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Exclusive: Crabbe leaves Hilton to pursue MBA, launch consulting practice

27 Jul 2017
After nearly eight years at Hilton, most recently as senior director of global wellness, Ryan Crabbe has left the company.

Next month, Crabbe begins his MBA studies at Georgetown University in Washington DC, and he will also reignite the consulting practice he began in 2006.

In 2006, Crabbe’s practice, Interim Spa Solutions, worked with Ritz-Carlton, Wynn Resorts and other leading hospitality companies, providing on-property consulting and advisory services during leadership transitions and critical points in a spa’s lifecycle.

Crabbe said his new practice, called Interim Wellness, will primarily advise larger organisations and brands seeking stronger strategies, project architecture, and product management of their existing or future spa and fitness concepts.

“I’ve been fortunate to gain a unique global perspective on spa and fitness operations, wellness brand management, industry supply relationships, and innovative concept creation,” Crabbe told Spa Opportunities.

He’s currently working on an international project with a hospitality brand “with a well-established reputation for serving customers who are tuned into the benefits of healthy travel,” he said, but could not disclose further details.

Before departing from Hilton, Crabbe launched the brand’s new Five Feet to Fitness concept, a hybrid room he described as “a guestroom dedicated to movement and mindfulness.” Five Feet to Fitness has just debuted in the US, and brings more than 11 different fitness option into the hotel room, creating an upselling option for hotel operators.

Crabbe was also responsible for the refresh of Hilton’s eforea spa brand, as well as for creating a global spa treatment membership programme, The Spa Club, which also helped bring dynamic pricing to hotel spas.

“As more brands infuse wellness DNA into their products and culture, I’ll leverage years in the business as an operator and global brand leader to advise them on an interim basis to ensure they take a well-considered approach,” said Crabbe. “Successful wellness projects take thoughtful research, planning, focused execution, and a deep understanding of industry topography.”

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