Raison d’Etre means “reason for being.” It is more than just a name. It is our philosophy and also our guiding principle in everything we do. No matter if it is a special touch point in a concept, a curated treatment or a plug in the wall, there is always a reason why it is just there. From the smallest detail to a complete brand. We create with a purpose.
We are a think tank and a team of creative minds and wellness experts, spread around the globe, but strongly connected. We have a unique approach to concept creation through our shared wellness consciousness. We innovate, operate and educate wellness solutions for anything from private homes, to 12 000 sqm spas to office- or even airplane wellness.
… for us no project is ever the same - tailor-making is in our DNA.
"when we say we have expertise and experience -we mean it"
"when we say we are creative – we mean it"
"when we say we stand out - we mean it"
- We have created and opened more than 170 spas and received more than 80 awards.
- We have strong relationships and a large network with the best suppliers in the spa, wellness & fitness world.
- We have tested and reviewed everything we recommend.
- We have the capacity to be fully flexible and tailor make all our deliverables to your project needs.
- We have our own online Spa Business Education, certified by CIDESCO.
- We meditate together before any creative or conceptual work begins to connect your vision with our creative dynamics.
- We work with Human Centered Design where we learn from the ones we design for. We interview your guests, staff, managers and competitors.
- We immerse ourselves in analogous inspiration. We always look for the gap – what can we do that no one else is doing yet.
- We make your project different and unique.
- In our wellness innovator team we have shamans, marketing experts, a psychotherapist, nutritionist, hotelier, chemist, dancer, interior designer, a honorary CIDESCO president, a world champion in aesthetics, a live sports commentator and even a car mechanic.
- We have a team of 12 different nationalities and we speak and can work in 10 different languages.
- Our team members are spread over 10 different countries.
- We are not tied to any brands – always free to choose what is best for your spa.
Our Mission
To grow people and enhance wellness in a sustainable and profitable framework
Our Vision
To light lights in people’s lives, our own and across the world
Our Core Values
Integrity
We are true to what we stand for, do and create and strive for authentic relationships with everybody we come in contact with.
Innovative Creativity
We are passionate about creativity in all its forms and expressions and believe that every challenge has a solution.
Productivity & Quality
We will always produce high quality work, on-time.
Love & Passion
We love life, wellness and service with a passion.
Growth & Empowerment
Our focus is on growing people and increasing awareness of wellness and wellbeing worldwide.
Anna Bjurstam
Wellness Pioneer
Anna Bjurstam
Wellness Pioneer
My name is Anna Bjurstam and I’ve been working with Raison d’Etre since the very beginning. I started as an advisor, then a part owner, in 2011 sole owner, and since 2013 I sold the company and have remained involved as Wellness Pioneer.
My passion for work:
I thrive on understanding where the needle is moving, tapping into the field-building concepts that cater to peoples’ (sometimes unknown) desires, thinking outside the box, questioning the status quo and, perhaps even more, mentoring and seeing my teams flourish and succeed.
My Raison d’Etre:
Exploring, learning, adventuring, connecting with Mother Earth and the invisible world, spending time with family and friends, enjoying the pleasures such as food, wine, music, books and overall celebrating life.
Anna-Cari Gund
Managing Director
Anna-Cari Gund
Managing Director
My name is Anna-Cari and I have the privilege of leading the amazing team of talented people and global wellness visionaries at Raison d’Etre. I have some 30 years of experience in the spa, beauty and wellness industry and I also continue to support CIDESCO International in my role as Examiner and Honorary President.
My passion for work:
Practicing kindness at all times. Sometimes it only takes on act of caring and kindness to change someone’s life. Important to me is supporting my team so they can grow as human beings and find happiness and balance in their lives.
My Raison d’Etre:
My kind of wellness is being out in nature, walking, picking berries and mushrooms and fishing but at the same time I love city life -a perfect mix. I ́m passionate about music, fashion, football, especially Chelsea FC and enjoy great food and wine together with friends and family.
Nora Forsberg
Operations Director
Nora Forsberg
Operations Director
My name is Nora and I have been working at Raison d’Etre since 2014. I am the Operations Director for LivNordic onboard Viking Cruises which means that I oversee our entire cruise ship division. It is a challenging, inspiring and creative job, and to see people within our company grow is such a reward. To travel the world and meet new people and cultures makes my position not just a job but also a lifestyle.
