When Leah Bima and Krista Paulson first met while studying physiotherapy at the University of Manitoba, they had no idea they would go on to build one of the most respected physiotherapy clinics in Winnipeg together.
“We graduated in 2005, and we were friends all throughout school,” Leah said. “Both of us went on to start families and had young children, but we always talked about opening up a clinic one day.”
Starting out in their careers, Leah and Krista both worked in physiotherapy clinics where the general practice was to squeeze as many patients as possible into each hour.
“I went to work in a specialty clinic that focused on the hand to upper extremity, and that clinic booked twice as much time with their patients,” Krista said. “I really felt the difference and the appeal of working with ample time to treat your patients.”
Inspired by this approach to physiotherapy and seeking flexibility in their schedules due to their young families, they decided to open their own clinic. Despite having no business training or experience, Leah and Krista forged ahead, placing faith in themselves, their support systems, and their solid friendship.
“At the time, in University, there was no discussion about entrepreneurship,” Leah said. “So, we had to sort of learn it all and figure it all out ourselves, and being women and being business partners, we felt really inclined toward WeMB. We felt totally welcome, and it was just a great feeling every time we went there.”
Leah and Krista worked with a WeMB Business Advisor to build their business plan, and they secured a loan to open EastCity Physiotherapy—a hand to shoulder clinic—in 2015.
“I was talking to [our advisor] at a networking event several years after we’d paid off our loan, and I confided in her how nervous we were before our first meeting,” Krista said. “And she talked about how important it is for advisors to cheerlead their clients. She saw the potential in us even before we did.”
The guidance from their Business Advisor offered not only a boost of confidence, but it gave them practical tools and knowledge that were integral in getting their clinic started.
“We’ve definitely had some adventures along our journey,” Krista said. “For example, a snowplow drove into the back of our building at 3:00 a.m. in January, there was a sewer backup, and we navigated a global pandemic. There have definitely been some challenging times.”
Despite the bumps along the road, Leah and Krista have always prioritized their friendship.
“We had so many conversations about how we could protect our friendship,” Krista said. “And what I find really special is that we both, at every point along the way, have aligned where it matters. Our core values are the same.”
Leah and Krista know a business relationship can often be more strenuous than a romantic one, and when a lifelong friendship is added to the mix, the stakes are high.
“We joke that we’re work married, and divorce would be worse than with anyone else,” Leah said. “It’s complex, and we’ve really grown as individuals and in our professions.”
Going into business, Leah and Krista knew they wanted to strive for excellence, and they’ve become the go-to physiotherapy clinic for upper extremity care—thanks in part to a lot of word-of-mouth advertising. When they were only three months into business, they were already receiving multiple recommendations from doctors and specialty surgeons.
In addition to being Physiotherapists, Leah and Krista are both Certified Hand Therapists, a specialty designation that makes EastCity Physiotherapy truly one-of-a-kind. For reference, there are roughly 900 Physiotherapists in Manitoba, but only 14 have earned the credential of Certified Hand Therapist.
“Every day we treat someone who’s the spouse, aunt, friend, or neighbour of someone who’s been here before,” Leah said. “And that’s so rewarding, there’s a lot of satisfaction from having those relationships and helping people get through tough times.”
When the pandemic began, even as Leah and Krista were forced to lay off all their staff and they couldn’t be physically in the same space, they remained on the same page.
“When we encounter those difficult times, we roll up our sleeves and absolutely do it together,” Krista said. “We often use a metaphor with each other about ‘carrying the backpack’ and it just means there are times where I’ll say to Leah, ‘I need you to take the backpack for a couple weeks’ and she’ll take the lead, or the other way around, but we’re always doing it together.”
After nearly a decade in business, Leah and Krista have been reflecting on their journey thus far, the work they’ve done, and the connections they’ve built.
“It was always about relationships,” Leah said. “And that includes not only our staff, but really, both Krista and I just love being physiotherapists. We jlove caring for other people and getting to know them.”
When looking back at the beginning of EastCity Physiotherapy, Leah and Krista agree that WeMB was an essential resource in getting started.
“[Our advisor] had some really sage wisdom,” Krista said. “I'm so thankful for the guidance she gave us at the beginning, and she definitely made us feel like ‘you can absolutely do this, and you're going to do this.’ And [she was right!]”
Learn more about EastCity Physiotherapy, located at 1123 St. Mary's Rd.