REDEFINING GLOBAL WELLNESS

Dennis Taraporewala sat down with Heidi Grimwood, Senior Vice President of ELE|NA Elements of Nature, to explore how the brand is reshaping the global wellness landscape and challenging long-held industry assumptions.

Photo Courtesy - ELE|NA

Rooted in the use of natural, locally sourced ingredients and a strong presence in the Maldives, ELE|NA specialises in spa management, sustainable wellness experiences, and holistic therapies inspired by Ayurveda, while extending its philosophy through online wellness education and specialised courses.

Grimwood began her career in wellness at just 19, at a time when the global spa industry was still finding its voice. More than 25 years later, she has become one of its most influential pioneers. Her journey spans co-directing FG Innovation Management Ltd, launching the first corporate gym at Virgin Atlantic Airways headquarters, and shaping wellness programmes at destinations such as Inchydoney Lodge & Spa, Aghadoe Heights Hotel & Spa, and One&Only Reethi Rah, alongside her work with Steiner Transocean Worldwide—a career that reads as a blueprint for the evolution of modern wellbeing.

Q: When most spas focus on creating uniform experiences, ELE|NA built its approach differently. What specific guest behaviours or outcomes convinced you that this approach works better than traditional wellness methods?

Heidi Grimwood: We quickly realised that when we shifted away from a one-size-fits-all program and embraced our Wellness Your Way™ approach, guest engagement transformed completely. Guests were not just coming in for a massage or treatment; they began selecting experiences that resonated with their individual needs. They returned for personalised therapies, reported deeper relaxation, better emotional balance, and a lasting sense of renewal. The proof was in their behaviours: repeat bookings, longer time spent in guided therapies, and enthusiastic sharing of their experiences with friends and family.

Q: How exactly do guests discover what is right for them? Do your therapists guide the process, or do guests self-select? And what happens if their needs change between visits?

Heidi Grimwood: At ELE|NA, the discovery process is deliberately fluid. It begins with a reflective conversation upon arrival. Our therapists guide guests through sensory cues and questions, how they are feeling physically, what is on their mind, and even subtle preferences like scents that appeal that day. Based on this, the therapist recommends the experiences that best support their current state. Our team continually upgrades their skills, including training in NLP, and we emphasise working intuitively to respond to each guest’s unique needs. Guests are never locked in, and many enjoy self-selecting once they become familiar with the options. Some return guests consciously choose different experiences when their needs shift. We see this evolution as part of the journey; wellness is dynamic, just like life itself.

Q: When you first implemented this personalised approach, what scepticism did you face, and how did you prove it delivered genuine value for wellness?

Heidi Grimwood: The biggest scepticism came from both staff and guests. Therapists were used to fixed treatment protocols, and guests wondered if this was more marketing than meaningful. To address it, we focused on experience-based evidence. Staff were trained to observe outcomes, how stress levels, sleep quality, or mood shifted after a personalised treatment versus a conventional one. For guests, the proof came in how they felt. Many would return after a single session, saying, “That was exactly what I needed today.” Over time, we saw higher return rates, longer average treatment times, and unsolicited testimonials about deeper sleep, improved focus, or emotional release. That feedback turned scepticism into belief.

Q: You’ve created three distinct customer archetypes—Wellness Seeker, Rendezvous, and Rejuvenation. Most brands would try to convert everyone to their highest-value product or service. Why did you deliberately design pathways that keep some guests in shorter, less intensive experiences?

Heidi Grimwood: That was a conscious decision. In wellness, one size never fits all, and trying to push every guest into the same program risks breaking trust. Some guests are true Wellness Seekers, just toe-dipping into wellness for a taste of what’s possible. Others are here for a Rendezvous, enjoying a couple of hours of escape, while some choose Rejuvenation—immersive multi-day experiences that leave them fully renewed.

This approach aligns with insights from Global Wellness Institute. The Global Wellness Institute identifies two types of wellness travellers: primary wellness travellers, whose trips are primarily motivated by wellness, and secondary wellness travellers, who maintain wellness while travelling for leisure or business. Often, the same person may experience both types on different trips, and secondary wellness experiences can lead to primary wellness trips over time.

By honouring different pathways, we deepen loyalty. A guest who first visits for a quick Wellness Seeker experience feels respected rather than pressured, making them far more likely to return when they are ready for something deeper. Journeys often evolve organically; a Wellness Seeker or Rendezvous guest may later choose Rejuvenation. We foster growth through trust, not forced conversion.

Q: You have won sustainability awards while operating in the wellness space. Can you give an example where you had to balance guest expectations with sustainability?

