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UNITING THE WORLD OF FITNESS
Health Club Management

Health Club Management

features

Hospitality: Hotel fitness goes up a gear

Fitness, wellness and recovery are driving new investments in the hotel and resorts market, with Kerzner the latest to enter this space, as Megan Whitby reports

Published in Health Club Management 2021 issue 4
The gym at the Siro Boka Palace – the central element of the wellness offering / photo: Kerzner International
The gym at the Siro Boka Palace – the central element of the wellness offering / photo: Kerzner International

Kerzner International, the owner of One&Only Resorts and Atlantis Resort & Residences, has developed a new immersive lifestyle hospitality concept called Siro, inspired by fitness and wellbeing.

The new offering will invite guests to aspire to live at their fullest potential through a specialised blend of hospitality, fitness and wellness.

The immersive lifestyle destinations will be ‘places of connection’, creating welcoming social spaces and “bringing together a global community through sports, mindfulness, nutrition, education, fitness, recovery, achievement and holistic health”, says Philippe Zuber, Kerzner CEO: “We recognise that holistic health is more important than ever, and Siro’s primary focus will be an exceptional fitness and wellness offering to support a modern and balanced global lifestyle, delivered in a transformative and nurturing urban environment.

“We look forward to Siro becoming part of key cities around the world,” Zuber told HCM.

It’s a model being pursued by several other operators, including Equinox, but Zuber told Bloomberg he does not see this as a competitive threat, saying: “Equinox will be our competitor to a certain extent, but they are a gym that has tried to go into hospitality. We’re a bulletproof hospitality company with so much success over the years.”

Facility mix
A cutting-edge fitness club will be at the heart of each Siro hotel, offering a spacious gym, dedicated space for yoga and meditation, dynamic activity classes, a pool and use of local sports venues.

In addition, guests will be offered a variety of performance fitness activities reflective of each destination, such as cycling, sailing, hiking, boxing, climbing, kite surfing, parkour, and skiing.

To aid recovery and healing, Siro will also offer a Recovery Lab delivering a selection of health spa services including specialised massage therapies, cyrotherapy, infrared saunas, meditation classes and sports rehabilitation, for mindful regeneration.

Health and nutrition will be central to the Siro concept, with culinary teams working with local farms and artisans to serve seasonal and organic food.

Specialists will also provide nutritional advice and seminars to supplement guests’ lifestyle.

Launching in 2023
The first Siro hotel – called Siro Boka Place – will launch in Porto, Montenegro in 2023, while Kerzner has outlined plans to expand with more urban destinations. SIRO properties will be digitally integrated to deliver a smooth guest journey.

Siro will also be building ‘Team Siro’, a group of top athlete ambassadors from around the world who’ll each play an advisory role as Siro develops the fitness and wellness elements at the heart of its ‘immersive lifestyle experience’.

The first ambassador to be appointed is swimmer Adam Peaty, an Olympic, World, European and Commonwealth champion, and favourite to win Olympic gold at the Tokyo Olympics.

“Our partnership with Adam Peaty is a first for us,” said Zuber. “The primary focus of Siro will be exceptional fitness and wellness and he will bring his experience, insight and understanding of all aspects of high-performance lifestyle, holistic health, and wellbeing to this new role. “Adam personifies everything we’re looking to achieve with the new brand – he’s the embodiment of living to your fullest potential, and we’re excited to bring him on board at the very start of our Siro journey,” he says.

Peaty told HCM, “Siro is an exciting new experience that seems to be missing in the hotel space.

“As an elite athlete who strives for perfection in everything I do, I know just how important the tiny details are with an environment such as this. From the tranquillity of the bedrooms to the best-in-class nutritional advice, to the state-of-the-art fitness facilities and recovery lab, Siro is aiming to revolutionise the guest experience.”

Community spaces
Siro will provide “thoughtful environments” for both local residents and guests, aiming to become a meaningful part of the community.

A social bar for guests and the community will be the “heartbeat” of the hotel, says Zuber. Public spaces will be “fully immersive and social” and will offer an opportunity to “celebrate the triumphs of the day,” says Zuber. “They will create an experience for all the senses and will focus on exploration and play, coming to life through sight, touch, and sound, being spaces where guests will want to linger, blurring the lines between virtual and reality.”

Guest rooms will be designed as sanctuaries – places of calm, where people can recharge. They’ll be styled to have restorative properties such as air filtration and circadian lighting to provide an optimal sleeping environment, while in-room spa and steam showers will aid rejuvenation and recovery.

Wellbeing will go beyond the physical and mental, employing smart technology and using sustainable materials to enhance the space and building and offering a private refuge for rest and recovery.

