104. You Don’t Have A Wellness Problem. You Have A Wellness Director Problem

Today’s a controversial one--- one that will ruffle feathers.So, here we go.You don’t have a wellness problem.You have a wellness director problem.And here’s the harsh truth—you might be the one who created it.Last week, I was sitting in the café of a hotel in Spain, observing the dynamics between the GM and his department heads.The Director of Rooms? A solid handshake and a planning session.The Director of F&B? Coffee, strategy talk, a clear seat at the table.And then... the wellness director walked by.A nod. A quick fix-it conversation about a sauna door.That’s it. No seat at the table. No business conversation. Just operational scraps.It brought back memories.When I was a wellness director, I wasn’t seen as emotional enough—I was expected to be more emotional.Essentially, I was expected to cry when overwhelmed. I was expected to be less finance-oriented. Less strategic.Because that’s the box wellness directors are often put into.And at the same time, we’re unfairly perceived as too soft, too sensitive, not business-minded enough.It’s a double standard.And it’s holding wellness back.In this episode, I unpack 3 key mechanisms driving this disconnect:→ Perception vs. Position:Why wellness directors are seen as soft, and how that perception undermines their business leadership potential.→ Mismatch of Expectations:GMs want strategic leaders, but train therapists. We expect them to do everything—without setting them up for success.→ Asset Misalignment:You want wellness to be an asset, but treat the role of a wellness director like a gap-filler. That math will never add up._______Are you ready to take wellness to the next level?Here are 2 ways I can help:1️⃣  WHO: Wellness directors who want to join 1% of wellness leaders📌 WHAT: The Wellness Asset AcademyA 10-week online group programme where I guide you through my 7-step ESSENCE framework. Achieve higher pay and secure a genuine seat at the hotel’s big table—so wellness is no longer the most neglected area in the hotel.→  Join the waitlist here.2️⃣  WHO: Owners of small, independent hotels with a strong wellbeing focus📌 WHAT: Asset Builder MentorshipExclusive 6-month 1:1 mentorship programme to master creating a wellness asset, build a proud team, and deliver transformative experiences for your guests.→  Become a steward of true hospitality.💡 Why work with me? I know what works with wellness and I also know what doesn’t. I’ve made the mistakes so you don’t need to – saving you thousands of dollars on bad decisions.✅ #1 best-selling author, global wellness expert ✅ 40+ projects in 20+ countries across Europe, Middle East and Asia Pacific ✅ Top brands: Abadía Retuerta, Four Seasons Hotels & Resorts, Accor, Six Senses Resorts & Spas ✅ Interviewed over 150+ hoteliers worldwide