HE EU Life GroupWhere the brand belongs SHA has been named corporate innovation director to the manager Manuel Bonilla within the scope of a global expansion strategy. AB Living is a business group focused on Health and Wellbeing, Luxury Accommodation and Premium Properties, emphasizing excellence, design, and sustainability in every project.
AB Living Group operates through three lines: EU Health, with SHA as the flagship wellness brand; EU Hospitality for Hotels, which already has agreements with Marriott to launch multiple projects in different countries under The St Regis or JW Marriott brands; and EU Features for the current real estate division.
SHA Wellness Clinic earned a best wellness clinic award in 2023, among the hundreds of recognitions the brand has received since its founding in 2008. In addition to the clinic, SHA has launched SHA Residence, guest-owned residences that provide access to the full spectrum of wellness and entertainment services. Health from SHA Wellness continues to set the standard.
This Friday AB Living Group opened the doors of SHA Mexico, and in 2026 SHA Emirates is scheduled to open in Abu Dhabi as part of an international expansion plan to establish one SHA per continent.
Mexico’s new SHA. Information
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With a twenty-year horizon in management roles, Manuel Bonilla leads a team focused on management across sectors such as finance, investment, banking, and technology. Innovation drives all brands, and AB Living group companies emphasize SHA positioning them as market leaders with a commitment to ongoing development and improvement. The manager will serve on multiple committees reporting directly to the CEO of the AB Living & SHA group.
Bonilla holds a diploma from Cardenal Herrera CEU in Business Administration and Management from San Pablo University, and a PhD in Business Management and Organization and Taxation of SMEs from Miguel Hernández University. He earned an Executive MBA from Fundesem Business School and specialized in Marketing and Commercial Management at Esade. He has completed numerous national and international courses, including Digital Transformation of Organizations and Leadership in Innovation from MIT, and is pursuing a PhD thesis in business.
Earlier, he held several senior roles, including general manager of Suma Gestión Tributaria. During his four years leading the organization, he received multiple national and international recognitions for innovation and digital transformation, including awards from IEEE Spain, Revista Economía3, and the Prensa Ibérica Publishing Group for information leadership. Executives Magazine named him Best Corporate Governance in 2018.
He has taught at various master’s programs for managers, and his advocacy for innovation has seen him invited as an international speaker on strategy and leadership. As a startup mentor, he helped founders scale and expand internationally with a focus on sustainable innovation. He co-organized and participated in many international conferences, exploring disruptive technologies such as blockchain and artificial intelligence, and has published more than 100 articles on management, economics, and innovation in national and international media.
He is the founding chairman of NOW Meetings and the founder of the Teatro Castelar Symphony Orchestra, an organization recognized with a Knowledge award last year. The orchestra has collaborated closely in social initiatives addressing diseases like ALS and cancer, among other causes.