$6.8T
The global wellness economy in 2024 — now a major revenue category, not a niche trend.
Global Wellness Institute, 2024
Branch Two · Development & Design
Architecture and hospitality designed around the human nervous system.
Our approach
Buildings as practice. Hospitality as restoration.
ROOTS Development & Design partners with luxury wellness hotels, boutique hotels, hospitality groups, and luxury brands who understand that the next era of luxury is measured in how a guest feels three days, three weeks, and three years after they leave.
We consult on, co-develop, and design boutique and wellness-focused hotels, retreats, and experiential spaces — integrating functional wellness, nature-based design, and human optimization into the architecture itself. We extend the practice into the environments that shape daily life through holistic, building-biology-informed assessments for hospitality teams, corporate environments, and brand spaces: air, water, light, materials, and EMF assessment and mitigation.
We partner only with elite functional, holistic, and non-toxic brands — curating every layer a guest touches, from in-room and welcome amenities to cookware, glassware, linens, and naturally finished furniture. The standard is invisible by design: nothing in the room working against the body.
Wellness as Revenue
Beyond the spa menu — wellness as a strategic revenue engine.
Many hotels market themselves as "wellness" properties, but their offering often stops at a spa menu, fitness room, nice bedding, or aesthetic design. ROOTS helps properties move beyond generic wellness and build intentional, science-informed guest experiences that support nervous system regulation, sleep optimization, recovery, environmental health, and emotional restoration — the very outcomes today's high-value travelers are actively seeking.
By integrating functional wellness principles, building biology, sleep-supportive design, air and water quality, nervous-system-regulating experiences, and branded wellness programming, ROOTS helps properties justify higher ADR, create premium room categories, increase ancillary revenue, attract wellness-minded high-profile guests, and build a more memorable, shareable brand.
$894B
Wellness tourism alone in 2024, with sustained double-digit growth into the next decade.
Global Wellness Institute, 2024
70%
of luxury travelers choose hotels with sleep-centric amenities, including dedicated wellness rooms.
Hilton 2025 Travel Trends
$1M
in incremental annual revenue a 150-room midscale hotel could generate by monetizing personalized room attributes — without adding rooms.
Amadeus 2026 Travel Research
Properties can monetize attributes such as sleep optimization packages, enhanced air quality, personalized welcome amenities, curated local experiences, and early check-in / late checkout — turning intentional wellness into measurable yield.
Materials & values
The standard inside every wall.
We specify only organic, non-toxic materials and naturally finished surfaces — nothing that off-gasses, degrades indoor air quality, or adds load to the nervous system. What goes inside the walls should support the body, not burden it.
Every material, amenity, and ingestible is evaluated against the ROOTS Luxury Wellness Standards™. The criteria are published in full.
- 01Organic & non-toxic materials
- 02Holistic, environmentally conscious design
- 03High-quality natural finishes
- 04Wellness-centered amenities
- 05Spaces for nervous system regulation
- 06Architecture for restoration & longevity
A reflection
Illustrative. This reflects the shape of the work rather than a quotation from a named client.
“We brought her in to consult on a single suite and ended up rethinking the entire property. She understands that a room is a nervous system. Our guests stay longer, sleep better, and write us letters afterward.”
Boutique hotel owner · Mountain West
Read more reflectionsHow we work together
A considered arc, from first walk-through to opening day.
Phase I
Consult & Discovery
We listen, walk the property or plans, and assess where wellness can be woven into the architecture, operations, and guest experience.
Phase II
Design & Integration
Building-biology-informed specification — air, water, light, materials, EMF — alongside wellness programming, brand curation, and team training.
Phase III
Living Practice
Continued partnership after opening: refinement, measurement, and a relationship built for the long arc of a property's life.
In practice
What a partner actually receives.
Every engagement leaves a tangible record — written, measured, and specific to the property. No decks of generic best practices, no recycled frameworks.
5–10 pages
Written read of the property — guest journey, functional-wellness lens, building biology findings.
90 minutes
Findings presentation to ownership and leadership, two weeks after the site visit.
Air · Water · Light · EMF
Strategic observations across indoor air, water, light, acoustics, materials, the electromagnetic environment, sleep, recovery and the broader guest experience.
Vendor-true sourcing
Named brands, named materials, named installers — at cost plus a flat 15% coordination fee.
Where technical testing is warranted, ROOTS identifies the question and recommends the appropriate qualified specialist. Certified inspection, sampling, laboratory testing and specialist technical measurement are not included in the standard Listening Day unless separately stated in writing.
How we begin
The Listening Day.
A property-specific wellness and revenue diagnostic — designed to give ownership clarity before committing capital to renovations, wellness amenities, programming, vendors or a larger wellness strategy.
