Eli, Mieli Studio is rated the best massage studio in Sofia (according to TripAdvisor). What’s the secret behind your success?
Eli:
Mieli in Finnish means heart, mind, and soul.
A Mieli massage comes from the heart — bringing wisdom to the mind, harmony to the soul, and vitality to the body.
People come to us tired, tense, or in pain — and they leave smiling, calm, and inspired. The feeling of knowing you’ve helped someone is incomparable.
Clients find us from all over the world — from Italy, Israel, and beyond.
Some book their sessions months in advance, planning their massages alongside their vacations.
Our massages are tailored to each guest’s current state and preferences.
Someone may come needing rest, energy, or relief from a stiff neck.
Through a few mindful questions, we understand what they truly need and choose the right techniques to provide it.
Instead of offering a long list of massage types, we offer time for yourself — you simply choose how long you want to dedicate to your well-being: 60, 90, or 120 minutes.
The rest is our job.
We use a rich variety of techniques: classic (Swedish), Hawaiian, deep tissue, bamboo massage, fire therapy, face and body spa rituals, aromatherapy, hot stone, honey detox (face or back), reflexology (feet, hands, ears), face, head, neck, stomach massages, prenatal massages, and more.
Our gift cards (not vouchers!) are also based on session duration — because you can’t decide what kind of massage someone else needs. Let them choose for themselves.
Do you rely on intuition when choosing the right technique for each client?
Eli:
Yes, very much so! I was at a competition recently and some of the judges said,
“You’re working with your eyes closed?”
That’s how I focus — by shutting out distractions and tuning into the person in front of me.
Of course, there’s always a basic protocol (you can’t skip a leg or an arm! laughs), but people often tell me:
“How did you find exactly where my pain was?”
How did you decide to open this wonderful studio? What were you doing before?
Eli:
Years ago, I worked in debt collection — first in a company, then at a law office, later at a large credit center.
All that time I knew it wasn’t my calling. One morning, I woke up and asked myself:
“Elena, how long will you keep taking from people?”
That’s when the idea for Mieli was born.
It was time to start giving — giving vitality, calm, and lightness; releasing pain, tension, and stress.
That was seven years ago.
Inspired by the art of massage, I completed my initial training and then specialized in various techniques.
Who has been your biggest teacher?
Eli:
There have been many, but my professional path is divided into two stages — before and after meeting Emil Elefterov.
He’s extraordinary — a multiple gold medalist at international massage championships.
He inspired me to take part in my first competition — the Balkan Massage Championship in Serbia, where I won a medal for innovation.
This year, we participated in the European Massage Championship, where he earned a silver medal in the Wellness category, and I learned from some of the best therapists in the world.
When did massage competitions even start?
Eli:
They began around 2019. I learned about them last year from Emil — actually, that’s how I found him!
I saw footage of his performance, found his number, and called him immediately… and discovered he was in Sofia!
The very next day, I went to see him and said I wanted to become his student.
Three days later, I traveled to Veliko Tarnovo to study.
Along the way, I’ve met inspiring teachers from around the world:
Radu Gligor from Romania, and Slav Marinov, a Bulgarian world champion based in the UK.
I also trained in fire therapy and bamboo massage with Daniela Caracoulo from Italy, and completed two levels of myofascial techniques with Maria Jakob, where I continue to study.
All these trainings give me confidence — and a wide range of techniques to choose from, so I can offer each client exactly what they need in the moment.
I also share this knowledge with my team.
What do Bulgarians most often complain about physically?
Eli:
Mostly upper back and shoulder pain — due to tension and poor posture.
In recent years, many people have been working from home — on kitchen counters, chairs that aren’t ergonomic…
People drive hunched, read while lying down, or spend hours on their phones.
Even those who go to the gym often skip stretching — tightening their muscles without releasing them.
We also see a lot of lower back pain caused by psychosomatic factors, often related to financial stress.
The good news is that many clients now see massage not as a luxury, but as part of a healthy lifestyle.
Some come weekly — over twenty of them!
For them, massage is simply maintenance for the body and mind.
Can massage replace physical exercise?
Eli:
No — massage can’t build muscle. You need movement and load for that.
But it perfectly complements exercise, especially for people who skip stretching.
For them, we include more stretching techniques during the session.
What are some massage benefits people don’t usually think of?
Eli:
The most profound massage happens when the mind switches off completely.
Clients often tell me:
“Where did you take me? It felt like a journey!”
Some even see images — like regression visions.
It’s not magic — it’s simply that when different parts of the body are massaged simultaneously, the brain relaxes and releases control.
That’s when true relaxation happens.
Others say:
“When I need to make an important decision, I go for a massage.”
Or:
“Everything in my head was chaos — and after the massage, it all made sense.”
Massage clears the mind, enhances creativity, and brings inner peace.
And as one husband told me:
“It’s great when my wife goes to Mieli — she comes back calm again!”
Does the therapist’s own energy matter? Is there an energy exchange during a massage?
Eli:
Absolutely. Energy exchange is inevitable.
That’s why we make sure to stay centered and balanced — in good physical and emotional condition.
We work with our hands and our hearts, and proper posture and ergonomics help us protect our most valuable tool — our bodies.
I also practice Reiki for my own self-care.
Massage chair or human hands — what’s better?
Eli:
Nothing can replace human touch.
A skilled therapist feels and adapts — adjusting pressure and technique based on your body’s unique needs.
That’s something no chair, no matter how advanced, can ever replicate.
How often should someone get a massage?
Eli:
When working on a specific issue or during an anti-cellulite program — twice a week is great.
For maintenance and balance, once a week is ideal.
More and more clients book early morning sessions before work — to start their day in peace.
Their bodies get used to it — like a rhythm of sleep or meals.
The body expects its massage, and that’s when true balance happens.
About Elena Ivanova
Elena Ivanova is the founder of Mieli Massage Studio, ranked #1 out of 93 massage studios in Sofia on TripAdvisor.
She is a student of Emil Elefterov, multiple gold medalist in international massage championships.
Elena herself won a medal for innovation at the Balkan Massage Championship in Serbia, and her video demonstrating the Mieli Massage was nominated by the International Massage Association in the category “Best Massage Teaser” at the 2023 World Championship in Massage (IMA).