My passion for work:
With my Nordic roots -a Norwegian grandmother, Danish mother and Swedish father, I love to teach everything that has to do with the Nordic culture. To see people grow and to build a workplace filled with knowledge, passion and fun is a true passion for me.
My Raison d’Etre:
To take a long gallop in the forest with my horse on a summer evening or to jump a course together, to go higher than ever before, gives me all the energy I need. That energy I then share with my family and friends over a glass of red wine on the porch of our homes in the Swedish countryside.
Michael Clarke
Operations and Project Manager
Michael Clarke
Operations and Project Manager
Hi, Michael here. I have been working for Raison d’Etre since 2007. My past life is in hotel operations both in spas and hotel management, prior to that recreation/leisure facility management in New Zealand. To date I have been involved in 50+ projects in 30 countries, including 17 on site openings. I am currently based in New Zealand…travel is only a suitcase away!.
My passion for work:
Finding the opportunity when it cannot be seen. I love thinking outside the box, yet bringing simplicity to the most complex of situations and being solution focused. Mad about human centered design and how this approach provides genuine innovation, something Raison d’Etre was doing before it became a “thing”.
My Raison d’Etre:
A dear friend recently called me a ‘bridge’, as in someone that brings people together. I have realized that I have been doing that all my life whether in a personal, sporting and significantly in a professional setting. Growing people, developing people and bringing people together brings me joy. You should also know I am a passionate Liverpool FC supporter and a live sports commentator for surf life saving in New Zealand!
Gwen Tan-Wynne
Operations Manager
Gwen Tan-Wynne
Operations Manager
Hello, I’m Gwen, the latest addition to the Raison d’Etre family. As the Spa Operations Manager, my responsibility is overseeing and coordinating all facets from pre-opening to the launch of a spa. I collaborate closely with clients and the spa team to integrate all operational aspects seamlessly, ensuring the successful opening and profitability of spas. Currently, I reside in Hong Kong with my husband, three boys, and our affectionate black Labrador, Pepper.
My work passion:
Drawing from my diverse background in hospitality and unwavering dedication to wellness, I’m inspired to create a nurturing environment, fostering well-being for our staff because I truly believe that genuine, heartfelt service is the key to delivering transformative wellness experiences — that ultimately lead guests toward a path of self-discovery, balance and a more vibrant, fulfilling life.
My Raison d’Etre:
I find immense joy in the travels with my family, especially relish witnessing my boys’ curiosity and takeaways as they explore the richness of diverse cultures, the beauty of nature, and savor the culinary delights each place has to offer. My career as a wellness facilitator, coupled with my experience in the hospitality and spa industry, has profoundly enriched my life. This journey has led to my deepest passion and life’s true calling, forming the very essence of my existence.
Michael Simonato
Senior Project Manager
Michael Simonato
Senior Project Manager
Hi, my name is Michael Simonato. I’ve been working with Raison d’Etre since the beginning. I am a project manager and a mentor in the Spa Business Education. I grew up in Sweden, have worked all over the world and am now based in Ireland.
My passion for work:
I love the creative journey in spa development; from brain storming, to concept design to on-site coaching. As a mentor, I am inspired by my students. To watch them succeed and reach their full potential is a real blessing.
My Raison d’Etre:
I have a deep love and respect for nature and Mother Earth. I grow my own vegetables and love to be elbow deep in the dirt. I have a deep interest in shamanism and ancient healing, and the infinite wonder of this existence. I also enjoy long-boarding, hiking and playing music.
Josefin Roth
Brand & Project Manager
Josefin Roth
Brand & Project Manager
Hi, I am Josefin and I have been with Raison d’Etre since 2012. Apart from project management, I also lead the branding for the wellness concept LivNordic. Strategic development, conceptual planning and designing experiences is not only my daily work, it’s my passion.I come from a spa operational background with a tourism and health degree, including certified spa therapist and fitness instructor. I am also a graphic designer.
