Be Well Barn: How Sarah and Will Edwards brought wellness to the Suffolk countryside

When Sarah and Will Edwards decided to return to their rural roots, they weren’t just coming home; they were reinventing what a family farm could be. Today, Be Well Barn stands as a testament to their vision: a modern wellness retreat nestled in the heart of Suffolk, blending generations of farming heritage with a passion for health, community, and innovation.

From turkeys to transformation

Will Edwards is the fourth generation to work the family land near Redlingfield, Suffolk. “We’ve been around as a family farm for about 100 years or so,” Will explains. “My great granddad started with a smallholding, and over time, we evolved into a turkey breeder farm, supplying Bernard Matthews.”

But as the agricultural landscape changed, so did the Edwards’ ambitions. “Farming is a volatile industry and certainly has its challenges, particularly in the last few years,” Will says. “We needed to evolve the business and think about what the future might look like.”

The first taste of diversification came from Will’s parents, who opened a private hire swimming pool on the farm 25 years ago. “That’s been running well as a small business,” Will notes.

But for Sarah and Will, the question was: what next?

A shared passion for health

Both Sarah and Will had built their own careers away from the farm, each becoming physiotherapists. “I was always keen on sport at school,” Will recalls. “I did my degree in New Zealand in human physiology, then came back to the UK for my master’s in physiotherapy.” Sarah, herself the daughter of Suffolk farmers, followed a similar path, studying sports science before qualifying as a physio. They met while completing their master’s degrees at the University of East Anglia.

Their shared background in healthcare and sport would prove pivotal. “We weren’t really looking at the farm seriously at first,” Sarah admits. “But the opportunity to return came up, and we thought maybe we’d set up a private physio practice as well as running the farm.”

Instead, they saw a bigger opportunity: to create something entirely new, blending their expertise with the unique assets of the family land.

The birth of Be Well Barn

The idea for Be Well Barn didn’t arrive overnight. “It took a long time,” Sarah says. “Once we’d settled back into the farm, we started thinking: can we offer fitness in the countryside? We’ve got meadows, we’ve got space.”

The original plan was to install mini gyms in the fields, offering exclusive, private workout spaces with beautiful views. “But the planning department turned us down,” Sarah laughs. “And then COVID hit, which gave us more time to think.”

The pandemic, Will says, was an accelerator. “Health and wellbeing was already a growing industry, but COVID pressed the accelerator button. We all realised how important it is to look after ourselves.”

Sarah and Will surveyed their existing swimming pool users to gauge interest. “Pre-COVID, about 40% were interested in things like Pilates, yoga, and spa facilities. Post-COVID, 90% of respondents said they wanted this. That was a strong kickstarter.”

They originally considered converting a barn on the farm, but after reviewing the architect’s plans, they decided to build an entirely new structure, ultimately creating an 8,000-square-foot wellness centre. “We wanted to create something unique and special, using our research and knowledge of health and wellbeing,” Sarah says. “And hopefully people would want it.”

Building a community, not just a gym

What sets Be Well Barn apart is its holistic approach. “The research tells you that wellbeing isn’t just about fitness,” Sarah explains. “You need your wellness side, your environmental aspects - fresh air, lovely views - the community side, and nutrition. That’s why we added the café, even though it was a last-minute addition.”

Be Well Barn offers a variety of health and wellness facilities, including a modern fitness studio, and Pilates and yoga classes, all set in a peaceful countryside setting. Members can also access private fitness and spa pods, as well as a café with nutritious options.

“Community is at the heart of Be Well Barn with our friendly, supportive team offering high quality personalised service, which really appeals to our customers.” Will explains. “There is a real sense of family and support thanks to our excellent team.

“There is also a whole group of people who would like to train but don’t because they don’t like the shared environment or the stigma of going into a gym,” Will says. “We wanted to offer exclusivity and spaces where people can work out or relax with family and friends, not strangers.”

Growth, risk, and resilience

Since opening in June 2023, Be Well Barn has grown steadily. “We’re about 250 on a membership point, and we see approximately 1,000 people a week through the door,” Sarah shares. “It’s fairly exclusive, but we appeal to a wider audience with non-member bookings and the café.”

Managing risk is a constant challenge. “We do most of our risk assessments and health and safety policies in-house, but we also use a third-party HR consultant,” Will says. “We’ve not had many, but when we have had any insurance claims, Andrew and his team have been excellent and really clear in terms of how we manage and deal with it.”

Will is talking about insurance broker Andrew Thompson, Managing Director of AT&A, an Ipswich-based insurance brokerage that is part of the Alan Boswell Group. Andrew has been looking after the farm and Barn’s insurance requirements for many years, having originally been the insurance broker for Will’s father.

The insurance relationship is built on trust. “Andrew’s a genuine, decent chap who’s easy to communicate with. You want to build relationships with local people you can trust. There’s more merit in this relationship than just managing our risk and finding good insurance.”

Andrew’s team looks after the full spectrum of insurance requirements for both Be Well Barn and the wider farm, including farm combined, fleet, liabilities, cyber cover, and more. Beyond their professional relationship, Andrew has also shown strong support for Be Well Barn’s charitable efforts, most recently sponsoring an event that raised £10,000 for the Motor Neurone Disease Association.

“We feel there's a real rapport there, which is really nice, and we're building and cementing that relationship professionally. We would be very hard pressed to look anywhere else.”

Looking ahead: phase two and beyond

Be Well Barn is only just getting started. “We’ve only built phase one,” Sarah says. “Planning permission allows us to add another three pods: another fitness pod, another spa pod, and a treatment or therapy pod. We’re also looking to dig a natural swimming lake and add padel courts.”

The business has already seen 30% revenue growth from year one to year two. “By year three, we should be where we want to be,” Will says. “Now it’s about maximising the site and getting everything out there that we originally planned.”

Sarah remains a driving force, especially as the business expands its hospitality and wellness offerings. “Sarah’s experience and passion for wellbeing are central to what we do,” Will says. “We’re building something together that supports the local community and gives people a new way to look after themselves.”

The legacy continues

Central to this journey has been the enduring partnership with Andrew Thompson and Alan Boswell Group. The trust, support, and local expertise provided goes well beyond simply sourcing insurance; it provides the reassurance and guidance needed to grow the business with confidence. As Be Well Barn continues to flourish, Sarah and Will are grateful for the backing of partners who share their values and help protect their ambitions for the future.

For more information on Be Well Barn, visit bewellbarn.co.uk.