The concept will expand beyond the hotel and include streaming classes, workshops, and knowledge-sharing events to connect the Siro community and integrate with people’s day to day fitness routines.

photo: Kerzner International

Equinox will be our competitor to a certain extent, but they are a gym company that has tried to go into hospitality, we’re a bulletproof hospitality company

– Philippe Zuber, CEO, Kerzner

Siro is an exciting new experience that seems to be missing in the hotel space

– Adam Peaty, brand ambassador, Siro

Olympian Adam Peaty is the first ambassador for the Siro brand / photo: Kerzner International
Siro (pronounced sigh-row) represents the four pillars of the brand: strength, inclusivity, reflection and originality:

Strength

to always be resilient and committed to become the best version of yourself

Inclusivity

to always celebrate the diversity of people and their passions

Reflection

to always nurture harmony, balance, and wellbeing

Originality

to always challenge convention and elevate experiences

The pool at what will become the Siro Montenegro – opening in 2023 / photo: Kerzner International
The pool at what will become the Siro Montenegro – opening in 2023 / photo: Kerzner International
photo: Kerzner International
photo: Kerzner International
https://www.leisureopportunities.co.uk/images/2021/406587_16464.jpg
Kerzner International has entered the hotel fitness market with Siro, a concept which has Adam Peaty as its global ambassador
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features

Hospitality: Hotel fitness goes up a gear

Fitness, wellness and recovery are driving new investments in the hotel and resorts market, with Kerzner the latest to enter this space, as Megan Whitby reports

Published in Health Club Management 2021 issue 4
The gym at the Siro Boka Palace – the central element of the wellness offering / photo: Kerzner International
The gym at the Siro Boka Palace – the central element of the wellness offering / photo: Kerzner International

Kerzner International, the owner of One&Only Resorts and Atlantis Resort & Residences, has developed a new immersive lifestyle hospitality concept called Siro, inspired by fitness and wellbeing.

The new offering will invite guests to aspire to live at their fullest potential through a specialised blend of hospitality, fitness and wellness.

The immersive lifestyle destinations will be ‘places of connection’, creating welcoming social spaces and “bringing together a global community through sports, mindfulness, nutrition, education, fitness, recovery, achievement and holistic health”, says Philippe Zuber, Kerzner CEO: “We recognise that holistic health is more important than ever, and Siro’s primary focus will be an exceptional fitness and wellness offering to support a modern and balanced global lifestyle, delivered in a transformative and nurturing urban environment.

“We look forward to Siro becoming part of key cities around the world,” Zuber told HCM.

It’s a model being pursued by several other operators, including Equinox, but Zuber told Bloomberg he does not see this as a competitive threat, saying: “Equinox will be our competitor to a certain extent, but they are a gym that has tried to go into hospitality. We’re a bulletproof hospitality company with so much success over the years.”

Facility mix
A cutting-edge fitness club will be at the heart of each Siro hotel, offering a spacious gym, dedicated space for yoga and meditation, dynamic activity classes, a pool and use of local sports venues.

In addition, guests will be offered a variety of performance fitness activities reflective of each destination, such as cycling, sailing, hiking, boxing, climbing, kite surfing, parkour, and skiing.

To aid recovery and healing, Siro will also offer a Recovery Lab delivering a selection of health spa services including specialised massage therapies, cyrotherapy, infrared saunas, meditation classes and sports rehabilitation, for mindful regeneration.

Health and nutrition will be central to the Siro concept, with culinary teams working with local farms and artisans to serve seasonal and organic food.

Specialists will also provide nutritional advice and seminars to supplement guests’ lifestyle.

Launching in 2023
The first Siro hotel – called Siro Boka Place – will launch in Porto, Montenegro in 2023, while Kerzner has outlined plans to expand with more urban destinations. SIRO properties will be digitally integrated to deliver a smooth guest journey.

Siro will also be building ‘Team Siro’, a group of top athlete ambassadors from around the world who’ll each play an advisory role as Siro develops the fitness and wellness elements at the heart of its ‘immersive lifestyle experience’.

The first ambassador to be appointed is swimmer Adam Peaty, an Olympic, World, European and Commonwealth champion, and favourite to win Olympic gold at the Tokyo Olympics.

“Our partnership with Adam Peaty is a first for us,” said Zuber. “The primary focus of Siro will be exceptional fitness and wellness and he will bring his experience, insight and understanding of all aspects of high-performance lifestyle, holistic health, and wellbeing to this new role. “Adam personifies everything we’re looking to achieve with the new brand – he’s the embodiment of living to your fullest potential, and we’re excited to bring him on board at the very start of our Siro journey,” he says.

Peaty told HCM, “Siro is an exciting new experience that seems to be missing in the hotel space.

“As an elite athlete who strives for perfection in everything I do, I know just how important the tiny details are with an environment such as this. From the tranquillity of the bedrooms to the best-in-class nutritional advice, to the state-of-the-art fitness facilities and recovery lab, Siro is aiming to revolutionise the guest experience.”

