Kerzner International is adding a new lifestyle brand to its portfolio in order to capitalise on the growing desire for health-focused experiences.
The new concept, called SIRO, will debut in in Porto Montenegro with a launch scheduled for 2023.
“We recognize 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,” Philippe Zuber, CEO of Kerzner International, said.
Each SIRO will have a fitness at the heart of each property, offering a gym, dedicated space for yoga and meditation, a swimming pool and use of local sports venues.
Health and nutrition will also be front and centre with a culinary team working with local farms to serve seasonal and organic fare. There will also be a team of specialists, including trainers, coaches, nutritionists, technicians on site.
To facilitate the rollout of the brand, Kerzner has enlisted the help of athletes from around the world to play an advisory role. The first ambassador is GB Olympic gold medallist swimmer Adam Peaty.
Kerzner International’s other brands include Atlantis and One&Only.