Who owns Zulal and who’s running it? Zulal Wellness Resort by Chiva-Som is owned by Msheireb Properties, a Qatari real estate developer – it will be operated by Chiva-Som.
This is Chiva-Som’s first location outside Thailand, where it operates its flagship property in Hua Hin and a Wellness Academy in Bangkok.
The Zulal resort is in Khasooma, a private development in the north of Qatar, with stunning sea views and a peaceful setting. It’s the largest wellbeing resort in the region at 280,000sq m, and has been designed as a wellness getaway.
What’s the story behind the development? The vision behind Zulal Wellness Resort is aligned with Qatar’s National Vision 2030 and its goals of environmental management and social development.
The objective is to revive the ancient wisdom of Traditional Arabic and Islamic Medicine (TAIM) by raising awareness of its therapeutic benefits using locally sourced medicinal herbs, alongside traditional methods and spiritual practices.
We’re aiming to encourage an appreciation and understanding of the ancient knowledge of TAIM, which is an intrinsic part of Qatari heritage, and share the lasting health benefits of mindful living – not just locally, but around the world.
We want to become the reference point in the region when it comes to holistic family wellness. Our ethos is to offer the most efficient, time-tested practices while using cutting-edge techniques, a unique wellness cuisine and professional guidance in health-related matters to inspire our guests to adopt healthy habits in the long term.
Tell us about the name Zulal means ‘purified water’ and the choice was inspired by the historic journey across land to the sea that people have been following for centuries in the search for water – the stuff of life. It’s a quest that sits at the heart of the history, culture and heritage of Qatar.
Drawing on Chiva-Som’s years of experience and aimed at a discerning global audience, Zulal is aiming to hit international service standards, while retaining a connection with local culture and traditional Qatari hospitality.
We’ll deliver on our commitment to sustainability, using local produce and supply chains.
What is Zulal’s target market? Qatar is attracting interest as a health and wellness tourism destination. We expect significant interest and a good geographic mix of guests because of the resort’s location, expertise and diverse offering and also – importantly – the Chiva-Som connection.
The domestic market will be key, as this is the largest wellness resort in the region and the TAIM and family offering is unique.
With the backdrop of the dramatic desert landscape overlooking the sea, the setting is uniquely and distinctly Qatari; the menu of services and products further highlights local treasures.
Our aim is to educate international guests on this incredible country, by offering an immersive experience inclusive of local family values.
What makes Zulal different? The resort is divided into two sections; ‘Zulal Discovery’ offers a stimulating environment for families and ‘Zulal Serenity’ has been designed to be a peaceful, adults-only space.
We have more than 130 spa therapists who ensure all guests get undivided attention, with specialist treatments for children.
Sustainability is a major focus in Zulal Discovery, as well as its approach to family wellness. We’re educating all generations about the responsible approach to nature, and the Zulal team designs its retreat programmes to bring families together to learn about local flora and fauna and contribute to their protection by taking part in the Zulal Mangrove Planting initiative.
Tell us more about TAIM The development of TAIM started in the eighth century with the translation of the medical works of Galen and Hippocrates, philosophical works by Aristotle and Plato and mathematical works of Archimedes and Euclid into Arabic.
The final phase of its development started in the 12th century. The most noteworthy works are the translation of Ibn Sina’s Canon of Medicine, in addition to Al-Razi’s book The Comprehensive, which continued to dominate medical teachings in Europe and remained a mandatory textbook for more than 300 years.
TAIM has also built on the ancient knowledge of systems of medicine, such as Traditional Chinese Medicine, Ayurveda, Unani, Ancient Egyptian Medicine, and Persian Medicine and combines their knowledge with the wisdom and knowledge acquired from Islamic medicine and the Prophetic Tradition.
At Zulal we combine TAIM with modern science to bring guests a true harmony of healing. All our treatments are performed with strict adherence to the traditional methods and teachings, but we employ the latest tools and techniques to maximise health benefits and bring the most out of this amazing art.
Many of our TAIM concepts and philosophy originate in Ibn Sina’s work, especially his Six Essential Pillars of Health, which are: air and breathing; diet and nutrition; physical movement and rest; digestion and elimination; adequate sleep and wakefulness; and mental movement and rest.
