At this year’s Salon Owners Summit, Peigin Crowley, Founder of GROUND Wellbeing, took the stage to share her deeply personal journey of building a purpose-driven brand while confronting the realities of burnout. Her insights served as a powerful reminder that success isn’t just about capability—it’s about capacity.
From Kitchen Table to Global Brand
Peigin founded GROUND Wellbeing during lockdown, pivoting from decades as a massage therapist and spa consultant to creating a wellness brand rooted in essential oils, sustainability, and holistic self-care. From its humble beginnings—where her entire family helped mix, pour, and package products in their kitchen—GROUND has now partnered with prestigious global brands such as Waldorf Astoria, Four Seasons, Bvlgari, and Jumeirah.
But her journey wasn’t linear. Peigin spoke candidly about how burnout shaped her life, from the relentless demands of running a business to facing early menopause, which forced her to reassess her well-being. Mixing her trademark Irish humour with sharp and refreshing honesty, she delivered her core lesson: “The difference between a midlife crisis and a journey is how you brand it.”
Understanding Burnout: The Two Brains
Peigin emphasised that we operate with two brains: the primary brain (logic, function, language) and the gut brain (instinct, emotion, safety). While the primary brain thrives on structure and decision-making, the gut brain relies on instinct and inner knowing. That means that the gut brain processes stress on a deeper level—one that often goes unnoticed until burnout manifests.
One of her key insights: “You are not what you eat—you’re what you absorb.” Chronic stress impacts digestion, energy, and emotional wellbeing. If your body and mind aren’t given space to rest and recover, everything else suffers.
Rebalancing Energy & Finding Stability
Managing stress isn’t just about taking breaks—it’s about actively creating environments that sustain wellbeing. Peigin shared practical tools for avoiding burnout:
Surround Yourself with the Right People
Energy is contagious – pay attention to how certain relationships affect you. “The company we keep matters. Plot out the humans in your life who lift your soul and make time for them.”
Connect with Nature and Animals
Spending time outdoors and grounding yourself in soil, sand, or water can have a powerful stress-reducing effect. “We are electromagnetic beings—sunlight regulates us and grounding works like a natural Valium.”
Understand the Power of Breath
Your breath directly connects to your gut brain. Practicing deep, intentional breathing can instantly shift your stress response and increase presence. “Being present is the key to happiness.”
Harness the Benefits of Essential Oils
Unlike cosmetic products that sit on the skin, essential oils penetrate deeply, promoting balance and calm. Applying them to the chest or soles of the feet enhances absorption and relaxation.
Capability vs. Capacity: Knowing Your Limits
Peigin introduced a powerful distinction between capability and capacity—something many people overlook.
- Capability: The skill, knowledge, and ability to do something.
- Capacity: The bandwidth and resources to take it on without burning out.
Asking yourself, “I have the ability to do this, but do I have the capacity?” helps set better boundaries and prevents overcommitting.
Emotional Resilience: Two Rules for Repair
Conflict and stress are inevitable, but how you handle them determines your long-term well-being. Peigin shared two key rules for maintaining emotional resilience:
- Keep it in the day – Don’t carry stress overnight. Resolve issues before the end of the day whenever possible.
- The first person to say ‘sorry’ (without a ‘but’) wins – Owning your emotional state is more important than winning an argument. Ask yourself what part you had to play in the conflict, own that, and vow to do better.
Final Takeaways: Thriving, Not Just Surviving
Peigin’s talk was a masterclass in self-awareness, energy management, and sustainable living. The message was clear: success isn’t just about mastering your craft or achieving goals—it’s about ensuring you have the energy, clarity, and capacity to sustain yourself long-term.
By prioritising your well-being, you become more present, more resilient, and ultimately happier.
As Peigin reminded us, “You are clever enough to know that you have to step away sometimes to feel like yourself again.” Take that step, find your balance, and create a future where you can truly thrive.
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