Siro is a fitness-centric hotel brand that will deliver ‘immersive wellness experiences’ designed to help guests ‘unlock peak mental and physical performance’. Olivia Palamountain reports
Respdonding to the trend for next-generation wellness travel, Siro is a lifestyle and fitness hospitality brand from Kerzner International that is centred around holistic fitness and recovery experiences.
Siro’s destination hotels aim to support guests in unlocking their “mental and physical potential” through five key pillars: fitness, nutrition, sleep, recovery and mindfulness.
To bring this philosophy to life and deliver a “best-in-class experience”, each Siro hotel will feature a cutting-edge fitness club, a suite of specialised treatments to aid sports recovery, tech-enabled accommodations to support optimal sleep and customisable nutrition-led dining.
A team of in-house specialists will also be on hand to coach guests and curate an engaging fitness environment that can be tailored to everyone, from committed athletes and health-conscious frequent travellers, to lifestyle change seekers starting out on a fitness or recovery journey.The wider team includes Siro “ambassadors”, elite athletes from diverse sports that will play an advisory role in the development of Siro, from creating bespoke training programs to involvement in recovery, nutrition and wellbeing.
These include British-Somali professional boxer and humanitarian, Ramla Ali, the AC Milan football team and British Olympic swimmer Adam Peaty.
Siro’s inaugural hotel, Siro One Za’abeel, will launch at the end of 2023 in Dubai’s One Za’abeel development. This dedicated fitness and recovery destination will offer holistic fitness and wellbeing programs in a beautifully designed hotel environment with panoramic views of Dubai’s skyline.
Philippe Zuber, CEO of Kerzner International, says: “Siro represents Kerzner’s continued ambition to break boundaries within the hospitality industry, and to present innovative ways for guests to become better versions of themselves, regardless of their personal journey.
“Siro will transform the fitness and recovery hospitality offering, going far beyond the expected by combining our renowned excellence in developing truly exceptional hotels and experiences, with the invaluable insight and expertise from a world class selection of international athletes.
“The result will be a curated, bold guest experience with powerful opportunities to excel. Siro One Za’abeel will be the first time we can deliver on this promise, before expanding the Siro community internationally, and we cannot wait to show the world what we’ve created.”Guests at Siro One Za’abeel will be invited to partake in a free 3D body scan to evaluate their physical fitness, providing the hotel’s coaching team with data to develop personalised programs.
Integrated digital technology, including a dedicated app, will support guests throughout their stay, offering everything from mobile check-in to nutrition monitoring, gamification and vitality tracking.The fitness club will form the hotel’s core across two floors, boasting a minimum 1,000 sqm gym along with dedicated space for yoga and meditation, as well as ample studios for group movement classes, and use of local sports venues.
Other facilities include strength and conditioning, cardio and free weights zones, through to studios for HIIT, cycling, boxing and Pilates. Dedicated mindfulness coaches will offer workshops and specific classes in breathing, meditation, and visualisation.Rooms feature the latest technology to promote restorative sleep, including smart Aero Plush mattresses, recovery wardrobes and smart curtains that will be connected to the Siro app alarm clock and which will open gradually a few moments before the alarm rings to allow natural light to fill the room. The alarm will be set to follow the guest’s circadian rhythm in order to mitigate jet lag and encourage bodies to wake up in a more rested state.Siro will also offer a dedicated Recovery Lab to provide a range of specialised wellbeing treatments. Cutting-edge technologies available include cryotherapy, infrared and oxygen therapy, as well as a range of supporting treatments including physiotherapy, acupuncture and assisted stretching.
Integration within the local community is a key ambition for each Siro hotel, starting with One Za’abeel. The brand is developing a partnership strategy to provide sporting activities and education opportunities for local communities, while offering guests unique excursions to test endurance and discover the local area through sports like cycling, sailing, hiking, climbing, and kite surfing.
In Dubai, SIRO One Za’abeel will offer cycling in Al Qudra Lakes, hiking in the Hatta Mountains and paddle boarding in the Arabian Gulf.