A global leader in wellness services and lifestyle space management, Arch Amenities Group supports owners, operators, and developers in transforming fitness centers, rooftops, lounges, and SPAs into true places of connection and value.
Born from the merger of established industry leaders, Arch Amenities Group combines decades of experience with an innovative vision, offering tailored consulting and services for real estate, luxury residences, and hospitality. In this interview, Andrea Dubois, Carol Stratford, and Dr. Abhishek Jain, members of the AAG team, share how they tackle challenges in international projects, reveal behind-the-scenes insights from the most complex sites, and discuss the principles guiding their approach: a constant balance between aesthetics, operational functionality, and maximizing the guest experience. We reached out to them to hear how the experiences of tomorrow are built.
1) Arch Amenity operates globally. What are the key differences you’ve experienced when collaborating across such diverse cultures and working environments, and how do you adapt to them?
AAG: Working across multiple cultures is a privilege and learning from those experiences truly helps us, as a team, deliver the best work to our Client. Not only does it allow us to have a global perspective on wellness, but working with other teams who approach things differently gives us the opportunity to adapt our own processes when we see something that might help us work more efficiently overall or overcome a region-specific challenge.
One of the key differences we have experienced, especially in the MENA region, is the requirement to deliver high caliber projects in a relatively shorter time span. This is a challenge that our team at Arch Amenities Group has adapted to very well. Remote work has allowed our team to make the most of our resources, utilizing team members in various locations and time zones, both domestically and internationally, to help us maximize our time and meet deadlines.
2) What has been the most challenging project you’ve worked on at Arch Amenity, and how did you overcome the difficulties on the ground?
AAG: In all transparency, it would be difficult to identify a single project since each one comes with its own unique circumstances and challenges, whether related to timeline, team structure, client expectations, or limitations within the project or build itself.
One particular project that comes to mind is an active renovation project at an iconic hotel in Miami. This particular property was already limited in terms of available space, so the first challenge was working within an area of less than 500 square meters. Secondly, the space was located in the basement, and unlike new construction projects where ceiling heights can be adjusted to accommodate guest-facing spaces, we were working within a basement area that was formerly filled with support spaces and old MEP systems. Lastly, given the historic nature of the building, expectations were high from all key stakeholders to deliver a wellness concept that was in alignment with the reawakening of the entire property and could provide unique and memorable experiences in a competitive Miami market with demanding guests.
AAG overcame these challenges by minimizing the amount of space dedicated to lower impact spaces and then working within the remaining space to maximize guest experience and therapy offerings. We created a compact thermal circuit with seven experiences, including a jewel box of a signature experience. The treatment rooms are designed and equipped to not only support massage, skin care and body care services, but add-on therapies that further enhance the service or can be experienced as a stand-alone treatment, maximizing the functionality of these rooms. And perhaps most importantly, we delivered prescriptive programming to ensure that guests both understand and receive the maximum benefits from their selected treatments and experiences.
3) Can you share an example of an unexpected event that changed the course of a project and how you managed it?
AAG: The biggest unexpected event – probably for everyone in the world – was adapting workflow and process after the initial wave of the global pandemic in 2020. Our team had just been awarded a significant project, anticipating typical delivery of work via calls, emails and site visits. Shifting the entire work process to online platforms and recurring weekly calls to remain on track required a new type of flexibility, but I am happy to report that our team managed the transition well and was able to deliver the same quality work mid-pandemic as we were known for previously.
4) How do you build trust with clients throughout the project implementation process?
AAG: We believe trust is earned through clear communication, reliability, and a true sense of partnership. From the start of a new project, we take time to understand our client’s goals—not just for the project, but for their brand and business as a whole. That understanding then shapes and is woven into every recommendation we make.
We prefer to keep communication open and consistent, providing regular updates, anticipating challenges, and staying proactive - not reactive - throughout the process. Our clients have come to know that they can count on us to follow through, provide honest feedback and prioritize their success first – not our visibility or ego. We show up as a partner, not just a consultant.
5) What part of your work gives you the greatest personal and relational satisfaction?
AAG: Relationally, the greatest satisfaction comes from building trust with our clients and partners. Whether it is a previous client returning to work with us on a new project or a longtime vendor partner coming to us for feedback on a new product development, we feel proud not only of the outcomes we deliver but the strength of the partnerships we’ve cultivated along the way. We also take great satisfaction in watching a wellness space come to life, knowing we helped turn a concept into an environment where guests can truly relax, reconnect, and feel cared for.
6) Can you describe a moment when teamwork truly made a difference in the success of a project?
AAG: We are currently working on a project where the design of the spa facilities was quite developed before we were engaged. The interior design team had created a stunning interior design concept for the spa, so the challenge was to make improvements in overall flow and create new opportunities to enhance guest experience with their beautiful concept in mind. I am pleased to say that with multi-disciplinary teamwork, we have been able to make the necessary improvements while keeping much of the interiors vision alive, and the project is well on its way to becoming a new jewel in a city that is known for its style and charm.
7) How do you handle conflicting expectations between clients, contractors, and suppliers?
