It is a story of radical change and of success – something that does not happen in business all that often, particularly within a variable economic climate. But, when qualified CA Martina Laurie decided to break away from auditing and embark on an entirely new career direction to eventually run a Mobile Massage Company, she not only reignited her entrepreneurial spirit, she established a fully operational, multi-faceted and thriving massage business.

Hands-On Treatment was formed in 2002.  Initially the business focused on providing mobile an on-site neck and shoulder chair massage service to the corporate sector, covering specialised labour-intensive areas such as call centres, events and exhibitions, amongst others.

It has grown to include Hands-On Retreat and Sleep Spa, and incorporates an active, fulltime skills development and training programme.

The Company, based in Craighall Park, Johannesburg, has been a Proudly South African member since 2003 and in 2007 received the Proudly South African best SMME Service award. It also has a level BEE 4 status and is in the process of obtaining a level BEE 2 status.

In addition, it has been in the market for over ten years, has medical malpractice insurance and has established credibility via its affiliation to Proudly South Africa and standards monitoring body, BPeSA Gauteng (Call Centre & Business Process Outsourcing).

The core focus of the business is to provide employees and personnel in businesses with professional on-site neck and shoulder chair massages – an offering that is done at the client’s premises, with no impact on operations or requiring any downtime.

Martina says the idea for the business came when she visited the Warm Baths Health Hydro. Although on face-value the concept of a massage company seems to be on an entirely opposite side of the commercial spectrum to auditing, there is actually clear synergy she says.

Armed with a substantial amount of business knowledge, experience and a yearning for something new, Martina, a member of the Business Women’s Association (BWA), used the advice and pearls of commercial wisdom gained under the mentorship of Ian Haggie of Haggie Rand Company, to establish a side-line massage business.

She employed four therapists and earnestly set about engaging potential clients through a subtle yet effective marketing campaign.

The campaign was mainly via email to would-be clients and it worked – the office of Wendy Lucas-Bull, FNB’s first female CEO, made contact to enquire about foot massages for staff. As is the case with many startup ventures, it took one central client to slowly but surely build a network and then roll out a refined services portfolio.

Hands-On empowerment

Running alongside its core operation, Hands-On Treatment has lived up to its name and taken a proactive stance to the development of skills sets that make individuals more employable.

The company’s in-house training programme for ten years and have a partnership in place with the Services SETA (Sector Education and Training Authority). According to the terms of the partnership the Authority pays a portion of their salary per intern and Hands on Treatment takes in four candidates as trainee therapists per six-month period.

Applicants are predominantly urban women living in informal settlements located within a 20km radius of Craighall, Johannesburg, as well as city centre and Braamfontein.

“The availability of skills is a huge problem,” says Laurie. “However, we are working on this and to date, we have helped over five hundred women secure an income.”

Although Hands on Treatment would like to accommodate as many people as possible, the company is forced to lay down criteria for would-be applicants and relies heavily on referrals concerning new applicants.

“Most of the interns come via word-of-mouth, referrals is a must. Candidates must have matriculated and a beauty school qualification would be a plus,” Laurie adds.

The strategy does work and to illustrate, Laurie speaks of one candidate, called Aida, who worked as a cleaner at the company in 2005 and has worked hard to secure a position as the guest house assistant manager.

The skills development and training component of the business is a natural step in the evolution of the company and speaks to Laurie’s strong sense of ‘paying it forward’ – the principle by which one act of generosity or expression of kindness automatically triggers others.

Her ability to generate profit, achieve commercial success and build a venture aside, Laurie believes in sharing the reward of labour and the ethos of strategic investment.

To illustrate the point, on 18 July 2013 Hands-On Treatment used its 67 minutes in honour of Mandela Day to treat police officers at the South African Police Services (SAPS) Parkview Station.

“What a feeling. In 26 years of my work in SAPS, I have never had this kind of treatment. Due to salary problems, I did not try to go for the private massage. I am 50 years old and I feel 22 today. Thank you for what you have given us. I have cancelled my sick leave because I feel better now. I thank you from the bottom of my heart. Happy Tata’s birthday. Wow!” Captain Patience Mahaloba said of her experience.