Three Decades of Five-Star Excellence

For over 30 years, I have navigated the complexities of the luxury spa industry—from ground-up pre-openings to the daily operations of world-class facilities. I provide my global partners with the strategic advice and technical assistance needed to turn a vision into a high-performing reality.

Transformational Coaching

Real, sustainable change starts from the inside out. I help you bridge the gap between where you are and where you want to be. By mastering your mindset and building resilient habits, we create the foundation for real, lasting change. From career mentoring and stress management to reconnecting with your purpose, my mission is to align your inner thoughts with your actual desires. I don’t just help you build a better lifestyle; I help you build one that stays with you. My success is built on empathy, trust, and the ability to connect deeply with those ready to evolve.

Offering valuable solutions through worldly experience.

How my journey began…

I was born and raised in Madrid, and left Spain over three decades ago without knowing I was about to experience the world and the diversity of more than fifty different cultures.

I've been leading, mentoring and coaching successful teams in between 30 to 150 people in some of the most prestigious Spas around the world, always committed to achieving my financial goals and delivering the best quality service. I have contributed to 5 successful Hotel Spa opening projects and completed several site reports of sister properties to improve financial results and quality performance.

A decade ago, my passion for inspiring teams led me to deepen my impact. I committed to rigorous professional development, becoming a Certified Health and Wellness Coach, Transformational Coach, and Master NLP Practitioner. This journey of empowering others culminated in 2025, when I founded WIM4Life—a platform dedicated to delivering science-backed, practical wellness for high-pressure lives, proving that resilience isn't built in a pause; it’s built in motion.Explore the full story and access to coaching services here.

My Career Path

    • We act as a dedicated filter, curating science-backed research from global institutions into practical tools for those in fast-paced, high-pressure environments. We believe true wellness isn’t built in moments of pause alone—it’s built in motion, amidst the responsibilities of a full life. Wellness should be built to last.

    • We provide curated clarity through three core pillars:

    1. The WIM4Life Blog: An accessible library of curated research, helping you understand the "why" behind your health without the sales pitch.

    2. The Toolkit: A collection of my personal favorite resources and original guided meditations to help you find self-care treats and calm in a high-speed day.

    3. One-on-One Coaching: I facilitate the mindset shifts and sustainable habits needed to align your internal narrative with your goals, honoring the reality of your daily demands.

  • Forbes 5-Star Audit & Advisory -

    • Partnered with the Hotel Manager and Spa Director to evaluate operational standards against elite Forbes 5-Star benchmarks. Conducted a comprehensive audit and delivered actionable, forward-looking strategies to elevate service quality, optimize guest experiences, and drive sustainable growth.

  • Technical Wellness Consultant | Luxury Residential Spa (Concord, MA)

    • Advised on the technical execution and product sourcing for a high-end home wellness space. Provided brand recommendations, material specifications, and customization strategies for integrated traditional/infrared saunas, a custom cold plunge, and an advanced steam shower system.

  • Technical Wellness Consultant | Luxury Residential Spa - Boston

    • Retained to consult on the strategic integration of elite wellness concepts within a premium residential property. Defined the technical specifications and experiential design for a comprehensive health and recovery suite, including:

    • Thermal & Hydrotherapy Suites: Formulated design strategies for bespoke traditional and infrared saunas, custom-engineered cold plunges, and immersive experience showers.

    • Fitness & Recovery Zoning: Optimized space programming for high-end fitness facilities, designated relaxation zones, and state-of-the-art recovery loungers.

  • Spa consultant assisting with the transition of the new spa director. Assisting with:

    • Forbes 5 stars training

    • Developing new treatments and protocols

    • Hands on training with lead therapist

    • Budget and Marketing plans

    • Workforce support

    • Recruitment and interviews

    • Brainstorm sessions

  • Consulting on implementation to launch a pioneering wellness model in affordable housing communities.

    • Designing Fitness Center and Community Room.

    • Creating and running a wellness program for tennants.

    • Pre-opening

    • Increase revenue projections by 37% in 4 years

    • Hired, trained and developed management and line up colleagues

    • Created a strong guests’ following, loyalty and retention

    • Established and achieved Five Stars Forbes rating

    • Created new development projects to increase room utilization and revenue optimization

    • Coaching clients the benefits of becoming the best version of themselves and understanding “what’s in it for me?”, providing education and motivation.

    • Weekly communication with participants building rapport and trust through reflection and empathy.

    • Building self-care plans made of bite-sized behavior changes that will help clients achieve their long-term goals.

    • Managing multiple active participant cases at one time, with a variety of face-to-face, digital interactions.

    • In addition to providing wellness coaching, contributing to and creating content as needed, including but not limited to marketing content, blog articles, and webinars.

    • Increase revenue projections by 58% in 4 years

    • Increase retail sales by 10%

    • Maintained Five stars by Forbes Travel Guide.

    • Initiated a new development project to increase room utilization and revenue optimization.

    • Mentored and developed Managers and line up colleagues

    • Achieved highest Health and Safety audit scores across property worldwide

    • Site visit for a rebranding of a Hyatt to a Mandarin Oriental

    • Creation of a detailed report with full assessment and recommendations

    • Trained Management and staff on new vision and mission and new standards

    • Created list for new OS&E’s

    • Pre-opening

    • Established successfully the first luxury Hotel Spa concept in the city

    • Created a strong guests’ following, loyalty and retention during the first year

    • Increased revenues by 20%

    • Recovered Health and Safety standards to success and achieved highest audit scores in Europe

    • Created niche and innovative trends with the introduction of unique brands and third party strategy partners

    • Winner of the Black Diamond Award as the Best Spa Director in Europe 2012

    • Prepared the team for Forbes Five-Star rating

    • Pre-opening task force

    • Mentored and developed Spa Director and Managers

    • Set up SOP’S, financial reports and KPI’s

    • Interim Director of Spa, Salon and Fitness

    • Created healthy daily routines and structures for efficient operation

    • Mentored and developed Managers and line up colleagues

    • Implemented new financial reports and KPI’s

    • Improved quality survey scores

    • Pre-opening Executive Director of Spa, Salon & Fitness

    • Improved financial performance by 16% in two years

    • Improved quality performance

    • Increase local guests’ awareness

    • Improved retail sales by 12%

    • Mentored and developed managers and line up colleagues

    • Created healthy daily routines and structures for efficient operation

    • Pre-opening of two of the first luxury floating Spas at sea

    • Mentoring, training and developing management and team members

    • Assisting sister ships underperforming financially with successful revenue increases in between 10% and 25%

Passion Creates Success

  • What I love about hospitality and spas is having the drive to continuously create unforgettable and memorable experiences regardless the obstacles and circumstances. It is like being in a constant challenge, no day is ever the same and the relationships built over time become priceless. What I find fascinating about coaching and helping people is that none of us are the same, we have different visions, goals and dreams, but each and every single one of us have a unique gift to bring to this world, sometimes we just don’t know yet and we need the support and guidance to discover it.

    Virginia Lara