Company profile Raison d'Etre
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The Raison d’Etre of Raison d’Etre
Creator, owner and manager of luxury spas for prestigious hotel and resort clients around the world. Set up and
run over 100 spas in more than 60 countries.
Liv Nordic Spa & Fitness, Stockholm, Sweden © Raison d’Etre Ι www.raisondetrespas.com 3
“Growing people and increasing wellness within a sustainable and profitable framework.”
- Raison d’Etre’s business objective
A word about growing people
We believe that no business is better than the state and shape of the people working in it and as we grow them and help them reach their absolute maximum
potential we will simultaneously do the same for the business. This does not mean that we do not care about numbers, statistics and KPIs, on the contrary we believe
them to be crucial for any business and they are our guiding light. But how your staff feels will be reflected in these numbers, more than anything else in your
business. Any person can grow from good to great with the right training.
© Raison d’Etre Ι www.raisondetrespas.com 4
Creator of Spa Brands
We have been involved in creating some of theleading spa brands in the world.
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Intercontinental Davos Spa Davos, Switzerland
The success of a Raison d’Etre spa is no miracle: it depends on excellence down to the last detail, and
sustained effort over a long period. As we are not tied to any single product or equipment company, we are free to create what is truly best for that particular spa and gym.
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Point of difference
- We create innovative tailor made spa and wellness concepts and solutions.
- We are completely independent, not tied to any concept, product or equipment company.
- Our training and operational support goes far beyond industry standards.
- We train in Swedish, Aroma and Sport massage which product companies do not and few spas
actually do correctly. This is the bread and butter of the spa and the most important treatment to
offer consistent high quality experiences in.
- We include Spa Managers training in our pre opening support.
- We deliver a Business Plan and Human Capital Management Plan as part of our services.
- We combine business with our healing knowledge, heart and brain in all that we do, which we find
essential where people are the product as in a spa.
- We can take on the Turnkey project for your spa, together with our associate partners.
- We can help operate your spa via straightforward consultancy, management agreement, revenue
share as well as a joint venture.
- Our extensive experience, expertise and knowledge in the spa industry.
Liv Nordic Spa & Fitness, Stockholm, Sweden © Raison d’Etre Ι www.raisondetrespas.com 8
How we work – Phase 1
PHASE 1 DESIGNING YOUR SPA PRODUCTS & TREATMENTSTrend & Market Analysis Treatment menu creationConcept & Design Brief Creation of signature treatmentsFeedback on drawings Product tenderingOperational Room Schedule Product auditFF&E-listSpa CAPEX 5 year budget Fitness tendering
Borgo Egnazia, Puglia, Italy © Raison d’Etre Ι www.raisondetrespas.com 9
How we work - Phase 2
PHASE 2 STAFF & TRAININGCritical Path management Coordination of budget, P&L and Business plan Operations manager on site for 6 weeks Training managers on site for 4 weeksDetailed Pre Opening and Training Plan SOP Manuals (protocols, procedures, checklists, QMS) Coordination of Spa menuSpa manager and staff recruitmentCoordination of product company orderingCoordination of OS&E/FF&E delivery Spa Managers TrainingImplementation of reporting structure Handover report and Action Plan
Amangiri, Utah, USA © Raison d’Etre Ι www.raisondetrespas.com 10
How we work - Phase 3
PHASE 3 OPERATING YOUR SPAAudits, Management and Training Spa Managers’ training – Maximizing profitability Reporting structure with fortnightly Revenue Management QMS, critical paths and actions lists updated monthly Development of Business plan and HCM planDevelopment of Marketing plan Yearly Engage & Enhance sales trainingMeetings to address monthly reports from Spa Manager Monthly coaching of Spa Manager
S.O.S. (SPA OPERATIONAL SUPPORT) Spa staff recruitmentSpa management recruitmentSpa trouble shooting and enhancementSpa audit
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Our Spa Operation’s philosophy
“Successful spa operations are all about the people. When you have a spa manager that ‘leads’ their team, combined with a spa team that is empowered and highly trained this creates a motivating and vibrant working environment that directly impacts positively on the spa guests experience. Plant a seed, nurture it carefully and then watch it grow and blossom into something beautiful.”
Liv Nordic Spa & Fitness, Stockholm, Sweden
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Fitness, Membership clubs, Functional fitness, Yoga & Pilates
Raison d'Etre has extensive experience in setting up and operating both mass market and exclusive
membership clubs, fitness centres and hotel gyms. Many standard gyms are over-equipped, and only
tailored solutions produce the best results. We tailor make.
