Therme Group, an Austria-based wellness and hospitality company, has appointed Ramona Chiriac as Vice President for Global Impact, marking a significant leadership addition as the organisation seeks to expand its influence across international markets.
Chiriac, who recently concluded her tenure as head of the European Commission Representation in Romania in March 2026, brings extensive experience in institutional relations and strategic European affairs to the role. In her new position, she will oversee strategic partnerships, institutional relations, and thought leadership initiatives focused on the future of wellness and human development.
Strategic Positioning in the Wellness Sector
The appointment signals Therme Group’s commitment to positioning itself at the intersection of wellbeing, urban development, community engagement, culture, and broader societal transformation. Founded and led by Romanian businessman Robert Hanea, the company operates in the consumer wellness and hospitality sector, with operations spanning multiple European locations.
Hanea commented on the strategic importance of this moment, noting that “Pe măsură ce orașele și societățile regândesc viitorul calității vieții, wellbeingul devine un subiect tot mai important la nivel global” — as cities and societies reimagine the future of quality of life, wellness becomes an increasingly important subject at the global level.
Chiriac’s appointment reflects this broader vision. Her background in representing European Commission interests in Romania positions her to facilitate dialogue between the private sector and institutional stakeholders, potentially opening pathways for Therme Group to engage with policy makers across the European Union on wellness-related initiatives.
International Expansion Focus
The timing of this hire underscores Therme Group’s growth ambitions beyond its established operations. By recruiting a figure with deep connections to European institutional structures, the company is signalling an intention to develop relationships that could support its expansion across additional European markets. Chiriac’s expertise in navigating complex regulatory environments and building institutional partnerships makes her particularly valuable to an organisation seeking to establish wellness facilities in new cities and regions.
Her role will encompass not only securing strategic partnerships but also positioning Therme Group as a thought leader in discussions about how wellness infrastructure can contribute to community development and improved quality of life on a broader scale.
Broader Ecosystem Implications
The appointment highlights a growing trend within the European startup and scale-up ecosystem, where wellness and hospitality companies are increasingly recruiting leaders with public sector and institutional backgrounds. As European cities grapple with urban planning challenges and quality-of-life concerns, companies combining commercial expertise with understanding of regulatory frameworks and public sector priorities are well-positioned for growth. Therme Group’s strategic move suggests confidence in the commercial potential of positioning wellness not merely as a consumer service, but as infrastructure integral to broader urban and community development strategies.