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Who we are

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


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-Cari Gund

Managing Director

Nora Forsberg

Operations Director

Michael Clarke

Operations and Project Manager

Gwen Tan-Wynne

Operations Manager

Michael Simonato

Senior Project Manager

Josefin Roth

Brand & Project Manager

Maria Nystedt

Senior Project Manager

Nikos Kouremenos

Education & Project Manager

Maria Markovic

Project Manager

Anastasiia Smirnova

Graphic designer

Hanne Standal La Roche

Office Manager

Lovisa Petri

Training Manager

Kabelo Magagane

Spa Trainer

Lee-Ann Galloway

Spa Trainer

Hanna Nurmi

Spa Trainer

Gabriella Grimborg

Project Coordinator

Michael Simoes

Purchasing & Systems Manager

Mariell Arrhenius

HR Manager

Beata Reder

Operations Liaison Officier

Lis Marie Ekman Andersson

Operations Liaison Officier

Tomas Varga

Operations Liaison Officier

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 ....

Want to know our full story?   Download here

Raison d'Etre

Spa & Wellness Consultancy