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Marc Cohen has been fascinated by water since he can remember / photo: PHSG
Integrative medicine expert Marc Cohen has been fascinated by water since he can remember. At medical school, Cohen realised he learned best when relaxing in the bath so took to reading his textbooks while soaking in the tub.
The interest carried on into adulthood and most recently he’s been appointed medical director at the Peninsula Hot Springs Group (PHSG), a thermal spa operator based in Victoria, Australia. The new role will see him directing the medical, research, science and educational activities across the group’s three current properties and its two in the pipeline (see p14).
“This is my dream job,” exclaims Cohen. “I’m getting to live out my passion supported by an inspired executive team.” Their vision, he says, “is to create a culture of wellness that will spread peace, love and understanding across the globe.”
A long history Cohen, who has a background as a medical doctor and a professor of health sciences and complementary medicine, has a long history with PHSG and its chair, founder and creative director Charles Davidson.
Davidson says: “He’s been a part of our story since we first met back in 2002 when I was running Mizu Spa.” The facility, says Davidson, was a test-bed for creating one of the first thermal facilities in the region.
It was an arduous, eight-year journey he recalls, but Peninsula Hot Springs finally launched in 2005. “Marc was a shining light of energy, enthusiasm, passion, intelligence, ideas and inspiration who helped keep our dream alive as he believed in it almost as much (possibly more) than we did.”
Davidson refers to his new team mate as a true pioneer of the global wellness sector, thanks to the fact Cohen was one of the founding board members of the Global Spa Summit (which has evolved into the Global Wellness Summit) and, for 16 years, was a professor of Complementary Medicine at RMIT university where he created the world’s first Master of Wellness Programme.
He’s also set up an Extreme Wellness retreat company based on the limits of hot and cold bathing and breathwork and launched wellness tonic and water filter products.
Davidson says: “While this director role is a new one for PHSG, we’ve been working in all the medical, science, research and education disciplines for many years – much of which has been together with Marc.”
Scouring the globe As part of his role, Cohen will be instrumental in fulfilling the group’s expansion plans. He’s already advising on potential new hot springs sites including alpine, outback, riverside, lakeside, coastal, urban and historic locations – and possibly even mobile offerings. Work is already underway on two sites in Australia: a desert destination called Cunnamulla Hot Springs in south-west Queensland and Phillip Island Hot Springs in Victoria – both of which are slated to open in mid-2023. There are also exciting plans for urban bathing facilities in Melbourne and a restoration project overseas.
Cohen will get inspiration for future projects by investigating unique wellness locations and offerings across the globe. His travels in the coming months will see him taking in hot spring sites in Israel, Italy, France and New Zealand.
“I’ll meet with hot springs owners and operators, academics, architects and geothermal engineers to explore how we can develop further products, experiences and locations,” he says.
Davidson adds: “Before a beautiful piece of art can emerge, the yarn needs to be collected. Marc is one of the colourful threads of our tapestry that tells the story of how to build beautiful hot spring-led wellness communities that can spread wellness around the world.”
To support the company’s growth, Davidson is also looking to appoint further people to new key positions in marketing, operations, wellness, culture, arts and development.
Multifaceted role It’s fair to say Cohen’s new position is multifaceted. His workload spans guiding strategy, wellness experience design, staff education, programming, guest messaging, community outreach, health and safety and strategic collaborations to name just a few.
He’s already been tasked with assisting in the development of a curriculum for a Diploma of Health Wellness and Thermal Bathing Therapies with Melbourne’s Chisholm Institute to support career development in the industry. “This will not only help to develop career pathways within the industry and strengthen community outreach and messaging,” says Cohen, “but, it will allow the hot springs sector to become renowned as a trusted thought leader and nature-based experience provider in the wellness space.”
Another mission is to explore the potential of integration with existing health services.
Davidson says: “Marc brings passion, intelligence, fun and academic rigour to our team. He’s highly productive and focused on helping us deliver our purpose which is ‘creating a better life, naturally’.” The long-term goal is to co-create a meaningful wellness culture through relaxing experiences in nature.
Evidence-based wellness A crucial part of Cohen’s work includes evaluating, designing, supervising and implementing scientific studies which build on his previous published research covering a myriad of topics – from how heat can treat viral infections such as COVID-19 and the mental health benefits of bathing to the clinical benefits of health retreats.
He and Davidson expect areas of interest for future research to include contrast bathing, the properties of different waters, the health effects of ingesting geothermal mineral water and developing international standards for best practice in hot springs design. There are also aspirations to explore the social, environmental and economic impact of hot springs and the development of intentional wellness communities.
