We caught up with the brilliant and insightful Lori Ruiz a few weeks ago and have shared our conversation below.

Alright, Lori thanks for taking the time to share your stories and insights with us today. We’d love to hear the backstory of how you established your own practice.

When I first started my practice, it was just me in a single room with a clear vision and a lot of determination. I didn’t have a big budget, fancy equipment, or a staff behind me. What I did have was a deep belief in the quality of the work and the kind of experience I wanted to offer. From day one, my focus was on doing really intentional, therapeutic bodywork — not rushing through sessions, not upselling. Just truly listening to each client and using all the tools I had, whether that was cupping therapy, myofascial work, or sound healing, to help them feel better in a real, lasting way.

As the practice started to grow, I realized I didn’t want to build just a busy book of clients for myself — I wanted to build the best massage team in Western Colorado. I wanted people to know that no matter which therapist they saw in our space, they’d receive an exceptional, thoughtful, and effective massage. I also wanted to create a place where massage therapists felt supported and valued, not burnt out or treated like they were replaceable.

Building the team has been one of the most meaningful parts of this journey. I’ve focused on finding practitioners who share my values — people who care deeply about their craft, who are open to growth, and who genuinely want to help people. We train together, share techniques, and hold each other to a high standard. There’s a real sense of pride in what we’re building together.

This vision has shaped every decision I’ve made: from the way we structure sessions to the environment we create for both clients and therapists. It’s not about being the biggest. It’s about being the best — consistent, intentional, and trusted.

Awesome – so before we get into the rest of our questions, can you briefly introduce yourself to our readers.

I’m Lori, the founder of Western Colorado Therapeutics, and at my core, I’m someone who believes massage can be so much more than just “a relaxing hour.” My journey into this work was a mix of intuition, grit, and a desire to create the kind of therapeutic experience I wished existed when I was on the client side.

Before becoming a massage therapist, I worked as a visual artist — so I’ve always been drawn to craft, detail, and creating experiences that make people feel something. When I transitioned into massage, I brought that same creative, intentional energy with me. I started my practice with a clear goal: to offer results-oriented bodywork that addresses pain and tension at the root, while also creating a deeply grounding, restorative experience.

At Western Colorado Therapeutics, we specialize in therapeutic massage that blends multiple modalities in every session — including cupping therapy, myofascial release, scraping, and sound healing. We don’t charge extra for these tools; they’re simply part of how we work. Each session is customized to meet the client where they are. We focus on helping people who have tried massage before and walked away feeling underwhelmed or like their pain wasn’t truly addressed. Many of our clients come in frustrated — they’ve spent thousands on gadgets, pillows, or massages that didn’t deliver lasting relief — and they leave saying, “I’ve never had a massage like that before.”

What sets us apart is intention and consistency. We don’t do cookie-cutter sessions. Every stroke has a purpose. We listen closely, adjust constantly, and use every tool we have to help clients heal and function better. And beyond the work itself, we’re building something bigger: the best massage therapy team in Western Colorado. I’m incredibly proud of the culture we’ve created — one where practitioners are supported, constantly growing, and aligned around shared values of excellence, care, and collaboration.

For potential clients, I want them to know this: we genuinely care about your results. Whether you’re dealing with chronic pain, recovering from injury, or just need to reconnect with your body, our team is here to support you with skill and heart. For fellow practitioners, I want them to see that it’s possible to build a career in massage that’s sustainable, fulfilling, and impactful.

This isn’t just a business to me — it’s a mission to raise the standard of massage therapy in our region, to help people truly feel better, and to create a place where both clients and therapists thrive.

Can you open up about how you managed the initial funding?

When I started my practice, I didn’t have outside funding, investors, or a big financial cushion. I built it slowly and intentionally with the little savings I had. I invested in the essentials first: my massage license and insurance, a solid table and linens, a cupping set, and a simple online booking system. I knew if I could deliver exceptional bodywork, I could grow from there.

One of the smartest decisions I made early on was keeping my overhead incredibly low that first year. I actually turned my bedroom into a massage studio—it had a separate entrance—so clients could come and go privately. During that time, I slept in my kid’s room so I could make it work. It wasn’t glamorous, but it gave me the financial margin to grow authentically without the intense pressure of expensive rent or loans hanging over me.

I’ve always believed that if a massage therapist is stressed about money, it’s hard to help your clients relax. By keeping my expenses lean, I was able to focus fully on building relationships, refining my craft, and delivering truly intentional sessions instead of just trying to “get enough people in the door” to cover overhead.

As the business grew, I reinvested steadily—upgrading my tools, enhancing the client experience, and eventually moving into a dedicated space when the time was right. Looking back, I’m proud that this business was built through resourcefulness, strategic reinvestment, and heart, rather than debt or outside funding. It gave me a solid, sustainable foundation to grow from.

Are there any books, videos, essays or other resources that have significantly impacted your management and entrepreneurial thinking and philosophy?

One of the most impactful resources for me hasn’t been a traditional business book at all — it’s been the To Be Magnetic work by Lacy Phillips. Her teachings focus on neuroplasticity, self-worth, and subconscious reprogramming, and they’ve played a huge role in shaping not only my personal growth but also the way I run my business.

As an entrepreneur, your mindset determines so much of what’s possible. In the early days, I had to work through a lot of old stories around what I was “allowed” to earn, whether I was capable of leading a team, and what kind of life I could build as a massage therapist. Through the To Be Magnetic work, I learned how to identify and reprogram limiting beliefs, strengthen my sense of worth, and expand my capacity to hold bigger visions.

This inner work has directly influenced my management style and business philosophy. I approach growth from a place of alignment, not hustle. I make decisions from a grounded, intuitive place rather than fear. It’s also shaped how I lead my team — I want to create an environment where each therapist feels seen, supported, and able to grow into their fullest potential.

I truly believe that when you combine solid business strategy with deep inner work, you build something sustainable, authentic, and powerful. To Be Magnetic has been a key part of that foundation for me.

Contact Info:

• Website: https://www.westerncoloradotherapeutics.com/
• Instagram: https://www.instagram.com/westerncoloradotherapeutics/
• Facebook: Western Colorado Therapeutics

Image Credits

Kaylan Robinson