Maria Sonina: how LeePrime Group is changing the wellness and healthy living industry

— In short, what is the essence of your work?

Bespoke wellness. Starting with the concept and onwards, at every stage of creating the product we work through each detail of the guest's journey and use the space itself to create a transformative atmosphere. At the same time, drawing on global trends and our own wellness concept, we build a balanced menu of services that meets the guest's particular needs.

— And what do you mean by "wellness"?

Wellness is the embodiment of the concept of human wellbeing in every area of life. It is a deep approach to health that combines science and philosophy. A balance of mind, body and spirit is decisive for a happy long life. Through it we help the guest find harmony with themselves and with the world around them, and reach a state of wellbeing. This is emotional wellbeing — the ability to recognise and live through your feelings. It is, of course, keeping the physical state in balance — sleep, nutrition, activity. It is harmony of the mind — learning new things, seeking opportunities for personal growth; and spiritual health — defining your inner values.

— And at LeePrime Group you put this integrated approach into practice?

— Yes, it matters to us that the guest themselves understands what is happening to their body, which physiological processes a given treatment addresses, and what result they ultimately receive. Together with practices that help maintain the body's optimal condition, we build a wellness culture in the guest as a whole.

— Which global trends are relevant today, and what is in demand?

Thinking is changing right now. After the pandemic, many people began to reflect on how important it is to look after their health. The culture of eating, for example, is changing. Standard balanced diets and gruelling regimes are gradually becoming a thing of the past. Evidence-based approaches to strengthening immunity, in tandem with research into metabolic health and the microbiota, are more relevant now than ever.

We, LeePrime Group, are partners of ImmunoHealth — a developer of unique methods and technologies for diagnosing pathological reactions of the body's immune system to foods. Our health resort properties will apply a methodology for interpreting food intolerance, analysed on an individual basis.

It is also important that all our dishes will be prepared from carefully selected ingredients, seasonal and local produce. The guest will receive sensory and gastronomic pleasure thanks to haute-cuisine presentation.

The next trend: the urge to see as much as possible is giving way to so-called "slow travel", which is more balanced and more mindful. Interest is growing in spiritual practices, meditation, yoga and rituals oriented towards mental wellbeing. People want more time alone with themselves, deliberately giving up social media for the duration of a trip. At the same time, many are looking for a sense of belonging. Retreats and host communities, where people from opposite ends of the world come together in one location, have spread widely around the world.

On the whole, wellness travel is becoming one of the fastest-growing directions in tourism, and hotels and resorts are creating offerings to match. Even in the frantic rhythm of a megacity, guests actively seek out a healing environment. An understanding is emerging that wellness is not a luxury but an inseparable part of life.

— Once a stay at a hotel or resort is over, does the guest need to keep following the wellness programme strictly and give up their former habits?

Of course, consistency matters, but nothing happens at the snap of a finger. However long the guest has spent at the hotel — whether a few hours, days or weeks — we will guide and support them afterwards.

Even before the guest arrives at the hotel, we build their profile. We analyse all the initial information: physical condition, field of work, temperament and habits. That is how we get to know the guest's lifestyle as a whole.

While they are going through the wellness programme, we begin to engage with them gently. Through active listening and empathy we identify expectations, wishes and needs. That gives us an understanding of what to offer the guest and, equally, what should not be offered. We adapt the programme to the guest's biological rhythms and particular characteristics. Every stage of the spa ritual is determined by individual needs: from the initial aroma diagnostic to personalised massage techniques and the recommendations that follow.

Later we introduce the guest to our follow-up programme. When the stay ends, our team remains in touch so that the process we have begun is not interrupted. We ask about changes, new habits, thoughts and sensations, in order to support the person at every stage of their journey towards a mindful attitude to health.

Our signature wellness programmes are designed in the bespoke style — personalised and aimed at an effective result. We do not disturb the body's balance and use only safe, natural methods and treatments. Acting in synergy with human ecology, we aim to realise the full potential of a person's health without letting the body fall into a state of stress.

— So your approach is, on the one hand, a deep understanding of wellness itself and, on the other, maximum personalisation for the guest?

Yes, exactly. Beyond that, The Garden spa&wellness approach has a great deal in common with the teachings of Seneca. In his essay "On the Happy Life" he writes: "A happy life is one in accordance with nature."

You could say our body is like a garden — it needs constant care and attention for a long, happy life. The elements a garden needs to grow are the equivalent of the components of the body's wellbeing. For each element we have developed step-by-step programmes that include modern wellness treatments and practices adapted to guests' individual needs.

The first stage is the healing environment of Water. Programmes aimed at cleansing and hydration. Then comes the element of Earth — balance and strengthening. Sun — activation and tone. And finally the Moon — relaxation and regeneration. It is an integrated wellness system in which the whole sequence matters.

— And what can you offer guests who come only for a short time?

Short programmes aimed at the maximum result. This is especially relevant for urban resorts, where guests' time is usually limited. Besides the treatments themselves, we also advise and support the guest, just as we do in longer programmes.

— How do you know it is time to take care of your health? How does that need arise?

As I said earlier, wellness is a deep approach. There is no need to wait for symptoms of illness: by putting health first, you can in principle avoid many negative factors.

Feeling well touches every area of our lives, and so needs can vary greatly. Some people need a physical intervention — cleansing, restoring mobility, preventing ailments, raising vitality. Others simply want to change the atmosphere, relax and learn to cope better with everyday difficulties.