As one of this year’s TOP 100 Spas of the World winners by Luxury Lifestyle Awards, Banya Forrest stands at the forefront of wellness innovation and cultural authenticity. Led by CEO Artem Avanesov, the brand continues to shape a new standard of culturally rich luxury. In this exclusive conversation with Alexander Chetchikov, President of the World Luxury Chamber of Commerce, Avanesov explores the philosophy, design, and wellness vision behind the spa. Recognized for its exceptional concept, Banya Forrest continues to elevate Dubai’s spa landscape with its distinctive Slavic traditions and immersive experiences. 

Alexander Chetchikov: Artem, Banya Forrest has achieved remarkable recognition this year. How does this international accolade influence your definition of luxury within your spa’s philosophy? 

Artem Avanesov: For me, this recognition doesn’t change our definition of luxury—it confirms it. I have never believed that luxury is about excess or decoration. True luxury is time, care, and the feeling that someone genuinely understands you. This award validates that people around the world are craving something deeper: experiences with meaning, not just beautiful interiors. At Banya Forrest, luxury is the ability to fully disconnect, to be guided, to feel safe enough to let go. If an accolade reinforces that direction, then it’s doing its job—but our philosophy remains grounded in human experience, not trophies. 

AC: Banya Forrest blends Slavic heritage with modern refinement. In your view, how does cultural authenticity enhance the luxury experience for today’s global wellness guest? 

AA: Cultural authenticity gives an experience a soul. Without it, luxury becomes interchangeable—you could be anywhere in the world and feel the same.  Slavic banya culture is raw, honest, and deeply human. It was never created for show; it was created for health, resilience, and connection. When we bring that heritage into a modern setting, we’re not polishing it—we’re protecting it. Today’s global guest is sophisticated. They don’t want imitation; they want truth. Authentic culture, when treated with respect, creates emotional depth—and that is what people remember long after they leave. 

AC: Many brands speak about personalization, but Banya Forrest seems to deliver it on a deeper emotional level. What does true personalized luxury mean to you as a leader? 

AA: Personalization is not a menu of options—it’s attention. True personalized luxury means reading people before they speak. It means understanding their energy, their mood, their boundaries. Sometimes it means doing less, not more. At Banya Forrest, our team is trained to sense when a guest needs guidance and when they need silence. That emotional intelligence cannot be automated or scripted. As a leader, my role is to build a culture where people care enough to notice—and are empowered to act on it. 

AC: You offer exclusive private experiences through VIP Banya. How do you decide which elements of privacy, service, and sensory immersion are essential to delivering luxury at the highest standard? 

AA: Privacy is not about isolation—it’s about control. In our VIP Banya, every element is intentional: sound, temperature, rhythm, human presence. We ask a simple question when designing these spaces: What allows a person to fully exhale? Luxury at the highest level is when nothing feels forced. The guest should feel ownership of the experience, even though everything is seamlessly orchestrated behind the scenes. When privacy, service, and sensory immersion align, the experience becomes deeply restorative—not just impressive. 

AC: The Slavic banya tradition is central to your concept. How do you ensure that historic practices like parenie remain authentic while still appealing to a contemporary audience? 

AA: We don’t modernize traditions—we translate them. Parenie has survived centuries because it works. Our responsibility is to preserve its essence while making it accessible. That means educating guests, explaining the “why,” and ensuring it’s delivered by masters who respect the craft. Contemporary audiences don’t need simplification; they need context. When people understand what is happening to their body and mind, authenticity becomes a strength, not a barrier. 

AC: Banya Forrest hosts unique community-driven events like Run and Recover. How do initiatives like these shape Dubai’s wellness culture and your brand’s role within it? 

AA: Wellness shouldn’t live behind closed doors. Events like Run and Recover are about balance—movement and recovery, effort and care. They create a sense of community around wellness rather than treating it as a luxury reserved for special occasions. Dubai is evolving fast, and I believe Banya Forrest has a role to play not just as a destination, but as a contributor to how people think about health, resilience, and longevity in this city. 

AC: With Dubai’s spa and wellness market expanding rapidly, what distinguishes Banya Forrest as a leader in this highly competitive industry? 

AA: Clarity of identity. We know exactly who we are and who we are not. We are not a generic spa, and we are not chasing trends. Our strength lies in cultural depth, consistency of service, and a team that lives the philosophy, not just performs it. I’m proud to say, our team is using Banya regularly in their free time and practicing what you preach is the only way about it! In a crowded market, leadership comes from authenticity and discipline—not from trying to please everyone. 

AC: Looking ahead, what future innovations or expansions do you envision as you continue strengthening your position in the global wellness landscape? 

AA: Our future growth will be thoughtful, not aggressive. We are exploring international expansion, but only in locations where the concept makes sense culturally and energetically. Innovation for us is not about technology alone—it’s about refining experiences, training people better, and deepening impact. Our next destination we’re focusing on is Manhattan, New York City, USA. We believe this is the right step for Banya Forrest and the city is longing for our concept as population is demanding true wellness. When Banya Forrest grows, it will grow with integrity. That’s non-negotiable. 

Thank you, Artem, for sharing your insight into the philosophy, craftsmanship, and innovation that continue to shape Banya Forrest’s identity. Your perspective highlights how tradition and thoughtful luxury can come together to create meaningful, memorable wellness experiences. 

To explore more about Banya Forrest, visit https://banyaforrest.com/.