10 Questions with Founder of Private Members Wellness Club Grey Wolfe, Sarah Jones St John

Interview with Sarah Jones St John founder of The 44 Group, Grey Wolfe, and House of Grey Wolfe

With over 25 years at the forefront of luxury wellness, Sarah Jones St John is reshaping what it truly means to feel well. As the visionary behind The 44 Group, Grey Wolfe, and House of Grey Wolfe, she’s built a holistic ecosystem that fuses ancient healing practices with cutting-edge BioTech—all rooted in energetic integrity.

In an industry often obsessed with aesthetics and quick fixes, Sarah is offering something far more meaningful: sacred spaces, conscious rituals, and soulful products designed to bring us home to ourselves. In this 10 questions with interview Sarah explained the future of conscious luxury, the role of energy in healing, and how she stays grounded while leading a multi-brand movement.

1. How has your understanding of wellbeing evolved—and how did that shape the vision for The 44 Group?

Despite more access to healing than ever, we’re more disconnected. The wellness industry often bypasses real healing by pushing protocols over presence. I built The 44 Group to change that. We help people feel safe in their bodies and reconnect with tools they’ve always had—breath, movement, sound, choice. Healing isn’t about perfection. It’s about coming home to yourself.

2. Your work explores energy, frequency, and vibration. For those new to this, how would you explain their role in healing?

Everything is energy. Every emotion, thought, and interaction carries frequency. When energy becomes stagnant—from trauma, stress, or suppression—it affects the physical body. Energy healing doesn’t “fix” you; it helps you release what’s stuck so your body can do what it’s designed to do: heal. Frequency is our oldest medicine—and now, it’s finally being understood as the future of health.

3. Grey Wolfe redefines the members’ club through wellness and stillness. Why was that important?

The world has forgotten how to be quiet. Grey Wolfe is an antidote to overstimulation—a space where you’re not expected to perform or optimise, just be. Solitude is powerful medicine. Stillness allows the real healing to begin.

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4.You blend cutting-edge BioTech with ancient practices. How do these work together?

They were never separate to me. BioTech supports the body physically—regeneration, circulation, detox. But it can’t land if the nervous system is dysregulated. That’s where holistic practices come in—breathwork, chakra clearing, grounding rituals. Together, they create the safety and alignment needed for true transformation.

5. House of Grey Wolfe brings your wellness philosophy into the home. What’s the intention behind the design?

Our homes hold energy. Mass-produced items often carry disconnection. We use natural, handcrafted materials that breathe and age with you. Every piece is designed to soothe the nervous system and reconnect you to Earth, rhythm, and ritual. It’s not about styling—it’s about energetic support.

6. What daily rituals keep you grounded?

I start every morning at 4:44 am. It’s quiet, and I can hear myself. My rituals are intuitive—stretching, tea, journaling, energy work. Evenings are about release—walks, breathwork, stillness. These practices are how I return to myself, so I can show up fully for others.

7. Luxury consumers now seek deeper meaning. How does your brand respond to this shift?

We’re moving from performative luxury to conscious luxury—slower, soul-led, nourishing. True luxury isn’t about more. It’s about presence. Everything we create—spaces, products, experiences—is intentional and energy-infused. Our mission is to offer wholeness, not just aesthetics.

8. You’ve built a multi-brand ecosystem. What ties it all together energetically?

Coherence. Each brand supports a different part of the human experience—physical, emotional, energetic—but they work together. BioTech needs nervous system safety. Beautiful spaces need soul. Our foundation is integrity, nature, frequency, and truth.

9. As a founder, how have you stayed true to your values in a trend-driven industry?

By refusing to follow trends. I’ve built everything from intuition and lived experience. I create what people truly need, not what looks good. I’ve never been interested in hype—only in what’s real and lasting. That’s the legacy I care about.

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10. What’s next for Grey Wolfe and House of Grey Wolfe and what legacy do you hope to leave?

More meaningful healing. More spaces that remind people they’re not broken. We’re expanding locations, launching new collections, and growing the community. My hope is to redefine wellness—less hustle, more nervous system safety; less performance, more presence. This is just the beginning.

To learn more about Sarah Jones St John, visit Grey Wolfe or follow along on social media @sarahjonesstjohnuk for the latest updates and inspiring content.