ROOTS spends one day on property with the leadership team, reading the building and the guest experience through three lenses — guest, functional wellness, and building biology — then returns a written, property-specific findings brief and a leadership findings presentation.
For properties that want a deeper read, the Listening Day Plus extends the engagement to two days on property with full access to the operational teams that will eventually deliver the wellness layer.
What the engagement includes
- 01One day on property
- 02Review through guest-experience, functional-wellness and building-biology-informed lenses
- 03Written property-specific findings brief, delivered within the stated timeline
- 04Leadership findings presentation
- 05Prioritized recommendations and next-step guidance
Domestic
The Listening Day
One day on property within the continental United States.
Starting at $20,000
Fee plus travel at cost · 100% on booking
Domestic
The Listening Day Plus
Two days on property with extended access to operational teams.
Starting at $35,000
Fee plus travel at cost · 100% on booking
International
The Listening Day
One day on property outside the continental United States, including travel days and international logistics coordination.
Starting at $45,000
Fee plus travel at cost · 100% on booking
International
The Listening Day Plus
Two days on property internationally with extended access to operational teams.
Starting at $65,000
Fee plus travel at cost · 100% on booking
Travel is billed separately at documented cost and is not included in the engagement fee. A written travel estimate is provided for approval before dates are confirmed. Travel typically includes airfare, ground transport, accommodation, and per diem. No travel expense is incurred without written client approval. The Listening Day fee is credited in full against a Core engagement signed within thirty days of the findings presentation. Travel and reimbursable costs are not credited.
Additional on-site time beyond the contracted scope is billed at $4,000/day domestic, $7,500/day international.
The clarity it delivers
After the Listening Day, leadership will know:
The Listening Day is designed to leave ownership with a clear, prioritized view of the property — and the confidence to direct the next decision well.
- 01What to prioritize first
- 02What not to invest in yet
- 03Where the strongest guest-experience opportunities exist
- 04Which concerns may require qualified specialist investigation
- 05Which concepts could support premium programming, room experiences or stronger property positioning
- 06Whether a larger ROOTS engagement is warranted
The process
How a Listening Day unfolds.
Four quiet steps, from first conversation to written findings.
Request a Private Fit ConversationStep I
Private fit conversation
A confidential call to understand the property, the leadership and the question on the table.
Step II
Agreement, payment & preparation
Scope confirmed in writing, dates held, and pre-visit materials reviewed in advance of the day.
Step III
One day on property
Walkthrough through guest, functional-wellness and building-biology lenses, closing with an unhurried leadership conversation.
Step IV
Written findings & leadership presentation
A property-specific findings brief followed by a leadership presentation to ownership.
Core engagements
Pathways scoped to the property’s lifecycle.
Where you begin depends on where the property is. A building that exists starts with a Listening Day. A project in planning starts with a Wellness Scoping Brief. A project in procurement starts with a Specification Review.
Before the building exists
A Listening Day is a walkthrough. A property in planning or under construction cannot be walked, because the guest rooms are still drawings. These two engagements are the entry point for projects that have not opened.
The Wellness Scoping Brief
From $22,000 · 2 to 3 weeks
For projects in planning or early design, before anything is specified. ROOTS writes the wellness requirements into your design brief as performance targets your architect, engineer, and interior designer can specify against — air, light, water, materials, acoustics, and rest; procurement criteria for amenities, textiles, cleaning chemistry, minibar, and food-contact surfaces; a spa and guest programme framework at concept level; a written scope for the specialists your project still needs to commission; and a note stating what the property must hold at opening to earn the ROOTS Certified™ mark. Delivered as a document your team drops straight into the brief.
Base fee covers up to 60 keys; add $150 per key above 60. 50% at signature, 50% on delivery. Travel billed separately at documented cost.
The Specification Review
From $28,000 · 4 to 6 weeks
For projects under construction or in procurement, before purchase orders go out. ROOTS reads what has already been specified against the ROOTS Luxury Wellness Standards and tells you what will cause problems — FF&E, finishes, and OS&E schedules reviewed line by line; disclosure requests issued to specified suppliers; a flag list naming every item that does not meet the standard and why; two to three approved substitutions per flagged line, with lead times; and a cost-delta note, because most substitutions are neutral or cheaper, and saying so in writing is what gets the change approved.
This is the last inexpensive moment. After the purchase orders, every change is a variation order.
Base fee covers up to 60 keys; add $180 per key above 60. 50% at signature, 25% on delivery of the flag list, 25% on completion of review rounds. Travel billed separately at documented cost.
Both engagements are credited in full against a Pre-Opening Wellness Partner engagement signed within thirty days of delivery.