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Spa management online program
The Raison d’Etre Spa Management Online Course is truly market-oriented, updated yearly after global spa management research and is created by senior industry experts with solid operational experience who really know what this growing industry needs in its future leaders.
“I now feel I have the frame and the essentials to succeed. I
am glad to have invested in this course, although I have an
MBA on International Business. The content was detailed
and extremely straight to the point. No time lost, perfect for
me.” - Angela Vieira, USA
“The spa management online course by Raison d’Etre did
meet my expectations in every way and was the right next
step for me after 9 years in the spa industry. All the course
leaders were excellent and the setup was good and
organized. This course made me rewrite my business
strategy, so I will definitely benefit from the skills learnt in my
future work. I would like to recommend this course by score
10 of 10 possible!” - Rodiyah Wilutami, China
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Spa management online program
“For me, taking the spa manager course at
Raison d’ Etre was highly efficient. This
program is designed to address today’s
market demand for creative, highly skills,
and well-rounded spa and wellness
managers, who gets the ability to educate
and empower both their clients and staff. I’ve
acquired business expertise and gained
skills by exploring topics including building a
business plan, spa financial management,
sales, marketing, communication, human
resources management and facilities
management.” It gave me ability to plan and
design a new spa and to run it to one of the
most profitable spas in Denmark. I can highly
- Linda Myrberg, Sweden
Intercontinental Davos Spa Davos, Switzerland © Raison d’Etre Ι www.raisondetrespas.com 15
We have turned around non-performing spas, we have tripled profits within a year, we have been able to motivate staff and find their inner
spark to deliver great service to their guests. S.O.S. (Spa Operational Support) help spas perform better. S.O.S. is: Spa staff and management
recruitment, Spa trouble shooting and enhancement and Spa audit.
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“The Be Renewed Treatment - exclusive to this spa – is different from anything that Spa Spy has ever tried before. Her body feels more supple, the swelling around her knee and foot have completely gone, and she feels totally refreshed...”
Daily Telegraph 4 Oct, 2010The Be Renewed treatment was created by Training Director Isabella dos Santos at Raison d’Etre
We create treatments, great treatments
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We educate therapists - from good to great
Claudio de Menezes, a reflexologist who worked at Nordic Spa & Fitness Stockholm, Sweden, the first Liv Nordic Spa, was appointed one of the best therapists in the world by The Daily Telegraph. He was trained by Raison d’Etre.
Daily Telegraph, 8 Apr 2010
Ni Luh Putu Agustini, a Balinese therapist who worked at Four Seasons, Doha, Qatar was appointed one of the best therapists in the world by The Daily Telegraph. She was trained by Raison d’Etre.
Daily Telegraph, 16 Sep 2006
Borgo Egnazia, Puglia, Italy © Raison d’Etre Ι www.raisondetrespas.com 18
Our commitment to you
We will create the concept for your spa, guide its design, and then implement and operate it.
We will manage it, always maintaining standards and cost-efficiency.
We will aid in marketing it intelligently and steer its development to maximize appeal and profitability.
We will keep you fully informed, checking in regularly so we remain in tune with your vision.
We will always be available to share ideas, iron out problems and discuss innovations.
We will nurture every detail of your spa, so it stays ahead of contemporary trends and always remains unique and innovative.
Auriga Spa Capella Singapore, © Raison d’Etre Ι www.raisondetrespas.com 19
2013Vair Spa, Borgo Egnazia, Puglia, Italy, the Gala Spa Awards: Innovative Spa Concepts Vair Spa, Borgo Egnazia, Puglia, Italy, Tatler Spa Awards, Category Winner Grand Hôtel Nordic Spa & Fitness by Raison d’Etre – Liv Nordic, Stockholm, Sweden.Best Treatment of the Year. Nordic Thai. SpaStar Awards. Treatment created by Isabella dos Santos.
