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Zoe Wall outlines AB Living Group’s point of difference in her new role as VP of wellness

12 Dec 2025

Zoe Wall has been appointed VP of wellness for AB Living Group. 

With more than 22 years of global industry experience, Wall will lead the wellness strategy across the company’s portfolio in Spain, Mexico, the UAE and upcoming developments.

AB Living is a business group with divisions for development, real estate and hospitality. Its portfolio includes the SHA operations at SHA Spain and SHA Mexico, which opened in 2024. A new island off the Sahel Al Emarat coast between Abu Dhabi and Dubai, UAE, will also host the upcoming 25-hectare SHA Emirates and its 150 residences when it opens in 2027.

AB Living Group’s point of difference

Wall told Spa Business how her outlook and AB Living’s align and what the company’s point of difference is within the wellness market: “I believe the future of wellness will belong to brands capable of bridging health optimisation and holistic wellbeing as one ecosystem.

“Where many competitors are leaning heavily into a medicalised future of wellness, AB Living is committed to advancing medicine and restoring balance to the fundamentals,” added Wall. “Holistic wellbeing and longevity medicine should never compete; they should coexist, complement and strengthen one another.

“AB Living is uniquely positioned to lead this evolution because we are advancing both sides of the spectrum equally and intentionally,” continued Wall. “This balance is where the next chapter of wellness will be defined.”

“Medicalised longevity is a fundamental pillar of the SHA ecosystem, but many brands have focused so heavily on medical interventions that holistic wellness has been left behind,” she said. “Yet for the past 20 years, SHA has been leading both sides of the spectrum.”

“As VP of wellness, my mission is to embed advanced health-optimisation principles across the entire AB Living ecosystem – translating the latest science in wellbeing, preventive health and performance into meaningful experiences for our communities,” said Wall. 

Upcoming developments

Wall revealed that AB Living’s focus is on branded residences: “Wellness real estate is the fastest-growing sector in our industry, more than doubling in five years to 243 per cent of its 2019 level,” said Wall. “Demand for ‘healthy buildings’ and curated wellness living environments is now both expected and accelerating.

“Launching standalone SHA branded residences represents a strategic milestone and a clear point of differentiation,” said Wall. “It allows us to extend SHA’s transformative model of advanced medicine and holistic wellbeing into everyday living, embedding wellness into the architecture, lifestyle, and daily rhythms of our residents.

“This responds directly to market momentum and positions SHA ahead of competitors who remain predominantly hospitality-centric,” she added.

Wall’s previous experience

Before her new role, Wall spent three years at Kerzner International in senior wellness strategy roles, including as global director of wellness for the company.

She was group director of spa and wellness Asia for Minor Hotels, where she shaped MSpa International’s approach to preventative wellness in collaboration with medical operators from around the world. 

Prior to these corporate roles, Wall held a business development role at Natura Bissé as well as various operations roles at Minor Hotels Kerzner International and Steiner Leisure.