Africa Wellness Initiative

The Africa Wellness Initiative (AWI) aims to promote African wellness through strengthening wellness institutions, training and human resources development. Together with the GWI, we aim to build a database of wellness operators, practitioners, and indigenous skills for the benefit of Africa and the global wellness industry. The AWI will also help record, develop, and protect the unique skills and indigenous knowledge by promoting a culture of African-inspired knowledge-sharing within the global billion-dollar wellness industry. This is key for a continent that has so much to offer the global wellness arena.

The Latest News and Resources

Initiative Leadership

Lina Njoroge

Initiative Chair

Lina Njoroge, CEO, Nutrition Consultant & Wellness Expert, Total Lifestyle Change (TLC) Nutrition and Wellness Centre, Kenya

Lina Njoroge is a practicing Clinical Nutritionist, who has had wide experience in nutrition and dietetic Programs. Lina is also an international speaker and has participated in the 7th World Medical Tourism and Health Congress in Washington…Read More

Elaine Okeke Martin

Co-Vice Chair

President, Spa & Wellness Association of Africa, Mauritius

Elaine graduated from CIDESCO international Denmark in 1999 and has been in the industry for the past 17 years. She hasparticipated in several consultation meetings for large spa companies worldwide. Elaine is also the Principle Consultantat SPALOGIQUE…Read More

Joel Birkemeier

Co-Vice Chair

Founder, Global Wellness Mission & Senior Clinical Trial Project Manager, United States & Ghana

Joel Birkemeier is a trained medical doctor and global health researcher. His experience and background involves implementation and scaling up of various non-communicable disease projects in multiple countries while working at New York University…Read More



The Initiative will include the innovative use and promotion of indigenous African plants, robust programs, and events to build up a strong educational and entrepreneurial spirit within the African spa and wellness industry, as well as help strengthen the industry in terms of standards and accreditation within Africa.

Featured Reports and Resources

Move To Be Well: The Global Economy of Physical Activity – 2019 Sub-Saharan Africa

First-ever research report on the six-sector global physical activity economy, including the fitness, sports & active recreation, mindful movement, equipment, apparel/footwear and technology markets.

Global Wellness Tourism Economy – Sub-Saharan Africa

Global wellness tourism regional data and trends analysis, including, for the first time, the spending premiums for wellness travelers for dozens of countries. Released November 2018.

Wellness Economy Monitor – Sub-Saharan Africa

The 2018 report provides updated figures for the ten industry segments that comprise the global wellness economy: fitness and mind-body; healthy eating, nutrition and weight loss; personal care, beauty and anti-aging; preventative and personalized medicine and public health; spa economy; thermal/mineral springs; traditional and complementary medicine; wellness real estate; wellness tourism; and workplace wellness.

Initiative Members

Meet the renowned thought leaders in this field who are collaborating to educate and evolve wellness in this area of global importance.



View the research, trends, whitepapers, infographics and more from this Initiative, as well as a curated list of third party resources.


Contact Initiative

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