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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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Opinion: UK’s first leisure framework celebrates £144m investment in public leisure
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Featured supplier news: Bounce back faster with a new risk-free joiner channel
The industry is eagerly awaiting the reopening of health clubs and leisure centres in another year affected by COVID-19, where the only thing that’s been certain is uncertainty.
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Featured supplier news: iFit: your readymade omnichannel fitness solution
With gyms and leisure centres in England reopened, and the rest of the UK due to shortly follow suit, the time for being theoretical is over.
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Company profile: FunXtion International BV
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Catalogue Gallery
Click on a catalogue to view it online
Directory
Trade associations
International SPA Association - iSPA: Trade associations
Salt therapy products
Saltability: Salt therapy products
Management software
fibodo Limited: Management software
Whole body cryotherapy
Art of Cryo: Whole body cryotherapy
Uniforms
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Property & Tenders
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Property & Tenders
Diary dates
07-09 Jun 2021
Virtual summit,
Diary dates
12 Jun 2021
Worldwide, Various,
Diary dates
13-14 Jun 2021
Online,
Diary dates
01-04 Jul 2021
Expo Centre & Riviera di Rimini, Italy
Diary dates
18-19 Sep 2021
Locations worldwide,
Diary dates
21-24 Sep 2021
Messe Stuttgart, Germany
Diary dates
28-29 Sep 2021
ExCeL London, London, United Kingdom
Diary dates
04-07 Nov 2021
Exhibition Centre , Cologne, Germany
Diary dates
01-07 Dec 2022
tbc, Dunedin, New Zealand
Diary dates

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
Latest News
HCM understands that Fitness International, which operates more than 700 health clubs under the LA ...
Latest News
A court has given Virgin Active the green light to erase the rent arrears it ...
Latest News
The Swimming Teachers' Association (STA) has partnered with a psychologist to provide new mindfulness and ...
Latest News
A report commissioned by Parkrun has estimated that allowing mass-participation outdoor events carries an "exceptionally ...
Latest News
Jan Spaticchia, founder and chair of énergie Fitness has died aged 51 following a short ...
Latest News
A new pioneering approach looks to help cancer patients prepare for and respond to treatment ...
Latest News
Peloton is recalling all of its Tread and Tread+ machines in the US, after striking ...
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Health club operator Bannatyne is repositioning itself as a wellness provider, as it looks to ...
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Opinion
promotion
The UK’s first dedicated leisure development framework has completed its first four-year term with £144m committed investment in public leisure projects.
Opinion: UK’s first leisure framework celebrates £144m investment in public leisure
Featured supplier news
Featured supplier news: Bounce back faster with a new risk-free joiner channel
The industry is eagerly awaiting the reopening of health clubs and leisure centres in another year affected by COVID-19, where the only thing that’s been certain is uncertainty.
Featured supplier news
Featured supplier news: iFit: your readymade omnichannel fitness solution
With gyms and leisure centres in England reopened, and the rest of the UK due to shortly follow suit, the time for being theoretical is over.
Company profiles
Company profile: FunXtion International BV
With our digital member solutions, branded app and branded virtual classes your clients can now ...
Company profiles
Company profile: Orbit4
Orbit4 is the umbrella brand for FitnessCompared, FitnessFinance, WeServiceGymEquipment and WeBuyGymEquipment....
Supplier Showcases
Supplier showcase - Funxtion
Catalogue Gallery
Click on a catalogue to view it online
Directory
Trade associations
International SPA Association - iSPA: Trade associations
Salt therapy products
Saltability: Salt therapy products
Management software
fibodo Limited: Management software
Whole body cryotherapy
Art of Cryo: Whole body cryotherapy
Uniforms
Service Sport: Uniforms
Lockers/interior design
Fitlockers: Lockers/interior design
Fitness equipment
Octane Fitness: Fitness equipment
Wearable technology solutions
MyZone: Wearable technology solutions
Red Light Therapy
 Red Light Rising: Red Light Therapy
Skincare
Sothys: Skincare
Property & Tenders
Pendine Sands, Carmarthenshire
Carmarthenshire County Council
Property & Tenders
Diary dates
07-09 Jun 2021
Virtual summit,
Diary dates
12 Jun 2021
Worldwide, Various,
Diary dates
13-14 Jun 2021
Online,
Diary dates
01-04 Jul 2021
Expo Centre & Riviera di Rimini, Italy
Diary dates
18-19 Sep 2021
Locations worldwide,
Diary dates
21-24 Sep 2021
Messe Stuttgart, Germany
Diary dates
28-29 Sep 2021
ExCeL London, London, United Kingdom
Diary dates
04-07 Nov 2021
Exhibition Centre , Cologne, Germany
Diary dates
01-07 Dec 2022
tbc, Dunedin, New Zealand
Diary dates
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