Champneys has appointed Adam Lawson to the role of group general manager, to drive the international expansion of the brand.

He will lead operations across all Champneys resorts, hotels and city spas, ensuring brand consistency while steering the organisation through a crucial period of growth.

Earlier this year, Champneys announced it will open its first European property at the new 135-key Gran Marbella Resort and Beach Club in Spain. The brand has had previous operational experiences in Europe but the projects were not sustained.

Lawson has been promoted from within Champneys, first as GM of the brand’s flagship Tring resort, before he became regional general manager for both Tring and Henlow Grange. He aligned operations across multidisciplinary teams, elevated service standards and implemented team development initiatives.

With over a decade of senior leadership experience across the hospitality, spa and wellness sectors of the market, Lawson will be in charge of bringing the brand to new audiences as it seeks to expand its global footprint.

Lawson said: “I’m honoured to step into the role of group general manager at Champneys during such an exciting time for the brand.

"As we prepare to expand into Europe, my focus is on ensuring that each new location not only reflects our core values and renowned wellness philosophy, but also adapts to the unique cultural landscapes of our international guests. I’m committed to driving innovation, operational excellence and delivering exceptional guest experiences as we continue to evolve and grow.”

When asked how he plans to adapt Champney’s wellness philosophy for international guests at the new Marbella location, Lawson told Spa Business exclusively: “At Champneys, our wellness philosophy is grounded in over a century of holistic health expertise. As we bring this legacy to Marbella, my focus is on seamlessly blending our heritage with the needs of a global clientele. We’re curating an experience that reflects the tranquillity and therapeutic traditions we’re known for, while embracing the vibrant, sun-soaked spirit of the Mediterranean. The result is a sanctuary that feels both universally welcoming and distinctly true to our brand.”

His immediate priorities include strengthening Champneys’ service culture, enhancing wellness programming and supporting team development across the business.

Prior to joining Champneys, Lawson was hotel manager at Donnington Valley Hotel and Spa (a member of the Vineyard Group). He also led the pre-opening and launch of the Harbour Beach Club in Salcombe UK, developing operational frameworks and building teams. He spent five formative years at Danesfield House Hotel and Spa, where he advanced to take on leadership roles in food and beverage and events.

Footnote

Champneys Group, a family-owned company led by Stephen Purdew, is currently in a loss-making position, although solvent and rumoured to be for sale.

It posted pre-tax loss of over £5 million for the year to 20 April 2023 and losses of £8.48m for the 12 months to 30 April, 2024.