Malu Hilmy in Conversation with Heidi Grimwood, Senior Vice President, ELE|NA by Atmosphere Wellness
Maldivian hospitality brand Atmosphere Core announced the promotion of Heidi Grimwood to Senior Vice President of their wellness brand ELE|NA earlier this year.
Heidi’s extensive experience in the industry has seen her leading spa management in Ireland and founding the first corporate gym at Virgin Atlantic Airways HQ. She had also taken on leadership roles at acclaimed wellness destinations and retreats such as One&Only Reethi Rah in the Maldives, Aghadoe Heights Hotel & Spa, the QE2 Oceanliner and Steiner Transocean.
Under Heidi’s expert guidance, ELE|NA has recently been honoured with a nomination as Maldives’ Best Wellness Retreat at the World Spa Awards 2025 for the second consecutive year—sitting alongside numerous other accolades from Global Spa Awards, Travel + Leisure, World Spa & Wellness and more.
With over 25 years of experience in spa and wellness development and innovation, we sat down with Heidi to talk about the evolution of the industry, the ELE|NA brand, and more.
Excerpts follow;
Malu Hilmy: What sparked your interest in the wellness field?
Heidi: Grimwood: I stepped into the wellness world at just 19, and what captivated me then still drives me now—the ability to genuinely transform lives. My early days managing spas and launching wellness facilities showed me how powerful this work can be. It wasn’t just about treatments or fitness routines—it was about helping people reconnect with themselves. That realization sparked a lifelong passion, and it’s only deepened over the past 25 years.
MH: How different is the wellness industry today compared to those early days of your career?
HG: The evolution has been extraordinary. When I started, wellness was often synonymous with pampering or physical fitness. Today, it’s multidimensional—it includes mental clarity, emotional resilience, cultural understanding, and environmental mindfulness. What excites me most is how personalized wellness has become. Guests are no longer just participants; they’re co-creators of their own experience. As someone who’s worked across airlines, ocean liners, and remote resorts, I’ve seen firsthand how this shift is transforming wellness into a lifestyle, not a luxury.
MH: Tell us about ELE|NA and the brand’s wellness philosophy.
HG: ELE|NA—Elements of Nature—is born from the belief that wellness should honour individuality and our connection to the natural world. It’s not about following a rigid program; it’s about tuning into what your body, mind, and spirit need at any given moment. We draw on time-honoured traditions, whether Ayurveda or island healing, and combine them with modern science and lifestyle insights. At its heart, ELE|NA is about intuitive, sustainable, and culturally rooted wellness—designed to meet people where they are and guide them forward.
MH: ELE|NA has curated Wellness Seeker, Rendezvous & Rejuvenation journeys – can you tell us a bit more about these and how they differ?
HG: At ELE|NA, we recognise that wellness is deeply personal, and no two journeys are the same. That’s why we’ve developed three distinct archetypes to guide our guests towards experiences that truly resonate with their current state of well-being.
For those taking their first steps into wellness, the Wellness Seeker journey offers a gentle yet enriching introduction. It’s designed as a curated sampler—inviting guests to explore a diverse mix of treatments, movement sessions, workshops, and mindful practices. It’s ideal for the curious, offering an accessible and inspiring entry into holistic living.
The Wellness Rendezvous is perfect for those looking to enhance their holiday with 2–3 hours of immersive well-being. It combines restorative therapies and movement with our curated wellness cuisine, available at every dining outlet. It’s a beautiful way to share a wellness moment with a partner, friend, or even as a solo indulgence—nourishing both body and soul without the need for a full retreat commitment.
For those seeking a deeper transformation, Wellness Rejuvenation offers the ultimate immersion. Starting with a pre-arrival consultation with one of our resident wellness doctors, the experience is fully personalised—complete with a private villa sanctuary, wellness amenities, and nourishing plant-based options. Guests can choose the length of their journey and step into a fully supported environment that weaves together deep relaxation, personal discovery, and elevated living. It’s more than a retreat—it’s a reset, a reconnection, and often, a turning point.
Each pathway is unique, yet all share one common thread: our unwavering commitment to wellness, your way.
MH: As ELE|NA focuses its expansion across South Asia and the Middle East, how do you ensure cultural authenticity and sensitivity in your retreats and programmes?
HG: Authenticity is non-negotiable. For ELE|NA, expansion doesn’t mean duplication—it means deeper connection. We work closely with local experts, healers, and practitioners to ensure each retreat reflects the soul of its location. Our programmes are co-created with communities, respecting traditions while thoughtfully integrating them into our guest experiences. Whether in India or the Middle East, our goal is to honour the roots of wellness in each region and create offerings that feel both globally elevated and locally grounded.
MH: What does “sustainable wellness” mean to you?
HG: Sustainable wellness is about longevity—for people, places, and practices. It’s not just about feeling good in the moment; it’s about creating lasting impact. To me, this means reducing our environmental footprint, supporting local artisans and economies, using ethical, plant-based products, and empowering guests with tools they can carry into their daily lives.
At ELE|NA, we bring this vision to life by appointing both a Sustainable Ambassador and a Wellness Ambassador at each of our locations. These roles are central to our mission—ensuring that everything we do, from sourcing materials to designing guest experiences, is deeply rooted in both environmental responsibility and holistic well- being. It’s wellness with conscience: crafted to nourish without depleting, and to elevate while preserving the natural and cultural ecosystems we’re privileged to be part of.
All photos: Atmosphere Wellness