What ROOTS writes, and what ROOTS does not direct
ROOTS specifies what the environment must achieve: ventilation performance, spectrum targets, material criteria, acoustic targets, and what must be excluded. A certified building biologist, your MEP engineer, your acoustician, and your lighting designer determine placement, sizing, routing, and installation. ROOTS writes the scope that commissions them and reviews what comes back against the criteria. ROOTS does not position electrical runs, size mechanical systems, or direct construction.
Wellness Activation Engagement
For properties already operating that are ready to install a science-informed wellness layer.
A three-to-six-month engagement covering building biology and environmental health walkthrough, wellness positioning strategy, programming design, amenity and vendor curation, staff training framework, and a 30 / 60 / 90 day implementation roadmap. ROOTS designs what the property installs. The functional health program architecture is included and tees up the property to launch its first ROOTS Functional Health cohort within ninety days of project completion.
Starting at $150,000
50 / 25 / 25 milestone billing
Pre-Opening Wellness Partner
For properties in development, opening in twelve to twenty-four months.
A six-to-eighteen-month embedded engagement from concept through opening. Building biology specifications integrated with construction documents, full wellness programming design, amenity sourcing strategy, staff hiring criteria, brand standards documentation, pre-opening implementation oversight, and opening-readiness review. ROOTS is in the room with architects, brand teams, and ownership across the build cycle.
Starting at $275,000
50 / 25 / 25 milestone billing
Event-Anchored Activation
For properties hosting major international events — championship golf, tennis, motorsport, World Cup host weekends, Olympic accommodation, and other high-stakes occasions.
A four-to-nine-month engagement timed to the event arc. Athlete recovery programming design, guest experience activation, temporary wellness infrastructure (recovery space, sleep optimization, environmental health), staff training for the event window, pre-event readiness review, and post-event evaluation.
Domestic from $200,000 · International from $275,000
50 / 25 / 25 milestone billing
Certification and renewal
A current ROOTS Certified determination.
Core engagements conclude with assessment for the ROOTS Certified mark, awarded where the property meets the published Standards. The mark is valid for twelve months. Annual re-verification maintains it through one site day, a refresh of the vendor register, re-scoring, and a written renewal determination; it does not repeat the full property assessment. Travel and accommodation are billed separately at documented cost. The mark lapses automatically if re-verification is not completed.
Annual re-verification
From $14,000
Mid-cycle re-verification
For a change of operator, major refurbishment, or replacement of more than thirty percent of specified vendor categories.
From $6,500
Wellness layer
ROOTS Functional Health Programs.
Available as a wellness layer within any Core engagement, or as a standalone partnership for properties whose wellness infrastructure is already in place. ROOTS delivers functional, lab-informed wellness programs to hotel guests, group cohorts, corporate retreats, and hotel staff — with the depth of a private functional health practice, delivered inside the hospitality context.
Every program includes initial functional health lab panel, lab interpretation, individualized protocol design, initial supplementation, follow-up testing, and ongoing wellness oversight. Programs are designed for ninety-day arcs with optional annual refresh continuation.
Program
Gross per participant
Individual Guest · 90-day Program
$12,150
Group Cohort (6–12 participants) · 90-day Program
$11,430
Corporate / Executive Retreat (intensive plus 90-day follow-through)
$16,430
International Hotel-Embedded Program
$14,285
Staff Wellness · 90-day Program
$9,170
Standard Refresh (every 6 months)
$7,860
Light Refresh (every 90 days)
$3,140
Partnership structures vary by enrollment source. Standard pricing reflects hotel-driven enrollment. Referral-track and white-label partnership structures are discussed during the partnership consultation.
Premium · Extended partnership
The Embedded Wellness Strategist Partnership.
The flagship Premium engagement. A twelve-month-minimum retainer in which ROOTS becomes the fractional wellness leadership the property or group does not yet have a full-time hire for. Quarterly on-site walkthroughs. Continuous programming refresh. Vendor and amenity oversight. Staff training cadence. Guest-feedback loop integration. Oversight of the property’s ROOTS Functional Health Program operation. A standing seat in brand and operations strategy.
Best for properties and groups operating between one and five properties who want a senior wellness mind in the room — without the cost or commitment of a full-time hire.
Starting at $20,000 / month · 12-month minimum · Net-30 in advance
Engagements in practice
What the work actually looks like.
Two composite engagements drawn from real properties — one boutique, one heritage. Details have been changed; the architecture of the work has not.
The following are illustrative composites drawn from real engagements. Identifying details have been changed to honor client confidentiality.
Boutique Hotel · Listening Day + Functional Health Program
A 38-room desert property re-positioning around restoration.
Context · Newly acquired boutique in the high desert. Previous brand had drifted toward generic luxury with a token spa menu. Ownership wanted to anchor the relaunch in something defensible — and was wary of consultants who arrived with decks of best practices already written.
