Earthlite announces creation of Intentional Wellness Brands

The new organisation will be dedicated to supporting and scaling its wellbeing and longevity businesses

USA

By Wendy Golledge

01 July 2026

www.intentionalwellness.com

Leading global supplier of spa and wellness equipment Earthlite has announced the formation of a new parent operating group. Intentional Wellness Brands (IWB) will encompass the group’s portfolio of wellness companies.

Alongside Earthlite, IWB will include Living Earth Crafts, which supplies luxury spa furniture; salon and pedicure chair business Continuum; and Ayurvedic spa skincare brand Tara Spa Therapy.

IWB will be focused on supporting and scaling the businesses, which are dedicated to enhancing wellbeing and longevity.

“Our role is to build the operational and technological foundation that allows each brand to thrive. By connecting our companies through shared capabilities, data-driven insights and emerging wellness technologies we can accelerate innovation, improve customer experience and help our teams deliver exceptional wellness solutions.”

Jim Chenevey

Chief innovation officer, Intentional Wellness Brands

Supporting resilience, longevity and health span

The former CEO of Earthlight, Jim Chenevey – a 23-year veteran of the company and the new chief innovation officer of IWB – said: “As our company has grown, our ability to communicate our values and identity as a single company has become more difficult. IWB gives us the opportunity to speak as a single, unified corporate body.

“Our company has a growth mindset and acquisition is one of our core scaling strategies. We are looking to expand our operational footprint in the EMEA region.

“We have been investing heavily in our human capital as well as our technology partnerships. Our industry can expect significant innovation in product and services in the coming years.”

IWB’s core commitments will include prioritising sustainable manufacturing and craftsmanship, while supporting resilience, longevity and health span for customers.

“IWB is committed to being an international company. We began manufacturing in Rotterdam for the Earthlite line in 2025 and are actively pursuing a manufacturing businesses inside EMEA to enhance our market position in the region.”

Rod Derifield

CEO, Intentional Wellness Brands

“Our mission is to build a platform that empowers our wellness businesses to grow while preserving the authenticity that made them successful in the first place,” added IWB CEO Rod Derifield.

“By combining exceptional brands and strong leadership, IWB is building a platform capable of powering the future of wellness.”

Thorsten Lipfert, EMEA managing director, said: “I am very excited to be representing IWB in the EMEA market.

“Recent product launches including the Alhambra and the Vitality Collection have put us ahead of our competition in terms of comfort and technology.”

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