Neha Mehrotra
20-Feb-2026
In conversation with Heidi Grimwood, Senior Vice President of Atmosphere Wellness (ELE|NA)
With over 25 years in the wellness industry, Heidi Grimwood has witnessed — and shaped — its remarkable evolution. Beginning her journey at just 19, she has grown into one of the sector’s most respected visionaries. From pioneering spa management in Ireland as Co-Director of FG Innovation Management Ltd to launching the first corporate gym at Virgin Atlantic Airways’ headquarters, her career has been defined by foresight and innovation. Her expertise has extended to globally celebrated destinations, including Inchydoney Lodge & Spa, Aghadoe Heights Hotel & Spa, the QE2 Oceanliner during its world cruise, One&Only Reethi Rah in the Maldives, and Steiner Transocean – Worldwide’s international network.
Today, as Senior Vice President of Atmosphere Wellness (ELE|NA), she is keen on shaping the future of holistic wellbeing and positioning wellness as a personalised lifestyle journey. In conversation with GlobalSpa, Grimwood reflects on the shifting meaning of luxury wellness, the rise of longevity culture, and the future of well-being.
1. How has the definition and expectation of wellness evolved over the years?
When I began at 19, wellness was largely physical, fitness goals, body composition, and performance metrics. Even in luxury hospitality, a spa was considered an indulgence, not an essential.
Today, wellness has shifted from aspiration to necessity. Guests are not simply seeking relaxation; they are seeking nervous system regulation, emotional clarity, deeper sleep, and longevity. The expectation has matured from “pamper me” to “restore me".
There is also a profound shift in awareness. Guests now understand that true well-being is layered – physical, emotional, environmental, and even social. They are asking harder questions: Where do the ingredients come from? Is this practice culturally respectful? Does this experience have integrity? Wellness has moved from being transactional to transformational, and with that comes responsibility.
2. ELE|NA’s philosophy of ‘Wellness Your Way’—what does it mean and how is it applied across the spas?
“Wellness Your Way™” is fundamentally about sovereignty. It recognises that wellness is not a prescription; it is a relationship between the individual and their current state.
At ELE|NA, we begin with listening. Our therapists are trained not only in technique but also in observation, intuition, and emotional intelligence. Treatments are adapted in real time. Journeys evolve. Guests are not placed into rigid pathways; they are guided through fluid ones. This philosophy is operationally embedded, from the ELE|NA Wellness Academy to our treatment design to the way we structure immersive programmes. It allows guests to feel seen rather than processed.
3. The spa is based on three different archetypes. What inspired this framework, and how does it enhance the guest experience?
The archetypes emerged from behavioural insight, not marketing strategy.
We observed that guests arrive with different levels of readiness. Some are curious - Wellness Seekers. Some want an elegant pause – Wellness Rendezvous. Others are ready for immersive recalibration - Wellness Rejuvenation.
Instead of converting everyone toward the most intensive offering, we honour readiness. That builds trust. Ironically, when you remove pressure, growth happens more naturally. Many Seeker guests later return for Rejuvenation. The journey unfolds organically.
The framework enhances experience because it removes intimidation. It says, "Wherever you are, that is valid.”
(Minerals by ELENA at the Vantara Niwas, Jamnagar)
4. There is an increasing conversation around longevity, biohacking, and preventive health. In your view, are consumers genuinely understanding these movements, or is it just a passing trend?
Longevity is not a trend; it is a generational shift.
However, the industry must be careful not to reduce wellness to biometrics alone. Data is powerful, but without embodiment, it becomes sterile. We are seeing two parallel movements: technological optimisation and human reconnection. The future lies in their integration.
The foundations of longevity remain elegantly simple — restorative sleep, regulated stress response, meaningful movement, nourishment, and community. Technology should enhance these pillars, not distract from them. If we forget the human element in pursuit of optimisation, we lose the essence of wellness.
5. You’ve been actively involved in fostering community wellness initiatives, particularly in the Maldives. Can you tell us more about it and why is it becoming so significant?
Island ecosystems teach you interdependence.
Wellness cannot exist in isolation from the environment or community. At ELE|NA, sustainability is not a department; it is a daily practice. From repurposing natural materials into treatments to running guest education workshops, our approach is immersive and transparent.
We’ve learned that guests increasingly want participation, not passive luxury. They want to understand the impact.
Community wellness matters because individual well-being without environmental and social consciousness is incomplete. The future of luxury is responsible.
A post shared by ELE | NA : Elements of Nature (@elenaspacompany)
6. What are the most urgent conversations the global wellness industry needs to be having right now?
Three conversations feel critical:
First, authenticity versus aestheticisation. Ancient traditions must be honoured, not commodified.
Second, intensity versus alignment. The idea that harsher detoxes or stricter programmes equal deeper transformation is flawed. Alignment, not intensity, creates lasting change.
Third, sustainability with accountability. Wellness brands cannot preach balance while operating in excess.
The industry must ask: Are we creating experiences that genuinely regulate and restore human beings or simply creating beautifully branded moments?
7. What’s next for you—professionally and personally?
Professionally, my focus is on intentional expansion, ensuring ELE|NA grows without diluting its philosophy. Scale must never come at the expense of the soul. We are deepening therapist education, strengthening intuitive intelligence, and continuing to integrate sustainability into operational DNA.
Personally, I remain curious. After 25 years, what excites me most is not the next treatment innovation, it is the evolution of leadership within wellness. How we lead, how we mentor, how we create cultures of care.