At Zulal, we cover all six pillars, with the use of TAIM products and services that cover aesthetic beauty, diet and nutrition, physiotherapy, physical fitness, spa therapies and holistic therapies – as well as meditation and spiritual healing.
Tell us about the customer journey Before arrival guests choose their retreat offering and on arrival, they’re welcomed by our team of health and wellness advisors who assess their health status.
Each guest’s needs are assessed during a consultation, with the client intake form providing in-depth information. We then work with guests to schedule a range of treatments and therapies for each day of the retreat, offering them a customised holistic wellness experience. Arabic and Mediterranean wellness cuisine complements the journey.
Our Zulal Wellness advisors monitor each guest’s progress and provide them with long-term recommendations to ensure the impact of their stay is sustained. More: www.zulal.com
About Zulal Serenity
Zulal Serenity is designed for guests aged 16 and above. It offers 60 rooms and suites, including the Qataf Suite, the Shinan Suite, 11 junior suites, and 47 grand deluxe rooms. It is a sanctuary of holistic experiences to support the emotional and physical balance, including 64 treatment rooms and a wide-ranging hydrothermal suite.
Facilities include VIP treatment villas, male and female hydrotherapy treatment rooms, physiotherapy rooms, Ayurvedic, naturopath and nutrition consultation rooms, male and female relaxation areas and a pharmacy. The Aesthetic Centre includes a VIP waiting area, dermatologist consultation room, aesthetic treatment rooms, skin analysis room, and a nurse room.
The Fitness Pavilion includes a fitness assessment room, diagnostic room, Watsu pool, group movement studio, yoga studio, Pilates studio, and a mixed gym. It also includes a range of thermal facilities, including male and female hammams, salt caves, Arctic room, steam rooms, saunas, experience showers, indoor plunge pools, multiple mineral baths, lounges, outdoor pools with relaxation lounge, and indoor hydrotherapy pools.
Resort facilities include the House of Wisdom welcome area, Tea House, swimmable lagoons and multiple gardens for quiet contemplation.
Zulal Serenity is a peaceful, adults-only space. / Zulal Wellness Resort by Chiva-Som
The apothecary / Zulal Wellness Resort by Chiva-Som
Zulal Serenity has extensive gardens and green spaces / Zulal Wellness Resort by Chiva-Som
About Zulal Discovery
Zulal Wellness Resort by Chiva-Som
Zulal Discovery is dedicated to families and has 120 rooms and suites, including six executive suites, 14 junior suites, 56 deluxe lagoon-view rooms, 33 deluxe sea view rooms and 11 superior rooms.
The facilities have been designed by child and family specialists specifically to ensure families can feel comfortable bonding. The decor is inspired by traditional Qatari village motifs, clean lines, and natural textures. The rooms are mapped out between the desert, sea, and the resort’s lagoon, with views of nature from every window. Taste and wellness cuisines are combined in dedicated restaurants offering Arabic and Mediterranean cuisine, with dedicated children’s menus.
Families can enjoy activities together, ranging from wellness family consultations to joint mindfulness treatments such as Reiki, breathing meditation, Tai Chi Chuan, yoga, and fitness classes centred around balance and agility. There is also a selection of creative workshops to teach the use of essential oils and traditional ingredients, in which groups can make their own body scrub, herbal compress or herbal inhaler, as well as baby massage and family cooking classes.
With a focus on play and the discovery of their physicality and the world about them, Zulal family wellness experts develop weekly calendars of engaging wellness activities, divided into age-appropriate categories. These include:
• Hedgehog activities for toddlers aged three and up
• Foxes activities for kids aged four- to eight-years – including arts and crafts, cooking, games, and dance, alongside excursions to the nearby mangrove island, a falconry adventure and exploration of the night sky
• Falcon activities, for children aged from nine to 12 years, include sand sculpture, mindful meditation, a chef vegan workshop and an overnight camp adventure under stars with fire making
• Oryx’adolescents, aged 13- to 17-years, are encouraged to expand their horizons and nurture their fitness, endurance and cognitive exploration through physical activities, including kayaking, slacklining, orienteering and dance.
Facilities have been designed by specialists to ensure families feel comfortable bonding / Zulal Wellness Resort by Chiva-Som
The Zulal Discovery Experience has a strong focus on family wellbeing / Zulal Wellness Resort by Chiva-Som
Daniele Vastalo top treatment choices
Within the many wellness treatments, activities, and retreats available, Zulal caters to a diverse range of clientele and offers individuals and families a truly bespoke journey.