My passion for work:
For me, wellness means a lot and it has become a lifestyle which really enriches my life. My mission is to inspire others to find easy ways to do the same. I thrive in creating experiences where others can refuel, boost oxytocin, ease pain and in other different ways enjoy life to the utmost. This combined with my love for interior and graphic design, makes my job very fulfilling.
My Raison d’Etre:
There are so many things that I appreciate in life, but what really makes me thrive is to explore and learn new things. I am one of those persons that always are signed up for a course, seeking out new extraordinary destinations or challenging myself with a new piece in music.
Maria Nystedt
Senior Project Manager
Maria Nystedt
Senior Project Manager
I’m Maria Nystedt and I have been part of the Raison d’Etre family since 2009, working as a Project Manager, but I have also been involved with the creation of our Spa Business Education. Prior to joining RDE, I was the Spa Manager for the award-winning Six Senses Spa at Soneva Fushi in the Maldives. I have always worked with wellness, beauty and spa and I also have a degree in marketing from IHM business school. I have a Finnish passport, speak Swedish as my native language and have been living with my family in Mallorca, Spain since 2013.
My passion for work:
To be able to create extraordinary experiences and moments that matter is what makes my work so special. I love the creative freedom that I have and can use in concept and brand development. I love to create things that no one else has done before or just turn things upside down and ask, “what if we do it this way?”
My Raison d’Etre:
Good things in life like food and traveling. I love to travel with my family and see my kids explore and experience the diversity of different cultures, people, nature and food. Horses and hiking is what makes my heart sing when I’m not traveling.
Maria Markovic
Project Manager
Maria Markovic
Project Manager
Hi, I am Maria. I have now been working for Raison d’Etre since 2014. I come from a hospitality background following my studies at Ecole hôtelière de Lausanne. I have Russian roots, grew up in Switzerland and am now living in Stockholm.
My passion for work:
In my eyes, success is defined by how happy a person is, and it gives me joy to create places and projects that can help someone find their balance, feel more energy and become better. I love creating wellness solutions that go beyond generations and extend beyond a traditional spa setting.
My Raison d’Etre:
I am passionate about the science of life – meaning different approaches to happiness, wellness and beauty, both inside and out, modern and traditional. I love traveling and discovering authenticity in cultures worldwide, dancing and public speaking.
Anastasiia Smirnova
Graphic designer
Anastasiia Smirnova
Graphic designer
Hi!
I’m Anastasiia Smirnova, and I joined the Raison d’Etre team in 2022. My education is in the art-production field, and I’ve worked as a social media manager, content creator in a children’s theater for several years and at a language school following that. I developed my graphic design skills while working as a freelance graphic designer for several beauty and fashion brands across the globe. In 2021, I was featured in the first issue of Vogue Scandinavia magazine as a digital illustrator and young local creative.
My passion for work:
As a professional, I love to develop creative solutions within the latest visual graphic trends, illustrations or animation. My greatest joy is to see a beautiful and aesthetically pleasing design result.
My Raison d’Etre:
In my free time, I like to play squash or take long rides on my bicycle in nature if the weather permits. Gardening is also one of my biggest passions. I grow my tomatoes, chili peppers, carrots, dill and several different flowers on my balcony. I also have lots of plants inside my house. Day by day, I’m transforming my home into a blooming garden!
Hanne Standal La Roche
Office Manager
Hanne Standal La Roche
Office Manager
Hi, I am Hanne and I joined the Raison d’Etre team in 2014. I have a service-oriented background as operations manager and senior customer-service representative. I’ve also worked in the spa and beauty industry as an esthetician both in Sweden and the US. I was born in Norway, grew up in Sweden and have since lived and worked in the US, New Zealand and Indonesia.
My passion for work:
I love trying to create harmony, beauty and balance wherever it’s needed. It gives me joy to support my Raison d’Etre team, to look for ways to help grow our business and ensure we have positive energy in our workplace. I’m happy to help out wherever needed.
My Raison d’Etre:
Is having a creative outlet through healthy cooking, photography, decorating, and painting. I also love traveling, exploring new wellness and culinary experiences, constantly learning more. My favorite quote is by his Holiness the Dalai Lama: “Approach love and cooking with reckless abandon.”
