Jim Croghan, Founder & CEO

Jim is the Founder & CEO of Identity Hospitality - Consulting Specializing in Spa and Wellness.

Jim has provided financial feasibility, design development, creative direction, and pre-opening consulting services to over 80 upscale and luxury resort, casino, hotel, and residential community spas worldwide in his 25-year consulting career. 

Career projects in Jim’s portfolio included: 


The Ritz-Carlton, Kapalua

The Ritz-Carlton, Waikiki Beach

Ko'a Kea Hotel and Resort, Kauai

Moana Surfrider, Waikiki Beach

Spa Grande at The Grand Wailea, Maui


The Peninsula Hotel, Chicago

The Ritz-Carlton, Chicago

Le Meridien, Chicago


The Ritz-Carlton, New Orleans


Mandarin Oriental, Boston


The Ritz-Carlton, Cancun

One & Only Palmilla, San Jose Del Cabo

Punta Nizuc, Cancun


Mandarin Oriental, Las Vegas

Vdara Hotel & Spa, Las Vegas

New York

The Peninsula Hotel, New York

Mandarin Oriental, New York

The Ritz-Carlton, New York

The Ritz-Carlton, Battery Park

The Ritz-Carlton, Westchester

North Carolina

The Ritz-Carlton, Charlotte


The Ritz-Carlton, Cleveland

Le Meridien - The Joseph, Columbus


The Ritz-Carlton, Toronto


Soul Holistic Spa & Wellness, Bend


The Ritz-Carlton, Philadelphia

Hershey Entertainment & Resorts Company, Hershey

Puerto Rico

The Ritz-Carlton, San Juan


The Ritz-Carlton, Dallas


Deer Valley Crest Resort, Park City

Virgin Islands

The Ritz-Carlton, St. Thomas

Washington, D.C.

Mandarin Oriental, DC

The Ritz-Carlton, DC

The Ritz-Carlton, Georgetown

The Ritz-Carlton, Tysons Corner


The Ritz-Carlton, Dove Mountain

Miraval Arizona Resort & Spa, Tucson


The Ritz-Carlton, Aruba


Miraval Life in Balance Spa, Dana Point

The Ritz-Carlton, Half Moon Bay

The Ritz-Carlton, Laguna Niguel

The Ritz-Carlton, Lake Tahoe

The Ritz-Carlton, Los Angeles

The Ritz-Carlton, Marina Del Rey

The Ritz-Carlton, Rancho Mirage

The Meritage Resort and Spa, Napa Valley

Bacara Resort & Spa, Santa Barbara

Estancia, La Jolla

Balboa Bay Resort, Newport Beach

Pasea Hotel & Spa, Huntington Beach

Hotel Del Coronado, San Diego

Mr. C Hotel, Los Angeles

Montage Hotel, Beverly Hills

Spa at Bernardus Lodge & Spa, Carmel Valley

Auberge Du Soleil, Napa Valley

Rancho Bernardo Inn, San Diego

Zianna Wellness, Anaheim Hills


The Ritz-Carlton, Santiago


The Ritz-Carlton, Bachelor Gulch

The Ritz-Carlton, Denver

The Ritz-Carlton, Vail

The St. Regis Aspen Resort, Aspen


Mandarin Oriental, Miami

Acqualina Resort & Spa, Miami

The Ritz-Carlton, Amelia Island

The Ritz-Carlton, Bal Harbour

The Ritz-Carlton, Coconut Grove

The Ritz-Carlton, Fort Lauderdale

The Ritz-Carlton, Key Biscayne

The Ritz-Carlton, Naples

The Ritz-Carlton, Orlando

The Ritz-Carlton, Sarasota

The Ritz-Carlton, South Beach

Eden Rock Hotel, Miami

The Seagate Hotel & Spa, Delray Beach

Waldorf Astoria Spa, Boca Raton


Mandarin Oriental, Atlanta

The Ritz-Carlton, Atlanta

The Ritz-Carlton, Buckhead

The Ritz-Carlton, Reynolds


Prior to his consulting career, Jim most recently served as ESPA International, Vice President of Operations and overseeing 80+ Hotels.

Jim brings over 25 years of extensive hospitality experience in Spa and Wellness as Vice President of Operations and Executive Director of Spa and Recreation roles for leading hotel brands including; The Grand Del Mar Resort, The Island Hotel, Pelican Hill Resort, Four Seasons Hotels and Resorts, Ritz-Carlton Hotel Company, The Balboa Bay Club and Resort, and The Spa at South Coast Plaza. He led the impetus driving many properties to earning their Five-Star award and many other prestigious accolades.

Jim is a recognized and sought after speaker at hospitality events, including: University of California, Irvine - Spa & Hospitality Program, Global Spa & Wellness Mentorship Program and International Spa Association (ISPA) contributing best industry practices and tools for the spa industry. Jim is also one of I-Connection Founders, which provides event hosting, philanthropic efforts and continued support to the Spa and Wellness industry.



Each company is unique. One-size-fits-all approaches will never help your business reach its full potential. We deliver custom solutions, tailored to you--your industry, your culture, your one-of-a-kind challenges. 

The diversity of our expertise far outweighs the traditional consulting model. The combination of creative and strategic consulting, marketing and public relations, along with a pure hospitality focus, makes us unique in the industry.

We bring insights & bright ideas. Our team spends all day, every day (and sometimes all night!) immersed in cutting edge hospitality. We sniff out trends and relentlessly research what guests want.

Our process brings a creative vision to life. We’ve worked with the industry’s brightest stars and are in awe of their creativity. We make their vision tangible and communicate it to the world.

We reduce risk. Our vast experience informs our planning, helps our clients avoid potential pitfalls and positions them to reap the rewards of this industry we love so much.



Our spa consulting experience spans with global spa services and product company with a track record of driving revenue and profit – for over 25 years. This includes the selection and spa training of qualified staff such as Spa Directors, Massage Therapists, Estheticians, Nail Technicians and Salon Staff. We will service both large (over 30,000 square feet) and much smaller (1,000 – 8,000 square feet) spas and leisure facilities. Our clients include hotels and resorts, day spas, exclusive golf clubs, luxury condo, retirement communities and multi-family properties. Our spa consultant systems create a truly memorable experience for our guests, members and residents while maximizing revenue and net operating income for spa owners/developers.