About Us
The founders of SAFIR
Originally from Marrakech, Morocco, Hiba was shaped by a business environment, coming from a family of entrepreneurs. After obtaining a master’s degree in finance and management control from the French education system, she began her career in financial management before moving into event planning, collaborating with the largest agencies in the kingdom. Her innovative vision, fueled by her education and intuition, quickly led her to become independent. Her journey has taken her through various sectors, from art to real estate, as well as hospitality, catering, renewable energy, and the cosmetics and wellness industries. Hiba remains deeply connected to her heritage, supporting her mother in managing the family hammams and creating a line of organic cosmetics inspired by the hammam in 2015, thus perpetuating her grandfather’s legacy. A committed activist for women’s rights and individual freedoms, she immigrated to Canada in February 2022 with her 12-year-old son, seeking a life that resonates with her values. Ambitious, she aims to contribute to the prosperity of her new community. It is in this spirit that she launched Safir Moroccan Hammam and Spa on August 1, 2023, the first hammam in Atlantic Canada, a space where she shares her culture, heritage, and expertise.
Hiba Benjelloun
Founder
Originally from Quebec’s Eastern Townships, Ben moved to Moncton in 1998 after earning a master’s degree in health administration from l’Université de Montréal and working as a Human Resources consultant in Montreal’s healthcare system. He later joined the Canada Mortgage and Housing Corporation as New Brunswick’s Senior Market Analyst before transitioning to the City of Moncton as a Business Development Specialist. His leadership quickly propelled him to the role of Director of Economic Development, where he spearheaded the city’s first Economic Development Strategy and led Moncton’s Intelligent Community agenda—earning the city a spot among the Top 7 Intelligent Communities in the World in 2009. His work also shaped Moncton’s investment attraction, business expansion, immigration strategy, and downtown development vision. Following his tenure as Director of Tourism and Culture, Ben took over the leadership of Enterprise Greater Moncton in 2013, transforming it into 3+ Corporation, the region’s economic development agency. In 2015, he embraced entrepreneurship, launching his own consulting firm to support communities, non-profits, and businesses.
Now, as the proud co-founder of SAFIR Moroccan Hammam & Spa, Ben is bringing a unique and authentic wellness experience to Atlantic Canada—combining cultural heritage with economic growth, downtown revitalization, and community enrichment.
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 an ambassador, a great traveler who represents and shares a message, a culture, with others. Safir symbolizes our role as ambassadors of Moroccan wellness traditions, bringing the essence of this unique cultural experience to our ‘travelers’ in Atlantic Canada.
Vision
- The physical and mental well-being of all our travellers.
Mission
- To offer an authentic experience of relaxation and revitalization in a welcoming space that respects the richness of ancient Moroccan traditions and modern comfort.
Values
- Authenticity:: Remaining true to the ancestral Moroccan traditions of the hammam through a warm ambiance and quality services.
- Kindness Recognizing the privilege of being able to care for our travelers.
- Respect: Providing an inclusive environment where every employee and traveler feels comfortable, welcomed, and valued.
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