Most wellness concepts don’t fail because they lack beautiful facilities or trending treatments.

They fail because they were built from the top of the iceberg down, not from the base up.


Over the years, I’ve worked with wellness founders, hotel owners, and consultants who deeply care about doing wellness properly. Their intention is solid. Their belief in wellness is genuine.


And yet, many still ask the same question:
“What kind of wellness offering should I build?”


That question is already part of the problem.


In this episode, I unpack the single distinction that explains why some wellness concepts thrive and endure, while others struggle, stall, or quietly disappear. It’s a thinking model I use with every client and in my own work: the Wellness Value Iceberg.


It reveals where real value in wellness is actually created, and why starting with trends, tools, or treatments puts your entire concept at risk.


Here are the 3 things we explore in this episode:


1.- Why wellness succeeds or fails at the level it is designed

A well-designed wellness concept isn’t just beautiful or innovative. It’s anchored in purpose. And if it’s designed well, it can only endure if it’s stewarded well.


2.- The Wellness Value Iceberg explained


The base: Why you are doing wellness, what success truly means to you and who you want to serve


The middle: How you want to create impact and transformation


The tip: What individual wellness elements you choose

Most businesses start at the tip. The ones that endure start at the base.


3.- Why starting with “what” puts your business at risk

When wellness is built around individual elements, trends, or tools, it becomes fragile. Market shifts hit harder, differentiation disappears faster, and long-term value erodes.


By the end of this episode you’ll understand why starting with your why is the only way to design a wellness concept that transforms guests, performs commercially, and endures over time.

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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.