Sergey Raiter is not only an accomplished Massage Therapist and Osteopath, but he is also a prime example of how to succeed through hard work and by being a life-long learner. A winner in business-strategy and consumer favour, Sergey has led his clinic, OrthoSports Inc, to become the recipient of multiple awards over recent years. In this Q & A interview with BNS' Jasmine Kara, Sergey explains how his synergy-driven approach turned OrthoSports Inc. into a Calgary consumer-favourite for delivering massage therapy and osteopathy services:
The true achievement for me was always changing people's lives... I can already count about 15 people who were completely disabled and that are now working, full-time, and forgot about whatever problem they had.
Q & A With Owner and Director of OrthoSports Inc, Sergey Raiter
How did you come up with the idea to start OrthoSports Inc and what purpose did you intend to serve with the concept?
While working for other companies in the industry, I was feeling increasingly frustrated by the lack of interest in actual results. Most massage businesses only care about revenue. I decided to focus on results. Fixing someone's problem gave me an incredible high and I saw that many customers actually appreciated it. For sure, relaxation massage is fun, but it does not solve anything at all. Essentially, I knew that if I addressed that problem, I would have virtually no competition. One of my mentors likes to say, " Fixing people fast does not seem like a very good business model. However, it is not true. You get a lot of referrals." It is no different than a garage that does a perfect job every single time. It is quite a competitive advantage.
Which milestones have marked meeting benchmarks towards the fulfillment of your personal goals/ the company's vision and goals?
For the last two years, I was awarded best in Alberta in Treatment by THA awards. Also, Best in Calgary placed my business to #1 in Calgary, and I received a Top Choice Award in 2022.
The true achievement for me was always changing people's lives. It may not sound like much, being said by a Manual Osteopath/ Massage therapist, but I can already count about 15 people who were completely disabled and that are now working, full-time, and forgot about whatever problem they had.
Which steps have you taken for the company to achieve the level of consumer trust that has been nationally recognized?
I am always consistent and upfront. I probably turned down more customers than any other place in Calgary. If I am feeling that there is no match, I'm not doing it; win-win or no deal.
What part of your education or other experiences do you feel was the most helpful in preparing you for success?
I took a Manual Osteopathy class at NMOC; this was very helpful. I also took some great Continuing Education courses, such as Neurokinetic therapy, Cyriax Frictions, and Craniosacral courses. I also found it very useful to take treatments from other therapists and to learn from them.
Which strategies have you found the most effective in growing your audience/ bringing awareness of your service to a larger consumer group?
I found three things to be the most effective. (1) Calling "orphans" (existing customers that I did not see for a long time) (2) Instagram: photoshoots and videos. My biggest problem here was an absolute lack of awareness. Most people stereotype a massage as Swedish protocol, meaning either deep tissue or relaxation, and they kind of know what it does and does not do. It was easier to show them that my approach is completely different. (3) Networking, naturally, was a great way for me, but the difficulty here was to find an open-minded group that would be willing to try whatever I was doing.
How do you balance work, passions/hobbies, and relationships?
I have had to work a lot. My business was pretty much self-employment and I had to put many long hours into the business. I am not much into hobbies. I have a wife and she is very supportive of what I am doing.
What are your future plans to build on your achievements and fulfill your vision for success, and what developments can your audience or clientele look forward to expecting next?
Right now I am signing the lease for a new place. I will be enrolling 8 more therapists to work with me. I will be working on the company's growth.
What advice would you like to give readers that hope to achieve success in your field?
Focus on the results for the customer, and money will come.
Is there anything else you would like to share with Winner Magazine readers?
The world now is in a very dark place. If everyone brings a bit of light and warmth, we can change it.
We thank Sergey for sharing these insights and experiences with Winner Magazine's readers. If you are in the Calgary area, we would strongly recommend taking a visit to the OrthoSports Inc. Massage Therapy Clinic!