As a former executive director of US destination spa Canyon Ranch, Joshua Luckow had the rare opportunity to work in every key area of the business while overseeing the company’s complicated operations and jointly running the flagship property in Arizona.
Now, he wants to use his experience to bring a similar type of wellness destination to Europe and beyond. Working with several other former Canyon Ranch employees, Luckow has started a new venture, SolaVieve, which will design, develop, acquire and operate holistic, immersive wellness properties.
“This is the dawn of a consumer-led revolution within the booming wellness market,” says Luckow. “Vacationing is moving from indulgence to purpose; hospitality from conventional to experiential. At the same time, healthcare is shifting from sick care to optimal living, while spa is moving from a glamorous extravagance to a meaningful pursuit.”
Joining him is Jerry Cohen, who co-founded Canyon Ranch and was the long-standing CEO, and will serve as SolaVieve’s executive chairman; and Natalie Rushton, who was senior operations manager for Canyon Ranch’s At Sea SpaClub division, and who is the vice president of operations.
Luckow says SolaVieve, which is headquartered in Geneva, Switzerland, is focused on generating a sustainable triple-bottom-line return — people, planet, and profit. Key to the model is bringing on expert staff who engage guests at a transformational level in health and wellbeing. “We are not about momentary detoxification or mere escapism, but nurturing one’s lifestyle,” says Rushton.
Programming falls under one of six divisions: Health & Healing, Fitness & Movement, Spiritual & Creative, Rest & Relaxation, Food & Nutrition, and Personal Growth. The business model will bring an all-inclusive concept, in order to “minimise the transactional costs that might prevent someone from pursuing their passion, curiosity, or recommended health action,” says Luckow.
Plans are underway for the first SolaVieve, but Luckow is keeping specifics under wraps for now. He hopes to have three locations within the next five years.
