INTERVIEW: CRAIG COGUT
Six Senses is opening the Zil Pasyon resort on the private island of Félicité, Seychelles, later this year
Andrew Best, the group’s vice president of architecture and technical services, and Omar Romero, vice president of development. An exception to this hands-off policy is in the
area of sustainability. In addition to appointing experienced environmental architect Amber Marie Beard to the newly created role of vice president of sustainability and putting together a high-profile advisory board, Pegasus draws broadly on its many other eco-focused investments – from waste management and energy to lighting and air-conditioning companies – to bring ideas, knowledge and expertise to the table. This takes Six Senses’ commitment to sustainability, which is already central to its philosophy, to another level. But what does the fund manager hope to gain? “I obviously believe, since we invest in it,
there are economic benefits,” says Cogut. “But sometimes you can’t measure just on narrow economics. There are long-term ben- efits to doing things properly which often corporations don’t focus on.”
New directions In addition to expanding geographically, another growth strategy under consideration is the development of Six Senses hotels in urban locations, both to help build the brand and to cater for the needs of its city-dwelling and visiting customers. “Urban retreats are hard to find,” he says. “There’s a segment of guests who’d welcome that. It’s incredibly appealing in the world we live in, where
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“We’ re trying to aggressively posi t ion the spa business to of fer new services, taking advantage of science and knowledge on the wel lness side”
we’re so disconnected from nature – from our sixth sense.” It’s not something they will be rushing into, however. “It’s on the cards, but these things take time. Finding the right sites and the right partners is important,” Cogut says. The company is also considering investing in Six Senses-branded real estate. “We’re looking at owning or investing in certain properties through a number of structures,” he says. A more immediate focus for the company, however, is on refining and expanding its spa and wellness offering under Jacobs and Bjurstam’s leadership. “We’re trying to aggressively position the spa business to offer many new services, taking advantage of sci- ence and knowledge on the wellness side.” In certain areas, such as sleep health and digestive disorders, Pegasus helps directly by contributing ideas and expertise from its other wellness-related companies – such as the Lighting Science Group, a company devel- oping LED lighting to aid sleep and improve health, or PanTheryx, a medical nutrition company specialising in intestinal problems. Alongside Six Senses, Pegasus is expanding and adding value to Raison d’Etre Spas, par- ticularly its educational platform (the company
runs online spa management programmes) and its LivNordic brand, which combines Scandinavian design, fitness, bathing, treat- ments and products in a single concept. “The interest in nordic wellness and the LivNordic brand has been incredible,” he says. “In addition to the original LivNordic spa in Stockholm, we’ve entered the cruise industry with a LivNordic Spa on the Viking Star and two cruise ship spas planned for next year, plus another five on land.” For now, Pegasus has no plans to acquire
more spa or hospitality businesses – “Six Senses and Raison d’Etre are our focus and our vehicles” – nor is it letting go of the invest- ments any time soon. “We’re in no hurry to sell because there’s tremendous value creation happening. There’s a lot to do to build out both brands. We’re a fund and have to sell for our investors, but certainly not in the short term.” Such is Cogut’s enthusiasm for Six Senses,
in particular, you get the impression that when the time does come to sell it will be with some regret. “I love Six Senses,” he admits. “I vacation there, and it’s because my family and I love what they do – whether it’s the spas, the wellness programmes, the beauty of the setting or the sense of place.” l
CLAD mag 2015 ISSUE 2
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