2012 Vair Spa, Borgo Egnazia, Puglia, Italy, the Gala Spa Awards: Innovative Spa ConceptsVerdura Spa, Verdura Golf & Spa Resort, Sicily, Italy, Readers’ Spa Awards Condé Nast Traveller
2011 Four Seasons Doha, Qatar Second Best Resort Spa in the world Gallivanter’s Guide readers’ choice Auriga Spa Capella Singapore, Five star status Forbes Travel Guide Mazagan Spa, Mazagan Beach Resort, World Travel Awards, Winner Morocco’s Leading Spa Resort
2010 Grand Hôtel Nordic Spa & Fitness by Raison d’Etre – Liv Nordic, Stockholm, Sweden. The hottest new spas Zest Magazine Grand Hôtel Nordic Spa & Fitness by Raison d’Etre – Liv Nordic, Stockholm, Sweden. Top 10 spas in the world Der Tjid, Belgium Grand Hôtel Nordic Spa & Fitness by Raison d’Etre – Liv Nordic, Stockholm, Sweden. Hot List Condé Nast Traveller USA Grand Hôtel Nordic Spa & Fitness by Raison d’Etre – Liv Nordic, Stockholm, Sweden. Top 10 therapists The Daily Telegraph UK Auriga Spa Capella Singapore, Singapore Best Organic & Most Opulent Body Treatment. Harper’s BAZAAR award
2009 Grand Hôtel Nordic Spa & Fitness by Raison d’Etre – Liv Nordic, Stockholm, Sweden. In the top three best spas TG Luxury Europe & the UK Four Seasons Istanbul Bosphorus. Turkey Top 10 sexiest spas Spa Finder Four Seasons Doha, Doha Runner up best spa in the world Gallivanter’s Guide readers’ choice Auriga Spa Capella Singapore, Singapore World’s best Spa Singapore Airlines’ Silver Kris Magazine Atlantis the Palm, Palm Jumeirah, Dubai Favourite Resort/Hotel Spas Africa/M. East Silver Sage Winner Capella Schloss Velden. Austria Best destination Spa European Health & Spa Awards Taj Exotica. Mauritius Best overseas spa Luxury Travel Magazine, Australia Gold List (Property sold)
Borgo Egnazia, Puglia, Italy © Raison d’Etre Ι www.raisondetrespas.com 20
2008 - 2006Capella Castlemartyr. Ireland Best new hotel resort spa Irish Beauty Industry awardCapella Castlemartyr. Ireland Hot list Condé Nast Traveller hot list Capella Schloss Velden. Austria Favourite Spa in Austria Spa Finders readers’ choice awards Capella Schloss Velden. Austria Hot list Condé Nast Traveller hot list Thalassa Spa at Anassa. Cyprus For facilities/ amenities/ products Condé Nast Traveller’s awards Thalassa Spa at Anassa. Cyprus World’s best spa list.in Europe. Condé Nast Traveller reader’s spa awards One and Only spa. Kanuhura. Maldives. Africa/M.East/Indian Ocean’s top spa list Condé Nast Traveller reader’s spa awards (Property sold) Amanpuri. Thailand Best Resort Spa in the world Gallivanter’s Guide readers’ choice The Baths. Amangalla. Sri Lanka The short list spa awards Asia spa awards Aman Resort spas Spa cuisine of the year Asia spa awards Four Seasons Doha, Qatar The 100 best spas in the world Condé Nast Traveller hot list Taj Exotica. Mauritius Editor’s choice of best of Mauritius Luxury Spa Finder magazine (Property sold) Taj Exotica. Mauritius Collection of world’s finest spas Spa Asia’s connoisseur collection (Property sold) Taj Exotica. Mauritius World’s Finest Spas. Condé Nast Traveller hot list (Property sold) Taj Wellington Mews. India Hot list Condé Nast Traveller hot list Amansara. Cambodia Hot list Condé Nast Traveller hot list Amanbagh. India Hot list Condé Nast Traveller hot list 51 Buckingham Gate. UK 10 most luxurious spas in the world Forbes.comAmansara. Cambodia Hot list Condé Nast Traveller hot list
2005 – 1999Amangani. USA Best Spa in North America Condé Nast Traveller hot list Amanpuri. Thailand Best Resort Spa in the world Gallivanter’s Guide readers’ choice Taj Exotica. Mauritius The 60 best spas in the world Condé Nast Traveller hot list (Property sold) Amandari. Bali Best Destination Spa in the world Zagat Survey Amanpuri. Thailand Best Resort Spa in the world Gallivanter’s Guide readers’ choice Aman-i-Khas. India Best Spa in Asia World Travel Award Aman-i-Khas. India Top ten boutique spas in the world Condé Nast Traveller Amanpuri. Thailand Best Resort Spa in the world Condé Nast traveller Amanpuri. Thailand Best Resort Spa in the world Gallivanter’s Guide readers’ choice’ Amanpuri. Thailand Best Resort Spa in the world Gallivanter’s Guide readers’ choice Amanpuri. Thailand Best Resort Spa in the world World travel award Soneva Fushi. Maldives Best Resort Spa in the world Condé Nast Traveller Soneva Fushi. Maldives Best Resort Spa in the world Gallivanter’s Guide readers’ choice
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Anna Bjurstam – Managing PartnerAnna has over 25 years’ experience in the wellness industry. In her early role as a well-known fitness personality, sponsored by Nike, she developed exceptional project management and PR skills. After gaining a Masters degree in Business, she opened and managed the first SATS Club, which then became the leading fitness chain in Scandinavia. Within two years she had been invited to join the executive team, and took charge of 10 training centres and 350 staff. As founder of Raison d’Etre, Anna still works closely with both clients and staff to ensure the delivery of world-class holistic spa services.
