100% natural and vegan spa brand, GROUND Wellbeing, has announced its appointment of Amy Bonefield as UK Head of Sales & Training. Bringing with her 17 years of industry experience, Amy is a very welcome addition to the team.
Amy’s experience began at 18 years old, having trained as a beauty therapist, she worked for a small salon in her home county of Norfolk. Her second industry role saw her work alongside other practitioners such as a podiatrist, osteopath and a hypnotherapist, an immersion into other disciplines and practises. Progressing again, Bonefield moved to Liverpool and managed a large day spa, helping to then launch a still larger site, whereby she oversaw the day-to-day operations of both spas. Managing at this time, 15 therapists and working across multiple skincare and wellness brands. It was here that Amy discovered her passion for the development of therapists and joined Aromatherapy Associates as a trainer for the EMEA region.
During the Covid Lockdown, Amy’s role changed quite significantly and evolved to include: education support with the creation of virtual materials, to social media content and the implementation of Instagram Lives, to supporting press events, treatment development as well as account management of the brand’s spa operator accounts. Amy was promoted to EMEA Head of Spa and within this particular role, managed the Spa Team and moved into the world of new business, all whilst ensuring that existing spa partners were well supported.
ROUND Wellbeing Founder Peigin Crowley says of Amy’s appointment:
"It has been a pure joy having Amy join our team as our UK Head of Sales & Training. Her role will include developing GROUND therapists through high quality training, while also supporting Spa Managers, steering them to improve performance through innovative thinking and bespoke ideas. Amy is an absolute lady, holistic to her core and is a sincere pleasure to work with."
Amy Bonefield new UK Head of Sales & Training of GROUND Wellbeing states:
“I am absolutely delighted to be joining GROUND Wellbeing and feel it is such a perfect fit for me as the brands values and philosophy really align with my own, from the sustainability element to why I got into this industry in the first place, to holistically help others feel the best they can. I truly believe the brand achieves this from its amazing product ranges and treatment protocols focusing on anxiety, hormonal imbalance, cancer care and more with the added bonus of the caring team behind the brand, it really feels like a family and they couldn't have been more welcoming. I hope to bring my past varied experience with me to support the team, their current and new Spa partners and hope to bring a fresh view and passion to the brand to help it develop even further. I cannot wait to get stuck in!”
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