We want to know the project stacks up financially before we commit to going ahead with it and we thought you’d like to meet some of the experts who will help us make that decision. 

Ana Crawford is the founder and managing director of Spa Evolution and we asked her 10 questions to give us an insight into her spa background and what makes her tick.

What makes you suited to work on this project? Give us your top 1 or 2 examples

The spa industry in New Zealand has been slow to grow over the past few decades (& top-level projects have been few and far between here). This has meant that my career has taken me abroad for large periods of time – allowing me to hone my craft in a booming field amongst some of the world leaders.

This, coupled with my true understanding of the local market (both as a Kiwi and having executed & researched numerous luxury projects here over the years) that makes me the perfect fit for the Te Aroha project.

I’m currently working on three of the leading projects throughout New Zealand so am also very on the pulse with where the local industry is going. This helps to ensure that each project remains competitive & unique.

Of the projects you've worked on, what's your favourite and why?

This is a really tough one to answer, as to me, it’s the distinctiveness of a project that makes each of them so special. That said, I opened a magnificent (award-winning) resort property in Bodrum, Turkey in 2016. It was a privilege to deliver a very integrated & multi-faceted wellness and spa facility amidst a beautiful natural setting, within a country where a powerful spa culture exists. This has definitely been up there amongst one of the most memorable.

Why have you chosen to be involved in this project and what excites you about it?

Perhaps the most exciting thing for me now is to be able to be such a key part of the evolution of our important (spa) industry in my homeland. To honour the gift of our beautiful natural resources (in a respectful way) through spa, means a lot. The Te Aroha project is a perfect example of this in action and I’m really excited to be part of it.

From your experience, what do you think the TA day spa will bring to the town and Matamata-Piako community?

A huge amount. There is a significant spa history at Te Aroha (being the birthplace of ‘spa’ in New Zealand). This story needs to be truly celebrated, to showcase the true uniqueness of the area. Not only will it drive further custom and interest to the region, it will have a hugely positive impact on local job opportunities and skill growth, but hopefully also further business opportunities/infrastructure in the region to complement this project.

What's your favourite spa experience and why?

To me, the best spa experience is about the whole journey from start to finish (not just one singular experience). It starts with the welcoming & grounding customer service, to the slipper and tea ritual at spa reception, the cleanliness and quality of facilities on offer in the change/heat/water areas, the range of temperature/jets experienced in the pools, the nurturing foot ritual and consultation in a treatment room, the snore-inducing & muscle-relieving treatment experience, followed by some quality relaxation time, some healthy cuisine and professional home-care recommendations. A puzzle isn’t quite as satisfying if it’s missing a key piece.

Where did you work before this role?

I’ve been operating & developing luxury spa & wellness facilities for 24 years now, but established Spa Evolution – my Spa & Wellness Consulting business in 2010. The company began in Hong Kong and I now operate two offices (in HK & NZ – and am now based in NZ). Here are some recent projects.

What's the best advice you've ever heard?

I’ve heard so many great insights over the years, but one that springs to mind relates to ‘the law of dharma’ by Deepak Chopra – “Discover your true self, express your unique talents and share those gifts with others. This will enable you to make a life, not just for living but it will bring unlimited abundance, and fulfilment to you and those around you.” I am lucky enough to be sharing my unique talent with the world of spa.

If you could have an unlimited supply of one thing, what would it be?

Human kindness. It’s what our industry is founded on, and it really does make the world go around.

If you could only have three apps on your smartphone, which would you pick?

None ideally. I’d pick to go back to the days of simplicity where smartphones didn’t exist & connect with people and the world in person.

What trend do you hope makes a comeback?

Less a trend, and more of a direction that I feel is vital for New Zealand to compete on the global spa stage, is the integration of pools & day spa’s. Up until now, these have been delivered very separately in the region with no clear experiential journey for the guest. The more the spa becomes more than just a few treatment rooms, and the healing properties of water can finally be delivered here through a wider range of heat & water facilities/experiences (e.g. pools, sauna, steam room, hamam, experience shower, rasul to name a few), our local industry will be delivering the true meaning of ‘spa’ to its consumers.