Heidi Grimwood: One example is our approach to sustainability throughout the guest experience. Guests often expect convenience and abundance, but from a sustainability perspective, that model can be wasteful. At ELE|NA, each sanctuary has a dedicated Sustainability Ambassador who ensures our practices reduce waste and create meaningful impact. For instance, leftover orange peels are transformed into snacks, used coffee grounds are repurposed into scrubs, and coconut oil—abundant locally in the Maldives—is used in treatments.

We also run daily sustainability workshops for guests, adding an educational element so they can take practical knowledge and wellness practices home beyond their stay. By redesigning experiences this way, guests still feel indulged, but every detail is intentional, environmentally conscious, and rooted in the local context. Many have said it feels even more special because it combines indulgence with purpose and learning.

Q: Your expansion from the Maldives to urban destinations like India must have required operational adjustments. How did you adapt?

Heidi Grimwood: In the Maldives, the natural environment effortlessly supports relaxation. The gentle sway of palm trees, the rhythm of the ocean, and the pristine surroundings create a sense of calm almost automatically. In urban India, however, the pace is different. The city hums with constant activity, noise, and sensory overload, which can work against the restorative intent of wellness. We realized that creating a meaningful wellness experience cannot rely on surroundings alone—it has to be deliberately crafted.

That’s why we focus on designing unique experiences drawn directly from the local environment. Whether it’s Aqua Flow in a pool, floating meditation, or sound therapy, each intervention is thoughtfully adapted to the setting. We integrate indigenous elements, local sounds, textures, and materials, making every session feel authentic and deeply connected to the place. This adaptability allows us to create experiences that are not only immersive and relevant but genuinely restorative, regardless of location.

Wellness is contextual, and our approach is about meeting guests where they are, physically, emotionally, and culturally. By responding to the environment and the individual, we craft experiences that resonate on multiple levels, ensuring each guest leaves feeling renewed, balanced, and deeply attuned to their surroundings.

Q: Looking at the wellness industry more broadly, where do you see most brands getting the balance between ancient traditions and modern innovation wrong, and what’s your litmus test for knowing when you’ve struck the right balance?

Heidi Grimwood: Too often, brands lean one way or the other, either borrowing traditions superficially or chasing innovation so aggressively that the experience loses soul. Our litmus test is simple, does the practice feel meaningful and usable to the guest? If a ritual rooted in tradition leaves someone calmer, clearer, or sleeping better, it works. If a piece of innovation only delivers numbers without resonance, it has not found its place. At ELE|NA, we ask, “Does this deepen human connection to self?” When the answer is yes, we have struck the balance.

Q: Given everything you’ve learned building ELE|NA, what’s one widely accepted belief in the wellness industry that you now think is fundamentally flawed, and what would you replace it with?

Heidi Grimwood: One flawed belief is that more intensity equals more transformation. Deeper detoxes, stricter diets, longer retreats, people assume this leads to greater benefit. In practice, it can overwhelm guests, creating relief only in leaving, not in staying. What we have learned is that transformation comes from alignment. When a treatment, ritual, or even a moment of silence aligns with where a guest truly is in body, mind, and spirit, it creates lasting change. Sometimes that is a three-day retreat, other times it is a single personalised experience that unlocks calm after months of stress. We replace “more is better” with “right is better.” Wellness is not about how much you do; it is about what resonates most deeply with the person experiencing it.

Q: ELE|NA has developed a strong wellness methodology and operational expertise. Are you open to collaborating as a third-party spa and wellness operator with hotels, resorts, or asset management companies?

Heidi Grimwood: Absolutely. We see tremendous opportunity in partnering with hotels, resorts, and asset management groups that want to elevate their wellness offerings without starting from scratch. As a third-party operator, ELE|NA brings a complete wellness ecosystem—training for therapists, curated wellness journeys, sustainability programs, and a focus on personalised, Wellness Your Way™ experiences. Our model allows partners to offer differentiated wellness programs that resonate with a broad spectrum of guests while benefiting from our operational expertise. Collaboration is not just about adding treatments; it’s about embedding wellness culture, elevating guest experiences, and creating long-term value for both the property and the guest.

Q: ELE|NA emphasises intuitive treatments through the ELENA Wellness Academy. Why does this approach work so well compared to standard protocols?

Heidi Grimwood: The success lies in the intuitive expertise of our therapists. Through the ELENA Wellness Academy, they’re trained to read each guest’s response in real time, seeing, feeling, and sensing how the guest is experiencing the treatment. This allows them to adapt and modify the therapy as it unfolds, ensuring each session is completely personalised. It’s not about rigidly following a protocol; it’s about creating a dynamic experience where the guest’s needs guide every touch and technique. That level of responsiveness is rare, and it’s what makes our wellness experiences feel so deeply transformative.