• Favourites include the Al Batin massage – a therapeutic internal organ manipulation, followed by a warm Jade stone massage, which focuses on the abdomen, where stress and negative emotions are held, to release energetic tension and promote long-lasting health and vitality.
• The Al-Ra is a head massage where acupressure points are gently pressed to release tension along the meridian channels of the face, head, and shoulders, followed by a massage of the temples using Zulal’s locally-extracted essential oil.
Read more from this issue of Spa Business magazine
View contents of Spa Business 2022 issue 1
"When you know you're doing things right, you have power" – Deborah Szekely talks to Spa Business
Spa People: Zoe Wall
Zoe Wall talks about driving the global spa and wellness agenda at Kerzner
New opening: Healing oasis
Zoya, a new integrative health and wellbeing retreat, is opening in the Middle East, as Megan Whitby reports
Interview: Deborah Szekely
As the 'godmother of spa' approaches her 100th birthday, Jan Kitchen travelled to Rancho La Puerta to find out more about her extraordinary life
First Person: Siempre Mejor!
After 82 years, Rancho La Puerta is
still beloved among guests around
the world, who return year after
year for a dose of holistic wellbeing.
Jane Kitchen spent a week at the
Mexican resort to discover how the
spirit of ‘Siempre mejor!’ or ‘Always
better!’ lives on in the 21st century
Sponsored: Phytomer: Celebrating the sea
The story surrounding Phytomer is one of a unique wellness vision, a loyal family, remarkable marine science and pioneering skincare. We talk to deputy general manager Mathilde Gédouin-Lagarde as the company celebrates its 50th anniversary
GWS: Boston strong
If you missed the GWS – or even if you were there – Jane Kitchen's detailed report will give you endless useful actionable insights
Promotion: Yon-ka: Plant power
Benefiting from its founders’ passion for plants, Yon-Ka’s new brand identity reflects its past and its continued research into the healing power of plants which enables the company to craft innovative formulas that deliver results
First person: Paradise at Preidlhof
Lisa Starr travelled to Italy to interview Patrizia Bortolin for Spa Business and experience all that Preidlhof has to offer
Q&A: Patrizia Bortolin
Lisa Starr talks to the award winning visionary
who’s injecting new vigour into Preidlhof
Promotion: Reconnect with ISPA
After a two-year absence, ISPA’s annual Conference offers its
members an opportunity to reconnect and to learn more about
the available tools that can help them recharge their businesses
Q&A: Daniele Vastolo
Chiva-Som has opened a major new property in Qatar, with treatments focused on Traditional Arabic and Islamic Medicine. We talk to the GM
Research: Human nature
Anne Dimon reports on the latest research insights from the Wellness Tourism Association
Saunas: Aufguss
The first aufguss sauna experience in the US has opened in Las Vegas, as Cassandra Cavanah reports
Software: Getting (Hyper) personal
Software that drives generational marketing can create hyper-personalised offerings, as Karen Maxwell discovers
Supplier showcase: Art of Cryo: Best of both worlds
Art of Cryo is blending its high-performance cryotherapy
solutions with intermittent vacuum therapy to offer a
complete and effective whole-body wellness experience
Promotion: Comfort Zone
From 2022, Comfort Zone’s products are going plastic-neutral, certified by Plastic Bank
Who owns Zulal and who’s running it? Zulal Wellness Resort by Chiva-Som is owned by Msheireb Properties, a Qatari real estate developer – it will be operated by Chiva-Som.
This is Chiva-Som’s first location outside Thailand, where it operates its flagship property in Hua Hin and a Wellness Academy in Bangkok.
The Zulal resort is in Khasooma, a private development in the north of Qatar, with stunning sea views and a peaceful setting. It’s the largest wellbeing resort in the region at 280,000sq m, and has been designed as a wellness getaway.
What’s the story behind the development? The vision behind Zulal Wellness Resort is aligned with Qatar’s National Vision 2030 and its goals of environmental management and social development.
The objective is to revive the ancient wisdom of Traditional Arabic and Islamic Medicine (TAIM) by raising awareness of its therapeutic benefits using locally sourced medicinal herbs, alongside traditional methods and spiritual practices.