Engagement · Began with a Listening Day. Two weeks later, a 9-page written read of the property — guest journey, sensory inventory, building biology findings, sourcing audit. Moved into a Core engagement: room-scale air, water, and EMF baseline; in-room amenity replacement against the ROOTS non-toxic standard; the property's first Functional Health Program for guests, priced at $14,285 per international stay.
Outcome · Functional Health Program filled in advance for the first three quarters of operation. ADR up against the property's prior cycle, with measurable lift on stays of three nights or longer. Two press features framed the property around restoration rather than aesthetics.
Listening Day + 9-month Core engagement. Now in a Standard Refresh cadence every six months.
Heritage Group · Embedded Wellness Strategist Partnership
A heritage hospitality group reopening a flagship property.
Context · Multi-property European group reopening a flagship after a multi-year renovation. Wellness had been treated as a department — spa, fitness, a juice bar — rather than as a through-line. Ownership wanted senior wellness leadership in the room without adding a full-time hire to the org chart.
Engagement · Twelve-month Embedded Wellness Strategist retainer. Quarterly on-site walkthroughs. Standing seat in brand and operations strategy meetings. Vendor and amenity oversight across two properties. Staff training cadence built around nervous-system-aware service. Oversight of the property's Functional Health Program operation post-launch.
Outcome · Wellness moved from line-item to brand thesis. Guest-feedback signal on sleep, calm, and recovery rose materially in the first two quarters post-opening. Group extended the retainer into a second year and opened conversation on a Wellness Operator Agreement for an upcoming property.
12-month Embedded retainer, now in year two. Exploring Operator Agreement for 2027 opening.
Extended partnership pathways
By private invitation.
Limited engagements per year. Each pathway begins with a confidential consultation.
The Wellness Equity Partnership
For developers building new wellness hospitality from the ground up. ROOTS takes equity in the project in exchange for full-scope wellness integration — concept through operational launch — alongside ongoing strategic involvement through the property's stabilization period.
Currently engaged with one flagship property. Limited to one to two new partnerships per calendar year.
The Event-Anchored Activation Specialty
For properties hosting world-stage events whose vision extends beyond a single event window. ROOTS becomes the ongoing event-wellness partner across multiple championships, tournaments, or recurring international gatherings.
By application. Limited to two to three engagements per year.
The ROOTS Methodology License
For groups and properties seeking to embed the ROOTS approach across their portfolio as a standing operational layer — protocols, programming, training curricula, environmental health standards, and brand integration — licensed for in-house delivery with ongoing ROOTS oversight and standards updates.
In development with two flagship properties. Inaugural cohort opening Q1 2027. Early interest accepted now.
The Wellness Operator Agreement
For owners and developers ready to entrust the long-term wellness operation of their property to ROOTS as operator of record, structured as a multi-year management agreement with revenue and profit-share aligned to outcomes.
In development. Inaugural agreements anticipated for properties opening 2027 and beyond. By private invitation.
What is included
In every ROOTS Collective fee.
ROOTS Collective fees represent professional services only — strategic counsel, program design, protocol development, training, wellness oversight, and the founder’s direct involvement throughout the engagement.
Recommended third-party products, services, vendors, installations, lab costs, supplement costs, and specialist subcontractors are billed separately and paid directly by the client to the vendor. When ROOTS Collective handles vendor coordination, sourcing, or project management on the client’s behalf, those services are reimbursed at documented cost plus a 15% coordination fee. The coordination fee applies to the documented cost of goods, services, and specialist work sourced or managed by ROOTS, excluding freight, duty, and taxes. Where an engagement requires multiple technical specialists, a separate Specialist Coordination fee is quoted in the proposal, covering scoping, specialist selection, review of results, and integration of findings into the property report.
Every Extended Partnership begins quietly — with a conversation, a property visit, and a careful read of what is already true. There is no application form pretending to know you yet.
Begin a conversationA note on scope of practice
ROOTS Collective is a wellness practice. We do not diagnose or treat disease. The founder is not a medical doctor.
For environmental health and building biology work, ROOTS applies building biology principles through informed walkthrough and structured inquiry to identify areas of potential concern that warrant further investigation by appropriately credentialed specialists. ROOTS does not perform technical testing, sampling, measurement, or certified inspection. Recommendations include suggested specialists, vendors, and remediation contractors for the technical work, engaged separately by the client.
ROOTS Collective does not take residential design projects. Operational and technology enablement is offered only as a named partner track alongside a wellness engagement, delivered by vetted partners, and is never the primary scope of a ROOTS engagement. ROOTS does not do brief, transactional interventions, and does not use cold sales funnels or generic application forms. Every relationship begins with a conversation.
The founder is completing building biology coursework and does not hold, or represent holding, a building biology certification. Technical building biology assessment is performed by credentialed specialists engaged for the purpose.