The Entrepreneur Award

Having spent over 25 years in the spa and wellness industry, Peigín Crowley has drawn from extensive experience to create a unique business.
In 2020, Ground was born at Crowley’s kitchen table in a quest to make effective wellbeing products accessible to all. Moving away from traditional spa therapies, Crowley has developed treatments and products to address anxiety, insomnia, hormone fluctuations, burnout and gut health. She has tailored the brand to the specific needs of women’s health too, from PMS, fertility, pregnancy, and menopause, through the launch of Ground’s Balancing CBD Balm and Balancing Massage Ritual.
Last year, Crowley committed the brand to cancer care with the development of The Barróg Collection – a family of treatments designed to bring comfort from stress and skincare relief for those going through active treatment and surgery. 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 well-being treatments for those living with dementia and Alzheimer’s. The brand can now be found in spas including The Rosewood in Hong Kong, The Four Seasons in Boston, and The Waldorf Astoria in Beverly Hills. Crowley is truly at the frontier of groundbreaking treatments in the Irish and international spa and wellness industry.

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