After a decade with the Exhale franchise, the Hamilton Princess & Beach Club has rebranded its spa and gym.

The space on the ground floor is now called Driftwood.

A spokesman for the hotel said it was part of the hotel’s push to become less dependent on outside entities.

Keisha Webb, public relations and reputation manager explained that when the Green family first took over the hotel they wanted to manage a hotel, but not necessarily the spa, so the Exhale franchise took it on.

She likened it to the old Marcus’ restaurant at the hotel that was run by celebrity chef Marcus Samuelsson a few years ago. It is now called Intrepid and back under the hotel’s management.

“There were other parties externally controlling things,” Ms Webb said. “Owners, the Greens, wanted everything back to make us as independent as possible.”

The Greens came up with the name Driftwood, inspired by the wood that sometimes washes up on Bermuda’s shores. They also came up with a colour scheme to go with the new name that includes Atlantic blue, driftwood grey and the pink sand of Bermuda.

While the physical footprint of the spa and gym remains largely unchanged, the service menu and product strategy have been overhauled.

Driftwood has introduced a new manicure and pedicure programme with aromatherapeutic elements and moved all facial treatments to a brand called Dr Babor.

Spa operations manager Karen Balzar described the brand as specialised in anti-ageing with multiple lines addressing different skin concerns.

Ms Balzar and spa director Menique De La Rosa were tasked with trying every new offering before putting it on the shelf. They smeared on, rubbed in and sniffed every product even if it did not match their skin type.

The hard part turned out to be figuring out what not to buy. She and Ms De La Rosa loved all of the items.

The new facility’s menu of services includes a new signature drift massage that uses a grounding oil with scents of sandalwood and cedar wood.

Ms De La Rosa said if the client does not want the signature scent, there is a scent tree to choose a smell that speaks to them.

“Then we would use that oil for their massage,” she said. “It could be a different treatment every visit. It is not just about scent, but also about the aromatherapeutic and mental health benefits.”

Ms Balzar said the spa bustles from Monday to Sunday. On a good day they can do 50 treatments. Eighty per cent of spa clients are locals.

She said one of their challenges has been getting good beauty therapists for the spa. There is no university level massage training offered in Bermuda and none of the spa therapist team is Bermudian.

Ms Balzar said getting good, qualified staff is a challenge worldwide.

Despite the rebrand, continuity for existing customers is a priority.

All gift cards and class packages purchased under the Exhale name will be fully honoured.