Gabriella Grimborg
Project Coordinator
Gabriella Grimborg
Project Coordinator
I have always had an interest in spa and wellness. I began my story as a massage therapist but have later also acquired a CIDESCO certification in beauty and spa therapy as well as a license in lifestyle coaching. I started at LivNordic onboard Viking Cruises in 2016. After two contracts onboard I went back home to further my education and work on land as a beauty therapist as well as a trainer for supplier before I rejoined LivNordic in 2021. I had the opportunity to help launch the new Viking Expedition ship that took me to Antarctica, a dream of mine, before I joined the Raison d’Etre training department in March 2022. Since the beginning of 2024, I have been part of the Raison d’Etre project team, supporting our project managers and contacting suppliers.
My passion for work:
As a Project Coordinator, I have the opportunity to aid several projects and ensure they find the right products, tools, equipment, etc., for their unique projects. I am grateful for the opportunity to help find the true match of products, equipment collaterals etc. for each project and concept we’re working on.
My passion is to help people develop a healthier lifestyle, share my knowledge and enhance experiences.
My Rasion d’Etre:
One of my greatest passions is music. I listen to different kinds of music depending on my mood, and I sing and dance whenever I can. I also love to travel to new places and experience new cultures, new food and to meet new people. We can learn something new and grow so much from interactions with the people we meet. That is something that I highly believe in and try to live by. I love nature and spending time outside with my loved ones, regardless of whether they have two or four legs.
Lovisa Petri
Training Manager
Lovisa Petri
Training Manager
I grew up in the spa and wellness business with my parents running a spa for most of my life. At a young age, I first studied to become a makeup artist and nail technician. I then decided to broaden my knowledge and to become a CIDESCO certified esthetician. In 2012, I won a Swedish national competition as an esthetician, which entitled me to compete in the World Championship – World Skills, where I won a bronze medal 2013. I continued to work as an esthetician in Norway and Spain and later moved back to Sweden to work as a Spa manager. I started working for LivNordic onboard Viking Cruises in 2015. At the end of 2016, I got to compete in the European Championship – Euro Skills, where I won my first gold medal in Beauty Therapy. I started working for Raison d’Etre in 2016 as a trainer and was then promoted to Training Manager in 2017.
My passion for work:
My job is and has always been one of my biggest passions because it combines doing treatments and developing people. Working as a training manager gives me the opportunity to share my knowledge and to help people grow but also gives me a chance to use my creative side to develop treatments. I believe there is no limit in how much you can learn and how much you can grow as a person.
My Raison d’Etre:
I love traveling, meeting new people and broadening my knowledge. My family and friends have a big place in my heart, and I cherish our moments together. Yoga is a big part of my life. I take my yoga mat with me everywhere. In 2020, I accomplished a long-time dream and became a certified yoga teacher.
Kabelo Magagane
Spa Trainer
Kabelo Magagane
Spa Trainer
I began my journey in the Beauty and Wellness industry in 2013, and I’ve loved and embraced every moment since. I studied Somatology and am also CIDESCO certified.
I began working on cruise ships right after college, and thanks to the versatility of my qualifications I was able to choose what I would like to practice while onboard. In between cruise ship contracts, I lived and worked in Doha and Dubai and experienced a bit of the Middle Eastern flair. I joined Liv Nordic onboard Viking Cruises in 2019 as a massage therapist, and here I am today as a Spa trainer.
My passion for work:
As a Spa Trainer, you get exposed to many different environments, energies and auras. I thrive on seeing people find and ignite their passion for what they do or when they ignite their passion again. Whenever I leave a place or group that I have been with and see so much upliftment, confidence and increased passion, my heart becomes full.
My Raison d’Etre:
In this industry, learning is a never-ending journey, and I have made continuous learning part of my life. Traveling was a big part of it, and when you see the world from a different perspective, you realize how much there is still to learn out there. I love stillness and the feel of crisp air, and I experience this a lot while hiking and enjoying beautiful scenery.
Lee-Ann Galloway
Education Manager & Spa Trainer
Lee-Ann Galloway
Education Manager & Spa Trainer
I began my career after completing a three year Somatology qualification in Cape Town, South Africa, and have remained dedicated to the health and beauty industry since 2010. My journey with Raison d’Etre began in 2017 when I joined LivNordic, onboard Viking Ocean Cruises as a Beauty Therapist and progressed to the role of Spa Manager. After my ocean-based career, I transitioned to become a Spa Educator and Trainer. A journey which has led me to travel to various international spas where I have the privilege of imparting my knowledge, expertise and passion, while actively participating in the development and growth of wellness establishments around the world.