Community spaces
Siro will provide “thoughtful environments” for both local residents and guests, aiming to become a meaningful part of the community.

A social bar for guests and the community will be the “heartbeat” of the hotel, says Zuber. Public spaces will be “fully immersive and social” and will offer an opportunity to “celebrate the triumphs of the day,” says Zuber. “They will create an experience for all the senses and will focus on exploration and play, coming to life through sight, touch, and sound, being spaces where guests will want to linger, blurring the lines between virtual and reality.”

Guest rooms will be designed as sanctuaries – places of calm, where people can recharge. They’ll be styled to have restorative properties such as air filtration and circadian lighting to provide an optimal sleeping environment, while in-room spa and steam showers will aid rejuvenation and recovery.

Wellbeing will go beyond the physical and mental, employing smart technology and using sustainable materials to enhance the space and building and offering a private refuge for rest and recovery.

The concept will expand beyond the hotel and include streaming classes, workshops, and knowledge-sharing events to connect the Siro community and integrate with people’s day to day fitness routines.

photo: Kerzner International

Equinox will be our competitor to a certain extent, but they are a gym company that has tried to go into hospitality, we’re a bulletproof hospitality company

– Philippe Zuber, CEO, Kerzner

Siro is an exciting new experience that seems to be missing in the hotel space

– Adam Peaty, brand ambassador, Siro

Olympian Adam Peaty is the first ambassador for the Siro brand / photo: Kerzner International
Siro (pronounced sigh-row) represents the four pillars of the brand: strength, inclusivity, reflection and originality:

Strength

to always be resilient and committed to become the best version of yourself

Inclusivity

to always celebrate the diversity of people and their passions

Reflection

to always nurture harmony, balance, and wellbeing

Originality

to always challenge convention and elevate experiences

The pool at what will become the Siro Montenegro – opening in 2023 / photo: Kerzner International
The pool at what will become the Siro Montenegro – opening in 2023 / photo: Kerzner International
photo: Kerzner International
photo: Kerzner International
https://www.leisureopportunities.co.uk/images/2021/406587_16464.jpg
Kerzner International has entered the hotel fitness market with Siro, a concept which has Adam Peaty as its global ambassador
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Music service provider Rehegoo (pronounced Reh-air-go) has launched a streaming service for health clubs, gyms, ...
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A two-year research project will look to find ways to transform the UK's physical activity ...
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Featured supplier news
Featured supplier news: It’s nearly time for Elevate 2022!
It’s now just days to go until your leading trade show for the fitness, physical activity and sports therapy industry kicks off in London!
Featured operator news
Featured operator news: New £42m Moorways Sports Village to open on 21 May
Everyone Active will open Moorways Sports Village to the public on Saturday 21 May with a grand opening weekend – in time for the half term holidays.
Featured operator news
Featured operator news: Everyone Active to launch new exercise classes to reduce gender gap
As part of their work to break down the barriers that deter women and girls from participating in sport and physical activity, Everyone Active has teamed up with EMD UK to launch new exercise classes linked to the This Girl Can campaign.
Video Gallery
Sport Alliance GmbH
Mindbody, Inc
Total Vibration Solutions / Floors 4 Gyms / TVS Sports Surfaces
Company profiles
Company profile: Gympass
Gympass is a corporate wellbeing platform that ignites and fuels every journey to feel good....
Company profiles
Company profile: TRIB3 International Ltd
First established in Sheffield in January 2016 TRIB3 is a bootcamp boutique studio designed to ...
Supplier Showcases
Supplier showcase - Pulse Fitness: trusted partner
Catalogue Gallery
Click on a catalogue to view it online
Directory
Spa software
SpaBooker: Spa software
Architects/designers
Zynk Design Consultants: Architects/designers
Management software
Premier Software Solutions: Management software
Lockers/interior design
Safe Space Lockers Ltd: Lockers/interior design
On demand
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Whole body cryotherapy
Zimmer MedizinSysteme GmbH / icelab: Whole body cryotherapy
Flooring
Total Vibration Solutions / TVS Sports Surfaces: Flooring
Salt therapy products
Himalayan Source: Salt therapy products
Skincare
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Fitness equipment
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Property & Tenders
Pendine Sands, Carmarthenshire
Carmarthenshire County Council
Property & Tenders
Runcorn
Halton Borough Council
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Diary dates
12-13 Sep 2022
Wyndham Lake Buena Vista Disney Springs® Resort, Lake Buena Vista, United States
Diary dates
21-21 Sep 2022
Various, London, United Kingdom
Diary dates
25-28 Oct 2022
Messe Stuttgart, Germany
Diary dates
25-28 Oct 2022
Ibiza, Ibiza, Spain
Diary dates
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Diary dates
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Diary dates
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