We caught up with the brilliant and insightful Izumi Asura Serra a few weeks ago and have shared our conversation below.
Izumi Asura, thanks for taking the time to share your stories with us today Setting up an independent practice is a daunting endeavor. Can you talk to us about what it was like for you – what were some of the main steps, challenges, etc.
My holistic wellness path started as a massage therapist 21 years ago. I was very lucky to learn from several teachers with great skills and knowledge.
I started working at a day spa after finishing my first massage schooling; however, there were so many different modalities that I was able to learn to meet the demands of various clients. I was able to start my own practice by word of mouth while working with the spa a few days a week.
As my clientele had grown, renting an office was necessary, and I was lucky to find some other professionals to share the office with. However, there were a few hiccups with some people along the way.
I then become a sound practitioner 2016after finding the great benefits of sound therapy.
Sometimes, it was particularly challenging for me to enforce business rules, such as our cancellation policy or refund procedures. This difficulty arises primarily from the nature of our industry, which is centered around wellness. In the wellness business, we strive to create an environment that is nurturing, compassionate, and supportive for our clients. Our primary goal is to foster a sense of well-being and comfort, allowing individuals to feel safe and cared for during their journey towards better health.
The inherent challenge lies in balancing the necessity of maintaining clear business policies with the empathetic approach that our clients often need. When someone wishes to cancel a session or request a refund, it is usually accompanied by personal circumstances that can be sensitive or emotional. For instance, clients may be dealing with health issues, family emergencies, or unexpected life changes that necessitate their request. In these moments, my instinct is to respond with understanding and flexibility, recognizing that the wellness journey is not always linear and can be filled with unforeseen obstacles.
However, as a business, it is crucial to uphold certain rules to ensure fairness and sustainability. The cancellation policy serves not only to protect the business financially but also to respect the time and commitments of other clients who may be waiting for services. Enforcing these policies can sometimes feel at odds with the compassionate ethos we aim to embody. I often find myself in a position where I must weigh the emotional needs of my clients against the operational requirements of running a business.
In navigating these situations, I strive to communicate openly and transparently, explaining the reasons behind our policies while also expressing empathy for their circumstances. By doing so, I hope to create a dialogue that acknowledges their feelings and concerns, while also reinforcing the importance of our business guidelines. This approach allows me to maintain the integrity of our business practices while still fostering a supportive and understanding atmosphere.
Ultimately, the challenge of enforcing business rules in the wellness industry reflects a broader tension between compassion and practicality. It requires a delicate balance, one that I continue to refine as I learn from each interaction and strive to uphold the values that define our mission.
Izumi Asura, before we move on to more of these sorts of questions, can you take some time to bring our readers up to speed on you and what you do?
My name is Asura, and I am the founder of Music of the Spheres Wellness Center in Santa Barbara, California. I have been a bodyworker for the past 22 years and discovered the transformative power of vibration and sound in 2016. With a background in early childhood education and psychology, I can see how all my education and experiences have beautifully guided me to my current path.
Being a small business owner with a flexible schedule has been incredibly rewarding, especially through providing massage and bodywork. However, transporting my instruments for sound sessions became increasingly challenging. This inspired me to make a major commitment: to create a dedicated space where I could offer all my services under one roof.
In September 2023, Music of the Spheres opened its doors—a sanctuary for joy, relaxation, and deep connection with oneself, where each person can explore their true potential. We offer yoga and meditation classes, various massage and bodywork treatments, Sound Journeys, creative exploration through art, and other fun events for both children and adults.
Preparing the space was a long and demanding process, but I was fortunate to have a supportive landlord and property manager who embraced the renovation plans. I often visited during construction, even helping to paint the walls!
Selecting yoga gear, office tables, art and craft materials for the creative exploration room, etc., there was so much to do when you have a physical place to welcome everyone!
Decorating walls, bringing live plants, and moving my instruments into their new home was pure joy.
Setting up the physical location and essential equipment took time and resources, but it was a labor of love. I am thrilled that so many people have been surprised and delighted by the Sound Journey experience, discovering the importance of playfulness and creativity.
My sincere hope is that everyone who visits will reconnect with their true selves, tap into their inner wisdom, and realize the endless possibilities for living the best life they deserve through the services we offer.
Other than training/knowledge, what do you think is most helpful for succeeding in your field?
I believe the key to success lies in opening my heart to my clients and maintaining a mindset of learning from each one. With 22 years of experience as a bodyworker, I offer more than just massage, including Craniosacral therapy, Myofascial release, and Energy work. Through this journey, I have gained numerous skills from various teachers, but it is the sessions themselves that have truly taught me to be sensitive and attuned to the body’s signals.
This approach is equally applicable to sound journeys. I remain focused while effortlessly keeping my heart open, fully present to support my clients in achieving their intentions and goals.
My background as an early childhood educator has equipped me to observe body language and facial expressions, a skill I now apply during client intake. I use my hands to identify areas of tension in the body.
It is crucial for a bodyworker (and sound practitioner) to be compassionate and sensitive to clients’ needs, understanding their situations and fostering a non-judgmental, open environment where they feel completely accepted for who they are at that moment.
Can you talk to us about your experience with buying businesses?
Twenty years ago, I acquired an established massage business from a friend who was a massage therapist. She was relocating and sought to sell her private practice, which she had developed over time.
To formalize the transaction, I enlisted the assistance of a lawyer friend to draft a business agreement. This agreement stipulated that she would no longer engage with her former clients.
As part of the sale, she transferred a client list containing approximately 50 names. I was excited about the opportunity to establish my own private practice.
Confident that I would be occupied with the new clientele, I resigned from my position as a massage therapist from boutique spa. I then sent introductory letters to all the clients, informing them of my readiness to provide exceptional massage services.
Regrettably, only a few individuals from the list engaged my services, with most not responding to my outreach. This was disappointing, but I understood that I could not compel them to choose my services.
Subsequently, my friend returned to the area, deciding it was in her best interest, and resumed working with some of her former clients, contrary to our agreement.
To ensure financial stability, I returned to my previous role, apologizing to the manager to secure my position.
Fortunately, a few clients from the list began to refer others to me, which proved beneficial.
I discovered that doing business with friends can potentially harm your personal relationship.
Contact Info:
- Website: [email protected]
- Instagram: mosasura9
- Facebook: https://www.facebook.com/asurasantabarbara
- Linkedin: [email protected]
- Twitter: [email protected]
Image Credits
Photo by Daisuke Nakamura and Izumi Asura Serra