We’re aiming to encourage an appreciation and understanding of the ancient knowledge of TAIM, which is an intrinsic part of Qatari heritage, and share the lasting health benefits of mindful living – not just locally, but around the world.
We want to become the reference point in the region when it comes to holistic family wellness. Our ethos is to offer the most efficient, time-tested practices while using cutting-edge techniques, a unique wellness cuisine and professional guidance in health-related matters to inspire our guests to adopt healthy habits in the long term.
Tell us about the name Zulal means ‘purified water’ and the choice was inspired by the historic journey across land to the sea that people have been following for centuries in the search for water – the stuff of life. It’s a quest that sits at the heart of the history, culture and heritage of Qatar.
Drawing on Chiva-Som’s years of experience and aimed at a discerning global audience, Zulal is aiming to hit international service standards, while retaining a connection with local culture and traditional Qatari hospitality.
We’ll deliver on our commitment to sustainability, using local produce and supply chains.
What is Zulal’s target market? Qatar is attracting interest as a health and wellness tourism destination. We expect significant interest and a good geographic mix of guests because of the resort’s location, expertise and diverse offering and also – importantly – the Chiva-Som connection.
The domestic market will be key, as this is the largest wellness resort in the region and the TAIM and family offering is unique.
With the backdrop of the dramatic desert landscape overlooking the sea, the setting is uniquely and distinctly Qatari; the menu of services and products further highlights local treasures.
Our aim is to educate international guests on this incredible country, by offering an immersive experience inclusive of local family values.
What makes Zulal different? The resort is divided into two sections; ‘Zulal Discovery’ offers a stimulating environment for families and ‘Zulal Serenity’ has been designed to be a peaceful, adults-only space.
We have more than 130 spa therapists who ensure all guests get undivided attention, with specialist treatments for children.
Sustainability is a major focus in Zulal Discovery, as well as its approach to family wellness. We’re educating all generations about the responsible approach to nature, and the Zulal team designs its retreat programmes to bring families together to learn about local flora and fauna and contribute to their protection by taking part in the Zulal Mangrove Planting initiative.
Tell us more about TAIM The development of TAIM started in the eighth century with the translation of the medical works of Galen and Hippocrates, philosophical works by Aristotle and Plato and mathematical works of Archimedes and Euclid into Arabic.
The final phase of its development started in the 12th century. The most noteworthy works are the translation of Ibn Sina’s Canon of Medicine, in addition to Al-Razi’s book The Comprehensive, which continued to dominate medical teachings in Europe and remained a mandatory textbook for more than 300 years.
TAIM has also built on the ancient knowledge of systems of medicine, such as Traditional Chinese Medicine, Ayurveda, Unani, Ancient Egyptian Medicine, and Persian Medicine and combines their knowledge with the wisdom and knowledge acquired from Islamic medicine and the Prophetic Tradition.
At Zulal we combine TAIM with modern science to bring guests a true harmony of healing. All our treatments are performed with strict adherence to the traditional methods and teachings, but we employ the latest tools and techniques to maximise health benefits and bring the most out of this amazing art.
Many of our TAIM concepts and philosophy originate in Ibn Sina’s work, especially his Six Essential Pillars of Health, which are: air and breathing; diet and nutrition; physical movement and rest; digestion and elimination; adequate sleep and wakefulness; and mental movement and rest.
At Zulal, we cover all six pillars, with the use of TAIM products and services that cover aesthetic beauty, diet and nutrition, physiotherapy, physical fitness, spa therapies and holistic therapies – as well as meditation and spiritual healing.
Tell us about the customer journey Before arrival guests choose their retreat offering and on arrival, they’re welcomed by our team of health and wellness advisors who assess their health status.
Each guest’s needs are assessed during a consultation, with the client intake form providing in-depth information. We then work with guests to schedule a range of treatments and therapies for each day of the retreat, offering them a customised holistic wellness experience. Arabic and Mediterranean wellness cuisine complements the journey.
Our Zulal Wellness advisors monitor each guest’s progress and provide them with long-term recommendations to ensure the impact of their stay is sustained. More: www.zulal.com
About Zulal Serenity
Zulal Serenity is designed for guests aged 16 and above. It offers 60 rooms and suites, including the Qataf Suite, the Shinan Suite, 11 junior suites, and 47 grand deluxe rooms. It is a sanctuary of holistic experiences to support the emotional and physical balance, including 64 treatment rooms and a wide-ranging hydrothermal suite.
