Under a Tree

What Under a Tree does

Under a Tree is a privately-held wellness consulting firm founded in 2005 by Amy McDonald and headquartered in Tucson, Arizona. The firm provides fee-based professional advisory services across four integrated practice areas: feasibility and business development, concept and design development, wellness/club/longevity and sports performance programming, and operations management and support. Its clients are primarily enterprise real estate developers, hospitality operators, and wellness property owners seeking end-to-end guidance from initial feasibility through operational execution.

The firm operates without proprietary technology, products, or software platforms; its value is delivered through senior human expertise and project methodology. The team is composed of approximately eight core members — all women — with 125+ years of combined wellness industry experience, including several former operators of renowned properties. Go-to-market is direct, relationship-driven, and project-based, with engagements ranging from short feasibility studies to multi-year, multi-phase assignments (e.g., INLIV in Calgary over 6 years, Cassia in Israel, ongoing ARCHETYPE/VALE support).

The business model is professional services billing against project scope and complexity, with no publicly disclosed pricing. Revenue is generated from individual consulting engagements rather than recurring SaaS or licensing. The firm has delivered over 400 one-of-a-kind projects globally across luxury hospitality (Four Seasons, Fairmont, Conrad, 1 Hotel, Evermore), wellness real estate (Velvære, ACRE, Tri Vananda, Archetype), and executive health (INLIV), spanning North America, Mexico, Peru, Croatia, Israel, France, Thailand, and the Seychelles.

Name

Under a Tree

Legal name

Under A Tree Consulting

Website

https://underatree.com

Company type

Private

Founded year

2005

Operating status

Operating

Headcount range

1–10 employees

Short description

Under a Tree is a privately-held wellness consulting firm founded in 2005 that provides fee-based feasibility, concept, programming, and operations advisory services to enterprise real estate developers, hospitality operators, and wellness property owners globally.

Ownership category

akta.pro rank

Headquarters

HQ city

Tucson

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Marketing or Sales, Operations, Technology or R&D, Others

Revenue model

1. Professional Consulting Services: Under a Tree provides fee-based consulting services across the wellness spectrum, including feasibility and business development, concept and design development, wellness programming, and operations management. Revenue is generated through project-based consulting engagements with real estate developers, hospitality companies, and wellness property owners.

Go-to-market motion1 record

Distribution channels1 record

Marketing channels5 records

Core offering

Under a Tree is a wellness consulting firm that delivers end-to-end advisory services across four integrated practice areas: feasibility and business development, concept and design development, wellness/club/longevity/sports performance programming, and operations management and support. The firm partners with real estate developers, hospitality operators, and healthcare organizations globally to develop spa, resort, residential wellness community, and executive health projects from initial concept through pre-opening and operations.

Product overview

Under a Tree is a wellness consulting company offering professional services across the wellness spectrum. Their core offerings include four integrated service areas: Feasibility & Business Development, Concept & Design Development, Wellness/Club/Longevity & Sports Performance Programming, and Operations Management & Support. The company has designed over 400 one-of-a-kind projects globally, partnering with clients in hospitality, real estate, senior care, executive health clinics, hospitals, destination spas, and wellness immersions. Their portfolio includes notable projects such as the Velvære Wellness Community in Utah, ACRE Treehouse Hotel in Mexico, INLIV Executive Health Center in Canada, and Four Seasons resort spas.

Differentiator

Problem solved

Functional benefit

Products and services

• Feasibility & Business Development Business model development and advisory service that helps clients in decision-making and clarification of direction, supporting long-term sustainability and responsible growth through audits, business assessments, scenario analysis, market research, feasibility analysis, performance benchmarking, and financial projections. Targeted at real estate developers, hospitality operators, and investors evaluating wellness projects.
• Concept & Design Development Strategic service that articulates clear and compelling health and wellness experiences, creating a strategic blueprint for all subsequent design, programming, and operational decisions including form, function, and distinguishing characteristics of facilities. Targeted at hospitality and wellness real estate clients developing new spa and wellness assets.
• Wellness, Club, Longevity & Sports Performance Programming Programming service covering mind, body, spirit, and heart realms including outdoor adventure, multigenerational activities, nature immersion, hydrothermal experiences, food & beverage, social wellness, sleep, holistic retreats, recovery, sports performance, and mindfulness programs. Targeted at hotels, resorts, residential communities, and clubs building differentiated wellness offerings.
• Operations Management & Support Operational consulting service focused on retail and merchandising, private label brands, standard operating procedures, recruitment, implementation, and client service training. Targeted at hospitality and wellness operators needing pre-opening and ongoing operational support.

