60. How to Create Wellness Concepts that Resonate & Endure

How do you create wellness concepts that resonate & endure?

This is a question I often get from my wellness and hospitality clients. How do you create a wellness concept that truly resonates with your target guests and stands the test of time?

The challenge lies in the diversity of ideal guests, each with unique buying and consumption habits. With so many different segments, it can be overwhelming to decide who to serve. The natural instinct is to target all of them.

This choice overload often stems from creating concepts from a brand or marketing perspective. While using multiple marketing personas is common in branding, it’s not always effective for designing wellness offerings. Marketing personas evolve and change rapidly, a pace that wellness businesses—given their high capital outlay and upkeep—can't realistically match.

The solution? Focus on your “Values Ecosystem.” This involves defining the values that underpin why you do what you do, who you want to serve, and how you want to serve them. By centering your wellness offerings around these core values, you create concepts that are both resonant and enduring.

In today’s episode, I delve deeper into why approaching your wellness offerings from a values perspective can save you potentially hundreds of thousands of dollars in costly mistakes.

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Are you ready to take wellness to the next level?


Here are 2 ways I can help:


1️⃣  WHO: Wellness directors who want to join 1% of wellness leaders


📌 WHAT: The Wellness Asset Academy
A 10-week online group programme where I guide you through my 7-step ESSENCE framework. Achieve higher pay and secure a genuine seat at the hotel’s big table—so wellness is no longer the most neglected area in the hotel.

→  Join the waitlist here.



2️⃣  WHO: Owners of small, independent hotels with a strong wellbeing focus


📌 WHAT: Asset Builder Mentorship
Exclusive 6-month 1:1 mentorship programme to master creating a wellness asset, build a proud team, and deliver transformative experiences for your guests.

→  Become a steward of true hospitality.



💡 Why work with me?

I know what works with wellness and I also know what doesn’t. I’ve made the mistakes so you don’t need to – saving you thousands of dollars on bad decisions.

✅ #1 best-selling author, global wellness expert 
✅ 40+ projects in 20+ countries across Europe, Middle East and Asia Pacific 
✅ Top brands: Abadía Retuerta, Four Seasons Hotels & Resorts, Accor, Six Senses Resorts & Spas 
✅ Interviewed over 150+ hoteliers worldwide