Managing a well-living island: Graeme Freeman on balancing joyful transformation at JOALI BEING

Graeme Freeman, General Manager of JOALI BEING, oversees a truly unique destination in the Maldives, a well-living island dedicated to guiding guests on a journey of joyful transformation. Rooted in the resort’s signature Four Pillars of Mind, Skin, Microbiome, and Energy, Freeman’s leadership blends cutting-edge science with ancient wisdom to create personalised experiences that restore balance and inspire lasting change. “Our approach is to harmonise wellbeing with the joy, beauty, and effortless luxury our guests seek,” he explains, reflecting JOALI BEING’s mission to nurture both inner and outer wellbeing in a setting of natural wonder.

Graeme explains that while JOALI BEING’s foundation rests on research and collaborations with leading experts, the real achievement lies in translating these insights into experiences that feel accessible and effortless. “We start by meeting each guest exactly where they are in their journey. For some, this might mean an immersive programme with consultations, diagnostics, and tailored treatments. For others, it’s as simple as introducing mindful practices into everyday holiday pleasures – breathing exercises on a sunset deck, a nutrition-focused cooking class, or discovering movement through fun activities like paddleboarding or aerial yoga.” His philosophy is one of integration rather than imposition. The aim is not to take guests out of a holiday mindset but to bring wellbeing into it, ensuring that the experiences range from the sensory – a balanced meal, botanical scents, or a curated soundscape – to the immersive, such as personalised treatments or consultations.

At the centre of JOALI BEING’s identity are its Four Pillars: Mind, Skin, Microbiome, and Energy. For Graeme, it is not any single pillar that defines the property’s uniqueness, but the way they operate in harmony. “A guest might begin by calming the mind through sound therapy, which in turn supports energy balance. Nurturing the skin with personalised treatments is paired with nutrition that benefits the microbiome, while mindful movement restores both body and mental clarity. This interconnectedness means every touchpoint – from dining to design to daily activities – contributes to the guest’s overall sense of vitality and balance.”

While wellbeing is often perceived as serious, restrictive, or rooted in strict routines, JOALI BEING redefines the experience with a focus on joy, discovery, and the freedom to choose. Guests are invited to embark on a personal journey, whether through immersive, transformative programmes or by weaving gentle wellbeing experiences into a relaxed beachside escape. “JOALI BEING is not about rules,” says General Manager Graeme Freeman. “It’s about choice, inspiration, and celebrating life in a way that feels meaningful to each individual.” At its heart, JOALI BEING offers the space to explore balance, with curiosity, not constraint.

The Maldives is synonymous with indulgence, but Graeme sees no contradiction between luxury and wellbeing. “We see wellbeing and indulgence as natural partners. Here, it’s not about sacrifice; it’s about elevating pleasure through awareness, quality, and meaning.” Guests can, in his view, experience all the hallmarks of a Maldivian holiday – overwater sunsets, private beach dinners, or world-class spa rituals – while also discovering nourishment for body and mind. From fine dining presented with microbiome-friendly principles to sunrise yoga overlooking the ocean, indulgence becomes an enhanced experience rather than one compromised by wellness goals.

Behind JOALI BEING’s guest-centric philosophy lies the art of building a purpose-driven team a diverse collective of specialists that includes naturopaths, nutritionists, herbologists, and movement experts. For General Manager Graeme Freeman, recruitment goes far beyond filling roles; it’s about aligning with a shared vision. “We’re not just hiring for a position,” he explains. “We’re inviting individuals to be part of a mission to help shape a new era of well-living in the Maldives.” At JOALI BEING, these experts are seen not merely as staff, but as co-creators in the guest journey. Their insights are woven into the fabric of the resort, nurturing a culture of collaboration, creativity, and lasting commitment.

This approach requires a leadership style that is collaborative. Graeme describes it as consultative rather than directive, recognising that wellness professionals bring strong personal philosophies as well as technical knowledge. His role is to harmonise these disciplines into a seamless guest journey. “The challenge lies in harmonising diverse disciplines – from holistic health to luxury service – into one cohesive guest journey. The reward is witnessing how these different skills and passions combine to create transformative experiences that no single discipline could deliver alone.”

Training is a key focus of Graeme Freeman’s leadership at JOALI BEING. The island’s signature concept of ‘Joy in Weightlessness’ is more than a slogan , it’s a lived philosophy that every team member, or Host, is encouraged to embody and express. Onboarding immerses new staff in this ethos through direct experiences with treatments, workshops, and mindful dining. Cross-departmental learning ensures that knowledge flows freely across the property: “A chef might learn how certain ingredients support the microbiome, or a Jadugar might explore how a sound therapy session works, so they can naturally weave these insights into guest conversations,” Graeme explains. “It’s about helping our Hosts find the joy in weightlessness for themselves , that sense of ease, balance, and uplift, so they can share it authentically with every guest, not in technical terms, but in ways that feel human and inspiring.”

Graeme’s international experience informs his outlook on the future of the Maldivian wellness market. He sees the Maldives evolving into a trendsetter in global wellness tourism, driven by its natural assets and growing investment in integrative wellness. “The challenge, and the opportunity, will be to maintain the delicate balance between cutting-edge wellness science and the effortless indulgence the Maldives is famous for.” He anticipates an emphasis on personalisation, sustainability, and scientific innovation shaping the sector over the next five years.

The COVID-19 pandemic has accelerated changes in guest expectations, with more emphasis placed on immunity and long-term health. Graeme notes that “many of our guests now prioritise experiences that not only relax but actively strengthen their body’s defences and promote long-term vitality.” This has led JOALI BEING to integrate immune-boosting elements into its nutrition, treatments, and overall programming, ensuring the property remains relevant to the needs of the post-pandemic traveller.

Graeme envisions JOALI BEING evolving through both science and simplicity. Partnerships with research institutions will help keep the property at the forefront of innovation, while technology will be introduced in subtle ways to support customisation and diagnostics without detracting from the island’s natural experience. At the same time, digital balance will remain a core value, encouraging guests to disconnect from devices and reconnect with nature.

Sustainability also plays a central role in Graeme’s vision, with environmental practices directly linked to guest wellbeing. Coral restoration projects, for example, both protect marine biodiversity and offer guests a participatory experience in conservation, creating what he calls “a sense of connection, purpose, and fulfilment.”

The JOALI lifestyle brand encompasses two distinct yet complementary properties within the tranquil Raa Atoll, each offering its own unique interpretation of luxury island living. JOALI Maldives embodies the joy of creative living, where art, design, and storytelling come together to inspire playful indulgence. In contrast, JOALI BEING is devoted to the joy of well-living, offering immersive, personalised journeys rooted in wellbeing and inner balance. Together, the two destinations form a holistic sanctuary. “Guests can choose between artistic expression and mindful, joyful transformation or discover a harmonious blend of both,” says Graeme Freeman. Cross-property collaborations invite open-minded guests who seek purpose alongside pleasure to engage with creativity, while lovers of design and luxury are encouraged to explore the enriching world of wellbeing.

For Graeme, JOALI BEING represents more than a hospitality product; it is a model of how wellbeing can be seamlessly integrated into luxury travel. His vision is grounded in choice, balance, and purpose – ensuring that guests can leave not only with memories of the Maldives’ natural beauty but also with an experience that has enhanced their personal journey.