My Passion for Work:
My passion for work is a driving force that inspires me to continuously learn and grow so that I’m able to create a positive ripple effect in the lives of those I serve, and for them to continue that effect. My mission is to create an unwavering commitment to serving guests with thoughtful intention, high standards and creating heartfelt experiences along the way, touching the lives of each guest one-by-one.
My Raison d’Etre:
My reason for being is rooted in making a meaningful impact on the lives of the people I meet, where people feel seen, heard and valued. It is equally important for me to always do this for myself too and am always on some sort of personal journey. I love exploring, finding beauty in the small things in life, doing crafty things, and filling my cup with a daily dose of some sort of mindful activity.
Hanna Nurmi
Spa Trainer
Hanna Nurmi
Spa Trainer
I have always been intrigued by the beauty industry. There was something magical visiting local beauty salon or spa when travelling. When I went to beauty school, I knew I wanted to be CIDESCO certified therapist, so I could work internationally and travel. After few years of working in small salon in Helsinki, I started to work on ships as it seemed great way to explore the world and gather extraordinary new experiences, memories, and stories to tell before settling back on land. After almost 10 years, working in different positions from therapist to manager, I still love to work on board and the Spa and Wellness industry still has the same magical feeling that charmed me when I was young. I have been with LivNordic since 2017, and in March 2023 I became a Spa Trainer.
My passion for work:
My passion is to see people grow with us and learn new strengths in themselves. I wish to help and support therapists to develop confidence and talent in their profession so they become the best therapists they can be. Sharing my knowledge and learning from others feeds my curiosity.
My Raison d’Etre:
I love nature. The best wonders of the world are done by nature. Nature is my remedy, my place of meditation, and my source of focus.
Michael Simoes
Purchasing & Systems Manager
Michael Simoes
Purchasing & Systems Manager
Hi, I am Michael Simoes. I have been working with the LivNordic Spa side of Raison d’Etre since 2015, starting onboard Viking Cruises as a Spa Manager and now working on land. I have a 20+ yr background in massage, health care and hospitality. I have Portuguese roots, grew up in Canada and am based in Chicago.
My passion for work:
I truly feel that being happy is what makes life meaningful. If someone isn’t happy, they can’t live a fulfilling life. That’s why I love my work – we make people happy. Seeing a guest leave our spas wanting to come back the next day brings me joy and shows that we are doing something right.
My Raison d’Etre:
I am a huge fan of traveling to new places because it allows me to meet people from different cultures and see firsthand how they live their lives. These experiences can never be duplicated or replaced, and it’s exceedingly difficult to describe the wonderful feeling of discovery and connection they provide – you just have to try it yourself. I especially love visiting wineries and learning about their wines, and few things make me happier than playing and listening to music.
Milica Pavlovic
Fleet Manager
Milica Pavlovic
Fleet Manager
I’m Milica, and I’m proud to lead and train spa managers aboard Viking cruise ships with LivNordic Spas. Since joining LivNordic in 2018 as a spa manager, I’ve overseen daily operations, worked on the ships, and helped individuals thrive in their roles. My position seamlessly blends leadership with my love for travel, making every day an exciting adventure.
My Passion for Work
My journey began with a deep love for art, design, and photography, combined with a lifelong passion for travel. Immersing myself in nature and cultures worldwide sparked my appreciation for beauty and wellbeing, ultimately guiding me to the spa world. Today, I thrive at the intersection of creativity, exploration, and wellness—fulfilling my purpose in a role that feels tailor-made for me.
My Raison d’Etre
At the center of my life is my family, my greatest source of inspiration. Beyond that, I’m driven by a love for exploring the world, tasting diverse cuisines, experiencing cultural rituals, and connecting with new people. These moments of discovery enrich my life and make every experience, both personal and professional, truly meaningful.
