As we expanded from Europe into the American market, Fijordo helped us connect with the right partners and think through our strategy in a grounded, actionable way.
Harry Jameson, Founder & CEO, Pillar Wellbeing
Pillar Wellbeing had already proven the model in Europe — premium members clubs operating inside Raffles London at The OWO and Fairmont Doha, with a leadership team that includes Harry Jameson (20 years managing wellness for heads of state and corporate leadership at Nike and Apple) and Pillar Kitchen by Jason Atherton (2 Michelin stars, 15 restaurants globally). Brand partners included Lululemon and Technogym. Events for Julius Baer and Aston Martin. Showcases at Soneva Jani, Soneva Fushi, and Mandarin Oriental Bodrum. The US market was the next frontier.
The US wellness market operates differently. Pillar’s license model — 10% management fee with site development fees and minimum annual earnings guarantees — had worked inside established European luxury hotels. But finding the right US property partners, navigating different deal structures, and adapting a data-led wellness approach (proprietary assessments, biomarker tracking, Whoop integration) to American expectations required local knowledge and relationships Pillar didn’t have. Without the right introductions, the expansion would be slow and speculative.
Fijordo worked alongside Pillar Wellbeing to evaluate the US market and identify the right entry points.
The engagement is ongoing. Fijordo provided the US-side evaluation and relationships that Pillar couldn't build from London.
Corporate Partner
From urban architecture to a multi-region rural development pipeline.
Project Owner
From underperforming inn to event-driven destination.
Project Owner
From single-site RV park to event-driven expansion strategy.
Corporate Partner
From residential modular product to hospitality market entry.
We help corporate partners find, vet, and execute hospitality partnerships without hiring full-time BD staff.
You have a brand. You want to bring it into hospitality. We help you find aligned projects and partners.
