Superior Wellness Strengthens Leadership Team with New Chief Operating Officer

Superior Wellness is delighted to announce the appointment of Jay Crossland as its new Chief Operating Officer (COO). Jay joined the business in September 2025, bringing with him extensive international operational leadership experience across manufacturing, supply chain, and large-scale retail.

With a career spanning more than 20 years at IKEA, Jay has held senior leadership roles across the UK and Europe, where he led major operational transformation programmes. His work included developing complex multi-site operations, driving ERP and technology modernisation, and optimising global supply-chain networks. Jay has a proven track record in scaling organisations, improving operational performance, and building high-performing teams. He has consistently delivered step-change improvements in product quality, development processes, customer experience and EBITDA growth.

In his new role as COO, Jay will oversee global operations, supply chain, quality, manufacturing, systems and the development of people, performance, and culture across the organisation.

Jay’s appointment marks another milestone in the company’s commitment to strengthening its operational division and delivering continued innovation and excellence across its product categories.