Anna-Cari Gund – Managing DirectorWith nearly 30 years of experience Anna-Cari has a long career in the spa and beauty therapy industry. She has devoted much of her time to lecturing at Beauty Therapy Schools, represented Educational Associations, acted as an International Examiner and held positions on the Board of many National Organisations in Sweden. For nearly 15 years she also managed Yrkeshögskolan för Hudvård& Spa, the leading Beauty and Spa Therapy School in Sweden. After eight years as vice president of CIDESCO International, Anna-CariGund was elected president in October 2012. She now represents CIDESCO International, with over 250 Beauty Therapy Schools and 33 Sections around the World. Anna-Cari travels the world for continuous professional development and networking, within the Spa industry, at events as The Global Wellness Summit and acts as an inspiring industry leading speaker at worldwide Congresses and Exhibitions. Through Anna-Cari´s leadership the capabilities of the unique Raison d´Etre team will have the opportunity to develop by inspiring the performance of each individual. This will strengthen Raison d´Etre´s position as the most preferred and leading, international Spa Consultancy Company
Annika Jackson – Director of Business DevelopmentAnnika joined Raison d’Etre in the fall of 2012 after gaining 25 years of Spa, Resort & Travel Industry experience in the US mainly. Annika has in the past provided spa and resort development and management services to owners and developers as the Vice President & Managing Director of Enchantment Group based in Scottsdale, Arizona. She oversaw development, construction and led the creation efforts of the world renowned Mii amo Destination Spa at Enchantment Resort in Sedona, AZ. The first-ever destination spa to be combined within a luxury resort community Mii amo garnered worldwide praise, received accolades such as the Travel + Leisure readers survey naming Mii amo # 1 in the “World’s Best Destination Spa”, 2007 and 2009. As Managing Director of Enchantment Resort she led operations, a staff of 500, was the liaison between owners, developers and investors while managing the Home Owners Association. Annika’s last large project was to start, manage and finish the 25+millon US dollar renovation of Enchantment Resort & Spa. Her passion for design and spas and what it brings to people with healthy, balanced living is contagious.
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Ian Bell – Senior Project Manager
Josefin Rooth – Project Manager
Maria Stanislavova – Project Manager
Nikos Kouremenos – Education & Project Manager
Phillippa Ingulfson Taguchi – Training Manager
Nora Forsberg – Spa Group Director
Hanne Standal-LaRoche – Executive Assistant
Michael Simonato – Senior Project Manager
Maria Nystedt – PR & Marketing
Patrick Wahlberg – Special Projects
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Sustainability & CSR
We care about our planet and the people on it. Since the start, we have acknowledged the impact that we have on the planet. We realize that every action will affect our planet, the nature, the climate and the people. We try to support ideas, equipment, supplies and companies that strive for a better world. We recognize that we are a part of the global hospitality industry and that ourbusiness affects the nature, therefore we try hard to do our best when it comes to sustainability and CSR.
2012 Raison d’Etre donated to Great Andoh School, Ghana, Charity of the year. http://www.greatandoh.com/)
2011 Raison d’Etre donated to YIS-CAF. (Yogyakarta International School Community Action Fund) (http://yis-ereexecutivesummary.blogspot.se)
2010 Raison d’Etre donated to YIS-CAF (Yogyakarta International School Community Action Fund) (http://yis-ereexecutivesummary.blogspot.se)
2009 Raison d’Etre donated to YIS-CAF (Yogyakarta International School Community Action Fund) (http://yis-ereexecutivesummary.blogspot.se)
2008 Raison d’Etre donated to women and children with AIDS in Africa through The Etafeni Day Care Centre Trust (www.etafenitrust.org)
2007 Raison d’Etre donated to women and children with AIDS in Africa through The Etafeni Day Care Centre Trust(www.etafenitrust.org)
2006 Raison d’Etre donated to women and children with AIDS in Africa through The Etafeni Day Care Centre Trust (www.etafenitrust.org)
2005 Raison d’Etre donated to the victims of the Tsunami of 2004 through the charitable association Friends of the South (www.friendsofthesouth.org)
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The world is our workplace
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Would you like to hear how it all begun?