“My involvement and passion for hot springs has been a long and wonderful journey driven by a focus on fun,” states Cohen. “The past decade has seen rapid growth of the global hot springs industry and I’m proud that Charles and I have been actively involved in this.”
Davidson concludes: “We created Marc’s role as it’s time... We’re growing rapidly and need to consolidate our collective energies to help make the push that will enable us to be the best conduit to worldwide wellness that we can be.”
Image Credit here if required
"Marc is one of the colourful threads of our tapestry that tells the story of how to build beautiful hot spring-led wellness communities," – PHSG chair, founder and creative director, Charles Davidson
PHSG PROPERTIES
Already opened
• Peninsula Hot Springs,
Mornington Peninsula,
Victoria, Australia
• Maruia Hot Springs,
Lewis Pass, New Zealand
• Metung Hot Springs,
East Gippsland, Australia
(opened October 2022)
In the works
• Cunnamulla Hot Springs,
south-west Queensland,
Australia (outback)
(opening mid-2023)
• Phillip Island Hot Springs,
Victoria, Australia
(opening mid-2023)
Read more from this issue of Spa Business magazine
Spa People: Marc Cohen
Leading medical, research, science and educational activities are all part of the new medical director’s role at the Peninsula Hot Springs Group in Australia
Menu engineering: At your service
Get inspired by the latest wellness services including a high-tech diagnostic circuit at SHA and a Zita West fertility programme at Bürgenstock
Interview: Stephan Wagner
As Saudi Arabia taps into tourism, the man heading up wellness at Amaala talks to Spa Business about what the major development is looking to bring to a previously undiscovered part of the Kingdom
Interview: Aradhana Khowala
The chair of the advisory board of the Red Sea – a Saudi development the size of Belgium – shares her passion for regenerative tourism with Spa Business
Sponsored: RKF: Dressed to impress
Following exciting new launches at Equip Hotel in Paris, including the new DresSoft line, RKF Luxury Linen is gearing up for an eco-friendly and fashion-conscious 2023
Everyone’s talking about...: Cold water immersion
A new scientific paper warns of the significant risk of cold water therapies. Spa Business investigates how operators can protect those taking part in extreme bathing programmes
Event report: Healing summit
Self-help and self-love were the key messages from this wellness event in Portugal, says Spa Business’ Lisa Starr
Sponsored: Comfort Zone: Effective by nature
Comfort Zone has revealed three new
products, including a new neck and
décolleté fluid, leveraging the power of
botanical bioactive extracts
Interview: Alex & Sue Glasscock
Editor-at-large, Jane Kitchen is put through her paces at The Ranch's new outpost in Palazzo Fiuggi, Italy and catches up with the owners
Event Report: Global Wellness Summit
The 16th annual GWS, held in Tel Aviv, Israel, homed in on the sector’s biggest issues following the pandemic. Spa Business reports on the highlights
Research: Wellness for all
A new study by the Global Wellness Institute provides a framework for businesses and governments to make healthy lifestyles accessible to all
Sponsored: TechnoAlpin Snowroom
The TechnoAlpin Snowroom made our Grand Aufguss Masters event extra special, says Robert Heinevetter
Finishing Touch: Cold call
Tumor suppression and boosting ‘good fat’ are two potential benefits of exposure to cool temperatures and swimming in icy waters, scientists reveal
The MSpa Oslo series is a perennial bestseller in global markets. With innovative
engineering and premium performance, this completely portable spa line-up is expertly
designed to meet the needs of customers worldwide. [more...]
+ More featured suppliers
COMPANY PROFILES
Oakworks Inc
Oakworks is a US-based FSC-certified manufacturer of spa, massage, and medical equipment. [more...]
Lovinfit Group
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Marc Cohen has been fascinated by water since he can remember / photo: PHSG
Integrative medicine expert Marc Cohen has been fascinated by water since he can remember. At medical school, Cohen realised he learned best when relaxing in the bath so took to reading his textbooks while soaking in the tub.
The interest carried on into adulthood and most recently he’s been appointed medical director at the Peninsula Hot Springs Group (PHSG), a thermal spa operator based in Victoria, Australia. The new role will see him directing the medical, research, science and educational activities across the group’s three current properties and its two in the pipeline (see p14).
“This is my dream job,” exclaims Cohen. “I’m getting to live out my passion supported by an inspired executive team.” Their vision, he says, “is to create a culture of wellness that will spread peace, love and understanding across the globe.”
