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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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Click on a catalogue to view it online
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Diary dates
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Locations worldwide,
Diary dates
21-24 Sep 2021
Messe Stuttgart, Germany
Diary dates
13-14 Oct 2021
Online,
Diary dates
04-07 Nov 2021
Exhibition Centre , Cologne, Germany
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01-03 Feb 2022
Coventry Building Society Arena, Coventry, United Kingdom
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tbc, Dunedin, New Zealand
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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
Latest News
Rainer Schaller, founder of budget gym megabrand McFIT, says that the global fitness industry will ...
Latest News
The most high-risk and controversial Olympics of modern times begin today (23 July) in Tokyo, ...
Latest News
Further research into the levels of positive COVID-19 cases among those to have visited fitness ...
Latest News
Planning approval has been granted to what is set to become one of the first ...
Latest News
Digital fitness content provider, Wexer, is launching a new wellness resource on its connected Web ...
Latest News
Leisure-net has revealed plans to transform its active-net business event from an annual face-to-face gathering ...
Latest News
F45's IPO on the New York Stock Exchange (NYSE) has revealed a strong appetite from ...
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Featured supplier news: Cryotherapy specialists, L&R Kältetechnik, launch new artofcryo.com division
L&R Kältetechnik has launched a new division, named artofcryo.com, after 30 years’ experience with -110 °C electrical solutions.
Featured supplier news
Featured supplier news: Introducing the Official Hammer Strength Box: a complete small group training solution
With gyms reopening as the fitness industry recovers from the impact of the pandemic, members are seeking social interaction and engaging training experiences in a small group setting.
Featured operator news
Featured operator news: Being active helps Parkwood Leisure customers save the NHS £16m
Parkwood Leisure, one of the UK’s leading public leisure facilities operators, helped prevent more than 7,000 cases of stroke, dementia, depression and type 2 diabetes in 2019, saving the NHS £16 million, a new social value report has shown.
Featured operator news
Featured operator news: Everyone Active generates £342m in social value
Award-winning leisure operator Everyone Active generated £342million in social value at its sites across the country in 2019/20.
Company profiles
Company profile: Octane Fitness UK
A global innovator of innovation and variety in fitness equipment, Octane Fitness, a True Fitness ...
Company profiles
Company profile: Magicline GmbH
For more than 30 years, Magicline has been driving the digitalisation of the fitness industry ...
Supplier Showcases
Supplier showcase - Safe Space: Changing concept
Catalogue Gallery
Click on a catalogue to view it online
Directory
Whole body cryotherapy
Art of Cryo: Whole body cryotherapy
Salt therapy products
Himalayan Source: Salt therapy products
Management software
fibodo Limited: Management software
Fitness equipment
Octane Fitness: Fitness equipment
Red Light Therapy
 Red Light Rising: Red Light Therapy
Skincare
Sothys: Skincare
Exercise equipment
Matrix Fitness: Exercise equipment
Uniforms
Service Sport: Uniforms
Wearable technology solutions
MyZone: Wearable technology solutions
Hydrotherapy / spa fragrances
Kemitron GmbH: Hydrotherapy / spa fragrances
Property & Tenders
Newport, Shropshire
Lilleshall Sports Academy
Property & Tenders
Pendine Sands, Carmarthenshire
Carmarthenshire County Council
Property & Tenders
Diary dates
18-19 Sep 2021
Locations worldwide,
Diary dates
21-24 Sep 2021
Messe Stuttgart, Germany
Diary dates
13-14 Oct 2021
Online,
Diary dates
04-07 Nov 2021
Exhibition Centre , Cologne, Germany
Diary dates
01-03 Feb 2022
Coventry Building Society Arena, Coventry, United Kingdom
Diary dates
15-16 Jun 2022
ExCeL London, London, United Kingdom
Diary dates
01-07 Dec 2022
tbc, Dunedin, New Zealand
Diary dates
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Miha Bodytec GmbH
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