The Art of Wellbeing | Kate Woolhouse, CEO of Hooke

With a background in Intellectual Property and Charitable Trusts, how easy was it to make the move into the personalised health and wellbeing sector?

There has been a great deal I’ve had to learn on the job, but in many respects, the transition has felt quite natural. My legal background gave me a strong foundation in launching and scaling businesses, especially in the start up space where I advised clients on the commercialisation of new and established brands, trademarks and IP strategy. That continues to be a significant part of my role as CEO of Hooke, where brand integrity and commercial clarity are essential.

My previous legal work also exposed me to highly regulated environments—particularly in the areas of data protection and food and beverage compliance. This experience has been invaluable as I’ve moved into the medical domain, which comes with its own complex regulatory landscape.

I’ve had to build knowledge across clinical disciplines, diagnostic tools, and emerging scientific fields while simultaneously developing a hospitality-led service model. The learning curve has been steep, but the breadth and pace of the sector make it immensely rewarding.

‍Over the course of your career, what would you consider to be one of your standout moments?

The moments that resonate most are when we deliver tangible, life-enhancing outcomes for our clients. That could mean identifying a disease at a very early stage, when intervention is minimally invasive and outcomes are far more favourable, or creating a seamless clinical pathway for someone with previously fragmented or complex care. We’ve also helped clients reach significant performance milestones, such as preparing for elite athletic events or recovering from burnout. These are the moments that demonstrate how powerful the intersection of advanced healthcare, data, and client service can truly be.

Achieving a healthy work-life balance is often seen as essential to overall wellbeing. How do you navigate this balance in your own life?

Like most working parents, I find it to be an ongoing process of adjustment. There are times when the demands of work are particularly intense, but I take great satisfaction in what I do, and I’m comfortable leaning in during those periods. At the same time, I have young children, and it’s a priority for me to be fully present for their important moments.

Of course, that means some sacrifices, there are weeks when I don’t have time for regular exercise, for example, but I accept that life is about trade-offs. The key is being able to reassess your priorities regularly and remain flexible in how you allocate your time and energy.

‍Is there a daily habit or wellness practice you personally swear by?

Sleep. It is the one area of health I won’t compromise on. A consistent, restorative night’s sleep gives me the clarity, emotional resilience and perspective I need, both at work and at home.

When you do manage to escape the office, where do you like to go for some R&R?

Home is where I properly switch off. I love cooking a good meal, reading with the children, or heading to the park for some fresh air with other families. It’s not glamorous, but it’s grounding, and there’s something very satisfying about a family dinner where everyone actually eats the same thing.

Eschewing the conventional, reactive, and standardised approach to medicine, Hooke champions a bespoke, preventative model, one that seeks not only to preserve health, but to elevate it. Their vision is clear: to usher in a new paradigm in which an individual’s best years are ahead.

‍What makes Hooke different from other membership-based healthcare models in the market?

Hooke is not just a membership model, it’s a comprehensive framework designed to drive meaningful, lasting behavioural change. While we offer access to testing, general practice, specialist referrals and a dedicated health concierge, the real differentiator lies in our integrated 360-approach. This includes clinical-grade diagnostics, nutritional support, physical training, and positive psychology coaching, all delivered in a cohesive, personalised format.

Every element of our programme is grounded in science and shaped in collaboration with our Scientific Advisory Board. Our objective is not simply to provide access to healthcare but to empower our members to take command of their long-term health through evidence-based, proactive strategies.

You’ve been in high demand this year, speaking on wellness in luxury at both the Spear’s 500 Panel and The Walpole Luxury Summit. Are you surprised it has taken this long for health and wellbeing to become such a central focus within the luxury sector?

In many ways, this evolution has been a long time coming. The wellness industry has seen significant growth over the past decade, but recent global events, particularly the pandemic and ongoing economic volatility, have accelerated the shift in priorities. More people are questioning how they invest their time, energy and resources, and for many, health is emerging as their most valuable asset.

We see this reflected clearly among UHNW individuals and business and cultural leaders, who are proactively investing in their physical and cognitive wellbeing. Health is no longer something to manage reactively; it’s becoming an integral part of lifestyle, legacy, and even identity.

‍What are some of the most in-demand services or requests you’re seeing in the health and wellbeing space?

There is a growing appetite for deeper, more precise insights into personal health. Our clients want to understand their biology at a granular level, so services such as genetic testing, gut biome analysis, and biological age assessments are increasingly sought after.

We’re also seeing heightened interest in advanced protocols including repurposed pharmaceuticals for longevity, menopause and hormonal health optimisation, and regenerative therapies. Clients are seeking a strategic, data-driven approach that allows them to reduce risk and take advantage of every opportunity to enhance their long-term healthspan.

‍How does Hooke ensure its services remain discreet yet cutting-edge?

Discretion is fundamental to our ethos. From our IT infrastructure to the continual training of our team, we operate with rigorous data protection standards. We also only work with partners and providers who meet or exceed our internal benchmarks for privacy and professionalism.

At the same time, we are deeply committed to innovation. Our team works closely with leading medical specialists, elite performance coaches and scientific researchers to ensure we remain at the forefront of emerging science. It’s this combination, discretion and excellence that our clients value most.

‍Which emerging technologies or scientific breakthroughs are you watching closely that could transform the future of personalised wellbeing?

GLP-1 receptor agonists are a major area of interest, not only for weight management but for their potential applications in areas like Alzheimer’s disease and addiction. As the data continues to evolve, the long-term effects, both benefits and side effects, will be critical to assess.

We’re also paying close attention to gut biome testing. While the volume of data from the microbiome has long been vast, actionable insights have historically been limited. Thanks to advances in AI and increased adoption of these tests, we’re now seeing real movement, whether it’s understanding IBS more thoroughly, exploring the gut-brain axis, or identifying early cancer signals. The potential is significant.

‍How is the concept of ‘luxury’ evolving in health and wellness, from spa-like experiences to data-driven longevity plans?

Luxury in this context has shifted from indulgence to intentionality. Today’s UHNW consumer is seeking precision, personalisation, and measurable outcomes. They want the same level of bespoke service and attention to detail they receive from luxury hotels, private aviation or high-end dining, but applied to their health.

At Hooke, we bring together cutting-edge science and the kind of service that feels intuitive, discreet and, frankly, enjoyable. Just because it’s healthcare doesn’t mean it has to feel clinical.

At the same time, luxury brands, especially in hospitality, are leaning hard into wellness. A longevity-focused spa isn’t a gimmick anymore; it’s becoming as standard as a good wine list. The smart brands know that health is now one of the most aspirational investments people can make.

How important is interior design in shaping environments that actively support wellbeing and longevity?

Design is critical to how clients feel, and therefore how they engage. From the outset, we invested heavily in creating a space that supports wellbeing while also complying with clinical standards. The atmosphere is calm, elegant, and welcoming, designed to remove the stress and formality often associated with medical environments.

On a broader level, interior design can make a profound impact on health outcomes. Features like circadian-aligned lighting, restful sleep environments, and communal areas that foster connection all support physical and mental wellbeing. Design is not just aesthetic, it’s therapeutic.

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KATE WOOLHOUSE | CEO OF HOOKE

W: hooke.london

E: enquiries@hooke.london

LI: Hooke London

IG: hooke.london

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