Spa & Wellness Leader · Keynote Speaker
A career built on proving wellness can perform
From the QE2’s world cruises to the opening of One&Only Reethi Rah, and now as Senior Vice President of ELE|NA, Heidi Grimwood has spent more than 25 years building, opening and leading luxury spa and wellness businesses. Today she brings those lessons to the stage, for hotel owners, investors and wellness leaders.
About
Heidi Grimwood is an award-winning spa and wellness leader, keynote speaker, author and member of the Forbes Business Council. She is Senior Vice President of ELE|NA (Elements of Nature), the spa and wellness brand of Atmosphere Wellness Pvt. Ltd. and Atmosphere Spa and Wellness India Pvt. Ltd.
Her career began at sea, running spa, salon and fitness programmes with Steiner Transocean and Cunard, including the QE2's world cruises. She went on to set up the first corporate gym at Virgin Atlantic Airways' headquarters, pioneer spa management in Ireland, and open the original spa at One&Only Reethi Rah in the Maldives.
At ELE|NA, she led the full rebrand of the company and its growth into an international spa and wellness brand across the Maldives, India, Sri Lanka and Nepal. She created the Wellness Your Way™ philosophy and founded the ELE|NA Wellness Academy.
SKILLS & EXPERTISE
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Strategic Brand Architecture: Conceptualised and scaled ELE|NA across South Asia and the Middle East from the ground up.
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Operational Turnaround: Specialist in diagnosing revenue leakage and cost inefficiency in underperforming luxury spa assets.
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Education & Mentorship: Founded the ELE|NA Wellness Academy to standardise excellence and develop local talent across international properties.
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Holistic Innovation: Brings Ayurvedic, TCM, and bioenergetic modalities into commercially viable, guest-facing spa menus.
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Sustainable Leadership: Pioneered zero-waste massage tools using repurposed coconut shells, now adopted across resort operations.
PROFESSIONAL EXPERIENCE
Senior Vice President | ELE|NA (Atmosphere Wellness Pvt Ltd)
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Led the full rebrand and global expansion of ELE|NA, establishing the brand across South Asia and the Middle East. Developed the “Wellness Your Way™” guest journey, a proprietary model integrating medical wellness with luxury hospitality and founded the ELE|NA Wellness Academy to build and standardise the talent pipeline across all properties.
Director of Spa | One&Only Reethi Rah (Maldives)
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Launched the original spa for one of the world’s most iconic 7-star resorts, setting new international benchmarks for the industry.
Co-Director | FG Innovation Management Ltd (Ireland)
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Spearheaded a premier spa management consultancy, winning "Best Spa Management Company" at the All-Star Business Awards.
Corporate Wellness | Virgin Atlantic Airways
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Hand-selected by the Virgin Group to establish the first-ever corporate gym at Virgin Atlantic HQ for Richard Branson’s team.
Spa & Wellness Leadership | Cunard & Steiner Transocean
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Managed elite spa, salon and fitness programming for luxury ships, including the QE2 Oceanliner during its prestigious World Cruises.
Portfolio
A record of the spas Heidi has opened, the brands she has built and the frameworks she has created over 30 years in spa and wellness.
Signature work
CUNARD & STEINER TRANSOCEAN
QE2 World Cruises
Managed spa, salon and fitness programming on board luxury ships, including the QE2 during its world cruises.
VIRGIN ATLANTIC AIRWAYS
First Corporate Gym
Selected by the Virgin Group to design and launch the first corporate gym at Virgin Atlantic's headquarters.
FG INNOVATION MANAGEMENT
Spa Management in Ireland
Co-founded and led a spa management consultancy that pioneered the model in Ireland, with properties including Inchydoney Lodge & Spa and Aghadoe Heights. Named Best Spa Management Company.
ONE&ONLY REETHI RAH, MALDIVES
Opening Spa
Opened the original spa at one of the Maldives' most
celebrated resorts, as Director of Spa.
ELE|NA
Brand Rebuild & Growth
Led the full rebrand of ELE|NA and its international growth across the Maldives, India, Sri Lanka and Nepal, with spas at resorts including OZEN RESERVE BOLIFUSHI, OZEN LIFE MAADHOO and OBLU XPERIENCE Ailafushi. Result: 40% growth year on year.
EDUCATION
ELE|NA Wellness Academy
Founded an academy training therapists to an international CIBTAC standard, building local talent in every market.
WOMEN'S WELLNESS
The Art of Graceful Change
Created a menopause retreat programme for women over 40, first launched at OBLU XPERIENCE Ailafushi.
SUSTAINABILITY
Zero-Waste Spa Tools
Introduced massage tools made from repurposed coconut shells, now used across resort operations.