Facilities include VIP treatment villas, male and female hydrotherapy treatment rooms, physiotherapy rooms, Ayurvedic, naturopath and nutrition consultation rooms, male and female relaxation areas and a pharmacy. The Aesthetic Centre includes a VIP waiting area, dermatologist consultation room, aesthetic treatment rooms, skin analysis room, and a nurse room.
The Fitness Pavilion includes a fitness assessment room, diagnostic room, Watsu pool, group movement studio, yoga studio, Pilates studio, and a mixed gym. It also includes a range of thermal facilities, including male and female hammams, salt caves, Arctic room, steam rooms, saunas, experience showers, indoor plunge pools, multiple mineral baths, lounges, outdoor pools with relaxation lounge, and indoor hydrotherapy pools.
Resort facilities include the House of Wisdom welcome area, Tea House, swimmable lagoons and multiple gardens for quiet contemplation.
Zulal Serenity is a peaceful, adults-only space. / Zulal Wellness Resort by Chiva-Som
The apothecary / Zulal Wellness Resort by Chiva-Som
Zulal Serenity has extensive gardens and green spaces / Zulal Wellness Resort by Chiva-Som
About Zulal Discovery
Zulal Wellness Resort by Chiva-Som
Zulal Discovery is dedicated to families and has 120 rooms and suites, including six executive suites, 14 junior suites, 56 deluxe lagoon-view rooms, 33 deluxe sea view rooms and 11 superior rooms.
The facilities have been designed by child and family specialists specifically to ensure families can feel comfortable bonding. The decor is inspired by traditional Qatari village motifs, clean lines, and natural textures. The rooms are mapped out between the desert, sea, and the resort’s lagoon, with views of nature from every window. Taste and wellness cuisines are combined in dedicated restaurants offering Arabic and Mediterranean cuisine, with dedicated children’s menus.
Families can enjoy activities together, ranging from wellness family consultations to joint mindfulness treatments such as Reiki, breathing meditation, Tai Chi Chuan, yoga, and fitness classes centred around balance and agility. There is also a selection of creative workshops to teach the use of essential oils and traditional ingredients, in which groups can make their own body scrub, herbal compress or herbal inhaler, as well as baby massage and family cooking classes.
With a focus on play and the discovery of their physicality and the world about them, Zulal family wellness experts develop weekly calendars of engaging wellness activities, divided into age-appropriate categories. These include:
• Hedgehog activities for toddlers aged three and up
• Foxes activities for kids aged four- to eight-years – including arts and crafts, cooking, games, and dance, alongside excursions to the nearby mangrove island, a falconry adventure and exploration of the night sky
• Falcon activities, for children aged from nine to 12 years, include sand sculpture, mindful meditation, a chef vegan workshop and an overnight camp adventure under stars with fire making
• Oryx’adolescents, aged 13- to 17-years, are encouraged to expand their horizons and nurture their fitness, endurance and cognitive exploration through physical activities, including kayaking, slacklining, orienteering and dance.
Facilities have been designed by specialists to ensure families feel comfortable bonding / Zulal Wellness Resort by Chiva-Som
The Zulal Discovery Experience has a strong focus on family wellbeing / Zulal Wellness Resort by Chiva-Som
Daniele Vastalo top treatment choices
Within the many wellness treatments, activities, and retreats available, Zulal caters to a diverse range of clientele and offers individuals and families a truly bespoke journey.
• Favourites include the Al Batin massage – a therapeutic internal organ manipulation, followed by a warm Jade stone massage, which focuses on the abdomen, where stress and negative emotions are held, to release energetic tension and promote long-lasting health and vitality.
• The Al-Ra is a head massage where acupressure points are gently pressed to release tension along the meridian channels of the face, head, and shoulders, followed by a massage of the temples using Zulal’s locally-extracted essential oil.
Read more from this issue of Spa Business magazine
View contents of Spa Business 2022 issue 1
"When you know you're doing things right, you have power" – Deborah Szekely talks to Spa Business
Spa People: Zoe Wall
Zoe Wall talks about driving the global spa and wellness agenda at Kerzner
New opening: Healing oasis
Zoya, a new integrative health and wellbeing retreat, is opening in the Middle East, as Megan Whitby reports
Interview: Deborah Szekely
As the 'godmother of spa' approaches her 100th birthday, Jan Kitchen travelled to Rancho La Puerta to find out more about her extraordinary life
First Person: Siempre Mejor!
