With over 20 years of experience in the wellness sector and strategic spa management, 

Paula Guedes is a prominent figure in Portugal’s wellness industry.

As the Managing Partner of TOPSPA Consultants, she leads innovative projects transforming spas into true centers of excellence, providing unique experiences for clients and partners.

She is also the current President of the Portuguese Spa Association, reinforcing her commitment to the industry's development.

Professional Experience

Throughout her career, Paula Guedes has built expertise in strategic spa consultancy, operations management, and wellness service development.

Her role as General Operations Director at TOPSPA Consultants allowed her to implement tailored solutions for hotels, resorts, and wellness centers across Portugal, ensuring quality, innovation, and sustainability in the services provided.

Her deep knowledge of people management, leadership, and professional training has made her a specialist in creating high-performance teams and empowering professionals to elevate industry standards.

Academic Background and Specializations

Paula Guedes has a solid academic foundation, essential for her strategic role in the sector:

• Degree in Social and Organizational Psychology
• MBA in Management with a specialization in Marketing

Her multidisciplinary knowledge enables an integrated approach, combining organizational psychology, marketing, and strategic management to optimize customer experience and business performance in the spa and wellness sector.

Academic Involvement and Contributions to the Spa Industry

In addition to her corporate role, Paula Guedes is a guest lecturer at prestigious universities, teaching courses in Organizational Psychology, People Management, and E-learning.

Her academic contributions also extend to postgraduate programs at the University of Algarve, Lusófona University, and Hospitality Schools, where she teaches specialized modules on spa management, leadership, and wellness services.