Kerzner International is launching a new fitness focused hotel brand called Siro.
Pronounced ‘sigh-row’, the new brand aims to offer travellers interested in health and wellness an “immersive lifestyle destination” where they can connect with like-minded individuals.
Properties will offer a variety of destination-specific activities such as cycling, sailing, boxing, climbing, kite surfing and skiing.
Each Siro hotel will have a central fitness club featuring a gym, yoga and meditation space, a swimming pool and a fitness studio with classes, as well as a recovery lab offering specialised therapies, meditation classes and sports rehabilitation.
Guests will also have full access to a team of in-house trainers, coaches and nutritionists.
The first Siro hotel, Siro Boka Place, will launch in Porto Montenegro in 2023. The property will feature a number of sailing circuits and cycling routes for varying fitness levels.
Kerzner’s chief executive, Philippe Zuber, said: “We look forward to continuing the improvement of people’s lives with the introduction of Siro.
“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.
“As innovators, we are always looking to revolutionise the guest experience and anticipate travellers’ needs. We felt the time was right to introduce the Siro concept to the world as we continue the strategic growth of the company.
“We look forward to Siro becoming part of key cities around the world.”
A team of athletes from around the world will play an advisory role under the title Team Siro as the brand develops the fitness and wellness elements in each destination.
Siro’s first ambassador is Great British Olympic gold medallist swimmer Adam Peaty, who said: “It has been fascinating to learn about the ambitions of Siro, an exciting new experience that seems to be missing in the space.
“For me to be asked to play a part in the development of these new hotel destinations is a privilege. As an elite athlete who strives for perfection in everything I do, I know just how important the tiny details are with an environment such as this.
“From the tranquillity of the bedrooms to the best-in-class nutritional advice, to the state-of-the-art fitness facilities and recovery lab, Siro is genuinely leading the way and revolutionizing the guest experience.”
Siro will also offer streaming classes, workshops and events to further connect the Siro community.