Our Team

Lucy Brialey - Chief Executive Officer

Lucy is a globally recognised sustainability leader whose career has been dedicated to measuring, monitoring, and improving sustainability performance across the spa, wellness, and hospitality sectors. Over two decades, she has evolved from practitioner to policy architect, building frameworks, shaping international strategy, and connecting global environmental policy to ground-level operational practice.

Lucy is the driving force behind Vitalis Capital's project development, building an ecosystem of projects that drive measurable change. Through their sister company, Sustainable Wellness Group, she has developed education-led economic blueprints that position sustainability training and research as the core engine of regional growth, a model being adapted across diverse geographies and emerging markets worldwide.

Lucy's contributions have been recognised at the highest international level. In October 2025 she received a global award for her contribution to sustainability in hospitality, and in 2026 she was honoured with a Global Recognition Award for exceptional achievement in Leadership, her second major global honour in just six months. She scored highest across all four leadership dimensions assessed, a distinction achieved by very few applicants worldwide.

Gary Powell - Chief Financial Officer

Gary is a Chartered Accountant and the financial backbone of Vitalis Capital, bringing extensive experience in global CFO roles across real estate, hospitality, finance, investment, and development. His approach places socio-economic sustainability at the heart of financial strategy, creating financial models that align capital deployment with measurable social and environmental outcomes.

Gary's career spans some of the world's most respected organisations, including Universal Studios, the Virgin Group, and Virgin Hotels, where he managed complex portfolios across multiple continents. Subsequent roles as Finance Director for Armani Hotels and Resorts, and CFO positions at Candy & Candy, the Grosvenor Estate, and Elysian Residences, further developed his ability to handle high-profile transactions, negotiate operator selections, and ensure the financial viability of large-scale ventures.

This breadth of experience gives Gary a rare combination of commercial rigour and strategic vision. At Vitalis Capital, his deep understanding of hospitality and real estate economics underpins the investment and financial structuring approach, ensuring that every project is not only financially robust but structured to deliver lasting value for communities, investors, and the environments in which they operate.

Tiffany St James - Chief Commercial Officer

With 25 years consulting in Digital Transformation Tiffany brings renowned expertise in digital strategy, emerging technology and leadership psychology.

Celebrated as one of the “25 Women Who Have Shaped the British Digital Industry in the last 25 years,” she has led governments and global media companies, in enhancing digital capabilities and large-scale change initiatives, previously serving as Head of Public Participation for the UK Government, a world-first role.

As UK Country Director for the Global AI Council and a founding member of the AI Advisory Board for the Global Wellness Institute, she leverages emerging technology for wellness initiatives.

At Vitalis Capital, Tiffany drives our commercial partnerships and builds delivery teams for our projects to ensure effective social impact measurement and commercial success.