Anna Ropotilova is the founder of the Royal Thai Spa chain in Kyiv. While most businesses are trying to survive, she continues to grow — opening new locations, introducing a 24/7 format, working with Thai massage masters, and confidently speaking about service as presence — deep, attentive, and profoundly human. We spoke with Anna about building a business during war, what’s hardest to delegate, and why touch is never just a massage.

You opened a third salon during the war. How are such decisions made in reality — is it intuition, numbers, or maybe a “we must keep moving or we die” mindset?

It’s all of that combined. On a numbers level, the business must be sustainable and profitable. But the decision to open a third salon during the war — I made it with my heart. Of course, it was a risk, but today, for everyone living in Ukraine, risk is a part of everyday life.

We first thought about opening a third location back in 2021 and had been preparing for it as planned. By the time the war started, the salon was already 80% ready to launch. We had even set an opening date: April 13, 2022 — the day of the Thai New Year. But the war changed our plans. Initially, we stopped everything. However, once our massage therapists started returning from Thailand, we realized we couldn’t abandon something we had nearly completed. Finally, on June 1, 2023, we opened the third Royal Thai SPA salon in the Podil district, with both Thai and Ukrainian therapists, a large hammam, and new spa treatments. This space brings together all the experience and knowledge we’ve gained over the past ten years. Everything is almost perfect. Our third location has become a place of strength for many Royal Thai SPA guests. Now, massage is not only about physical well-being. People come to us for the opportunity to feel that life goes on.

What has been the hardest thing to delegate in your business — and why?

Honestly, it’s hard for me to delegate anything at all. They say, “If you want something done perfectly, do it yourself.” But one person can’t do everything, and there are only 24 hours in a day. So, over time, I’ve built a team of people who share my vision.

When I had just one salon, I managed nearly everything myself. With the second branch, we brought on a bookkeeper, then a facilities manager and an HR manager. When we opened the third salon, we were finally able to hire a full-time marketer.

But the hardest thing to delegate is “sensation” — the feeling. I have a very sensitive perception of detail: how a guest enters, how they’re greeted, whether the receptionist’s smile is genuine, whether the client received all services with quality and wants to return, whether the salon’s atmosphere met their expectations. How clean the rooms are, what the linen smells like — the list is endless.

All of this is crucial because our salons are not just about standards; they’re about atmosphere and supporting clients’ mental well-being. At Royal Thai SPA, every treatment is designed to deeply reset the nervous system through the body.

And until a new employee feels the value of every little thing, it’s hard for me to fully integrate them into our team. But those who work with me — they are the best, and I’m truly grateful to each of them.

From my side, I feel a strong responsibility for my staff. I try to make sure that this job is one of the key reasons they stay in Ukraine, rather than looking for a better life abroad.

You work with massage therapists from Thailand. How difficult was it to build this system — both legally and on a human level?

It’s been a journey in itself — involving translators, lawyers, the Embassy of Ukraine in Thailand, and now, during the war, also the Embassy of Moldova, the Border Service, the State Migration Service, the Employment Center, and the Tax Office. Over 12 years of work, we’ve gained experience in all of these processes. I see it as part of the path of an entrepreneur.

But working with Thai therapists also brings deeper challenges. Sometimes it feels like they’re from another planet — they have different values, a different culture, a different religion. How do you understand them? What helps is our shared goal: we all strive for Royal Thai SPA to be the best Thai massage salon in Kyiv. That unites us.

And more than just coming here to work, my Thai team brings their culture, energy, and love for life. I try to create a space for them where they don’t feel like an “exotic feature” — but like part of a family.

Royal Thai SPA is open 7 days a week. What’s behind this format — marketing strategy, personal belief, or client demand?

Definitely client demand. It’s about care without limits. We live in difficult times, where people are constantly dealing with pain, insomnia, and anxiety. It’s important for our guests to know that Royal Thai SPA is here and always ready to help them reset. We’ve seen how, even in the middle of the night during air raids, clients message us on our website or social media to book morning appointments. They know they can come to us feeling shattered after a sleepless night — and leave as a renewed person.

How has your client changed over the past two years? And has your idea of service and care evolved?

Since the beginning of the war, everything has changed in the lives of Ukrainians — and naturally, people have changed too. We’ve all started to value care for both our physical and emotional well-being more deeply. Our clients have become more thoughtful. They’re no longer just looking for a “pleasant treatment.” They’re seeking grounding, trust, and a moment to breathe. And we truly feel that. Now, many of our treatments can include aromatherapy to help balance emotional states. Care today is not just about offering tea or suggesting an add-on service — it’s about being attentive to the guest’s real needs. I tell my front desk staff that now, they also need to be a bit like psychologists — able to sense the emotional state of each person who walks in. Service is no longer about “wow” effects. It’s about understanding what each client truly needs. That has become our core standard today.