Bingo Rimér, known for his career as a photographer, is venturing into the health industry by opening a wellness clinic in Stockholm. The clinic will offer vitamin treatments and other wellness services, focusing on preventive care rather than traditional medical treatments. Despite the challenges and financial risks, Rimér is committed to promoting health and well-being.
Bingo Rimér Ventures into Health: Launches New Wellness Clinic
Bingo Rimér Ventures into Health: Launches New Wellness Clinic
He is Sweden's most famous "glamour photographer." But now, Bingo Rimér stands in a basement warming bone marrow broth. Upstairs, he offers customers vitamin C directly into their bloodstream.
– I've used my last savings in sheer desperation to make this happen.
Bingo Rimér began his career as a glamour photographer, shooting for men's magazines like Café and Slitz, and even worked as an agent for Playboy. Since then, Rimér has ventured into various businesses, from lingerie stores to TV appearances and running an advertising agency.
Recently turning 50, he is entering a completely new industry.
The office in Östermalm, Stockholm, has long been his, but in recent months it has been a construction site.
It is being transformed into a wellness clinic.
– This is a completely new industry for me. But as I've become more interested in health and well-being, I've developed the idea of starting a clinic, says Rimér, assuring that it's not a midlife crisis.
The paint is barely dry as he shows the clinic to specially invited guests, who are offered non-alcoholic bubbly upon arrival.
Later in the evening, there will be other drinks, but most have no idea.
The clinic is far from complete, and Bingo Rimér explains that there is much to do.
– It requires approval from the Medical Products Agency, the Swedish Companies Registration Office, and what's the name of that agency that checks the water pipes?
"Not Interested in That"
Rimér is excited during the sneak preview but emphasizes that he will not provide medical care, only wellness.
– In Sweden, we are good at taking care of sick people, but we are extremely bad at taking care of ourselves to avoid getting sick. That's what I'm interested in, wellness and preventive medical care.
Rimér Injects Vitamin C
On the ground floor, in what was once Bingo Rimér's office, a simple clinic is taking shape, with white-painted walls and a patient chair ready.
Rimér explains that vitamin treatments will be one of the clinic's focuses.
– We will be able to provide assessments to see if someone has a vitamin deficiency, such as vitamin C deficiency. Then we can offer intravenous vitamin treatments. The assessment is overseen by a doctor, and we have a doctor who takes medical responsibility during the treatment.
– I've started taking vitamin C myself to strengthen my immune system, especially when stressed.
What does an intravenous vitamin C treatment cost?
– We don't buy any junk from China but go through the Medical Products Agency, so it's quality but quite expensive. A treatment here will cost between 2,000 and 2,500 kronor.
The doctors at the clinic Bingo Rimér talks about will be "employed by subcontractors," with only a few employees in his own company.
He has named the clinic Lejonkliniken, his previous company was called Lejon media, and large porcelain lions are placed around the premises.
Magnet chairs, skin analysis, and checks for parasites are some of the other offerings at Rimér's clinic.
– And recently, I met with representatives from Karolinska because I'm considering getting a hyperbaric chamber. I find that exciting.
"I Thought They Were Nerds"
If the remodeled office initially looks like a half-finished clinic, something entirely different awaits further in and further down.
Bingo Rimér points to what looks like a built-in shelf on the wall. In reality, it's a door leading half a flight down.
If it's white upstairs, everything is black in the basement.
– Here, I've built a bar that will serve non-alcoholic drinks. Many people think healthy people are boring. I used to be one of those who thought people ordering non-alcoholic beer were nerds. But I want to see if it's possible to create an association.
Have you stopped drinking alcohol?
– No, not at all. But nowadays, you have to plan when to be hungover.
Bingo Rimér rummages behind the bar and pulls out a pot. Non-alcoholic beer and bubbly aren't the only things he plans to serve here.
– In a while, I'll offer guests bone broth. I'll also have that at the bar.
"I've Used My Last Savings"
Another half flight down, it's like stepping into a small nightclub in a basement. Dark, flashing neon lights, a DJ booth, and plush leather sofas.
– Here, people should just be able to hang out, that's what I want too. For people to come to the clinic and socialize.
How is all this financed?
– I've used my last savings in sheer desperation to rebuild the office and adapt it to a clinic. We'll see how it goes, but I haven't entered this industry to become a cynical businessman making money off healthcare. I have good intentions and approach the task with a lot of humility and curiosity.
– It's not in my nature to worry about how it will go.
No Permit Required from IVO
Who do you think you'll attract to the clinic?
– Everyone is welcome.
Running a clinic like Bingo Rimér's does not require a permit from IVO, the Health and Social Care Inspectorate. A permit from IVO is only required if the operation provides medical treatments prescribed by doctors.
However, the Medical Products Agency requires that the medicines be approved.