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Kerzner’s fitness-centric hotel brand Siro to debut inside towering Dubai development

07 Dec 2022 Resort developer and operator Kerzner International has announced its new wellbeing- and fitness-centric hospitality brand Siro is launching in Dubai in Q4 of 2023.

Named Siro One Za’abeel, the 132-key hotel will be the first of its kind following Kerzner’s announcement of the brand earlier this year.

Designed to help guests unlock peak mental and physical performance, the Siro location will offer tailored programmes and treatments developed by specialists in fitness, mental health, nutrition and sleep.

Philippe Zuber, Kerzner CEO, said: “Siro represents Kerzner’s continued ambition to break boundaries within the hospitality industry and present innovative ways for guests to become better versions of themselves, regardless of their personal journey.

“The brand will transform the fitness and recovery hospitality offering, going far beyond the expected by combining our renowned excellence in developing exceptional hotels and experiences, with the invaluable insight and expertise from world-class athletes.”

With this, Zuber is referring to Team Siro; a group of key athletes from around the world who each play an advisory role as Siro develops the fitness and wellness elements at the heart of the immersive lifestyle experience.

So far, ambassadors include British-Somali professional boxer and humanitarian, Ramla Ali, football team AC Milan and British Olympic swimmer Adam Peaty.

Having appointed former group spa director for MSpa International, Zoe Wall, to head up its wellness division in January 2022, Kerzner has indicated its intent to seriously ramp up its spa, wellness and fitness offerings.

To hear more about Kerzner's wellness vision, check out Spa Business' exclusive interview with Wall.

The Siro Experience
The Dubai hotel will be anchored by a modern two-floor fitness club featuring a minimum 1,000sq m gym along with space for yoga and meditation, as well as a variety of studios for group movement classes.

Other facilities will include strength and conditioning, cardio and free weights zones, in addition to studios for HIIT, cycling, boxing and Pilates. Guests will also be able to access local sports venues.

Specialist trainers, coaches, nutritionists and technicians will be on hand throughout guests’ journeys to help them make and maintain healthy lifestyle choices.

An urban fitness and recovery destination, guests at Siro One Za’abeel will have access to modern facilities and technology – such as a complimentary 3D body scan – while receiving specialist guidance and bespoke coaching from fitness and wellbeing experts.

Integrated digital technology, including a dedicated app, will support guests throughout; offering everything from mobile check-in to nutrition monitoring, gamification and vitality tracking.

Siro will also offer a Recovery Lab to provide a range of specialised wellbeing treatments. Technologies available will include cryotherapy, infrared and oxygen therapy, as well as a range of supporting treatments including physiotherapy, acupuncture and assisted stretching.

Dedicated mindfulness coaches will offer workshops and specific classes in breathing, meditation and visualisation

Integrating wellness into customer journeys
Siro One Za’abeel guestrooms will feature innovative 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 open gradually a few moments before the alarm rings to allow natural light to fill the room.

The alarm will be able to be set to follow the guest’s circadian rhythm in order to mitigate jet lag and encourage the body to wake up in a more rested state.

The location
Siro One Za’abeel will be located inside one of two modern high-rise towers in the One Za’abeel mixed-use development.

Developed by Ithra Dubai, the two structures will be connected by one of the world’s longest cantilevered buildings called the Link. Raised 100 metres above the ground, The Link will be home to restaurants, retail and entertainment with 360-degree views of Dubai.

The other tower will be partly occupied by another Kerzner-owned hospitality brand, One&Only Resorts.

Alongside One&Only One Za’abeel and One&Only Private Homes, the tower will feature office spaces, a gallery, a retail podium and a panoramic sky concourse.

Connecting with community
Kerzner says integration within the local community is a key ambition for each Siro hotel, starting with the One Za’abeel location.

The brand is developing a partnership strategy to provide sporting activities and educational opportunities for local communities.

Moreover, at each destination, Siro will offer 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.