They also welcome British-Somalian boxer Ramla Ali as the next team Siro ambassador
The world’s first immersive lifestyle and fitness brand, SIRO, will debut its first hotel, SIRO One Za’abeel, in Q4 2023, according to a recent announcement from Kerzner International Holdings Limited (“Kerzner”), the owner of the iconic Atlantis Resorts & Residences and ultra-luxurious One&Only Resorts worldwide. This SIRO brand’s first hotel will be located in the heart of Dubai’s renowned One Za’abeel development. Moreover, Ithra Dubai, a wholly owned subsidiary of the Investment Corporation of Dubai, is building One Za’abeel.
Additionally, SIRO has revealed the newest addition to its ground-breaking ambassador program, “Team SIRO.” Ramla Ali, a British-Somali professional boxer and humanitarian, joins British Olympic swimmer Adam Peaty and A.C. Milan in serving as advisors to SIRO’s growth, from its specialised training plans to recuperation, nutrition, and health.
The SIRO brand best represents Kerzner’s ongoing commitment to upend the hospitality sector and improve the visitor experience. Identifying a market need, SIRO will provide visitors with a daring new immersive hospitality experience, anticipating visitors’ requirements and inviting them to “Live the Journey” with customised programs and treatments created by experts in fitness, mental health, nutrition, and sleep. SIRO One Za’abeel is the first step in SIRO’s path to becoming an altogether new sort of global lifestyle-driven brand, designed to assist guests in achieving peak mental and physical performance in a welcoming, aspirational atmosphere.
The SIRO Experience
SIRO One Za’abeel, a fitness and rehabilitation destination, will provide all-encompassing fitness and well-being programs in a gorgeous hotel setting with breathtaking views of Dubai’s cityscape. A team of fitness and well-being specialists will provide guests with expert instruction and coaching as they utilise the best facilities available. The programs will emphasise the five pillars of exercise, nutrition, sleep, recovery, and mindfulness.
Customers will have the opportunity to participate in a free 3D body scan to assess their physical fitness, which will provide the hotel’s coaching team with the information they can use to create individualised programs that are catered to specific requirements and objectives. Throughout their stay, visitors will be supported by integrated digital technology, including a dedicated app, which will provide everything from mobile check-in to nutrition monitoring, gamification, and vitality tracking.
A state-of-the-art fitness club will form the hotel’s core across two floors, boasting a minimum 1,000m2 gym, dedicated space for yoga and meditation, spacious studios for group movement classes, and use of local sports venues. Other facilities include strength and conditioning, cardio and free weights zones, and studios for HIIT, cycling, boxing and Pilates.
At One Za’abeel, qualified technicians, coaches, nutritionists, and trainers will assist visitors in choosing and maintaining a healthy lifestyle. Modern amenities in the rooms include smart Aero Plush mattresses, recovery wardrobes, and smart curtains that are connected to the SIRO app alarm clock and automatically open a few seconds gradually before the alarm sounds to provide natural light into the room. These amenities help encourage restorative sleep. The alarm will be programmed to suit the visitor’s circadian cycle to lessen the effects of jet lag and encourage bodies to awaken in a more rested condition.
Moreover, SIRO will offer a dedicated Recovery Lab to provide a range of specialised well-being treatments. Cryotherapy, infrared, and oxygen therapy are among the cutting-edge technologies that are accessible. Physiotherapy, acupuncture, and aided stretching are just some supporting treatments. There will be workshops and specialised breathing, meditation, and visualisation sessions offered by committed mindfulness coaches.
Starting with One Za’abeel, integration into the neighbourhood is a primary goal for all SIRO hotels. The company is creating a collaborative approach to offer educational and sports opportunities for nearby communities. Additionally, SIRO will provide visitors with distinctive excursions at each place to test their stamina and learn about the surroundings through activities like cycling, sailing, hiking, climbing, and kiteboarding. In Dubai, SIRO One Za’abeel will provide opportunities for paddle boarding in the Arabian Gulf, trekking in the Hatta Mountains, and biking in the Al Qudra Lakes.
Philippe Zuber, Chief Executive Officer of Kerzner International, commented, “SIRO represents Kerzner’s continued ambition to break boundaries within the hospitality industry and to present innovative ways for guests to become better versions of themselves, regardless of their journey. SIRO will transform the fitness and recovery hospitality offering, going far beyond the expected by combining our renowned excellence in developing truly exceptional hotels and experiences with the invaluable insight and expertise of a world-class selection of international athletes. The result will be a curated, bold guest experience with powerful opportunities to excel. SIRO One Za’abeel will be the first time we can deliver on this promise before expanding the SIRO community internationally, and we cannot wait to show the world what we’ve created.”
SIRO One Za’abeel will join One&Only One Za’abeel in residence at Dubai’s latest architectural icon, One Za’abeel. Issam Galadari, CEO of Ithra, says, “SIRO is a bold, innovative new Kerzner brand. It will serve a global community focused on health and well-being with a destination offering yet to be seen in Dubai and the hospitality sector. We are proud to be a developer and partner in this unique project and look forward to building this iconic development in Dubai’s One Za’abeel.”
One Za’abeel, strategically placed at the gateway to Dubai’s international financial sector, stands proudly in the Za’abeel neighbourhood in the city’s centre as a representation of ambition, creativity, and the pioneering spirit of Dubai. One&Only One Za’abeel, One&Only Private Homes, office space, The Gallery, an opulent retail podium, a panoramic sky concourse, and The Link, the world’s most extended cantilevered building, will all be included in the two-tower, high-rise, mixed-use development. The Link also intersects the two towers of One Za’abeel.
An awe-inspiring 100 metres above the ground and seemingly floating between One Za’abeel’s towers, The Link is set to become Dubai’s new must-see lifestyle destination in the sky. Focused on high-end hospitality, the space will explore world-class restaurants, retail and entertainment. A statement swimming pool on The Link’s roof will form a focal point for the design, offering incredible 360-degree views of Dubai.
Ramla Ali and Team SIRO
Ramla Ali, SIRO’s newest brand ambassador, personifies the company’s strengths and individuality. Ali’s early exposure to the sport of boxing gave her discipline and confidence, and she soon went on to become the first Muslim woman to win an English title, establish the Somalia boxing association, and become the first boxer in Olympic history.
Ali founded the “Ramla Ali Sisters Club” in 2018, a non-profit organisation offering free and secure places for all women to attend weekly boxing classes without worrying about prejudice. Since its founding, the organisation has established a worldwide network of like-minded warriors who are accepted regardless of experience, race, or religion.
A first for the hospitality industry, Team SIRO was established in 2021 – and is a collaboration with international sporting partners and elite athletes. More than brand ambassadors, these experts feed SIRO’s in-house team with valuable insights to shape the guest experience at SIRO, enabling guests to train, move and recover like some of the world’s top athletes. As SIRO’s latest ambassador, Ali joins GB Olympic gold medallist swimmer Adam Peaty, and A.C. Milan, one of the most innovative clubs in football history, for whom SIRO is an Official Hotel Partner.
Ali says: “It was a natural choice for me to partner with SIRO. I have worked hard to create an environment within the male-dominated boxing world where women feel welcomed and encouraged to participate. In the same way, SIRO mirrors my ambitions to introduce hotels and platforms where everyone can feel welcome to work on their well-being and positively impact their physical and mental health. I am excited to be working with the team on developing programs and experiences to give guests a chance to learn life habits they can take away with them and incorporate into their everyday lives.”
For more information visit www.sirohotels.com