A long history Cohen, who has a background as a medical doctor and a professor of health sciences and complementary medicine, has a long history with PHSG and its chair, founder and creative director Charles Davidson.
Davidson says: “He’s been a part of our story since we first met back in 2002 when I was running Mizu Spa.” The facility, says Davidson, was a test-bed for creating one of the first thermal facilities in the region.
It was an arduous, eight-year journey he recalls, but Peninsula Hot Springs finally launched in 2005. “Marc was a shining light of energy, enthusiasm, passion, intelligence, ideas and inspiration who helped keep our dream alive as he believed in it almost as much (possibly more) than we did.”
Davidson refers to his new team mate as a true pioneer of the global wellness sector, thanks to the fact Cohen was one of the founding board members of the Global Spa Summit (which has evolved into the Global Wellness Summit) and, for 16 years, was a professor of Complementary Medicine at RMIT university where he created the world’s first Master of Wellness Programme.
He’s also set up an Extreme Wellness retreat company based on the limits of hot and cold bathing and breathwork and launched wellness tonic and water filter products.
Davidson says: “While this director role is a new one for PHSG, we’ve been working in all the medical, science, research and education disciplines for many years – much of which has been together with Marc.”
Scouring the globe As part of his role, Cohen will be instrumental in fulfilling the group’s expansion plans. He’s already advising on potential new hot springs sites including alpine, outback, riverside, lakeside, coastal, urban and historic locations – and possibly even mobile offerings. Work is already underway on two sites in Australia: a desert destination called Cunnamulla Hot Springs in south-west Queensland and Phillip Island Hot Springs in Victoria – both of which are slated to open in mid-2023. There are also exciting plans for urban bathing facilities in Melbourne and a restoration project overseas.
Cohen will get inspiration for future projects by investigating unique wellness locations and offerings across the globe. His travels in the coming months will see him taking in hot spring sites in Israel, Italy, France and New Zealand.
“I’ll meet with hot springs owners and operators, academics, architects and geothermal engineers to explore how we can develop further products, experiences and locations,” he says.
Davidson adds: “Before a beautiful piece of art can emerge, the yarn needs to be collected. Marc is one of the colourful threads of our tapestry that tells the story of how to build beautiful hot spring-led wellness communities that can spread wellness around the world.”
To support the company’s growth, Davidson is also looking to appoint further people to new key positions in marketing, operations, wellness, culture, arts and development.
Multifaceted role It’s fair to say Cohen’s new position is multifaceted. His workload spans guiding strategy, wellness experience design, staff education, programming, guest messaging, community outreach, health and safety and strategic collaborations to name just a few.
He’s already been tasked with assisting in the development of a curriculum for a Diploma of Health Wellness and Thermal Bathing Therapies with Melbourne’s Chisholm Institute to support career development in the industry. “This will not only help to develop career pathways within the industry and strengthen community outreach and messaging,” says Cohen, “but, it will allow the hot springs sector to become renowned as a trusted thought leader and nature-based experience provider in the wellness space.”
Another mission is to explore the potential of integration with existing health services.
Davidson says: “Marc brings passion, intelligence, fun and academic rigour to our team. He’s highly productive and focused on helping us deliver our purpose which is ‘creating a better life, naturally’.” The long-term goal is to co-create a meaningful wellness culture through relaxing experiences in nature.
Evidence-based wellness A crucial part of Cohen’s work includes evaluating, designing, supervising and implementing scientific studies which build on his previous published research covering a myriad of topics – from how heat can treat viral infections such as COVID-19 and the mental health benefits of bathing to the clinical benefits of health retreats.
He and Davidson expect areas of interest for future research to include contrast bathing, the properties of different waters, the health effects of ingesting geothermal mineral water and developing international standards for best practice in hot springs design. There are also aspirations to explore the social, environmental and economic impact of hot springs and the development of intentional wellness communities.
“My involvement and passion for hot springs has been a long and wonderful journey driven by a focus on fun,” states Cohen. “The past decade has seen rapid growth of the global hot springs industry and I’m proud that Charles and I have been actively involved in this.”
Davidson concludes: “We created Marc’s role as it’s time... We’re growing rapidly and need to consolidate our collective energies to help make the push that will enable us to be the best conduit to worldwide wellness that we can be.”
