JW Marriott Hotels & Resorts, in partnership with The Joffrey Ballet, has launched Behind the Barre, a series of workout videos available on-demand for travellers staying in the brand’s guest rooms, now available at JW hotels across Asia-Pacific.
Behind the Barre on-demand barre classes marks the second time that JW Marriott has partnered with America’s premier ballet company. In 2014, the two companies launched Poise and Grace, an internal training initiative for global associates of the hotel brand. Utilising the foundations of ballet, the program was created to teach employees to exhibit finesse and gracefulness as part of their daily routines, ultimately resulting in a refined guest experience. Behind the Barre is the first guest-facing partnership from the two brands.
“Guests of JW Marriott are always seeking new and innovative ways to stay active while on the road,” said Christy Donato, Vice President of Global Brand Management, JW Marriott.
“Our partnership with The Joffrey Ballet provides an elevated fitness experience that goes beyond the traditional in-room workout, allowing our guests to tailor their fitness routine to best fit their travel schedule.”
“We’re thrilled to partner once again with JW Marriott on the Behind the Barre video training series,” said Ashley Wheater, Artistic Director of The Joffrey Ballet. “The benefits of ballet go far beyond the barre to promote discipline and self-confidence, and can enhance any fitness plan. We’re honored [sic] to continue our partnership with JW Marriott and share Joffrey’s world-class training with hotel guests around the world.”
Filmed at the newly opened JW Marriott Los Cabos Beach Resort & Spa, the barre videos highlight two of Joffrey’s professional ballet dancers, showcasing fun, challenging workouts that include full-body barre method, core strength and stretching. Designed specifically for a guest room environment, the workouts allow travellers to enjoy a fitness class in a private setting – all at their convenience.
To further underpin JW Marriott’s guest experience and celebrate the global ballet partnership, a ‘Barre to Bar’ experiential pop-up will debut in Singapore and regular barre classes will be offered at JW Marriott Singapore South Beach, the brand’s most recent landmark opening in the region. This is the first in a series of JW Marriott Barre to Bar pop-ups with more planned for key gateway cities across Asia Pacific, including Shanghai and Seoul in 2018.
“We believe exceptional service starts with exceptional training. That’s why we’ve set the bar even higher by teaching our associates how to develop their natural poise and grace,” said Carol Zhou, Senior Director of Luxury Brand Management – Asia Pacific, Marriott International. “Barre is becoming a very popular workout across Asia-Pacific, particularly in China, which is why our next stop will be in Shanghai next year.”
JW Marriott Singapore South Beach will also be kicking off a monthly Barre to Bar Brunch package starting 26 November 2017, which will include a morning barre workout followed by Sunday brunch with free-flow Taittinger Brut champagne at Beach Road Kitchen for SG$158 per person.