104. You Don’t Have A Wellness Problem. You Have A Wellness Director Problem

Today’s a controversial one--- one that will ruffle feathers.

So, here we go.

You don’t have a wellness problem.
You have a wellness director problem.

And here’s the harsh truth—you might be the one who created it.


Last week, I was sitting in the café of a hotel in Spain, observing the dynamics between the GM and his department heads.

The Director of Rooms? A solid handshake and a planning session.

The Director of F&B? Coffee, strategy talk, a clear seat at the table.

And then... the wellness director walked by.
A nod. A quick fix-it conversation about a sauna door.

That’s it. No seat at the table. No business conversation. Just operational scraps.

It brought back memories.

When I was a wellness director, I wasn’t seen as emotional enough—I was expected to be more emotional.

Essentially, I was expected to cry when overwhelmed. I was expected to be less finance-oriented. Less strategic.

Because that’s the box wellness directors are often put into.

And at the same time, we’re unfairly perceived as too soft, too sensitive, not business-minded enough.

It’s a double standard.
And it’s holding wellness back.


In this episode, I unpack 3 key mechanisms driving this disconnect:

→ Perception vs. Position:
Why wellness directors are seen as soft, and how that perception undermines their business leadership potential.

→ Mismatch of Expectations:
GMs want strategic leaders, but train therapists. We expect them to do everything—without setting them up for success.

→ Asset Misalignment:
You want wellness to be an asset, but treat the role of a wellness director like a gap-filler. That math will never add up.

_______



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