FG Innovation Management Ltd

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Innovation is crucial to the continuing success of any organization. Our passion and commitment to the spa and wellness industry inspires us to create sustainable profitable businesses and offer advanced career development for spa and wellness professionals. Using effective and proven systems our personable, hands-on approach guarantees first-class results. We develop and motivate people through fairness, honesty, and integrity. Using ethical practices we continue to raise industry standards and prevent therapist burnout, inspiring progression and excellence resulting in a highly profitable business model.

How FG Innovation Management Ltd Was Founded

Heidi Grimwood has been working as a Spa Consultant since 2013. During that time she discovered most Spas she visited were experiencing the same challenges; under-utilised treatment rooms, poor staff retention, recruitment challenges, low revenue and overworked spa staff resulting in burn out.  

Heidi has successfully completed many consultancy projects in Ireland with amazing financial and commercial results. In 2017 Heidi worked with Eileen Fleming owner of The Buff Day Spa in Dublin to further develop her business. Heidi discovered that Eileen shared a similar passion and commitment to developing the Spa industry. During the 12-month consultancy contract, Eileen and Heidi created effective standard operating procedures (SOP's), trained and developed staff to grow The Buff Day Spas profitability to a level that it never seen before. When analysing why it was so successful, the results showed that the continuity of the training and development combined with the consistency of the daily SOP's were the key factors to its success.

Sadly, even when these factors are introduced to businesses they are rarely continued because there is no one driving it year on year. Within 12-18 months there is often a change of staff in the Spa or hotel and the procedures and standards implemented are often forgotten.

Knowing that these initiatives could be introduced to any Spa and Wellness Business, Eileen and Heidi decided to offer an operational management take-over service to Spas across the globe.

The Buff Day Spa remains the flagship of the company producing outstanding results year on year. Exciting introductions to the company are Go to the Spa digital marketing company, The Elite Mentor Program and The Spa Hub Training Academy offering opportunities for industry professionals to up-skill and further develop their careers.


Where the Passion Begins



Company Director

Eileen Fleming co-founded The Buff Day Spa in 2002 and now is the sole owner. With over 16 years of industry experience, Eileen's drive and passion have made The Buff Day Spa into Dublin's most successful day spa, achieving phenomenal growth year on year. Having won numerous industry awards, most recently the All-Star Business Accreditation, Eileen is passionate about business growth, professional development and raising standards within the industry as a whole.


Company Director

Heidi's career started back in 1996 and left the UK to study and work as a fitness instructor in New Zealand. After qualifying, she went back to the UK and opened Richard Branson’s first corporate gym in London. From there, her sea legs were calling and hopped on her first ship at 19 years of age to sail the seven seas as a fitness instructor in the on-board spa. Working closely with beauty and massage therapists and hairdressers it wasn’t long before she grasped a real understanding of the spa business as a whole. From there Heidi was promoted to a spa manager, and developed spas to ensure they were meeting and exceeding high targets, training and mentoring large teams and managing all elements of the spa business. Heidi finished the last two years at sea on the famous QE2 and went on to the Maldives to continue the opening and development of the spa at The One and Only Reethi Rah. From there she came to Ireland and managed the Aghadoe Heights Spa in Killarney and Inchydoney Lodge and Spa in Cork. Heidi's true passion has always been training and development so in 2013 where she set up her own training and consultancy business for spas.

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