Earthlite launches Intentional Wellness Brands for broader wellness platform

Earthlite is putting a new name on the business behind its core brands, but the bigger move is how it is packaging massage tables, spa equipment and wellness services into a single platform. Intentional Wellness Brands now serves as the operating foundation for Earthlite, Living Earth Crafts, Continuum and TARA Spa Therapy, with Earthlite saying the structure is built to support wellness professionals, healthcare providers, home consumers and institutions committed to healing and self-care.

That matters because this is not just a cosmetic rebrand. Earthlite says the platform is organized around three commitments: operational excellence, human impact and planetary health. In practical terms, that means sustainable manufacturing, responsible stewardship and products built for durability, with the company tying those promises to a $1 million solar installation at its Vista, California headquarters. Earthlite says the project cut operating emissions by nearly 90 percent, which gives the sustainability pitch real infrastructure behind it instead of the usual wellness-world gloss.

For yoga studios, retreat operators and the small businesses that buy treatment tables, props and spa gear, the signal is clear: Earthlite wants to act less like a single vendor and more like a wellness platform with shared systems behind multiple labels. The company says it was born in 1987, traces its early history to a first big order from Massage Table Store founder Fred Campbell and operates from an FDA-registered facility in Vista. It also says Living Earth Crafts dates to 1973 and now has operations on three continents, while Continuum remains one of the most revered names in spa and salon equipment and TARA Spa Therapy has been inspiring holistic wellbeing for more than 25 years.

The leadership changes from February fit that same direction. Rod Derifield became chief executive officer on February 9, 2026, while Jim Chenevey moved into the roles of chairman of the board and chief innovation officer. Earthlite is betting that scale now comes from pairing craftsmanship with back-end muscle, and the company’s history backs up the point: Earthlite says it is the world’s No. 1 brand of professional massage tables, and it and Living Earth Crafts won a 2021 ISPA Innovate award for the Breathe Proning Bolster.

For the yoga and wellness economy, the message is hard to miss. The companies that win next will be the ones that can keep the handmade feel while building the kind of platform that can carry studios, spas and hospitality-style wellness experiences at a larger scale.