John Carlo Yabut is the owner of Kabayan Natural Therapy Centre in Dubai. JONATHAN YBERA/EXPAT MEDIA

Rejection is often a redirection. Take it from John Carlo Yabut, the Filipino entrepreneur who turned down a sheikh’s job offer to build a thriving wellness business in Dubai. From an engineering graduate in the Philippines to becoming the owner of Kabayan Natural Therapy Centre in Dubai, John’s journey is a testament to how every setback can be a redirection toward something greater. In an exclusive interview with Expat Media, John shares his path from initially seeking opportunities in the US to becoming a pioneer in specialist massage therapies for Filipinos and expats in Dubai.

Dream detoured, purpose discovered

Born and raised in Pampanga to the prominent Yabut clan, John graduated with a degree in Electronics Communications Engineering. But like many Filipinos, he envisioned a life in the US. “In 2017, I came to Dubai not to work but as a stepping stone to join my family in the US,” he recalls. However, after being denied a US visa multiple times, he realized that perhaps his destiny was elsewhere. “My point of view changed. I now feel that the US is not for me. My heart belongs to Dubai and to helping the Filipino community here.” His early years in Dubai saw him navigating different industries, from medical sales to hospitality. But it was during the pandemic that he found his true calling. “I met my business partner, a physical therapist, who introduced me to various therapies,” he shares. “I realized these services would be beneficial for Filipinos here, so I thought, why not enhance and expand them?” Despite the uncertainty of the pandemic, John took a leap of faith and started his business. “My family told me it was a reckless move, but I believed in the purpose behind it,” he says. Initially, he provided home massage services, balancing his full-time job with the demands of building his brand. “I had only three hours of sleep daily, handling treatments, marketing, and running the business,” he recalls. But his persistence paid off. “From one client, I grew to five, then to thousands. Now, we have more than 3,000 regular clients and a clinic with Dubai Municipality approval.” As his reputation grew, so did his clientele, including high-profile figures in Dubai. One of his most memorable experiences was being called to treat a sheikh—a cousin of the crown prince. “I was introduced to the sheikh’s former butler, who later recommended me to become the sheikh's therapist while his full-time staff was away,” John shares. “When I got the call, I prepared myself to give the best Filipino traditional massage.” After the session, the sheikh had one remark: “John is good, but he’s talkative and very technical!” Laughing, John admits, “I was asking a lot of questions to ensure the therapy was suitable for his condition.” Thankfully, the sheikh appreciated his expertise and booked him again. Eventually, he was offered a role as the sheikh’s personal therapist, but he turned it down. “I declined because my goal was to make my services accessible to the community, not just to a select few,” he explains.

Business built on passion and purpose

Kabayan Natural Therapy Centre has now become a go-to wellness destination for Filipinos and expats seeking high-quality yet affordable treatments. “What makes us different is our unique approach to therapy,” John says. “We spent years perfecting our signature massage treatments designed to release toxins and relieve muscle aches.” The clinic offers a wide range of services, from traditional Filipino hilot massage to high-tech beauty treatments like the Oxygeneo facial, popularized by celebrity doctor Vicki Belo. “Our goal is to provide luxurious treatments at budget-friendly prices so that more people can benefit from them,” he says. Expansion plans are now underway, with talks to bring the brand across the UAE. For aspiring entrepreneurs, John shares this advice: “Don’t be afraid to step out of your comfort zone. Don’t limit yourself, or you will lose your drive and competitiveness. I never take the safe route. I believe that learning and growth happen outside of it.” As for his secret to looking youthful despite his demanding schedule? “Regular massages, proper sleep, and facials!” he laughs.  ICA/Expat Media

Three treatments to try

The Super Facial. Popularized by celebrity dermatologist Dr. Vicki Belo, the Oxygeneo Facial Treatment is taking the beauty world by storm. Dubbed the “super facial,” this treatment deeply cleanses, exfoliates, and hydrates the skin using advanced oxygenation technology. It boosts collagen production, leaving your skin plump, smooth, and radiant. Perfect for an instant, youthful glow. Hydrafacial. The Ultimate Anti-Aging Secret for those battling dullness, dryness, or fine lines. This in-depth facial massage cleanses,exfoliates, and hydrates the skin while restoring its natural contours. The best part? It’s non-invasive, making it a favorite among those who want instant results without discomfort while restoring their skin’s natural elasticity and brightness. Hilot massage. Hilot is a traditional Filipino healing massage that focuses on energy balance. Therapists use slow strokes, deep pressure, and herbal treatments to diagnose and treat body imbalances. Unlike typical massages, Hilot promotes physical relief and spiritual harmony, making it the perfect therapy for stress relief, muscle relaxation, and well-being. An ancient healing touch you can’t miss. Visit Kabayan Natural Therapy Centre Where: Third floor, Bu Haleeba Building, Al Muraqqabat, Deira, Dubai Contact: +971 558320689 This story also appears in the Expat Media Special Edition magazine
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