After 82 years, Rancho La Puerta is
still beloved among guests around
the world, who return year after
year for a dose of holistic wellbeing.
Jane Kitchen spent a week at the
Mexican resort to discover how the
spirit of ‘Siempre mejor!’ or ‘Always
better!’ lives on in the 21st century
Sponsored: Phytomer: Celebrating the sea
The story surrounding Phytomer is one of a unique wellness vision, a loyal family, remarkable marine science and pioneering skincare. We talk to deputy general manager Mathilde Gédouin-Lagarde as the company celebrates its 50th anniversary
GWS: Boston strong
If you missed the GWS – or even if you were there – Jane Kitchen's detailed report will give you endless useful actionable insights
Promotion: Yon-ka: Plant power
Benefiting from its founders’ passion for plants, Yon-Ka’s new brand identity reflects its past and its continued research into the healing power of plants which enables the company to craft innovative formulas that deliver results
First person: Paradise at Preidlhof
Lisa Starr travelled to Italy to interview Patrizia Bortolin for Spa Business and experience all that Preidlhof has to offer
Q&A: Patrizia Bortolin
Lisa Starr talks to the award winning visionary
who’s injecting new vigour into Preidlhof
Promotion: Reconnect with ISPA
After a two-year absence, ISPA’s annual Conference offers its
members an opportunity to reconnect and to learn more about
the available tools that can help them recharge their businesses
Q&A: Daniele Vastolo
Chiva-Som has opened a major new property in Qatar, with treatments focused on Traditional Arabic and Islamic Medicine. We talk to the GM
Research: Human nature
Anne Dimon reports on the latest research insights from the Wellness Tourism Association
Saunas: Aufguss
The first aufguss sauna experience in the US has opened in Las Vegas, as Cassandra Cavanah reports
Software: Getting (Hyper) personal
Software that drives generational marketing can create hyper-personalised offerings, as Karen Maxwell discovers
Supplier showcase: Art of Cryo: Best of both worlds
Art of Cryo is blending its high-performance cryotherapy
solutions with intermittent vacuum therapy to offer a
complete and effective whole-body wellness experience
Promotion: Comfort Zone
From 2022, Comfort Zone’s products are going plastic-neutral, certified by Plastic Bank
Four Seasons Resort The Nam Hai in Hoi An, Vietnam, has put together a Global Wellness Day
(GWD) agenda with activations rooted in nature and shaped by four pillars of Joy – in
alignment with the day’s theme #JoyMagenta.
The Global Wellness Summit (GWS) will celebrate its 20th anniversary at the 2026 event in
Phuket, Thailand, later this year with the theme: The Science, Art and Soul of Wellness.
Auko, an all-inclusive development, is opening in Phong Nha in Vietnam in Q3 2026, with a
series of 30 tented eco-lodges and wellness hospitality operations by Lumina Wellbeing.
Therme Manchester’s 28-acre development, which will include interconnected glass pavilions
that measure 65,000sq m, will be the largest bathing and wellbeing attraction in the world once
complete, according to prof David Russell, CEO of Therme UK.
Naples Beach Club, a Four Seasons Resort, has opened a 2,800sq m spa called The Sanctuary,
with the design and concept inspired by the Native American people that populated Florida’s
Southwest coast – the Calusa.
Swire Hotels’ luxury hospitality brand Upper House has revealed it will roll out its two-day
House of Healing retreats at its three hotels in Hong Kong, Chengdu and Shanghai.
LVMH-owned beauty house Guerlain will launch up to five spas with partners a year as part of
its plan to expand globally, according to the brand’s international spa and wellness director,
Diane Davody.
A new global study by Kevin Kelly and Peter Yesawich, called WELLSurvey 2.0, has revealed
more than half of consumers in the UK, US and Germany would not choose numerous high-
profile wellness resort brands for a future trip.
Luxury hospitality and wellness pioneer Jeremy McCarthy has launched Leisure Alchemy, a
digital platform that will provide professionals with strategic guidance on how to build
transformational leisure experiences that drive profit.
