionate about choosing the right people and supporting them along the way.
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BeTheBoss.ca: Your spa has roots in Thai wellness. Can you tell us about the most memorable feedback you’ve received from a guest?
Nuttha: There’s one story that really stays with me. A guest came to us while recovering from a serious illness. She told me that her treatment reminded her of a trip she’d taken to Thailand years ago, back when she felt carefree and truly herself. She said, “For the first time in years, I felt like myself again.” It was such a powerful moment. It reminded me that we’re not just offering massages or facials—we’re offering people a way to reconnect with themselves.
Jacques: I remember one guest who became a regular during a tough time in their life. Over the months, you could see the transformation—not just physically, but emotionally. One day, they told us, “This spa has become my safe space. It’s where I can just breathe.” That’s when I realized how deeply impactful this work is. It’s not just about creating a business—it’s about creating a refuge for people.
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BeTheBoss.ca: Running a business together as a couple must be both rewarding and challenging. What’s the secret to balancing work and family?
Nuttha: For us, it’s about communication and respect. We’ve learned to embrace our differences—Jacques is the big-picture thinker, and I focus on the details. It’s not always easy, but we’ve found that leaning into each other’s strengths makes us a better team. We also try to set boundaries. When we’re home, we make an effort to be present with our family and leave work at the door—although that’s easier said than done sometimes!
Jacques: Humor helps, too. You’ve got to be able to laugh when things get tough. Running a business is stressful, and so is raising a family, but we try to keep perspective. We also make time for small rituals, like having coffee together in the morning or going for a walk. Those little moments remind us why we started this journey in the first place.
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BeTheBoss.ca: What do you think will be the most fulfilling part of helping franchisees bring Sabai Thai Spa to their communities?
Nuttha: Seeing a franchisee’s pride when they open their doors for the first time—it’s always such a beautiful moment for us and I can’t wait until they get to experience that. They’re not just starting a business; they’re creating a space that will touch so many lives. Hearing their stories of success and the impact they’ve had in their communities will be incredibly rewarding.
Jacques: I love seeing team members grow into leaders. Many of them start out nervous, wondering if they can really do it, but as they go through our training process, their confidence blossoms. Watching them not only succeed but thrive and make a difference in their communities is the most fulfilling part of this journey for me.
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BeTheBoss.ca: What advice would you give to someone who wants to open a Sabai Thai Spa franchise?
Nuttha: My advice would be to start with your why. Ask yourself why you want to do this and what impact you hope to make. Running a business like Sabai Thai is about more than offering services—it’s about creating a space where people feel cared for and rejuvenated. If that resonates with you, then you’re already on the right path. Also, be prepared to embrace learning and growth. We’ve created a system to guide you, but it’s your commitment and passion that will bring it to life in your community.
Jacques: I’d say, trust the process but bring your individuality. The framework we’ve developed works, but your personal touch is what will make your franchise special. Be ready to lead by example—your team will look to you for inspiration and guidance, so it’s important to embody the values of the brand. And don’t be afraid to ask questions or seek support. One benefit of being part of the Sabai Thai family is that you’re never alone on this journey.
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BeTheBoss.ca: The wellness industry is so competitive. What makes Sabai Thai Spa stand out from its competitors?
Nuttha: What makes Sabai Thai Spa truly unique is our commitment to authenticity. Our treatments are inspired by Thai wellness traditions that have been passed down for generations. It’s not just about delivering a massage or a facial—it’s about sharing a piece of Thai culture in a way that feels personal and meaningful. From the décor of our spas to the way our staff welcomes each guest, every detail transports you into a state of relaxation and well-being.
Jacques: Another key differentiator is our proprietary skincare line. We’ve carefully crafted these products to enhance the guest experience, ensuring they can carry a piece of Sabai Thai Spa with them after they leave. On top of that, it’s our consistency. Whether you visit a spa in Vancouver or in another city, you’ll experience the same level of care and attention to detail. That reliability, combined with our focus on Thai wellness, makes us stand out in a crowded market.
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BeTheBoss.ca: Why do you think Sabai Thai Spa is a great opportunity for someone interested in franchising?
Nuttha: This is an opportunity to be part of something meaningful. The wellness industry is one of the fastest-growing sectors, and Sabai Thai Spa is uniquely positioned within it because of our reputation, our proven model, and the authenticity of what we offer. For someone who is passionate about wellness and wants to make a positive impact in their community, this is an incredible chance to combine personal fulfillment with professional success.
Jacques: What’s great about Sabai Thai Spa is that it’s a business model designed to set franchisees up for success. We’ve spent nearly 20 years refining every detail—from operational processes to guest care—so that new franchisees can hit the ground running. At the same time, it’s about more than just business. It’s about creating a space that promotes relaxation and healing, which is deeply rewarding on a personal level. If you’re looking for a career that blends financial opportunity with purpose, this is a great fit.
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BeTheBoss.ca: Where do you see Sabai Thai Spa in the next five to ten years?
Nuttha: I see us continuing to grow across Canada, the United States and potentially beyond. But more than just expanding, I want us to deepen our impact. That means ensuring every location maintains the high standards we’re known for while exploring new ways to innovate within the wellness space. Whether it’s introducing new treatments, expanding our skincare line, or using technology to enhance the guest experience, we’re always looking for ways to evolve without losing the essence of who we are.
Jacques: In five to ten years, I see Sabai Thai Spa as a household name in wellness—not just for our services but for the culture and community we’ve built. I want to see our franchisees thriving, not just financially, but as leaders in their communities. We’re passionate about helping people succeed, and as the network grows, so does the opportunity to make a positive impact on a larger scale. Ultimately, it’s about staying true to our roots while embracing new opportunities to share the art of Thai wellness with the world.
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