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Preparing your experience
Heart.
Sanskrit for ashram, a peaceful learning place.
We founded Jayasom in 2014 to restore the traditional wisdom of wellness back into the life many of us live today. This wellness destination at AMAALA, on Saudi Arabia's Red Sea coast, is where that aspiration has its physical home.
Each guest is met by a Wellness Advisor who shapes the stay around what the body and mind need on arrival, rather than around a fixed catalogue. Treatments are built on functional assessment and evidence-based wellness science. Programmes are paced rather than packed. Ancient wisdom and contemporary science meet on the property without either being diminished.
Traditional wisdom, joined by contemporary practice. Functional assessment, physical activity, foods that heal, holistic experiences shaped around you, the person in front of us, here and now. Together, they breathe life.
Our world is under pressure. Personal and planetary health are connected. Renewable energy, water conservation, LEED-certified design, and our sustainability room, the Mosa Hub: small acts, measured and reported.
Celebrating the culture of local communities connects us to indigenous wellness traditions and honours the vibrancy of our world. This sensibility is at the core of our thinking at Jayasom.
The Jayasom team is the practice. Three partnerships shape how it lands.
Master developer
The master developer of AMAALA, whose vision for regenerative tourism gave the project its ground.
Daily practice
The team that holds the day-to-day practice for each guest, listening on arrival and shaping the programme around what the body needs.
In residence
Specialists in residence through the year, with fields ranging from Traditional Arabic Medicine to recovery science. Each chosen for depth of practice, not the name attached.
A team held together by people who have spent many years in their fields.
Born and raised in New Zealand, Karen Campbell co-founded Jayasom in 2014 with a conviction shaped early in life: that wellbeing is a birthright, not a privilege. Before turning to wellness, she spent decades in global leadership across finance and trade, serving as a senior executive at a leading Thai bank and as a diplomat with the New Zealand Embassy in Thailand. Karen holds a Bachelor of Science in Zoology from Canterbury University and an MBA from IMD in Lausanne. A long-distance runner stepping into the world of triathlons, she brings the same discipline and reverence for nature to Jayasom that she carried through her career.
Basel Shammout brings more than three decades of international leadership across hospitality, wellness, aviation, and retail. Financial structuring, mergers, and large-scale strategic repositioning sit at the centre of his career, alongside corporate transformation work for private owners, sovereign wealth funds, and institutional investors. As Chairman of the Board and Head of Legal and Finance at Jayasom, Basel guides governance, capital strategy, and the long-horizon stewardship that a multi-property wellness destination calls for. His academic foundation is in operations research, finance, and business strategy from leading universities in the United States.
Born in East Germany, Sascha Hemmann brings decades of global hospitality experience into the evolving world of wellness. His first steps into the industry were driven by curiosity and a desire to see beyond the familiar; that career began in London and led to senior leadership across South East Asia, the Americas, the Middle East, and Europe, working with internationally recognised wellness and resort properties. Sascha is known for putting people before titles, building teams that connect across disciplines and trust each other through change. After years at full speed, a personal shift turned wellness from an interest into a commitment, and led him to Jayasom as General Manager.
Originally from France, Elodie Lefebvre has spent more than fifteen years shaping wellness experiences at internationally recognised destinations across Asia and the Indian Ocean. Leadership roles at multiple properties sit behind her; teams of more than one hundred and twenty practitioners have moved with her, alongside pre-opening projects across Spain, Jordan, and Saudi Arabia. Her training spans yoga, meditation, Reiki, Craniosacral therapy, Chi Nei Tsang, equine therapy, plant-based nutrition, and breathwork. At Jayasom Wellness Resort AMAALA, Elodie leads health and wellness strategy, from concept and facility design through to medical and experiential programming. She reads what is often unspoken, so each guest's stay carries its own shape.
Lujain Abdullah AlHussan practises Empathetic Presence, the philosophy at the centre of her work. Bachelor's in Psychology and Higher Diploma in Family Counselling sit behind her, with experience across healthcare institutions, national initiatives, and teletherapy platforms in Saudi Arabia. CBT and DBT methodology, applied with cultural sensitivity. At Jayasom AMAALA, the warmth of Saudi cultural practice and trained psychological insight work alongside one another in the room with each guest.
Seventeen years across luxury hospitality and wellness shape how Carol El Hadi approaches brand. Her career stretches from the United States to the Middle East, partnering with leading brands on integrated marketing and communications work. Master's in Hospitality Business Management from a United States university. At Jayasom, the role spans marketing, PR, and communications, shaping a cohesive brand narrative across every touchpoint. Fluent in English, Arabic, and Turkish, she brings a culturally attuned international perspective to brands that resonate across markets.
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