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.
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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