Frameworks Heidi created
Wellness Your Way™. A guest-led approach that lets every guest design their own wellness journey, while giving the spa a clear structure to sell.
Pillars of Vitality
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TouchFlow massage and bodywork
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ReFine skin health and natural radiance
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BodyFit yoga, Pilates and mindful movement
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SoulVibe sound healing and water therapy
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SleepSync™ curated in-villa sleep experiences
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FoodDelight conscious, plant-forward nutrition
The Wellness Curator model
A model that turns the spa visit into a personal journey, with a dedicated Curator who listens first, then builds the guest's wellness experience around their needs.
Keynote Speaking
Heidi's keynotes are commercial, candid and drawn from 30 years of building and leading luxury spas. She speaks to hotel owners, operators, investors and wellness professionals at summits, conferences and leadership events, in person or virtually.
Signature keynotes
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The ROI of Wellness: From Cost Centre to Profit Engine. How spas can be designed, staffed and priced to perform, and the levers owners can pull this year.
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Integrated Wellness: Where Traditional Healing Meets Modern Wellbeing. Bringing Ayurveda and Traditional Chinese Medicine together with sleep, nutrition, movement and skin health in one guest journey.
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Wellness Your Way™: Personalisation at Scale. Delivering personal, guest-led wellness across many properties under one brand standard.
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The Academy Model: Building Talent Where You Operate. Developing local therapists to international standard, and what it does for retention and guest scores.
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The Art of Graceful Change: Women, Menopause and the Wellness Opportunity. How hospitality can serve one of wellness's most underserved, highest-value audiences.
Where Heidi has spoken
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HICSA 2026: Nature & Wellness, Redefining Hospitality Through Essential and Sustainable Experience
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THINC 2026 Bali
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THINC 2026 Sri Lanka
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Forbes Middle East Medical Tourism & Wellness Summit 2025: Integrating World-Class Medical Care with Luxury Hospitality
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Future Hospitality Summit, Saudi Arabia 2025: Mapping Saudi Arabia's Role in Global Wellness Tourism
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The Hotel Show 2025: The ROI of Wellness
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Hotelier Maldives GM Forum 2025: Human-Centric Wellness
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HICSA 2025: Boutique, Distinct Luxury
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Forbes Middle East Medical Tourism & Wellness Summit 2024: Personalised Wellness in Luxury Hospitality and Travel
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Dubai Active 2024: The Next Frontier in Wellness Experiences
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GM Forum 2022: Post-Pandemic Wellbeing
Awards & Recognition
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Lifetime Achievement Award, Hospitality Horizon Spa and Wellness Summit, 2025
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Hospitality Shining Star, Hoteliers Circle, 2025
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Wellness Personality of the Year, Hotelier Maldives Awards, 2024
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Global Spa Leader of the Year, World Spa & Wellness Awards, 2022
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Member, Forbes Business Council
Won under Heidi's leadership
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Wellness Brand of the Year, Destination Deluxe, ELE|NA, 2026
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Best Global Spa Brand, Global Spa Awards, ELE|NA, 2022 and 2023
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Luxury Holistic Spa, Global Winner, World Luxury Spa Awards, 2022 and 2023
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Best Spa Management Company, All-Star Business Awards, FG Innovation Management
Interviews, Features & Podcasts
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European Spa Magazine: Future Spa, Upskilling the Workforce
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Destination Deluxe x Regenerative Travel: Regenerative Tourism, Wellness & Spirituality White Paper (contributor)
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Hotelier Maldives: In-depth interview
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The Best Address: In Conversation With Heidi Grimwood
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Hospitality News Magazine: Wellness & Sustainability interview
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Hospe Magazine: Exclusive interview
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Future Hospitality Summit Podcast, Episode 59
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The Art of Graceful Change: Menopause Retreats (podcast)
EBooks
Practical guides from 30 years of building and leading luxury spas.
Accelerate Your Spa Business
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A practical guide for spa owners and managers on growing revenue and running a tighter operation. Also available as a companion course on Udemy.
EBook - More Details Here →
Leadership for Spa and Wellness
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A guide to building and leading high-performing spa teams.
Contributions
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Regenerative Tourism, Wellness & Spirituality White Paper, Destination Deluxe x Regenerative Travel (contributor)
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European Spa Magazine: Future Spa, Upskilling the Workforce
Education
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NLP Master Practitioner
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Certified Nutritional Therapist
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Certified Practitioner, Qest4 Bioenergetics
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Michael King Pilates Instructor (reformer and mat)
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Training in Ayurveda, Traditional Chinese Medicine, yoga and Pilates
CONTACT HEIDI
Mobile & WhatsApp: +960 940 1957 (Maldives)
Mobile: +91 8904701538 (India)
Email: heidi@ele-na.com
