Africa Wellness Initiative


The Africa Wellness Initiative (AWI) aims to promote African wellness through strengthening wellness institutions, training and human resources development. Together with the GWI, we aim to build a database of wellness operators, practitioners, and indigenous skills for the benefit of Africa and the global wellness industry. The AWI will also help record, develop, and protect the unique skills and indigenous knowledge by promoting a culture of African-inspired knowledge-sharing within the global billion-dollar wellness industry. This is key for a continent that has so much to offer the global wellness arena. The Initiative will include the innovative use and promotion of indigenous African plants, robust programs, and events to build up a strong educational and entrepreneurial spirit within the African spa and wellness industry, as well as help strengthen the industry in terms of standards and accreditation within Africa.

2017 Briefing Paper
The briefing paper is a snapshot of this industry sector including valuable information on latest trends, challenges and initiative accomplishments. Read full paper HERE.

Elaine Okeke Martin

Initiative Chair

Elaine Okeke Martin, President, Spa & Wellness Association of Africa, Mauritius
Elaine graduated from CIDESCO international Denmark in 1999 and has been in the industry for the past 17 years. She hasparticipated in several consultation meetings for large spa companies worldwide. Elaine is also the Principle Consultantat SPALOGIQUE, where she brings a wealth of experience by providing excellence in spa design, operation management and trainingto hotels and spas globally. She consults government departments such as; Ministry of Tourism, Education and Health in Africancountries for the spa and wellness industry. In addition, she is the president and founder of the Spa and Wellness Associationof Africa (SWAA). SWAA develops standards for education and professional development in Africa, and its vision is to bethe spa wellness voice for Africa.Elaine also contributes her time to the SWAMagazine connected to the association.

Sandra Chadehumbe

Vice Chair

Sandra Chadehumbe, CEO, Well Nation Africa, South Africa
Sandra Chadehumbe, Chief Executive Officer, Well Nation Africa, holds a B.Sc. Honours Degree in Physiotherapy and an MBA from the Gordon Institute of Business (GIBS), South Africa. Over the past 18 years, she has occupied various leadership roles in both the Spa Consulting and Corporate Wellness industries in Zimbabwe and South Africa. Sandra brings diverse leadership experience and knowledge in the areas of wellness strategy development, product development as well as business development. She is passionate about contributing to the development of innovative wellness solutions for African, while positioning Africa as a formidable player on the global wellness market. Sandra also serves as an advisory board member for Every Child Fed, an organisation that empowers local communities to produce Ready To Use Foods (RTUFs) that are used to alleviate hunger and treat malnourished children in various countries on the African Continent.

Initiative Members

Denzil Phillips

Denzil Phillips

Dr. Chase Webber

Dr. Chase Webber

African Spa Associations

Join the Initiative

Contact: Elaine Okeke Martin, Initiative Chair