HCM Issue 4 2021

Page 73

The gym at the Siro Boka Palace – the central element of the wellness offering

PHOTO: KERZNER INTERNATIONAL PHOTO: KERZNER INTERNATIONAL

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.

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 ©Cybertrek 2021 Issue 4 2021

73