Joie Risk is the UK and EU Managing Director of Sunlighten, the pioneering U.S. wellness brand leading global innovation in infrared therapy. With over five years of experience expanding Sunlighten across Europe, Joie has played a central role in scaling premium wellness technologies, building high-performing international teams, and securing strategic brand and commercial partnerships across more than five countries.

Known for her ability to translate vision into sustainable growth, Joie brings a unique blend of strategic foresight and operational expertise—especially within the infrared and sauna space. Her work focuses on positioning Sunlighten as a leader in next-generation wellness experiences, navigating regulatory landscapes, and shaping narratives that resonate in markets seeking both innovation and authenticity.

Deeply engaged in the global wellness ecosystem, Joie’s leadership continues to shape how consumers across the UK and Europe engage with holistic health, technology-driven wellness, and conscious living.