ELE|NA’s Strategic Growth Brings A Fresh Approach To Wellness in The Middle East

Wednesday, August 21, 2024

Since its inception in 2015, ELE|NA has redefined the global wellness industry with its distinctive approach to spa and wellness management. As a subsidiary of Atmosphere Core, this wellness lifestyle brand has earned acclaim for seamlessly integrating wellness centers into luxury hotels and resorts across the globe.

Having established a robust presence in the Maldives, India, and Sri Lanka, ELE|NA is now focusing on expanding into the Middle East. This expansion is part of a strategic plan to collaborate with hotels and resorts in a region known for its highly competitive wellness market. ELE|NA’s approach, however, is unique, offering a fresh take on wellness that is inclusive and deeply personalized.

Heidi Grimwood, Vice President of ELE|NA, explains, “What we offer is something entirely different – a breath of fresh air that can reinvigorate the wellness offerings in any hotel. Our ‘Wellness Your Way’ program is a prime example of this, providing guests with a bespoke, fully immersive experience that is tailored to their individual needs.” This program is designed to meet guests where they are on their wellness journeys, offering different levels of engagement that can be adapted to the unique environment of each hotel or resort. Whether it’s a city hotel offering a brief wellness escape or a remote resort providing a comprehensive wellness journey, ELE|NA ensures that every guest’s experience is unique and deeply satisfying.

Unlike traditional wellness programs that can feel restrictive, ELE|NA’s approach is all about balance and happiness. “We don’t believe in a one-size-fits-all approach,” says Heidi. “We focus on creating fully immersive experiences that engage all the senses, from floating meditation to customized reflexology sessions to make each guest feel revitalized and happy. Our guests’ conscious nutrition journey includes everything from five-star plant-based cuisine to a couple of glasses of kombucha sparkling tea. It’s about creating a joyful, holistic experience that touches all the senses.”

Another key differentiator for ELE|NA is its deep commitment to sustainability. The company goes beyond mere eco-friendly practices, embedding sustainability into every aspect of its operations. Each ELE|NA property employs Sustainable and Wellness Ambassadors, who are responsible for ensuring that all products are as environmentally friendly as possible, as well as daily self-care for all of its employees. The Vice President explains, further sharing an example, “For instance, we have developed a 360-degree approach to using local resources, like coconuts in the Maldives, to create everything from body scrubs to treatment tools. This not only minimizes waste but also creates a unique, culturally relevant experience for our guests.”

ELE|NA’s success is also built on its investment in people. The company’s renowned CIBTAC-certified training academy ensures that staff embody the therapeutic ethos that defines the brand. This focus on personal and professional development not only benefits ELE|NA but the wider wellness industry as well. “Our staff are the hearts of our brand. We invest heavily in their development, ensuring that they are equipped with the skills and knowledge to deliver exceptional service,” Heidi says. “Their deep connection with the guests is what makes the ELE|NA experience truly special.”

As ELE|NA prepares to enter the Middle East, the company is actively seeking partnerships with hotels and resorts that share its vision of wellness. “By partnering with us, hotels can expect not just a wellness center but a fully integrated, revenue-boosting asset,” Heidi emphasizes. “Our model has proven to increase the bottom line by 48% to 52%, and we’re confident that we can bring the same success to our partners in the Middle East.”

Beyond their business operations, ELE|NA is also deeply committed to charitable initiatives that align with their core values of care and compassion. In the Maldives, they partner with the Cancer Society of Maldives to support local communities, while in Dubai, they collaborate with the Dubai Center for Special Needs, focusing on programs like ‘Caring for the Carer.’

As ELE|NA looks to the future, it remains dedicated to its philosophy of personalized wellness, sustainability, and community-driven growth. Their expansion into the Middle East aims to introduce a new standard of care and wellness to the region, one that honors both guests and the environment.