Added by Love Business East Midlands | 12 January 2026
UPDATED: 13 January 2026
Superior Wellness is delighted to announce the appointment of Jay Crossland as its new Chief Operating Officer (COO). Jay brings with him extensive international operational leadership experience across manufacturing, supply chain, and large-scale retail.
With a career spanning more than 20 years at IKEA, Jay has held senior leadership roles across the UK and Europe, where he led major operational transformation programmes. His work included developing complex multi-site operations, driving ERP and technology modernisation, and optimising global supply-chain networks. Jay has a proven track record in scaling organisations, improving operational performance, and building high-performing teams. He has consistently delivered step-change improvements in product quality, development processes, customer experience and EBITDA growth.
In his new role as COO, Jay will oversee global operations, supply chain, quality, manufacturing, systems and the development of people, performance, and culture across all brands within the organisation, including Platinum Spas, Chill Tubs and AquaSolus.
Commenting on his appointment, Jay Crossland, COO at Superior Wellness said:
“Joining Superior Wellness at this stage of its journey is incredibly exciting. With new products, new markets and an ambitious growth plan, my focus is on building a global operational platform that delivers exceptional quality and reliability.”
Rob Carlin, CEO of Superior Wellness, welcomed Jay to the leadership team, saying:
“Jay brings a wealth of global experience and a proven ability to lead operational excellence at scale. His expertise will play a pivotal role as we continue to expand our international presence and strengthen our commitment to world-class quality and customer experience. We are thrilled to have him join the Superior Wellness family.”
Jay’s appointment marks another milestone in the company’s commitment to strengthening its operational division and delivering continued innovation and excellence across its product categories.