When Medicine Meets Wellness
Medical insight can bring safety, trust and better outcomes to a wellness experience without turning it into a clinical consultation.
GoWell
Hospitality & GoWellMag
go-well.mxImproving what really matters.
Vol. 09 · Summer 2026 Now online Operation · Commercialization · Editorial
The hotel you dreamed of,
run the way it deserves.
We operate and commercialize your hotel with you and your team: you keep deciding, we bring the method and hold it week after week.
01 What we do GoWell · Home
Two things: hotels and a magazine.
I. For hotel owners and operators
GoWell Hospitality
Operation and commercialization, with your team.
Independent and boutique hotels in the upper-mid and luxury segments. International-class standards without erasing the soul of the hotel: the plan is written for your hotel and worked by your team, not a chain manual. Led by Francisco Lugo and Alma J. Avila.
Caminamos contigo. See Hospitality
II. For readers and wellness professionals
GoWellMag
The wellness and hospitality magazine.
Quarterly, in Spanish and English, with new articles on the web signed by people who work in the field: Dr. Nick Kennedy, Francisco Lugo, the GoWellMag team.
Vol. 09 · Summer 2026 · now online Read the magazine
02 Operation · Commercialization GoWell Hospitality
Behind every hotel there is a brave decision.
Then comes the hard part: a hotel that runs when you're not there, a rate you set instead of the season, and doing both without losing what made the place yours. The real question is whether bringing in an operator means exactly that loss.
We don't replace you. We walk beside you.
What we take care of
- Operations The daily work the guest feels and never sees, with a written method your team follows even when you're away.
- Commercialization and revenue Rate, channels and direct sales, decided with data and with you.
- Spa and wellness The spa with its own numbers, as part of the hotel's business.
- Brand and experience What the hotel promises and how it's delivered on every shift.
At the front, Francisco Lugo and Alma J. Avila, author of ‘ReveNEW Management’.
03 The magazine GoWellMag
What GoWellMag is
Wellness and hospitality, written by people who work in it.
GoWellMag is GoWell's magazine: nine editions since July 2024. On the web, new articles come out between editions.
- Quarterly
- Spanish and English
- About 150 pages
- 8 sections
- Since 2024
Current edition · online
Vol. 09 · Summer 2026 Anniversary Edition
The Architecture of Wellness
In this edition: destinations, longevity, medical tourism, nutrition, hospitality and leadership. Read it page by page in your browser, on laptop, tablet or phone, in Spanish or English.
Read the edition online04 Articles The magazine on the web
The latest on the GoWellMag website.
All articles
#JoyMagenta: Global Wellness Day 2026 Celebrates the Transformative Power of Joy
Global Wellness Day 2026 invites people to cultivate joy through gratitude, connection, movement and creativity.
Mexico Shines at World Wellness Weekend 2025
Mexico entered the global Top 10 with 127 venues and 416 activities designed to bring wellbeing to more communities.
05 The people Leadership
The people behind GoWell.
Two careers spent operating, commercializing and rethinking hotels. GoWell exists for owners who want their hotel well run and still unmistakably theirs.
Francisco Lugo
Director and founderMore than 20 years in luxury hospitality and wellness. Founder of GoWell.
Alma J. Avila
Commercial directorMore than 25 years in operations, commercialization and revenue management. Author of ReveNEW Management.
06 For brands and partners GoWellMag
Your brand inside GoWellMag.
We are not a mass medium: we reach readers aged 30 to 65 in 15 countries, 70 % with a university degree. Nine editions in two languages since 2024, eight sections, the website and the newsletter. Three partnership tiers: Presence, Signature and Founding Sector.
07 Before we talk Questions
Questions before the first conversation.
Who decides, you or me?
You. We operate and commercialize with your team, and decisions about the hotel stay yours. What we bring is a method and the discipline to hold it week after week.
Do you hand me a plan and leave, or do you stay to operate?
We stay and run the plan with you and your people. For how long, we agree in the plan.
Do I need a spa?
No. If your hotel has no spa, we work on the other three areas and tell you with numbers whether opening one makes sense.
After the questions, the conversation.
Tell us what hotel you have and what decision is in front of you. A few lines are enough, and the message goes to Francisco Lugo, director and founder of GoWell.
Let’s talk about your hotel We walk beside you.