“New Body: Resilience, Success, and Expansion of a Health and Beauty Company in Latin America”

2023-04-29 11:00:39

special health and beauty

Tatiana, Dania and Derly lead New Body, a company that once morest all odds survived the pandemic and today plans an ambitious expansion plan in Latin America.

29/4/2023

In its beginnings, the company started in 2014 with 11 offices, a number that gradually decreased due to administrative problems. In total, they were left with 7 offices that later became 3 with the closures caused by the pandemic: two in Bogotá and one in Medellín. Additionally, when seeing the figures of debts for leases, returns to patients and labor charges due to the pandemic, the partners who had founded the organization decided not to answer for it and did not comply with their obligations. The future of the brand was in jeopardy.

Dania Torres, Tatiana Buitrago and Derly Farfán, who managed the offices as employees, assumed the legal representation of the company and control of the business. In this process, they brought together 47 of the best collaborators with the aim of rebuilding relationships with clients and thus complying with all creditors, to whom they owed more than 3,000 million pesos.

The dynamism that these three young women, who were not more than 30 years old, injected into New Body motivated employees to be even more engaged. During the closures and restrictions, and for more than nine months, the 47 collaborators did not receive their salary. Even, offered free telephone counseling to patients who were infected with coronavirus and had no access to medical care.

“Those 47 people, most of them women, many of them heads of the household, deserve all the recognition. They were always encouraging us to keep going. With everything they have done and the knowledge they have of the operation, they are currently in key positions within the company.”, assures Dania Torres, who today is director of Human Talent at New Body.

During that time, the three managed the relationship with creditors and even looked for a way to repair the machines, which are the heart of the business. The main thing was to stay afloat. “Shopping centers did not stop charging the rent for the premises, we had to continue paying. In the same way, we had to face the 10,000 clients who had paid for their treatments in advance and who might not continue”, recalls Derly Farfán, Commercial Director.

“The equipment we had was manufactured in Europe and the spare parts were not available in Colombia. By chance we found Javier Castillo, a tireless worker who has been with us for more than three years and who in an important way became our guardian angel. Today he is our right hand and works as Director of Operations”, says Farfán, who adds that they were years of 24/7 work, “of complying and making the business work to pay more than 4,500 million pesos in rents, fines , labor compensation and some of the returns of patients”. Having the support of 95 percent of its customers was a key aspect, and today they are allies.

Expand in Latin America

According to Tatiana Buitrago, director of New Body, through the company contribute to improving the self-esteem of its users, which have increased considerably in the last two years. Today, Of the 10,000 clients, at least 35 percent are men, who obtain exceptional results with the treatments. “Our dream is to cover Latin America. This year we have already been exploring the Mexican market and we see that it has high potential. In that country there is a culture of surgery, and that is why we believe that we can arrive as a non-surgical alternative ”, he assures.

At the moment New Body It is a benchmark not only in its sector, but also as a successful business case that generates a benefit for society and all its collaborators. For these businesswomen they are an example of perseverance, passion and vision. The company is working to consolidate its team of collaborators, and thanks to the fact that it has already settled 90 percent of its debts caused by the pandemic, they have a free hand to become the best anti-aging club in Colombia.

*Content created with the support of New Body

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