Johnie Lim pays it forward

Cebu’s ‘father of spa’

CEBU, Philippines — Even before the spa service became a “byword” in the health and wellness space, Johnie Calamba Lim was already ahead of the curve.

He established the Body & Sole Spa in 2003, to make spa services accessible and affordable to mainstream consumers. That time, spa was only considered as an extravagant service, or plain vanity, that was not appealing to budget conscious consumers.

It was Johnie’s Body & Sole branches that pioneered the proliferation of spa outlets in Cebu, which made this academic achiever from Negros Oriental the “Father of Spa” in Cebu.

Johnie’s name is already synonymous to the spa industry.

By far, Body & Sole has the largest chain of spa centers all over the country, which grew via the power of franchise system.

His network of branches now counts to close to 70 outlets all over the country. He aims at hitting 100 branches in the next few years.

Right business at the right time

Johnie discovered the magical effect of holistic relaxation, when his Japanese employer sent him to Japan for a brief vacation as part of the company’s incentive reward for productive employees.

Johnie worked for several companies before he ventured into a business of his own.

An accountancy graduate at Silliman University, Johnie is a whiz in finance. His good track record in handling finances and managing companies earned him good salary packages in his stint as employee.

But, Johnie’s cravings to be like his Chinese father, who operated a copra trading store in Tayasan, Oriental Negros never left him even with his success in the corporate world.

In the early 2000, the word “Spa” was not in the vocabulary among Filipinos, except to the few affluent families.

While massage services were done in homes, checking in to a spa center and avail of pampering like massage, facial, among others are considered extravagance and mere vanity.

“But I was lucky to have opened my first outlet in Raintree Mall in Ramos, when people were already at the brink of embracing wellness as lifestyle change,” Johnie shared.

It was the right business and the right time, he said.

Business is a gamble

Prior to establishing Body& Sole, Johnie together with wife Flor tried several sideline businesses to feed their growing family.

While he was managing a firm at the Mactan Export Zone, Johnie and Flor opened a small eatery, but it did not last long.

But Johnie continued to gamble their savings in the hope that one day, they will hit the right spot in a business that is meant for them.

While he was hooked and nearly addicted to the “spa” or wellness concept he experienced in Japan, Johnie once again made another risky decision to try introducing the concept in the mainstream market.

Using his credit card, and all of what’s left of their savings, Johnie opened the 50-square meter Body & Sole Spa at Raintree Mall commercial strip along Ramos Street, and eventually expanded to 150 square meters after four months.

He gambled everything he had in a business that he himself was not sure would work in this side of the world.

“It was really a gamble. I resigned from my job, which was for me, the best job I ever had,” he recalled.

Aside from maximizing his credit card’s credit limit to buy reclining chairs and other equipment needed to start the business, Johnie also borrowed P200 thousand from a friend.

Trendsetter

When people discovered the positive effects of “relaxation” or personal indulgence, Johnie’s Body & Sole easily became a byword and the rest, they say, is history.

Johnie made it a point that spa services would be affordable and can be availed of by many—even to the most budget-conscious customer.

Easily, Johnie became an authority to the new “health and wellness” trend industry.

“Suddenly, I became an icon for wellness although I was not the pioneer in the industry.”

That time, he said there were already a few spa joints in Cebu, but those were not accessible to the majority, as the prices were far beyond the budget of regular monthly earners.

Barely a few months after Body & Sole was opened, Johnie recalled, he already became a spokesperson of the new wellness industry. That’s when he was sure, the business is on for success.

The trend of affordable spa services in Cebu was literally started by Johnie. Before long, affordable spa joints opened in almost every strategic locations within the Metro.

Johnie, on the other hand, went on to expand his business and grew it through franchise offering.

Prime-mover

As the wellness industry found its place in Cebu’s progressive market, Johnie also found himself leading the growing but very young industry, “suddenly, I became a spokesperson of the wellness industry, as if it was my turf already.”

Along with other handful players, Johnie founded the Spa and Wellness Association of Cebu (SWAC). Its organization was pushed and supported by the Cebu Chamber of Commerce and Industry (CCCI).

The creation of SWAC helped Cebu to find its significant place in the health and wellness sector, and the province gained prominence in this attraction, leading to the formation of Cebu Health and Wellness Council (CHWC) which membership included concerned government agencies like Department of Trade and Industry, medical institutions, cosmetics, derma and dental clinics, among others.

Johnie continued to give his time to serve the development of the health and wellness sector at the same time tend to his growing business, which has branches in different areas in Luzon, Visayas and Mindanao.

Paying it forward

Sixteen years after he found his path in the health and wellness, and half-way retiring, Johnie’s heart is drawn towards a mission that would inspire young people to start entrepreneurship early.

“The way to success is not a straight line. Surely there are giant humps, storms and rough roads along the way but what is certain is that success is not elusive to those who never close their eyes,” he shared.

In fact, he is currently teaching in one of the top universities in Cebu, as part of his mission to spread the gospel of entrepreneurship.

Johnie started the mission of introducing entrepreneurship to his children—Fiona, Farina and Felina.

His eldest, Fiona finished her masters in spa, while Farina, an architect is now helping with the business. Felina, the youngest, is also on board.

Part of his mission too, is to help budding entrepreneurs to enter into the lucrative franchise platform as a way of growing their business with less hassle.

Johnie is currently working with business start-ups, home-based businesses to find their way in the growth highway.

Now enjoying the perks of his 60s, Johnie wants to see more of the younger breed to get excited on entering the world of entrepreneurship.

With two grandchildren, he also make himself available for consultancy projects, and also sits as director for some corporations.

He understood that the essence of success is to pay it forward. (FREEMAN)