When Jim Root joined We Care Spa as Managing Director in May 2024, he brought nearly five decades of experience at some of the world’s most thoughtful wellness destinations. His career includes leadership roles at Rancho La Puerta, Miraval, Mii amo, Sea Island, Glen Ivy Hot Springs, and Meadowood Napa Valley. Root brings both gravitas and humility to his work. A past chairman of the International Spa Association and recipient of its Dedicated Contributor Award, he is now focused on guiding We Care back to its center—supporting the founding family’s timeless wisdom while evolving the guest experience for the future.
Mary Bemis: What drew you to We Care Spa at this moment in your career?
Jim Root: Officially, I came on board in May of 2024. The backstory is that the property had gone through an ongoing series of unfortunate happenings—a cultural mismatch or two—and my role was to calm everything down, to bring it back to center. I wanted everyone to be reminded that this is a home, not a business. Not a resort. It’s about reconnecting with the timeless truths that Susana [Susana Belen, Founder, We Care] represents.
When I arrived, morale was low. Fast forward to today, and the vast majority of that same team is still here—and they’re smiling. My goal has been to re-energize the team, which in turn re-energizes the guests. In such an intimate environment, you can feel the tension—and you can feel the peace.
“We Care doesn’t fit into today’s spa world—it fits into the timeless spa world.”
MB: Where does We Care fit within today’s spa and retreat landscape?
JR: Honestly, We Care doesn’t fit into today’s spa world—it fits into the timeless spa world. Think of Deborah Szekely and the Professor of Rancho La Puerta, Sheila Cluff of The Oaks at Ojai, Mel Zuckerman of Canyon Ranch, or the O’Donnells of Miraval. These were people who opened their homes to share a lifestyle. They weren’t building businesses; they were building purpose.
We Care stands in that lineage. It’s not about glamour or longevity trends—it’s about authenticity. Guests tell me all the time, “At first I didn’t understand the name, but now I do. You really do care.” They feel it from the people, the property, and the program.
MB: What makes the We Care program so distinct?
JR: It’s deeply personal. There’s a spectrum of solutions here, and we meet guests where they are. The program isn’t dogmatic—it’s a journey unique to each person. For some, it’s about fasting and colonics; for others, it’s about quiet renewal. I write a personal welcome note for every guest that ends with, “We are all here for you.” That’s really what defines We Care.
Bigger isn’t always better. Everything revolves around the program, and the magic number for guests has always been 28. Beyond that, we start to stretch our caring point. It’s not about how many people we can bring in—it’s about how many we can serve well.
MB: How would you define We Care within the industry—destination spa, wellness retreat, or something else?
JR: To fit into the world, yes, we call ourselves a destination spa. But it’s really a lifestyle program. It’s designed to help people reset, renew, and take what they learn home. Going somewhere for a few days is easy; taking it home is the challenge. We don’t want weekend warriors—we want people to integrate what they learn into daily life. That’s why our return rate is so high. Guests come back yearly, seasonally, even quarterly. We’re not a check mark; we’re a touchstone.
MB: What message do you want to share with the wider spa industry—and with consumers?
JR: I always remember the old bumper sticker: Think global, act local. The industry will always be swept up in what’s bigger, brighter, and trendier—biohacking, longevity, Ozempic, whatever’s next. We’re not chasing that. We’re focused on making a difference within these walls and for the guests we touch.
Before all the shortcuts came along, people had to invest their time and energy into themselves. Now, we’re seeing a return to that timeless truth—it still works. As long as we stay true to who we are and to what the program represents, We Care will remain that bright constellation in the sky you can always find your way back to.
MB: After decades at world-class properties, what feels different about this place?
JR: For me, this is like coming home. Throughout my career I’ve worked for visionary owners, bringing operational structure to support their sense of place. Here, that connection between place and purpose is crystal clear. Too often today, properties chase transactions instead of supporting programs.
At We Care, we don’t have to think about expansion or franchising. I like to think globally but act locally—to make a difference where I am. That’s the soul of a servant.
MB: What gives you hope in an industry so eager to attach itself to the next trend?
JR: The work itself. I sometimes think of monks brewing beer or making cheese—humble, noble work done with devotion. Every morning when I prepare the water, there’s a rhythm to it: cutting the lemons, placing the mint, pouring the ice. It’s a ritual of service.
Eighteen months ago, this place was a bit lost. Today, the same people are smiling and caring for others. That’s hope. That’s the essence of spa.
“There’s a ritual to it—the rhythm of service is the heartbeat of spa.”
MB: Where do you see room for continued growth or improvement?
JR: Operationally, we can be more consistent and proactive rather than reactive. And we need to invest more deeply in the program itself. Susana is the essence of that program—we must nurture people who carry her teachings forward, what I call the one degree of separation from Susana.
Bridget, our nutritionist, is one of those key people—she’s lived and breathed this work. If we commit to the sustainability of the program, to continuing education for the team—not just training but true education—we ensure We Care’s legacy. Because at the end of the day, We Care is an educational program.
MB: Finally, how would you summarize “the program in a nutshell”?
JR: We Care is about gut health—and that affects everything: body, mind, and spirit. The gut sits at the center of the body and the center of your wellbeing. Through cleansing, people feel renewed, energized, even younger—but we don’t promise that. It’s simply the natural by-product of cleaning things out and starting from the inside out.
I like to say: There’s a spa experience for every body. We Care’s purpose is to help you find yours.
Mary Bemis
Mary Bemis is Founder & Editorial Director of InsidersGuidetoSpas.com. An advocate for all things spa, Mary forged a vocabulary for spa reportage that is widely used by those who cover the issues today. Recently honored as a Top 30 Influential Voice Transforming Wellness by Medika Life, Mary is an inaugural honoree of Folio’s Top Women in Media Award. Her spa media roots run deep—in 1997, she launched American Spa magazine, in 2007, she co-founded Organic Spa magazine, and in between serving on the ISPA and NYSPA Board of Directors, she was on the launch teams of Luxury SpaFinder and New Beauty magazines. Named a "Wonder Woman of Wellness" by American Spa magazine, Mary was honored by the International Spa Association with the distinguished ISPA Dedicated Contributor Award. She is a special advisor to the non-profit Global Wellness Day.
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