Kerzner International taps into the fitness, wellness space

New hospitality brand to debut with property in Montenegero

Kerzner International is launching a new lifestyle and hospitality hotel brand focused on fitness and wellbeing.

SIRO (pronounced Sigh-Row), the brand will be “an immersive lifestyle destination, blending the boundaries between hospitality, fitness and wellness through a fresh perspective and energizing experiences,” Kerner said.

Kerzner International is the company behind the ultra-luxury One&Only Resorts portfolio and the Atlantis Resort & Residences brand.

“We have always been pioneers, true disruptors within the hospitality space. We have built destinations through the personalities of our brands and understanding our guests’ journey, creating a meaningful legacy. We look forward to continuing the improvement of people’s lives with the introduction of SIRO,” said Philippe Zuber, Chief Executive Officer, Kerzner International.

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SIRA Boka Place, Hotel Guestroom

“We recognise that holistic health is more important than ever, and the primary focus of SIRO 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.”

Zuber said SIRO would be introduced in “key cities” around the globe. The first SIRO hotel will launch in Porto Montenegro: SIRO Boka Place.

SIRO is derived from the pillars of: Strength, Inclusive, Reflection and Original:

  • Strength to always be resilient and committed to become the best version of yourself
  • Inclusive to always celebrate the diversity of people and their passions
  • Reflection to always nurture harmony, balance, and wellbeing
  • Original to always challenge convention and elevate experiences
SIRO Montenegro roof top pool

The SIRO experience will comprise a variety of performance fitness activities reflective of each destination, such as cycling, sailing, hiking, boxing, climbing, kite surfing, parkour, and skiing.

SIRO will also offer streaming classes, workshops, and knowledge-sharing events to further connect the wider SIRO community.

A team of in-house specialists, including trainers, coaches, nutritionists, technicians, and hosts will create an engaging, supportive environment for excellence. A cutting-edge fitness club will be the heart of each SIRO hotel, each offering a spacious gym, dedicated space for yoga and meditation, a swimming pool and use of local sports venues.

To aid recovery and healing, SIRO will also offer the Recovery Lab, including a selection of health spa services including specialised massage therapies, meditation classes and sports rehabilitation, for mindful regeneration.

Health and nutrition will also be at the core of SIRO, with the culinary team working with local farms and artisans to serve the best seasonal and organic fare. In addition, specialists will provide best-in-class nutritional advice and seminars to supplement guests’ lifestyle.

SIRO Boka Place, Fitness centre

SIRO will also be building TEAM SIRO, a Team of athletes from around the world who will 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 British Olympic gold medalist swimmer Adam Peaty.

“Our partnership with Adam is a world-first for us,” commented Zuber. “The primary focus of our new SIRO experience will be exceptional fitness and wellness to support a modern, global lifestyle, delivered with our renowned service in a transformative and nurturing environment.

Peaty will bring his experience, insight and understanding of all aspects of a high-performance lifestyle, holistic health, and wellbeing.

SIRO Boka Place, Montenegro is earmarked to open in 2023. Learn more here.

Lead image: Montenegro

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