Founder Peigín Crowley has over 28 years of experience in the spa industry, a true wellness curator at heart, Peigin designs award-winning spa experiences and products with a strong focus on wellbeing for the most luxurious resort destinations in the world from The Rosewood, Six Senses, Four Seasons, Kempinski & Bulgari Hotels. She has mastered an innovative and engaging style of development and design that creates a fluid path to transformative experiences and intuitive self-care.

GROUND was born at the kitchen table in 2020, deep in lockdown. PeigÍn was unafraid to depart from traditional spa menus focused on beauty, pampering, and anti-aging, instead developing treatments and products that address anxiety, insomnia, hormone fluctuations, burnout, gut health & cancer care. Her mission is to encourage us all to slow down and connect inwards in order to achieve longevity through purposeful self-care and education. 

In 2021, Peigín expanded the brand to focus on women's health developing hands on treatments and products for PMS, pregnancy and menopause. In 2022, she made a deep commitment to cancer care with the development of treatments and products designed to provide comfort and skincare relief to those undergoing cancer treatment, surgery, and beyond. In 2023 the focus was gut health and the Vagus Nerve, while 2024 has seen the launch of the fascinating Lymphatic Support ritual.

It is in this inclusive space that Peigin excels, partnering with Little Kneaders to develop sensory dough for children with additional needs, to then researching and creating wellbeing treatments for Loveday, a company of care homes in the UK looking after those suffering with dementia and alzheimers.

Peigin lives in Cork with her husband Shane and two daughters Anna Louise & Bella. She spends her time working with her 'world class' team, growing and developing her brand and learning everyday as well as speaking passionately at events on sustainable wellbeing for partnered companies including Weir & Sons, AIB, BMW, Brown Thomas and LuluLemon to name but a few.