Global spa consultancy Raison d’Etre is celebrating its 20^th birthday and two successful decades since its first spa opened in 1999. Shaping the spa industry throughout the turn of the century, Raison d’Etre has spent the last 20 years becoming a global leader in spa design, wellness, and spa education. This includes creating some of the most iconic spa brands including Aman Spas, Shiva for Taj Hotels, Kempinski Spa, and LivNordic, as well as its spa training academy, Spa Business Education.

Discussing Raison d’Etre’s 20 year journey, Anna Bjurstam, founding member of the Global Wellness Summit, adds, “The journey we have been on as Raison d’Etre has been thrilling. We have spent 20 years designing, educating, and advising, making great connections and forming our own brands along the way. We have led the spa industry in new, exciting ways and responded to changing demands for spa guests and spa businesses alike. These continue to change year [to] year, so we cannot wait to see what the next two decades bring!”

Raison d’Etre, led by Bjurstam, has been developing, opening, managing, and creating spa brands internationally since 1998 and has developed a team rich in knowledge and passion for well-being. Steps ahead of most and keeping abreast of the latest trends and industry movements, the Raison d’Etre team is made up of members based in Sweden, London, Greece, Spain, New Zealand, and France, with connections and resources in the United States, Russia, Asia, and the Middle East.