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The founders of Safir are Ms. Hiba Benjelloun and Mr. Ben Champoux
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
Mr. Ben Champoux
The founders of Safir are Ms. Hiba Benjelloun and Mr. Ben Champoux
Ben is a bilingual leader originally from the Eastern Townships of Quebec, residing in Moncton since 1998. With a master’s degree in health administration, he previously worked as a market analyst for the Canada Mortgage and Housing Corporation and later led the economic development and tourism departments for the City of Moncton. As the director of economic development, tourism, culture, and immigration, he contributed to Moncton being recognized as one of the Top 7 Intelligent Communities in the world in 2009. In 2013, Ben took over the leadership of the organization 3+, where he transformed the entity to stimulate regional economic growth. In 2015, he became self-employed to support the development of communities, businesses, and organizations across the province. He continues to actively engage in improving the economic prosperity and quality of life in his community. Ben is also a proud adoptive father of two children from Haiti.

Ben Champoux
Founder
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

Values
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.