One of the world’s biggest hospitality companies is turning to fitness. Kerzner International Ltd announced plans to open a fitness-focused resort — SIRO — in 2023.
The parent company of One&Only and Atlantis Resorts wants to expand SIRO resorts globally, offering an array of group fitness classes and more for guests and locals. Its first location in Montenegro will offer a rock-climbing facility, access to sailing routes, and a crew club.
“Within hospitality today, the approach to fitness is minimal,” said Kerzner CEO Philippe Zuber. “Hotels have gyms because guests request it, but nothing has been really done to respond to what they really want. That’s where we are challenging the norm, and where we believe we have something really unique.”
SIRO’s advisory council — which will comprise around six athletes who travel to each location — includes British swimmer and Olympic gold medalist Adam Peaty. “If someone is struggling for motivation, I can give them an input of how I do it,” said Peaty.
SIRO will join a market that has only a handful of similar destinations, including Equinox in New York City, the Shilla in Seoul, the Fitler Club in Philadelphia, and the Intercontinental’s brand Even.
Even as the pandemic continues to affect industries worldwide, Research and Markets valued the wellness tourism industry at $735.8 billion in November and projected it would rise to $1.2 trillion by 2027.