AAG: A lot of conflicting expectations between clients and contractors or suppliers are centered on timeline and delivery of services or product. No one likes last-minute surprises, so one way we mitigate these issues is to set clear expectations and reasonable timelines for both our deliverables to the client and receivables from suppliers. This has worked well for us and minimizes the ‘eleventh hour’ approach that enables us to deliver in a punctual manner while upholding the highest standards.
Aside from conflicts related to timeline, we are able to manage many differing opinions or expectations simply by providing our operational point of view for the team. At the end of the day, if a design, program or treatment does not work well within the context of daily operations or creates a disconnected guest experience, another solution must be found.
8) Is there an experience that taught you a fundamental lesson about working in your field?
AAG: Although this can’t be categorized as a single experience, we have found that it is fundamental to understand the world of aqua thermal design. While our team relies on the technical expertise of our suppliers and partners for detailed design, we provide the groundwork and programming for these experiences much earlier in the process. Understanding initial space allocations and positioning of plant spaces, the various materials, technologies and systems that can be implemented via different suppliers, the layers of experiences that can be added to basic cabins and pools, the guest journeys that can be crafted within various circuits and considerations for indoor versus outdoor thermal areas are critical in shaping the vision and walking through the initial stages of a wellness project. This is a bank of knowledge that our team has acquired over years of working with different suppliers.
9) What “hidden” or less obvious skills do you believe are essential for professionals in your industry?
AAG: One of the most hidden skills in our industry is thinking like an operator. It’s not just about creating a beautiful space but about understanding how that space will function day-to-day. A team that can anticipate the needs of owners, staff and guests - and design or consult accordingly - bring tremendous value to any project.
As operators, we have seen first-hand the user-end difficulties that stem from poorly planned spaces and overlooked details. Our team is uniquely able to bridge the gap between design and operations. We think about everything from staffing models to guest flow to long-term maintenance costs. That kind of foresight can make or break the success of a wellness or hospitality space.
In our experience, blending creativity with practical, operational thinking is what leads to spaces that aren’t just visually impressive—but also highly functional and profitable.
10) Can you share an anecdote that illustrates the personal or professional evolution of Arch Amenity over the years?
AAG: Although AAG as an entity is fairly new, each service vertical within the company is comprised of individuals from different consulting practices, each with years of experience and their own history and evolution. This, of course, has come with challenges as we have undergone the process of merging our expertise, but we see this as a tremendous advantage. With different backgrounds and experience within the wellness consulting arena, we are able to take best practices from our collective experience and implement them to develop the highest quality deliverables and the most efficient processes, benefitting both our team and our clients.
One such example that comes to mind is the development of our feasibility studies. With new technologies and the evolution of our consulting team, we have been able to take a fresh approach to feasibility studies that allows for renewed focus on the demographic and financial data that truly make a difference to owners and developers when assessing a project’s viability and programming.
As the conversation with Andrea Dubois, Carol Stratford, and Dr. Abhishek Jain comes to an end, one thing is clear: delivering extraordinary wellness and lifestyle experiences requires more than just design excellence. It demands a deep understanding of how people live, connect, and find value in shared spaces. Arch Amenities Group embodies this philosophy, bringing together strategic vision, operational expertise, and a human-centered approach that transforms every project into a unique destination.
We sincerely thank Andrea, Carol, and Dr. Jain for sharing their insights, experience, and passion. Their vision is not just shaping spaces, but redefining the way people experience wellness, hospitality, and community on a global scale.
Team Aquaform
Andrea Dubois
For the past 17 years, Andrea Dubois has used her technical skills, gained from pursuing a degree in interior design, to support spa and wellness design projects throughout the United States and across the world.
Andrea spent over 9 years at WTS International gaining the operationally-based expertise that is required for the development of specialized wellness facilities. In 2018, Andrea moved to Thailand to work for GOCO Hospitality managing wellness design projects of all sizes, designing for integrative and holistic spa therapies, soft medi-spa components, authentic and multicultural bathing experiences, and an expanded approach to fitness and mind/body wellness.
Carol Stratford
Carol’s dynamic career in strategic marketing has allowed her to develop a widely-recognized expertise in hospitality and wellness. She is a leader in her field, known for analyzing trends and forecasting sales to develop long-term strategies, key objectives and operational execution plans based on business best practices, as well as maximum growth and profitability.
Because Carol began in public relations and then moved into marketing, she has a rare ability to understand the perception of a brand in the marketplace, and she has used her unique vision to help develop and deploy innovative marketing plans for some of the most successful brands in the industry.
Dr. Abhishek Jain
Dr. Jain brings over two decades of extensive experience in luxury hospitality, spa & wellness industries during which he worked on numerous feasibility studies, concept development, and design inputs for new properties as well as pre-opening and successful operations of award-winning properties worldwide.
He is recognized as industry leader, particularly in the South Asian region, and holds a degree in Integrative Medicine along with a Masters in Hospital & Health Systems Management from renowned BITS, Pilani in India, while also having completed a Certification Program in Strategic Hospitality Management from Cornell University and General Management Program from Indian Institute of Management, Ahmedabad, India.
DISCOVER ALSO
