Add Row 
Add 
The Rise of Santé International: A Story of Resilience
In the heart of the Philippine wellness industry, Santé International stands tall, a testament to the power of resilience and reinvention. Founded in 2007 by Joey Marcelo after enduring five unsuccessful ventures, the company illustrates how passion can lead to success. Marcelo, speaking at the Asia SME Forum in March 2025, highlighted the journey that shaped Santé's remarkable growth amidst setbacks.
Learning from Failure: The Foundation of Success
Before finding his niche in direct sales, Marcelo faced numerous challenges, admitting that his early days were fraught with failures. Reflecting on this, he said, "From 2001 to 2007, we ran five failing direct-selling companies. But I stayed passionate." This mindset showcases an important lesson for aspiring entrepreneurs: failure is often a stepping stone to success. The ability to learn from mistakes and pivot effectively can make all the difference in establishing a brand.
Building a Global Brand: The Role of Filipino Workers
Today, Santé International operates in ten countries including the United States and plans to expand into Italy. A unique aspect of its growth has been the involvement of Overseas Filipino Workers (OFWs), who have transitioned from customers to distributors, effectively building the brand abroad. Marcelo emphasized this dynamic: "They’re no longer just working abroad—they’re building Santé in new markets." This not only highlights the entrepreneurial spirit of OFWs but also illustrates the community aspect of health and wellness, where shared goals can lead to collective success.
A Four-Legged Horse Model for Sustainable Growth
Marcelo's vision for Santé is encapsulated in what he calls the “four-legged horse” model: company stability, product strength, fair compensation, and effective leadership. He emphasizes that while a strong foundation is vital, it is the guidance of effective leadership—what he refers to as the ‘jockey’—that propels the success forward. This model may serve as a blueprint for others looking to enter the direct sales sector or wellness industry, providing a structured approach to ensure sustainability.
The Focus on Health and Wellness: A Collective Movement
As Santé celebrates its 18th year, Marcelo’s vision extends beyond just business. “The dream was always bigger than just the Philippines,” he explained. His passion for organic products and holistic wellness promotes not only business growth but also encourages a healthier lifestyle among consumers. This emphasis on organic health products aligns with a growing global trend where individuals are becoming increasingly aware of their health choices. It also taps into a larger narrative about sustainable living and the importance of being conscious about what we consume.
Encouraging Others to Pursue Their Dreams
Marcelo's journey is one of inspiration. He encourages fellow entrepreneurs to stay committed and learn from failures, reminding us that perseverance is essential for goal realization. Through his story, he urges individuals to embrace their dreams, no matter how daunting they may seem. "It was about building a brand that could help people—and building it with people who believe in it just as much as I do," he reiterated, highlighting the power of community in achieving success.
In a world increasingly focused on wellness, Marcelo’s insights can serve as a motivational guide. Building a wellness empire, whether one product at a time or through community involvement, has the potential to foster not just personal growth, but also collective well-being. Let this story encourage every aspirant to pursue their vision of health and wellness, helping their communities along the way.
Add Row 
Add 
Write A Comment