Named customers19 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Three partnerships are on record, tiered core.

• INC Architecture & DesigncoreStrategic or Co-development PartnerINC Architecture & Design is an open-source, multi-disciplinary architecture and design studio listed as a strategic partner on Under a Tree's website. The partnership involves collaboration on wellness projects with a tripartite leadership structure focusing on joy, utility, and craft in design.
• LegacyWorks (Martin Goebel)coreStrategic or Co-development PartnerMartin Goebel of LegacyWorks serves as a Regenerative Business and Development Advisor. With 35 years of experience in natural resources management and sustainable development, he advises on regenerative approaches to land stewardship and community integration. Co-presented at Wellness Real Estate & Communities Symposium 2024.
• ASAP (A SustainAble Production)coreStrategic or Co-development PartnerJennifer Berthelot-Jelovic of ASAP is featured as a strategic partner. ASAP specializes in sustainability and wellness consultancy with expertise in LEED, WELL building standards, and regenerative design for healthy spaces.

Scale indicators3 records

Recent moves5 records

Expansion highlights5 records

Emerging players

• Atelier Ten: Sustainability and wellbeing-focused building design consultancy working with developers and hotel groups on regenerative design, wellness amenity strategy, and WELL/LEED-aligned projects — adjacent technical competitor to Under a Tree on the wellness real estate brief, with stronger engineering/sustainability depth.
• Delos: Wellness real estate pioneer behind the WELL Building Standard that consults on healthy-building design and wellness amenity strategy for developers and hospitality groups — partial overlap with Under a Tree's wellness real estate projects (Velvære, ARCHETYPE), focused on standards and tech rather than operator-led programming.

Broad incumbents

• CBRE Hotels & Hospitality: Large, global hospitality-focused real estate advisory at a top-tier commercial real estate services firm — competes on broad feasibility, valuation, and operator-search mandates rather than specialist wellness concept/operations work, making it a deep-pocketed adjacent incumbent.

Others

• Six Senses Hotels Resorts Spas: Luxury wellness-branded hotel and resort operator that employs wellness consultants (including Under a Tree on prior projects) for concept and pre-opening work — not a competing consultancy itself, but is both a client channel for consultants and a benchmark for the wellness hospitality product.
• SpaFinder Wellness: Wellness marketplace and media platform serving consumers and operators across spa, wellness, and hospitality — an indirect ecosystem player and distribution channel for the kinds of wellness experiences Under a Tree helps design, rather than a direct consulting competitor.

Direct peers

• GOCO Hospitality: Specialist wellness hospitality consultancy supporting feasibility, concept, design, and management of luxury wellness resorts, spas, and residential wellness developments — competing in many of the same ultra-high-end wellness briefs Under a Tree serves (notably destination resort and branded residence projects).
• WTS International (SYNERGY Hospitality): Boutique-to-mid hospitality and spa consulting firm offering strategy, design advisory, and operational support to luxury hotels, resorts, and developers globally — the closest direct head-to-head competitor to Under a Tree's hospitality/wellness consulting practice.

Regional players

• Sage Hospitality Group: US hospitality management and consulting firm with a wellness and spa advisory practice serving developers and owners of hotels, residences, and mixed-use properties — comparable boutique scale with stronger operational management capabilities and stronger US real estate footprint than Under a Tree.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/under-a-tree-by-amy-mcdonald

Revenue estimate

Valuation estimate

Number of profiles

Profiles8 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Under a Tree