Our Leadership Team

Rob has been a driving force in the wellness industry since 2011, after starting the company in his bedroom. With his exemplary leadership and innovative vision, he has propelled Superior Wellness to become one of the leading hot tub companies in the world whilst offering exceptional service to our customers and building the culture of the team.

Gareth started working in the delivery team at Superior Spas in 2011 before taking time out to go travelling.  He returned in 2014 and worked in retail sales.  Gareth project managed building the brand Platinum Spas in 2016 and became Sales Director in 2017.  He has worked in a wide range of departments at Superior Wellness and plays a key role in the company’s culture.

Jay joined Superior Wellness in September 2025, bringing extensive international COO experience across manufacturing, supply chain and large-scale retail. Prior to this, he spent 20 years in senior leadership roles at IKEA, leading major operational transformation programmes across the UK and Europe, including multi-site operations, technology modernisation and global supply chain optimisation. Jay has a proven track record in scaling organisations, improving operational performance, developing high-performing teams and delivering significant improvements in quality, product development and EBITDA. As Chief Operating Officer, he leads global operations, supply chain, quality, manufacturing, systems and the development of people, performance and culture.

Giles brings nearly 20 years of senior financial leadership experience across a diverse range of global organisations. His career spans Private Equity-backed businesses as well as a Fortune 500 NYSE-listed corporation, with sector expertise including engineering, manufacturing, healthcare, and digital industries.

Prior to joining Superior Wellness, Giles served as Group Finance Director within the automotive engineering sector, where he played a key role in driving financial performance and supporting strategic growth initiatives. He has a strong track record in scaling businesses, enhancing operational efficiency, and building high-performing teams across organisations.

Giles is responsible for leading our financial strategy, supporting ambitious growth plans, and strengthening financial operations as Superior Wellness continues to expand globally.

Rich joined the team in March 2024 and is a multi-award-winning International Marketing Director with a proven track record. Before joining Superior Wellness, he was the Marketing Director of Wren Kitchens and the Wren brand guardian since its inception in 2009. He drove marketing effectiveness and business expansion, contributing to double-digit growth in turnover each year. In less than five years, Wren had grown to become the UK’s leading retailer and distributor of kitchens and bedrooms and now has over 120 showrooms in the UK and US and an annual turnover in excess of £1billion.

Richard is an experienced technology leader with over 15 years of delivering scalable software solutions and guiding high-performing engineering teams. As CTO at Superior Wellness, he combines strategic vision with deep technical expertise to drive innovation, modernise platforms, and ensure technology supports long-term business growth. Richard is passionate about building strong engineering culture, improving efficiency, and aligning technology with commercial goals.

Adam joined the team in 2025 and brings over 14 years of wet leisure experience to his role as Global Sales Director for Hekla Saunas, Chill Tubs, Parts & Accessories. Before joining Superior Wellness, he held multiple senior leadership roles at Golden Coast, progressing from Sales Manager to Sales Director and ultimately General Manager. Throughout his career, Adam has driven significant commercial growth, strengthened distributor relationships and led high-performing sales teams across international markets. His strategic insight and proven ability to scale sales operations make him a key addition to the Superior Wellness leadership team as the business continues its ambitious global expansion.

Carol is the Group Head of HR, overseeing a global team spanning the UK, Portugal, USA, Canada, the EU, and China. With over five years at Superior Wellness, she has played a pivotal role in shaping the people strategy and evolving HR and Payroll into high-performing, connected global functions. Carol is committed to building a culture rooted in collaboration, inclusivity, and excellence. From aligning international operations to championing employee well-being, she has fostered an environment where people feel supported, valued, and empowered. Today, the culture that defines the company is a direct reflection of Carol’s leadership, thoughtful, people-first, and future-focused. Her passion for nurturing talent and driving meaningful change continues to inspire teams globally.

Nick Bell was promoted to Group Head of Finance in December 2024, bringing over a decade of financial expertise. Prior to joining Superior Wellness, Nick held key finance roles where he developed strong analytical skills and strategic insight. Since joining the company, Nick has been integral in driving financial performance and aligning financial objectives with business goals. His ability to optimise resources and deliver results has contributed to the company’s growth. As Group Head of Finance, Nick continues to lead with precision and vision, ensuring the company’s financial success and long-term sustainability in a competitive market.

Sarah joined Superior Wellness in July 2020 from Forest Holidays where she was Head of Marketing and Sales.  Sarah has extensive experience in all areas of marketing including brand, direct marketing, loyalty, PR, social media, email marketing, customer research and ecommerce.  Sarah’s role is to lead the marketing and brand strategy; to help transform and grow the business.

Alex joined the team in April 2024 as our After Sales Manager and brings 9 years of experience within customer service and after sales. Previously, Alex worked at Euramax Solutions Limited, which is based within the manufacturing industry as the Customer Service and Engineering Manager. As the After Sales Manager, Alex will play a key part in supporting the After Sales Team, and finding the best solutions for our customers and dealers.

Jamie was involved in the start-up of Superior Spas and joined full time in 2017. He previously formed and operated an established business and has extensive experience in sales and customer service. Jamie’s current role is leading the UK sales team including the retail division.

Liam joined Superior Wellness in July 2023 as Quality Control Manager and transitioned to his current role as Warehouse Operations Manager in December 2024. With extensive management and leadership experience, Liam oversees quality control, stock and inventory management, and warehouse operations. He also heads up the wet testing team, ensuring that all hot tubs and ice baths are thoroughly tested after manufacturing to deliver the highest quality products to our customers. Liam’s dedication to excellence plays a key role in maintaining the superior standards expected by Superior Wellness.

Luke joined in 2013, initially working as part of the delivery team. Eager to be a key part of the growth and future of the business, Luke soon progressed in his role to Logistics Manager. Luke is responsible for managing our Logistics team. His key focus is to strategically coordinate customer deliveries across the UK, USA and Europe, manage the import and export of goods and containers and oversee stock levels through our bespoke CRM system.