Luxury hospitality is undergoing a dynamic evolution, blending high-end experiences with the aspirational appeal of professional athletes. From hosting wellness retreats with tennis icons to branding entire suites after global sports stars, hotels are leveraging athletes’ influence to redefine luxury and create meaningful guest experiences.
Athletes personify qualities like resilience, discipline, and peak performance, which resonate deeply with luxury consumers seeking similar values in their travel experiences. These collaborations are no longer just about celebrity endorsements; they emphasise authenticity and shared philosophies.
Aman, for example, works with Maria Sharapova on curated wellness retreats, while Novak Djokovic serves as their global wellness advisor. At JOALI BEING, Mischa Zverev offers hands-on tennis experiences, seamlessly integrating sport and mindfulness.
“These collaborations allow guests to learn directly from some of the world’s most accomplished figures in resilience, performance, and holistic wellness, making their stay truly transformative,” a rep from Aman explained to BurdaLuxury.
The experiences can be educational and inspiring too. “Professional athletes and sports personalities, including renowned footballers and tennis players, have hosted workshops at JOALI BEING, offering guests an inspiring and educational experience,” a spokesperson from JOALI BEING told BurdaLuxury. “These sessions emphasise multigenerational play and learning, inviting participants of all ages to engage and benefit from expert guidance. The professionals we collaborate with share a deep alignment with JOALI BEING’s philosophy of wellbeing and its commitment to sustainability.”
Such partnerships amplify and appeal to a demographic that prioritises both fitness and luxury in their travels. Here’s a deep-dive into the emerging trend of hotel and athlete collaborations:
Why Professional Athletes?
Athletes embody peak performance, discipline, and global appeal – qualities that align perfectly with the values of luxury hotel brands. For consumers, these partnerships promise not just exclusivity but the aspiration of adopting the athlete’s approach to wellness, balance, and achievement.
“JOALI BEING collaborates with athletes and sports personalities to elevate its wellbeing and fitness offerings by integrating their expertise, inspiration, and global appeal,” notes the JOALI BEING representative. “These professionals provide expert guidance in physical fitness, mental resilience, and discipline, enriching the guest experience with unique insights and techniques that align with JOALI BEING’s wellbeing philosophy. Their presence inspires and motivates guests to adopt healthier lifestyles, while diverse workshops and activities ensure engagement for all ages, supporting the island’s multigenerational focus.”
Meanwhile, Amanyara’s Legends Programme invites globally renowned athletes to host exclusive sessions at the property. “Through this programme, guests have the rare opportunity to engage with legends in intimate settings, whether it’s through fitness workshops, one-on-one training sessions, or inspiring talks,” stated the Aman rep.
Aman has recently started exploring ambassadorships with industry experts and world-class athletes. Take Maria Sharapova’s retreats at Amanzoe, for example. Appointed as Aman’s Global Wellness Ambassador in 2023, Sharapova combines her expertise in mental resilience and physical fitness to deliver bespoke programmes. Her “Building Resilience” retreat, held amidst the serene olive groves of Greece, offers meditation, breath work, and tennis clinics, curated to cultivate a strong mind-body connection.
Similarly, Novak Djokovic, Aman’s first Global Wellness Advisor, brings his innovative training techniques to the brand’s wellness programming. His partnership includes annual retreats and specially curated year-round programmes, leveraging his decades of experience in maintaining peak mental and physical fitness. “Together, Maria and Novak perfectly embody Aman’s wellness philosophy, particularly around longevity – one of our core principles – made this collaboration a natural fit. Meanwhile, Maria has long been part of the Aman community; she is deeply familiar with our properties, shares our philosophy, and has personally immersed herself in our wellness offerings over the years.”
Hospitality and Sports: The Market Opportunity
In 2019, the luxury hospitality market was worth an estimated US$104.94 billion globally, according to Verified Market Research. The global wellness tourism industry is predicted to be worth around US$1.4 trillion in 2027, adds Statista. Athletes as brand ambassadors not only attract affluent travellers but also open up opportunities for brands to create value-added experiences.
A case in point is SIRO, the new lifestyle brand from Kerzner International. Partnering with British Olympian Adam Peaty, SIRO offers cutting-edge fitness facilities and wellness programmes. The collaboration has been instrumental in positioning SIRO as a hub for health-conscious travellers.
David Beckham’s partnership with The Londoner Hotel takes a different approach, tapping into his global stardom to enhance the hotel’s branding. Beckham not only serves as the face of the property but has also curated the “David Beckham Suites,” blending understated luxury with the elements of his personal style.
Impact of Brand Collaborations on Sports and Hospitality
These partnerships go beyond marketing to create meaningful interactions between athletes, brands, and consumers. For the athletes, aligning with luxury hotels enhances their post-competitive careers while reinforcing their personal brands as lifestyle icons. For the hotels, the collaborations add an aspirational dimension, differentiating them in a crowded market.
JOALI BEING is redefining the concept of luxury wellness retreats by putting world-class athletic mentorship at the forefront of its programming. This year, the Maldives-based resort welcomed a lineup of sports icons to host exclusive workshops aimed at nurturing the next generation of athletes.
In April, Australian football legend Tim Cahill – Australia’s all-time leading goal scorer – took centre stage with two hands-on sessions. The workshops zeroed in on technical drills, interactive games, and confidence-building exercises.
