Strategic advisory for spa and wellness businesses focused on concept, operations and performance.
About
Amie Jones Wellness partners with spa and wellness founders and operators to strengthen concept clarity, operational structure and long-term performance.
From development and design through to brand standards, team alignment and opening strategy, I work alongside you to ensure your wellness offering is both commercially sound and experientially exceptional.
With over 30 years in the industry, I understand that successful spaces are built on strong foundations where guest experience, team culture and business performance work in alignment.
What People Are Saying
“Amie's knowledge and passion for the industry is second to none, this coupled with her exceptional people skills allowed the Cowshed brand to scale rapidly, opening in many cities world wide. Amie worked cohesively with designers and contractors, to create beautiful spaces, offering an outstanding experience to all members.”
— Nick Jones, Founder, Soho House
“Amie has a wealth of knowledge bridging from the guest experience first and foremost to all things technical too. This, married with her extreme sensitivity and human skills, make her the person I would trust to bring to life any wellness experience. She is professional as she is gentle, she is open minded as she is thorough.”
— Lotti Lorenzetti, Head of Design, Nicemakers
“A consummate professional, Amie exceeded expectations at every opportunity, using her exceptional communication skills and attention to detail to pre-empt and overcome emotional and business challenges before they had begun.”
— Jennifer Young, Founder, Beauty Despite Cancer
“If you have any hesitation about the next steps in your business,I highly recommend a strategy call with Amie .”
Strategy Call - 60min
Strategy calls calls are high-impact advisory sessions. Each call is completely bespoke, giving you access to my many years of knowledge and experience to help shape and advise your next steps.
Tailored to: wellness entrepreneurs, spa operators, retreat founders, and creative practitioners who need clarity, actionable guidance, and strategic insight without the commitment of a full project.
Each 60 minute session is designed to:
Address specific challenges or questions
Provide clear, outcome-focused recommendations
Deliver tangible action steps to implement immediately
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A pre-call questionnaire will be sent upon booking to help understand business type, goals, and concerns. This allows you to articulate your goals and concerns clearly, so we can maximise our time together.
A review of the pre-call answers. This ensures your session is personalised and aligned with your priorities from the outset.
A focused, 60 minute online high-value conversation to help you move through blockers, refine strategy, or gain fresh perspective.
A written summary and action points will be sent post-call within 2 business days. To help you reflect, take action, and stay accountable without overwhelm.
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More than 48 hrs – no fee
Less than 48 hrs – 50% fee
No-show – 100% fee
Services
Experience in spa setups is diverse and varied, ranging from city urban and rural retreats, to large hotel spas and department store concessions such as Selfridges London and express beauty maintenance hair and nail bars.
My knowledge and experience will be provided and, dependent on the project’s specific needs, a bespoke team of industry experts will be formed.
Any of the following services can be engaged individually or as a complete service for a new spa development or for the relaunch of an existing space.
If you would like to arrange a call please get in touch.
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Competitive analysis.
Space planning and facility recommendations.
Financial analysis with assumptions for your business model with your financial team.
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Concept creation and brief.
Work with your architects and design team supporting all areas of the build. Ensuring aesthetics and functionality are founded from a place of equal importance.
Review of floor plans with a direct focus on operational flow to provide maximum return.
Create a seamless customer journey that provides effortless navigation for the guest.
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Pre-opening timeline.
Pre-opening budgets including operating stock and equipment lists.
Professional and retail product recommendations.
Linen requirements.
Wellbeing food and beverage direction.
Selection of a suitable spa software system.
Set up of site and treatment areas. (On site support provided).
Ongoing advisory support and guidance post launch.
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Build exceptional brand standards that will be the foundation for future growth opportunities and expansion.
Enable you to deliver a high level of consistency at all times through implementation of standards training materials.
SOP Manuals
Policies & Protocols
Health Forms
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Create the perfect offering to compliment the overall vision and environment.
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Build a supporting team structure.
Create relevant job descriptions.
Job ads.
Assist with interviews and trade tests for all required roles.
Provide guidance for team trainings and onboarding.
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In depth business evaluation, operational review and recommendations.
Mystery shopper reporting packs (one off, monthly and quarterly).
Organisational structure analysis and recommendations.
Team development (round table meetings).
Treatment menu review and development.
My Story
Australian born with a true connection and love of the land, my roots are firmly planted here. I spent many of my formative years living in London, which I also now call home.
With 30 years of industry experience, 16 of those years at Soho House, I have worked in Australia, Europe the Uk and US. My love of the industry stems from my own skin journey which started in my early teens. I earned my stripes as a beauty therapist in Melbourne, to then become a celebrity waxer in London launching 4 treatment rooms at Heidi Klein in Notting Hill. To then manage senior teams and open spas for Soho House across the world.
As the former Global Head of Spas for Soho House, I am an expert operator, leader and consultant with many successful openings to my credit. My first opening, The Walled Garden Cowshed Spa at Babington House won Spa of the Year 2009, at the Tatler Spa Guide Awards held at The Dorchester London.