Four elements. One standard.
Frazer Berry
Over a 20-year career in hospitality I’ve opened hotels, overhauled brands, launched spas, and led operations through transformation. As General Manager of Nordik Spa-Nature in Chelsea, Quebec — the largest day spa in North America — I led a team of 350 and grew guest attendance by 30% to 270,000 guests annually, while increasing profitability by 23% to $42M. I also served as operations lead in the development of new Nordik locations across Canada, working across construction, design, and corporate planning. More recently I was a key operational partner in the launch of Everwild Spa in Canmore, which earned a top 31 of 100 ranking in North America shortly after opening.
Today, through Four Elements Hospitality Consulting, I help destination spas and hospitality groups build the systems, culture, and guest experiences that define a property for years to come. In my spare time I run Overland Media, a performance marketing agency for service-based businesses — because the drive to build doesn’t really switch off.
Based in Vernon, BC, working with clients across North America and internationally.
Norman Aitken
Norman Aitken is a chef, hospitality leader, and food and beverage consultant with more than 20 years of experience shaping successful culinary operations across Canada and internationally.
A Chopped Canada Champion, Norm works with both new and established hospitality ventures to build strong operational foundations. His consulting approach focuses on aligning culture, financial performance, and guest experience through clear systems, thoughtful menu development, team training, and operational efficiencies.
Throughout his career, Norm has held senior culinary leadership roles including Executive Chef of The Rideau Club in Ottawa and Corporate Chef and Culinary Director for Groupe Nordik in Chelsea, Quebec. He was also the Executive Chef and co-owner of Juniper Kitchen & Wine Bar in Ottawa’s Westboro Village, widely regarded as one of the city’s leading dining destinations.
Originally from Prince Edward Island, Norm began his culinary journey at The Inn at Bay Fortune, where he developed a deep respect for seasonal ingredients and regional food traditions. Today, his work continues to be guided by a commitment to quality, sustainability, and creating memorable food experiences.
Recognized as one of Canada’s respected hospitality professionals, Norm has appeared on Good Morning America and other media platforms and has been honoured with the Ontario Hostelry Institute’s Top 30 Under 30 and the Ottawa Business Journal’s Top Forty Under 40.
Through consulting, mentorship, and collaboration with hospitality teams, Norm helps organizations strengthen their operations, develop thriving teams, and create food and beverage programs that deliver lasting impact.
Benoit De Bock
Benoit has a Latvian soul and has been connected with Latvian Pirts for over 10 years. During this time, he has undergone various trainings with Pirts schools and Pirts Masters, gaining a deeper understanding of this ancient Latvian cleansing tradition and the healing power of nature and the four elements.
His path to founding Pirts Spirit is a story of transformation. Trained as a civil engineer, he spent years managing large-scale bridge projects across Europe before a powerful encounter with his first Aufguss ritual set him on a new course.
Immersing himself in the art of sauna, he competed in four Aufguss World Championships, earning a 4th place team ranking in 2015, and became a certified Löylymaster trainer for Aromen, guiding spa teams across Europe and Canada in elevating their ritual offerings.
His journey deepened when he discovered the Latvian Pirts tradition at a festival in 2015—an experience that resonated so profoundly it drew him back to Latvia repeatedly. There, he studied with traditional masters and was welcomed into the living culture of pirts.
As Wellness Manager at Tamina Therme in Switzerland, he integrated these natural rituals and built a pioneering Pirts program, blending cultural authenticity with operational excellence. This rare combination of technical precision, cultural sensitivity, and ritual expertise became the foundation for Pirts Spirit—a company dedicated to bringing authentic, nature-based wellness experiences to spas and communities worldwide.
Beth Cragg
Beth brings the fire — the energy, passion, and transformational presence that elevates a spa experience from a service delivery into intentional and effective wellness.
Rooted in recovery science, mindfulness, nervous system regulation, and immersive wellness experiences, she specialises in designing intentional wellness programmes that create meaningful impact for both guests and teams.
With a background in performance nutrition, neuroscience and physiology, Beth’s work is grounded in understanding how the body and mind respond to experience. She combines science-backed wellness principles with movement, mindfulness, meditation, somatic awareness, and nervous system regulation to create experiences that are deeply supportive and effective. Her approach focuses on designing experiences and guest journeys with clear intention, ensuring every element of the guest experience works cohesively to support the desired physical, emotional, or energetic outcome.
Alongside guest experience design, Beth also works closely with team wellbeing. She believes wellness within a spa environment begins from the inside out, and that nourished and supported teams naturally create stronger guest experiences through their energy and presence. Her work includes guidance around staff nutrition and hydration, nourishing the body with movement, nervous system care and practices, and educating how wellness guides can hold space for guests in a more grounded and intentional way.
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The Fifth Element — Spirit
Four elements create structure, inspiration, flow, and energy. But a fifth element binds them all: Spirit. This is the person within your organisation who carries the culture in their bones — who leads from within, sustains what was built, and ensures the guest experience remains consistent and alive long after opening day.
Our consulting process is not complete until this person is identified, developed, and empowered. Without the fifth element, even the best systems fade. With them, what we create together becomes the identity of your property for years to come.