Cork business woman Peigín CrowleyThe importance of good daily habits

Headline: Peigín Crowley Champions Sleep for Women’s Wellbeing Through Ground Spa Products

In today’s fast-paced world, the importance of quality sleep cannot be overstated. Peigín Crowley, the visionary entrepreneur behind the luxury spa brand Ground, is leading a movement that encourages women to embrace early bedtimes as a pathway to enhanced health. With a focus on holistic well-being, Crowley’s insights reveal how our daytime activities significantly impact our ability to sleep soundly at night. “You have to seduce sleep in,” she emphasizes, advocating for self-care practices that prioritize restorative rest.

A Mission for Better Sleep

Peigín Crowley, a mother of two, has found a transformative balance in her life. Based in Ovens, Ireland, she has made it her mission to inspire women to prioritize sleep. “[I’m often in bed by 9:30 PM and asleep by 10 PM,” she shares. “Generally, I’m up by 6 AM, and I could have a full day’s work done by 11 AM! My energy peaks in the morning—I can’t focus on anything significant after 3:30 PM.]”

Her approach to achieving restful sleep marries modern science with practical advice. Among her recommendations are taking warm baths to lower body temperature, optimizing sunlight exposure during the day, and practicing the art of ‘just being’—a non-negotiable practice that Crowley believes is essential for long-term health.

Evolution of a Spa Visionary

Crowley’s success story reflects resilience in the face of adversity. When the pandemic struck, her plans to design spa projects in new hotel builds were abruptly halted. Around the same time, she began experiencing peri-menopausal symptoms, such as heightened anxiety and poor gut health, prompting her to dive deep into research. “It all got me thinking and researching,” she said, leading to the creation of Ground—a brand focused on cultivating inner balance and resilience, launched at a time when the global community needed it most.

Recognized as a leading figure in the spa industry, Crowley’s products are now available in some of the world’s finest hotels, including Bulgari, Four Seasons, and Rosewood. However, her commitment extends beyond luxury; she aims for inclusivity within her brand. “Many cancer patients, even with a doctor’s note, were turned away from spas due to insurance concerns,” she explains. “We needed to right that.”

Empowering Care for Cancer Patients

To bridge this gap, Crowley has prioritized training therapists to support cancer patients effectively. Her initiative ensures that therapists understand specific needs—such as managing scar tissue or addressing post-chemotherapy sensitivity. During October’s Breast Cancer Awareness Month, she underscores this commitment to creating a more inclusive spa experience.

In this spirit, she developed a unique product line called Barróg—Irish for "the hug,” tailored for those undergoing cancer treatments. “This is a collection of heartfelt products created to soothe and comfort at a time when self-care is vital,” Crowley says.

Advocating for Preventative Wellness

Crowley emphasizes the importance of shifting focus from lifespan to health span, encouraging daily habits centered around nutrition, sleep, and movement to enhance longevity. “Small changes in our daily habits can create incredible results,” she notes. Raising awareness about burnout alongside building resilience is a crucial aspect of her advocacy.

In her view, understanding gut health is integral to overall well-being. “Our gut is our ‘being’ brain, managing rest and digest,” she elaborates, urging women to pay close attention to their body’s signals to uphold health.

Growth and Future Aspirations

Ground operates sustainably from its headquarters on Model Farm Road. The brand received significant investments—€500,000 from Quintas Capital in the previous year and €300,000 from Enterprise Ireland recently, enabling its growth and scalability. “We have strong ambition and commitment,” she states, noting the expansion into new markets, including the Middle East and Southeast Asia.

While Ground continues to grow, Crowley modestly refers to it as a start-up, playfully mentioning, “Even if at times I feel elderly!” She uses humor as a tool to connect, resonating with her audience’s experiences.

Join the Conversation

Peigín Crowley’s journey is one that resonates far beyond the spa industry, inviting many to reconsider their relationship with sleep and wellness. As she continues to challenge norms, her vision highlights the significance of early bedtimes and self-care in achieving a balanced life.

What steps do you take to prioritize your sleep and well-being? Share your thoughts in the comments below, and let’s explore the importance of holistic health together! For further reading, you may find these articles on wellness and self-care enlightening here.

For authoritative insights on the impact of sleep on health, check out TechCrunch and Wired for the latest research and trends.