Our historyRaison d’Etre was founded in 1998 in London by Alexander Arnewid and Rosamond Freeman-Attwood. The first Raison d’Etre spa opened onSoneva Fushi in1999 and was an instant success. This spa was later taken over by the owners of Soneva Fushi and rebranded to become the firstSix Senses spa. Anna Bjurstam joined the company in 2000. Anna had been involved in the company pro-bono since the beginning and whenRaison d’Etre quickly grew to 6 spas in the Maldives, Anna moved to the Maldives to expand Raison d’Etre including their three star brand Etoile.
Alex tragically died during 2000. Rosamond and Anna who decided to grow stronger out of this sad time and managed to acquire the contract todevelop and manage all Aman resort spas. The first Aman Spa was opened 2001 at Amanpuri in Thailand. Also this spa won several awards andreceived a lot of press. It was evident that Raison d’Etre had something special to offer the spa industry, and the company started to expand itsconsultancy work world-wide. The innovative creativity, together with the soulful and hands on approach organically led Raison d’Etre to startbuilding brands for others. We became “The Brand Behind The Brand(s)”.
Taj Hotels was the first client where Raison d’Etre was asked to create the brand from start, which today is Jiva Spa at Taj Hotels. Through marketresearch, studies and travels around India, together with a fantastic team from both Raison d’Etre and two more individuals, Samir and Bina Patel,who later headed up the Taj Spa Division, a beautiful and authentic Indian and Ayurvedic spa brand emerged, which has continued to growthroughout the world since.
Many more brands were to follow, and it resulted in the joint venture of Resense Spa S.A. with Kempinski hotels in 2008, which is a separateentity which develop and operate the two spa brands Resense and Kempinski The Spa at Kempinski Hotels world-wide. Kasha Shillington joinedRaison d’Etre during 2007 as a 3rd partner. Kasha contributed greatly to strategically develop Raison d’Etre and its partnerships and is today theCEO of Resense S.A. Another joint venture was formed for the stand-alone spa project at Grand Hôtel in Stockholm, Grand Hôtel owned by Investor,a Nordic-based industrial holding company founded almost one hundred years ago by the Wallenberg family.
In 2009 the first NORDIC Raison d’Etre branded spa was opened, branded to Nordic Spa & Fitness, by Raison d’Etre at the world renowned GrandHotel in Stockholm, part of Leading Hotels of the World. Now our brand LivNordic Spa & Fitness is open in new locations starting with LivNordicViking Cruises (2015 maiden voyage from Venice to Istanbul was in April), Dubai (2015), Doha (2016), Oman (2016), Courchuvel France (2016).
In 2011 Anna became the sole owner and continued to develop the business with another segment in Education in the form on our renowned SpaManager On-Line Course. Pegasus Capital Advisors who owns Six Senses Resorts & Spas as well as many other wellness focused businessesacquired Raison d’Etre in 2013, in which Anna still is a partner. Anna now heads up Six Senses Spas while also continuing to stay involved withRaison d’Etre. Anna-Cari Gund joined the company in 2015 taking over the Managing Director role from Annika Jackson who is now 100%dedicated to Business Development and Client Communication.
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Taj Exotica Resort & Spa,Maldives © Raison d’Etre Ι www.raisondetrespas.com 28
Raison d’Etre T: +46 8 756 00 56 www.raisondetrespas.comGrevgatan 15, BV F: +46 8 756 18 56 www.raisondetreblog.com114 53 Stockholm E: [email protected] www.facebook.com/raisondetrespasSweden
Aman Spa, Amanjena Morocco © Raison d’Etre Ι www.raisondetrespas.com 8
Raison d’EtreGrevgatan 15, BV 114 53 StockholmSweden
T: +46 8 756 00 56 F: +46 8 756 18 56E: firstname.lastname@example.org/raisondetrespas