Mariell Arrhenius
HR Manager
Mariell Arrhenius
HR Manager
Hi, I am Mariell and I have been with the company since 2016, first in our operational team as Spa Manager. My passion is wellness and I have traveled the world working with wellness within high-end hospitality for over 10 years before settling in this office position where I found my home. Having worldwide experience behind me has built not only my confidence and integrity, but also my empathy, gratitude and understanding of the world, its people and its diversity.
My passion for work:
My passion in work is to see people grow, to help, guide people to evolve and redefine their happiness. To live in gratitude and balance with what life gives and what I can also give, brings me joy – to see people discovering what our company can give and what they can give to our company in return.
My Raison d’Etre:
My Raison d’Etre is being able to explore, evolve, grow, redefine and learn as well as meditate and pause. I am one who jumps onto different wellness trends to see if they would be something for me, I am one who loves to grow my own vegetables and then spend the whole day preparing a festive meal for the whole family and I am one who loves to sit quietly in a comfortable chair and dive into interesting literature and just pause for myself a bit… A little bit of yin and a little bit of yang.
Beata Reder
Operations Liaison Officier
Beata Reder
Operations Liaison Officier
Hey-Hey, my name is Beata, the Hungarian HR administrator at Raison d’Etre since 2019. I studied environmental engineering and quality management and fortunately for me, got to work on cruise ships for a decade. I gained a vast amount of experience in the field of human resources and hospitality business, specializing in the cruise Industry. Just before changing roles, I was invited to become the crewing manager for Viking ocean. I relocated myself to the Head Office in Basel, Switzerland, where I spent 2.5 amazing years expanding my knowledge involving 6 ocean ships and over 2000 crew.
My passion for work:
I want to be better day by day. Embarking a team to a cruise ship is like the Matrix and we decode the rows every second. There is always something to learn and always a different way to get to a solution. Successful people believe, they are patient and most importantly they NEVER GIVE UP.
My Raison d’Etre:
I adore the culinary arts and am working on being an excellent chef myself. I love discovering new ways for a better, happier and healthier lifestyle. I am a mom of two little Hobbits and for this reason, not to wonder – I believe in miracles.
Lis Marie Ekman Andersson
Operations Liaison Officier
Lis Marie Ekman Andersson
Operations Liaison Officier
Hi, I’m Lis, and I started working with the Raison d’Etre back in 2017 as a massage therapist onboard Viking Ocean Cruises. During my time onboard, I gained experience and was promoted to spa manager. I studied Health and Tourism, which gave me a broad perspective of how these two subjects can be combined into a perfect match. During my studies, I had the opportunity to do my internship abroad, which gave me international experience. Since then, I have been working in the world of wellness, and I love it.
My passion for work:
I am forever grateful for the opportunities and experiences I have had in the past. To be a part of a team where I can open the door for someone else to explore themselves in this wonderful environment is what drives me.
“Let’s turn dreams into reality!”
My Raison d’Etre:
To explore the world to become a better human day by day and expand my own limits step by step. “How can I know what I am missing if I haven’t tried it yet?” Being close to nature makes me feel grounded and allows me to be in the present moment.
Tomas Varga
Operations Liaison Officier
Tomas Varga
Operations Liaison Officier
Hi, my name is Tomas and I have been working at Raison d’Etre since 2023. Ever since I was a child, I have had a passion for travel, which became reality in the early 2000’s. I sailed for over 10 years all around the World. After that, I was invited to become a Crewing Manager for Viking Ocean Cruises. I relocated to the Head Office in Basel, Switzerland, where I spent 6 amazing years expanding my knowledge, which gave me many unforgettable experiences. More importantly I can now do what I love with full intuition; helping and guiding our current staff onboard the cruise ships.
My passion for work:
Would like to be better and better day by day and always define the best solution.
“Aim for the moon! Even if you miss, you will land among the stars!”
P.T. Barnum
My Raison d’Etre:
I believe true success comes from perseverance and determination. Start every morning with the thought that you continue to move towards your goals! By following this, I would like to be the best example to my family!
Our Story
Raison d’Etre started as a passion project and a sketch on a napkin on a small island in the Maldives and grew to become the creative think tank behind several of the leading spa brands around the globe today. Our story is a journey from barefoot life on Kunfunadhoo Island in the Maldives to travels and adventures through India, Thailand, England and finally back to our roots in Stockholm ....
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