About Us
Meet the Founders of SAFIR Moroccan Hammam & Spa
Hiba Benjelloun
Founder
Hiba’s story begins in Marrakech, Morocco, where she was raised in a family of entrepreneurs. From an early age, she was immersed in a business-minded environment that shaped her leadership instincts. She earned a master’s degree in finance and management control within the French education system and began her career in financial management.
Later, she transitioned into event planning and worked with some of Morocco’s top agencies. Thanks to a strong blend of education and intuition, she quickly established herself as an independent entrepreneur. Over time, she expanded her expertise across several industries, including art, real estate, hospitality, catering, renewable energy, and wellness.
Even as her career evolved, Hiba remained closely connected to her heritage. She supported her mother in running the family’s traditional hammams and, in 2015, launched a line of organic cosmetics inspired by Moroccan rituals. This initiative not only honored her grandfather’s legacy but also introduced holistic self-care to modern consumers.
In 2022, Hiba immigrated to Canada with her 12-year-old son in search of a life that reflected her values—freedom, balance, and community. Just over a year later, she founded SAFIR Moroccan Hammam & Spa, the first hammam in Atlantic Canada. Through SAFIR, Hiba proudly shares the richness of Moroccan wellness culture with her new community in Moncton.
Hiba Benjelloun
Founder
Ben Champoux
Co-Founder
Ben was born in Quebec’s Eastern Townships and moved to Moncton in 1998. He holds a master’s degree in health administration from l’Université de Montréal and began his professional life as a human resources consultant in Montreal’s healthcare system.
Upon relocating to New Brunswick, he joined the Canada Mortgage and Housing Corporation as the Senior Market Analyst for the province. He later transitioned to the City of Moncton, where his leadership quickly earned him the role of Director of Economic Development. In this position, he launched the city’s first Economic Development Strategy and helped Moncton secure a spot among the Top 7 Intelligent Communities in the World in 2009.
His work extended far beyond strategy. Ben helped shape Moncton’s immigration planning, investment attraction, business expansion, and downtown revitalization efforts. He also served as Director of Tourism and Culture before becoming CEO of Enterprise Greater Moncton, which he transformed into 3+ Corporation, the region’s economic development agency.
In 2015, Ben embraced entrepreneurship and founded a consulting firm that supports businesses, nonprofits, and communities across Atlantic Canada. Today, as co-founder of SAFIR Moroccan Hammam & Spa, he merges cultural wellness with local economic development. His vision helps position SAFIR as not only a destination for relaxation—but also a key part of downtown Moncton’s growth and renewal.
Ben Champoux
Founder
Embark on a unique experience!
SAFIR is an invitation for our clients to embark on a journey of letting go, into the land of serenity, which is why they are our ‘travelers.’
SAFIR (سفير in Arabic) means “ambassador”—a traveler who shares culture and meaning. At SAFIR Moroccan Hammam & Spa, we serve as ambassadors of Moroccan wellness, offering Atlantic Canadians a genuine and healing experience rooted in tradition.
Vision
- The physical and mental well-being of all our travellers.
Mission
- To provide an authentic experience of relaxation and renewal in a welcoming space, where Moroccan tradition meets modern comfort.
Values
- Authenticity:: Honoring Moroccan hammam rituals with ambiance, care, and quality.
- Kindness Appreciating the privilege of caring for others.
- Respect: Creating an inclusive space where every traveler and team member feels seen, safe, and valued.
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