Just Sturgis

About Just Sturgis

I\'m a strategic and creative advisor with nearly four decades in the spa, wellness, and hospitality world—but the heart of my work goes far beyond physical spaces.I help businesses, brands, and developers uncover the soul of what they\'re building—then shape a wellness-forward identity, story, and experience around it. Whether you\'re imagining a destination resort, launching a recovery brand, or simply trying to make your space or product feel more purposeful, I can help you get there.My clients often come to me early, when an idea is still forming or a direction needs shaping. I bring clarity, narrative depth, and fresh perspective—often through conversation, concise written guidance, and curated recommendations. No bloated decks, no unnecessary deliverables—just meaningful direction and smart ideas that move things forward.I’ve worked with more than a hundred spas and wellness businesses over the years, across hospitality groups, independent brands, and one-of-a-kind concepts. I was the original strategist and concept creator behind Zulal Wellness Resort—guiding the project from its hidden philosophical backbone to the guest-facing experience, brand identity, naming, design vision, and operational flow.Today, I advise projects of all kinds—hotels, products, startups, urban bathhouses, even retail brands—anyone with a desire to create something rooted in wellness, recovery, or regenerative experience.Curious if we’d be a fit? Reach out directly here on LinkedIn or choose a time to chat —happy to connect and explore.

Experience

1. President Founder

   Simple Lotus Strategic Advisor For Wellness-Driven Brands, Spaces & Experiences

   Jan 2012 — Present

   I work with vision-driven businesses to bring clarity, creativity, and strategic direction to wellness-focused projects — whether you\'re building a next-generation spa, reshaping a hospitality concept, or infusing authentic well-being into a product, brand, or experience.What makes my work different? I don’t just advise on space and operations — I help shape the soul of a project. That often means crafting the story, intention, and philosophy that underpin design, guest experience, programming, and identity.Clients come to me for: Strategic clarity and conceptual direction Foundational frameworks for wellness offerings, guest journeys, and flow Positioning, narrative, and brand essence High-level design and experience advisory Industry-specific insight and cross-sector creativityI typically operate in a high-trust advisory role, providing verbal guidance, curated recommendations, and clear next steps — not traditional “consulting decks” or heavy deliverables.(Though those are available as separate scope.)HIGHLIGHTS Over 38 years in the Wellness Hospitality Industry (Spa, Wellness, Culinary, Hotels and Resorts) Strategic Consulting focused on the successful integration of Wellness and Hospitality Providing complete solutions and direction from idea through inception (Feasibility, Forecasting, Concept Development, Design Review, Facility Setup, Pre-Opening Services, Opening Operations, Operational Reviews, Project Management, Business Solutions) Extensive experience in Brand Creation & Development, Brand Strategy and Brand ImplementationMy sweet spot: early-stage ideation, renovation rethinks, or vision-phase guidance when things feel murky or high-stakes.Notable Project: Zulal Wellness Resort — full concept creation from seed idea to guest-facing identity and operational flow.Let’s connect if you\'re imagining something bold in wellness, recovery, longevity, or holistic hospitality.

Education

• Le Cordon Bleu College of Culinary Arts

  Associate’s Degree, Culinary Arts/Hospitality Administration

  1992 — 1994

• University of Southern California

  Environmental Design/Architecture

  1989 — 1991