Fast-forward to August, and the spotlight shifted to German tennis pro Mischa Zverev. Returning to JOALI BEING as part of its summer programme, Zverev led the Ace Academy, an engaging series of workshops catering to young tennis enthusiasts. From mastering the basics to competing in lively matches, participants received tailored coaching designed to elevate their game. Zverev, who first visited the resort in 2022 with his brother, Alexander “Sascha” Zverev (then ranked world No. 2), also brought a philanthropic edge to the programme. During their initial visit, the Zverev brothers organised a community workshop to support children with diabetes, in partnership with the Alexander Zverev Foundation.
The philanthropic spirit continued in November when the Zverev brothers returned to JOALI BEING, joined by Brazilian tennis icon Marcelo Melo, a former doubles world No. 1. The trio spearheaded a tennis clinic for young Maldivian players from the nearby island of R. Fainu, blending expert coaching with a meaningful cause. Families and children also had the chance to attend a guest workshop, making the event both a community highlight and a once-in-a-lifetime experience.
This blending of exclusivity and accessibility is a hallmark of the athlete-hotel partnership. It ensures that these collaborations resonate beyond affluent travellers, creating a ripple effect that promotes wellness, education, and inclusivity.
The Evolution of Athlete Brand Ambassadors
Athlete endorsements are not a new phenomenon, but the luxury hospitality industry has elevated the concept by integrating athletes into their core offerings. This goes beyond mere marketing; it’s about designing experiences that reflect the athlete’s values.
Maria Sharapova’s philosophy of resilience or Novak Djokovic’s holistic wellness routines are key examples. These aren’t just slogans – they’re actionable insights woven into the guest experience. As Djokovic himself remarked in Aman’s press release: “To remain competitive at the highest level, over an extended time period, demands far more than skill. Over the years, I have cultivated a comprehensive daily wellness routine, combining mental health, nutrition and fitness, that has enabled me to achieve sustained success both on the global stage and in my personal life. Sharing those learnings with Aman guests will be both a privilege and a pleasure.”
“Over many years, I learned how to build a phenomenal foundation of strength, resilience, focus and determination. It was vital to success,” Sharapova said in another press release. “I am excited to take Amanzoe’s guests through a truly holistic experience that I’ve developed, reflecting the approach I fine-tuned over 20 years to achieve elite performance. A strong body and strong mind are something we should all strive for and between Aman’s unparalleled wellness expertise and mine, we’re eager to bring this retreat to life.”
The same philosophy drives SIRO’s partnership with Adam Peaty. By incorporating Peaty’s rigorous training principles into their fitness offerings, SIRO creates a unique proposition for wellness travellers.
David Beckham’s association with The Londoner Hotel, meanwhile, leverages his reputation as a style icon. The “David Beckham Suites” have been meticulously designed to reflect his aesthetic, offering guests a taste of his lifestyle.
The Power of Exclusivity and Authenticity
The success of these collaborations hinges on authenticity. Consumers today demand more than celebrity endorsements – they seek genuine connections and experiences. This is where the luxury hospitality-athlete partnerships excel.
At Amanzoe, Maria Sharapova’s retreats are steeped in her personal journey, offering guests a window into her mindset. Similarly, JOALI BEING’s programmes, led by athletes like Tim Cahill, emphasise holistic development and inclusivity, resonating with a diverse audience.
These partnerships also reflect broader consumer trends toward wellness and sustainability. By aligning with athletes who embody these values, luxury hotels position themselves as forward-thinking brands.
“Through these partnerships, we aim to set a new benchmark for wellness in the hospitality industry,” shared the Aman rep. “While continuing to offer our much-loved classic spa treatments, we are committed to developing innovative experiences that push boundaries and challenge the traditional concepts of hotel spa and wellness. An exciting development, these partnerships will not only broaden our expertise but also introduce our guests to pioneering and expertly curated experiences.”
What’s Next for Luxury Hospitality Collaboration?
The rise of luxury hotels collaborating with athletes is just the beginning. As wellness tourism grows, brands are likely to explore deeper integrations, from co-branded fitness products to virtual wellness experiences.
Luxury hotel collaborations with athletes represent a powerful convergence of sports, wellness, and lifestyle. Whether it’s Aman’s retreats with tennis legends, JOALI’s multigenerational workshops, or The Londoner’s Beckham-branded suites, these partnerships offer something truly unique: the promise of living like a champion, if only for a weekend.
Collaborations can go beyond famous athletes, with hotels like JOALI BEING bringing in experts with years of experience in their respective fields. “Guests can embark on transformative journeys with globally renowned Visiting Practitioners, each of whom is a leading light in their own field,” noted the JOALI BEING rep. “Through the year, JOALI BEING hosts exclusive events led by a line-up of special guests, ranging from acclaimed therapists to Michelin-starred chefs. At our wellbeing island in the Maldives, experiences are meticulously curated to inspire curiosity and foster personal growth.”
Aman has also invited plenty of health practitioners – both in-house and guests-in-residence – to offer unique programmes. “Looking ahead, guests can anticipate transformative retreats that focus on longevity, the restorative power of nature, and optimising sleep. Immersive experiences will include yoga and mindfulness retreats, as well as performance recovery and optimisation programmes,” shared the Aman spokesperson. “These initiatives reflect Aman’s unwavering commitment to wellness and our mission to continually elevate the guest experience, ensuring that wellbeing remains at the heart of every stay.”
BurdaLuxury’s Lens
For athletes, these collaborations extend their influence beyond the court or field, allowing them to inspire and engage in new ways. For hotels, they offer a fresh approach to branding and guest experience, setting a new standard for luxury.
As the lines between wellness, sport, and hospitality continue to blur, one thing is clear: the athlete-hotel partnership is more than a trend – it’s a winning formula for the future of luxury travel.
