Ground Wellbeing appoints Amy Bonfield as UK head of sales and training

Bonfield joins the Irish wellness brand from Aromatherapy Associates


By Wendy Golledge

27 February 2024

Amy Bonfield, formerly head of spa EMEA at Aromatherapy Associates, has joined the Ground Wellbeing team as UK head of sales and training.

Bonfield joins the Irish wellness brand, which was established by Peigin Crowley in late 2020, to support partner spas and develop Ground’s treatments and training materials.

Bringing more than 17 years’ experience in the spa and wellness industry, Bonfield started her career as a therapist, where she developed a passion for delivering hands-on holistic treatments.

After opening her own beauty room, Bonfield moved on to manage a day spa and helped to launch a larger sister site before moving to Aromatherapy Associates as a trainer for the EMEA region. She progressed to head of spa for the brand, managing the spa team, pursuing new business and looking after partners.

Woman in blue suit smiling at camera

"It’s a pure joy having Amy join our team. Her role will include developing Ground’s therapists through high quality training, while also supporting spa managers, steering them to improve performance through innovative thinking and bespoke ideas."

Peigin Crowley

Founder, Ground Wellbeing

A story of growth

Ground Wellbeing’s portfolio of spa partners has grown rapidly since lockdown and includes the Lanesborough and Bulgari in London, the Waldorf Astoria in Edinburgh, Herb House at Limewood in the New Forest and Sheen Falls Lodge in Ireland.

“Ground Wellbeing feels like such a perfect fit for me, as the brand’s values and philosophy really align with my own, from the sustainability element to why I got into this industry in the first place – holistically helping others to feel the best they can,” said Bonfield.

“I hope to bring my varied past experience with me to support the team, their current and new spa partners.

“I can wear many hats in a role and bring a fresh view to the brand, so I hope to be an asset to the team. I cannot wait to get stuck in!”

Four body oils in brown bottles
A selection of Ground Wellbeing's body oils

“As well as supporting spas, I am looking forward to developing Ground’s treatments and training materials, looking towards current and future trends,” said Bonfield.

“The power of touch is here today and we’ll be creating experiences tailored to guests’ needs, for more than just relaxation purposes – watch this space!”

Ground’s four Wellbeing families

Developed from Crowley’s kitchen table during lockdown in 2020, Ground Wellbeing is the result of her 20 years’ experience in the spa industry.

The brand’s products and treatments seek to offer rituals with purpose – relieving symptoms such as anxiety and insomnia, and assisting with problems such as gut health, cancer and menopause.

Ground Wellbeing was created with the intention of making wellness and selfcare accessible to all. Treatments feature elements of breathwork, rhythmic techniques, lymphatic drainage and gua sha.

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