Award-winning founder of GROUND Wellbeing, like the products she creates, Peigín Crowley is a true force of nature. Founded during lockdown, the brand has since gone worldwide …
Where did you get the idea for GROUND Wellbeing?
GROUND was born out of a real need I’d seen over decades working in the spa industry. The world of wellness has long been focused on beauty and indulgence, but I knew from experience that true wellbeing is about so much more than how we look. It’s about how we feel.
GROUND was created in the early days of lockdown at my kitchen table. I spent that time blending – experimenting with oils, salts, and balms – creating about 20 new recipes through the lens of sleep, calm, anxiety, pregnancy, and even helping children regulate their emotions through scent. It’s not about aesthetics; it’s about how people feel in their own body.
The pandemic made everyone reassess their values. There was a real appetite for deeper, more meaningful wellness. Not just pampering, but something purposeful. I wanted to create a brand that was inclusive, supporting people through stress, sleep issues, menopause, cancer care, and even the simple yet profound need to slow down.
What did you work as before going into business for yourself? What convinced you to make the leap?
I spent over 25 years as a spa consultant designing wellness spaces, and product lines, for some of the best hotels in Ireland including Adare Manor, The Merrion and Cliff House Hotel. I was embedded in the industry; working on customer journeys, signature treatments, private label products, and expanding into international projects in India, and beyond. When lockdown hit, every project I was working on paused. My diary was empty overnight. I had a choice: wait for things to improve, or create something of my own.
We had been saving to build a house, but with the support of my husband we put it all into GROUND. It was like a baby I needed to give birth to. While hotels were still locked down, we launched into Brown Thomas. By summer 2021, the hotel and spa industry bounced back, and we launched at The Shelbourne in Dublin. Then, we expanded to The Rosewood in Hong Kong, and The Four Seasons in Canada; all within our first year.
What has been the biggest challenge to date?
GROUND has changed me completely. For years, I managed myself. Suddenly, I had to learn how to build, and lead, a team. How to manage cash flow, and how to scale. Hiring a team was the biggest stretch for me, but also the greatest joy. The people who joined me in those early days weren’t just signing up for a job; they were signing up for the unknown, in the belief that GROUND was something worth building. And they’ve been with me every step of the way.
The challenge of scaling has been enormous. We started as a small operation, but now we’re working with top luxury resorts worldwide like Six Senses, The Lanesborough, Kempinski, and Bulgari. This meant investing in several areas: infrastructure, global trademark protection, production systems, inventory, fulfilment, and regulatory compliance. Through it all, we’ve remained anchored in our purpose: to help people slow down, reconnect, and understand the value of true wellbeing. That’s what keeps us moving forward.
What’s the best money advice in business you ever received?
“Get a deep understanding of cash flow. It’s your lifeblood.” I had a great mentor, Denis Casey, at Local Enterprise. He taught me that if you can forecast well, and manage cash flow, you’ll feel more confident in your decisions.
Are you confident about your retirement? Do you feel like you have enough squared away?
I’m confident, but I’m also becoming more interested in the levers involved. A recent talk for women in business, entitled F.I.R.E. – “Financial Independence, Retire Early” – opened my eyes. I’ve been relying on my husband for much of the planning, but now I see how important it is to manage both pensions, and the tax relief that comes with a solid strategy.
Do you invest in shares? Do you follow the stock market?
Up to now, my husband has been the investor in our home, and he enjoys a few flutters on crypto, but nothing serious. As we prepare to raise funding for GROUND next year, I’m learning about buying, and selling, equity. I’m also discovering how crucial strategic partners are in this area.
Is money a big motivator for you?
The simple answer is no, GROUND is born of heart and industry knowledge. It has been a passion project from the beginning. In the first years of business, you’re bootstrapping so hard that you don’t have time to come up for air. You’re focused on paying the team, rent, and managing inventory.
Then investment comes in, and you throw yourself into new markets, compliance, and trademarking. Late last year, we turned four years old, and it was a turning point. The foundations of the business are now laid, and the future looks bright. Seeing the potential trajectory for GROUND is beyond exciting, and I am deeply grateful for the day-to-day graft, and our team who share that with me. That’s what keeps me GROUNDed. @peigincrowley @ground_wellbeing
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