Here at Identity Hospitality, our team’s decades of knowledge as both spa professionals and passionate spa goers allows us to create a spa branding and marketing approach that will be successful for your unique luxury and wellness experience.

We take into account over 400 criteria when accessing your spa’s branding, marketing, operations, and overall functionality. Our diversity of expertise and in-depth knowledge of the spa and wellness industries allows us to focus on tangible and innovative solutions to your spa’s needs. We have a proven track record of delivering successful results to a variety of clients from name brand wellness flagships to stand alone boutique spas. 

Our team’s vast experience and creative passion shines through in every aspect of our work. From the initial consultation to our thorough reports, we are dedicated to developing solutions that showcase your spa’s unique location, mission, and personality to turn your business into a cohesive, successful brand and wellness experience.

Our team has nearly FIVE decades of combined experience as spa-industry professionals. You can find our client list here

At Identity Hospitality, we know that no two spas are alike. Your unique needs, environment, brand, and obstacles require us to create a flexible consulting approach that is tailored to you. Our experience and expertise have shown us that one-size-fits-all consulting models do not benefit the client as much as a specific, tailored, and thoughtful approach. Our flexible business allows us to truly elevate your spa with all its intricacies, individuality, and unique passions.

MORE INFORMATION ABOUT FLEXIBLE BUSINESS MODEL AND RATES COMING SOON

JIM CROGHAN

CEO & FOUNDER

Jim’s hospitality management and spa career spanning over 25 years. He has a proven success record of resort and spa openings as a spa consultant and trainer, former Spa Director, vendor, writer, and conference speaker.

Jim’s role is all-encompassing: from the initial feasibility and financial stages to the pre-opening stages and support of the ongoing development of each spa project. He is also responsible for ensuring that the highest standards are adhered to and that guest experience exceeds expectations. He works closely with all client head offices, owners, Hotel General Managers and Spa Directors as he develops and maintains key objectives, operating criteria, programming, budgeting, staff relations, marketing and training

Prior to his consulting career, Jim most recently served as ESPA International’s Vice President of Operations and oversaw 80+ properties

RAAD GHANTOUS

VP OF DESIGN

Raad’s career spans 20+ years, which includes extensive experience working for design industry giants and architectural icons.

Raad has had opportunities to work on projects in diverse global locations from California to Cabo San Lucas, Bermuda, Spain, Japan, China, Taipei, the nation island of Mauritius, and The United Arab Emirates.

Along with a degree in design, Raad has a background in business, holding a degree in Economics from The American College of Switzerland and an MBA in Marketing from the Peter F. Drucker graduate school of business at Claremont Graduate University.

Given the nature of this international work and personal global experience Raad was able to marry his creativity in design to his acumen to marketing and business into a unique holistic vertically integrated approach to develop defensible, sustainable and branded experiential destinations designed to succeed!

RACHEL SVODODA

VP, MARKETING AND BRANDING

Rachel believes that spas are at the heart of a healthy lifestyle, and understands the industry not only as a professional design thinker, but as a regular spa-goer.

Rachel Svoboda has represented companies across Southern California for the past 20-years as an entrepreneur, philanthropist and marketing maven.

Svoboda has handled advertising, marketing, and public relations for clients ranging across industries from restaurants to technology, real estate, design, nonprofits and many more – some noteworthy clients have included: Toyota, Honda, LAX Airport, Irvine Company, Nekter, zpizza, Toshiba, Dole, California Closets, RedO Restaurant, Cedars-Sinai, City of Hope, and many more.

Svoboda serves as a Board of Director at Working Wardrobes, American Heart Association, and was named Women of the year by The National Association of Professional Women.

GEETA MORAR

DIRECTOR, TRAINING AND EDUCATION

In India’s fast-growing wellness tourism industry, Geeta’s experience provides her with the necessary insight and knowledge to meet and exceed today’s growing financial and operational demands. With twenty years in the wellness industry, Geeta has experience in multiple facets of spa management and operations in different cultures and hotel brands.

Geeta had the great opportunity to pioneer the Global Spa Mentorship Program representing India, which gave her a deeper understanding of the management and operations knowledge that spa directors needed. As a Spa Director and management team leader with the Sva Group, much of her work was centered on implementing systems and processes both internally and externally across continents and the multiple skills required for this endeavor.

VICTOR PELLICER CIPRES

INTERNATIONAL PARTNER, EMEA

Victor's trajectory in Wellness as Spa Therapist, Supervisor, Manager and Consultant for luxury Hotel Groups helps him visualize Spa needs from base colleague work to Management positions duties.

Victor helps each client co-create their vision for the Wellness Center ensuring: unique therapy concepts, five-star quality service, Therapist team management skills, operational flow and trainings.

His Holistic Healer & Wellness Practitioner degree, his Master in Wellness Management, and his years working and experiencing Spas’ daily operations internationally, allow him to have a transversal approach to every Wellness project.

ALEXANDRA LENGOVA

INTERNATIONAL PARTNER, EMEA

Alexandra's career in Hospitality spans across various departments, including F&B and Front of House in both International corporate luxury brands and family-owned hotels around Europe. These opportunities have taught her to view each property globally and co-create strong, coherent concepts for their Spas to fortify the overall brand image and philosophy. 

With a background in business and a Masters in Hospitality Management, Alexandra understand Spas from financial, operational, and experiential perspectives. Her experience, creativity, passion for the industry and constant search for innovative and sustainable solutions, allow her to create custom and unique Spa experiences while keeping the numbers in check.