Kerzner International Holdings, parent of the Atlantis, One&Only and Mazagan resort brands, is entering the wellness hospitality space with the launch of its latest brand, SIRO.
Pronounced "Sigh-Row," the SIRO name stands for the brand pillars of Strength, Inclusive, Reflection and Original, according to Kerzner.
The brand's first location, SIRO Boka Place, is scheduled to open in 2023 at the Porto Montenegro marina area in Tivat, Montenegro.
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The concept is heavily centered on fitness and well-being, with SIRO promising guests access to in-house specialists, including trainers, coaches and nutritionists, as well as a range of destination-focused fitness activities, such as cycling, sailing, hiking, boxing, climbing, kite surfing, parkour and skiing, among others.
All SIRO properties will feature a fitness club with a swimming pool and dedicated gym, yoga and meditation spaces; a variety of fitness classes; and a Recovery Lab, which will specialize in offerings like massage, meditation and sports rehabilitation services.
Nutrition will also serve as a key brand pillar, with SIRO's culinary programming highlighting locally sourced organic and seasonal fare.
Concurrent with the concept's launch, Kerzner has debuted Team SIRO, a team of athletes from around the world who will fulfill an advisory role for the brand. Adam Peaty, an Olympic gold medal swimmer from Great Britain, has been named as Team SIRO's inaugural member.