DALLAS—Pure Wellness Rooms has named Larry Hall as its new CEO. He replaces Brian Brault, who remains with the company in an advisory role.
“When this opportunity presented itself, I was thrilled,” Hall told Hotel Business. “I believe in it. Certainly, the wellness trends in the industry have picked up a head of steam, which is terrific. I think the product is spot-on. It has a tremendous opportunity to extend its offering and innovate further.”
Hall brings more than three decades of leadership experience in global hospitality and service-based organizations. He has a track record of business acceleration and innovation, and joins Pure Wellness from Koridor, where he served as the CEO and led the financing, positioning and launch of the consumer-facing hospitality technology start-up.
Prior to joining Koridor, he served as president/CEO at PAR Springer-Miller Systems Inc., a provider of comprehensive software and technology services to the global hospitality and spa industries, from 2008 until 2015. He also served as CEO of HBSi from 2004 until 2007. Previous positions include leadership roles at Talus Solutions and ITT Sheraton Corporation.
“What excites me about companies is the opportunity to lead innovations, drive adoption in our industry—which is not easy to do—and to accelerate a business,” he said. “Those are the things I do well and the things I have done multiple times in my career. I have also been fortunate in that I have followed company founders on three occasions, this being my third. What excites me about this is the ability to come in and continue to work with Brian, but take my skills and apply it to this business.”
He continued, “I think the company has done pretty well—obviously their numbers prove that. I think there is a tremendous opportunity to take the company much further, either through product extensions or drive additional adoptions to accelerate growth. I look forward to bringing my perspective on how to achieve those to this company that I think has really hit the mark at a time when wellness is becoming a much more focused topic in our industry.”
Ashford Inc. owns a 70% controlling interest in Pure Wellness and provides global asset management, investment management and related services to the real estate and hospitality sectors. As of September 30, 2018, Pure had contracts in place with 195 hotels (approximately 2,832 rooms) throughout the U.S., including 75 hotels owned by Ashford’s advised REIT platforms.
