11 Mar 2021
Kerzner unveils new fitness-focused hospitality brand dedicated to health and wellbeing
BY Megan Whitby
Kerzner International, the owner of One&Only Resorts and Atlantis Resort & Residences, has developed a new immersive lifestyle hospitality concept inspired by fitness and wellbeing.
SIRO (pronounced Sigh-Row) represents the pillars of Strength, Inclusive, Reflection and Original and invites guests to aspire to live at their fullest potential through a specialised blend of hospitality, fitness and wellness.
A place of connection, the immersive lifestyle destinations will create a welcoming social space bringing together a global community through sports, mindfulness, nutrition, education, fitness, recovery, achievement and holistic health.
Philippe Zuber, Kerzner CEO, said: “We recognise that holistic health is more important than ever, and SIRO’s primary focus will be exceptional fitness and wellness to support a modern and balanced global lifestyle, delivered with our renowned service in a transformative and nurturing urban environment.”
Each destination will offer a spacious gym, dedicated space for yoga and meditation, dynamic activity classes, a swimming pool and use of local sports venues.
In addition, guests will be offered a variety of performance fitness activities reflective of each destination.
To aid recovery and healing, SIRO will offer the Recovery Lab, including 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 also be central to SIRO, with culinary teams working with local farms and artisans to serve the best seasonal and organic fare.
Specialists will provide best-in-class nutritional advice and seminars to supplement guests’ lifestyle.
The first SIRO hotel will launch in Porto Montenegro in 2023, called SIRO Boka Place, while Kerzner has expressed plans to expand with more urban destinations. All SIRO properties will be digitally integrated to ensure a smooth guest journey.
SIRO will also be building TEAM SIRO, a team of key athletes from around the world who’ll each play an advisory role as SIRO develops the fitness and wellness elements at the heart of the immersive lifestyle experience.
The first ambassador is GB Olympic gold medalist swimmer Adam Peaty – an Olympic, World, European and Commonwealth champion, and favourite to win Olympic gold again at the next Olympics.
SIRO will provide thoughtful environments for both local residents and guests, becoming a meaningful part of the neighbourhood.
Guest rooms will be a sanctuary, a place of calm, perfect to recharge, designed with restorative properties to provide the ideal sleeping environment.
In addition, in-room spa and steam showers will aid in rejuvenation. Employing smart technology and sustainable materials, wellbeing will go beyond the physical and mental and be enhanced by the space and building, offering a private refuge for rest and recovery.
The concept will also expand beyond the hotel walls and include streaming classes, workshops, and knowledge-sharing events to further connect the SIRO community.
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