When To Fail Fast & Pivot vs. Hang In & Tweak Your Wellness Concept

How do you know when your wellness concept isn’t working?

Wellness directors and hoteliers often struggle with deciding when to "fail fast" and pivot versus when to stay the course and keep refining their concept. The real challenge is knowing whether the idea is fundamentally off track or just needs some adjustments.

Why this happens

The emotional ups and downs of building a concept can cloud judgment. Early setbacks are often misread as failure instead of being seen as part of the journey. At first, there's excitement — the 'Mount Stupid' phase. But soon, you slide into the 'Valley of Despair' and hit the 'River of Misery,' when you realise how much effort it takes to make your idea a success. Even seasoned wellness leaders face this. The key is knowing when to pivot or keep tweaking.

The solution

To make the right call, focus on 2 things:

1?? The Emotional Cycle of Change:

Confusion, doubt, and frustration are normal. These feelings don’t mean your concept is failing; they’re just part of the process.

2?? The Four Types of Wellness Offerings:

Offerings are either a Risk, Opportunity, Liability, or Asset. If your concept isn’t an Asset — if it doesn't have both the soft aspects (vision, mission, potential) and the hard aspects (space, funds, talent)? — it might be time to pivot. If it’s an Asset, stick with it and iterate.

What to do when you're stuck

1?? ?Objectively evaluate your offering:

If you’ve built a true wellness Asset, keep refining it. But if you’ve missed key factors like market fit, funding and expertise required, it’s time to go back to the drawing board.

2???Reconsider the goal:

Sometimes, what feels like failure is tied to an outdated or unrealistic goal. Rather than quitting, reassess if the goal still makes sense.

The financial impact

Choosing to iterate or pivot affects your bottom line. Iterating builds on what’s working, while pivoting prevents further investment in something that isn’t. Balancing these choices keeps your offerings valuable and profitable.

Wins your business can expect

When you get this balance right:

→ Your concept resonates with customers.

→ Your team feels motivated and aligned.

→ Your wellness asset delivers consistent, transformative experiences, building loyalty and driving profitability.

What happens to you

Navigating the ups and downs while making the right tweaks sets you apart as a leader who creates standout wellness concepts. Your team thrives, guests love the experience, and your wellness asset becomes an integral part of your hotel’s success. Your resilience sets you apart.

The cost of inaction

If you don’t know when to pivot or iterate:

? You might give up on a great idea too soon.

? You risk wasting money on something that was never going to work.

? Your team and guests lose faith in the concept.

To avoid the costly mistakes of getting it wrong, join my high-level mentorship program, Asset Builder. I guide wellness leaders like you to build profitable wellness concepts that deliver results in just 6 months.

More details in the PS section below ????.

Are you ready to take wellness to the next level?

Here are 2 ways I can help:

1?? WHO: Wellness directors who want to join 1% of wellness leaders

?? WHAT: The Wellness Asset Academy

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2?? WHO: Owners of small, independent hotels with a strong wellbeing focus

?? WHAT: Asset Builder Mentorship

Exclusive 6-month 1:1 mentorship programme to master creating a wellness asset, build a proud team, and deliver transformative experiences for your guests.

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?? Why work with me?

I know what works with wellness and I also know what doesn’t. I’ve made the mistakes so you don’t need to – saving you thousands of dollars on bad decisions.

? #1 best-selling author, global wellness expert

? 40+ projects in 20+ countries across Europe, Middle East and Asia Pacific

? Top brands: Abadía Retuerta, Four Seasons Hotels & Resorts, Accor, Six Senses Resorts & Spas

? Interviewed over 150+ hoteliers worldwide