Image Credit here if required
"Marc is one of the colourful threads of our tapestry that tells the story of how to build beautiful hot spring-led wellness communities," – PHSG chair, founder and creative director, Charles Davidson
PHSG PROPERTIES
Already opened
• Peninsula Hot Springs,
Mornington Peninsula,
Victoria, Australia
• Maruia Hot Springs,
Lewis Pass, New Zealand
• Metung Hot Springs,
East Gippsland, Australia
(opened October 2022)
In the works
• Cunnamulla Hot Springs,
south-west Queensland,
Australia (outback)
(opening mid-2023)
• Phillip Island Hot Springs,
Victoria, Australia
(opening mid-2023)
Read more from this issue of Spa Business magazine
Spa People: Marc Cohen
Leading medical, research, science and educational activities are all part of the new medical director’s role at the Peninsula Hot Springs Group in Australia
Menu engineering: At your service
Get inspired by the latest wellness services including a high-tech diagnostic circuit at SHA and a Zita West fertility programme at Bürgenstock
Interview: Stephan Wagner
As Saudi Arabia taps into tourism, the man heading up wellness at Amaala talks to Spa Business about what the major development is looking to bring to a previously undiscovered part of the Kingdom
Interview: Aradhana Khowala
The chair of the advisory board of the Red Sea – a Saudi development the size of Belgium – shares her passion for regenerative tourism with Spa Business
Sponsored: RKF: Dressed to impress
Following exciting new launches at Equip Hotel in Paris, including the new DresSoft line, RKF Luxury Linen is gearing up for an eco-friendly and fashion-conscious 2023
Everyone’s talking about...: Cold water immersion
A new scientific paper warns of the significant risk of cold water therapies. Spa Business investigates how operators can protect those taking part in extreme bathing programmes
Event report: Healing summit
Self-help and self-love were the key messages from this wellness event in Portugal, says Spa Business’ Lisa Starr
Sponsored: Comfort Zone: Effective by nature
Comfort Zone has revealed three new
products, including a new neck and
décolleté fluid, leveraging the power of
botanical bioactive extracts
Interview: Alex & Sue Glasscock
Editor-at-large, Jane Kitchen is put through her paces at The Ranch's new outpost in Palazzo Fiuggi, Italy and catches up with the owners
Event Report: Global Wellness Summit
The 16th annual GWS, held in Tel Aviv, Israel, homed in on the sector’s biggest issues following the pandemic. Spa Business reports on the highlights
Research: Wellness for all
A new study by the Global Wellness Institute provides a framework for businesses and governments to make healthy lifestyles accessible to all
Sponsored: TechnoAlpin Snowroom
The TechnoAlpin Snowroom made our Grand Aufguss Masters event extra special, says Robert Heinevetter
Finishing Touch: Cold call
Tumor suppression and boosting ‘good fat’ are two potential benefits of exposure to cool temperatures and swimming in icy waters, scientists reveal
The UK's four Chief Medical Officers have published a refreshed edition of Physical activity
guidelines: UK Chief Medical Officers' report, updating the evidence that underpins the nation's
physical activity recommendations and placing greater emphasis on strength, balance, reducing
sedentary behaviour and, for the first time, supporting people taking weight loss medications.
Anna Bjurstam has left her role as Wellness Pioneer at Six Senses Hotels and Resorts and
launched a new wellness, longevity and “consciousness consultancy” called Wahayla.
Fairmont Cheshire, The Mere, has opened today (10 July) in the Northwest of England with a
1,715sq m Fairmont Spa that has been designed using a ‘Wellness without Walls’ concept.
Wellness hotels generating less than US$1 million (€932,700, £785,200) – or 10 per cent of
total revenue from wellness and leisure – recorded the strongest RevPAR and TRevPAR growth
in 2025 across categories when compared with 2024, according to the latest Wellness Real
Estate Report by RLA Global, produced in partnership with P and L benchmarking firm HotStats.
Lefay Resorts, the portfolio of two luxury wellness properties in Italy, has added emotional
dance classes and group cold plunge sessions in response to market demand for social
connection.
Aditya Saluja, an industry leader in luxury wellness hospitality, has been
appointed as
commercial director of spa and wellness for the spa management division of
Minor Hotels,
MSpa International.
Preidlhof Luxury DolceVita Resort, a destination resort and spa in Naturno, South Tyrol in Italy,
will reveal a new spa in February 2027, which has been designed by wellness expert and
consultant Patrizia Bortolin.
The MSpa Oslo series is a perennial bestseller in global markets. With innovative
engineering and premium performance, this completely portable spa line-up is expertly
designed to meet the needs of customers worldwide. [more...]
+ More featured suppliers
COMPANY PROFILES
Oakworks Inc Oakworks is a US-based FSC-certified manufacturer of spa, massage, and medical equipment. [more...]
