Twenty-four-carat gold ceilings, snow showers, mushroom sculptures and a workout studio with an isokinetic ceiling by fitness pioneer Tracy Anderson are just some of the standout features of Surrenne, the hot new health and wellness club being heralded as London’s next-generation longevity space.
The 2,000sq m private members wellness enclave covers four floors beneath The Emory, the new all-suite hotel in Knightsbridge, which is owned by the Qatari Investment Authority and managed by The Maybourne Hotel Group, the brand behind Claridges.
Leading the charge in conceptualising Surrenne is Inge Theron, Maybourne’s creative director of spa and wellness design and fitness amenities who has created a next-generation concept, blending fitness services, recovery, beauty and a multisensory spa.
Maybourne has ambitions to own the longevity market and is planning subsequent Surrenne developments at its properties in Europe and the US.
Commercial concept
“Surrenne represents a paradigm shift in wellness,” Theron says. “We’ve considered every detail, meaning it’s at the forefront of science, diagnostics and functional medicine, as well as fitness and holistic wellness and preventative medicine.”
Theron is working on five new projects for Maybourne. Each will have a Surrenne and in every case, its core principles of a guest-centric, science-first, evidence-based and results-driven customer journey will shine through, but with a holistic influence.
“The wellness industry is now on the frontline of health and preventing people from getting unwell,” she says. “My job at Maybourne has been to create an instantly recognisable take on longevity that the company can own and roll out around the world.”
Capped at 100 members, annual membership for the London club costs £10,000 (US$12,662, €11,752), with an additional £5,000 (US$6,331, €5,876) joining fee and has already sold out.
Hotel guests who aren’t members – both at The Emory and Maybourne’s adjacent hotel The Berkeley – can also use the facilities on a 24/7 basis.
For members, the essence of Surrenne lies in meeting them where they are on their wellness journey with expert guidance. This starts with a clinical check-up by 3 Peaks Health (www.3peakshealth.com), a health and lifespan company, led by CEO Dr Mark Mihail, who also serves as Surrenne’s medical director.
Insights gleaned from the checks serve as the foundation for personalised solutions-focused plans created by a team of fitness specialists, nutritionists, physicians and head of fitness Simon Inman.
“We’re looking at creating journeys that feel incredibly meaningful,” says Theron. “Our job is to send guests back into the world feeling better than when they walked in.
"Surrenne is designed to harmonise with people’s lifestyles, facilitating the attainment of health objectives effortlessly. Our state-of-the-art facilities ensure members can seamlessly integrate in-depth, science-backed wellness retreats or programmes into their daily routines without disruption."
Multisensory environments
Spaces in Surrenne have been designed so just being in them improves the wellbeing of guests and staff through fragrance, light and soundscapes. Partners curating these experiences include specialists from White Mirror (www.whitemirror.studio).
Working with neuroscientists, sensory aspects have been designed to include a ‘golden lightscape’ with circadian lighting, an ever-evolving soundscape driven by AI and a bespoke smellscape – all, says Theron, are proven to enhance wellbeing.
“We've got the data that shows how fragrances influence neural pathways and what's been so interesting is that the fragrance at Surrenne has been so well received because it's scientifically proven to make people feel good,” she says.
"What captivates me most about Surrenne is the moment you step inside, your nervous system enters a calmer state. This is now a true body, mind and soul offering," says Theron.
Storytelling to the fore
Inspiration for these immersive experiences stems from Theron’s previous collaboration with Australian film director Baz Luhrmann at Miami’s dramatic Faena Hotel (see www.spabusiness.com/faenamiami).
"Baz taught me to use design as a medium for storytelling,” she says. “He always encouraged me to envision the guest experience – close your eyes, step out of the elevator, what do you smell, hear, see? He instilled in me the importance of crafting moments,” says Theron.
“Now, we’re bringing storytelling into health and wellness,” she says, “you need to be confident in what it means to you as a brand and how you want to express that across touchpoints in a consistent and considered way. You can’t build a brand or convince a client of your authority without a compelling story.”
With regards to interiors, Theron wanted to create a space so luxurious that it almost defies the hardcore science going on in the building. "Through luxurious interiors and wellness-centric environmental details, Surrenne exudes a delicious, inviting warmth, akin to a second home," she says.
Expert partners
A vital part of bringing Surrenne to fruition has been strategic alliances with global experts who deliver the evidence base to drive wellness prescriptions.
Maybourne partnered with welltech specialist Virtusan to benefit from its advisory board which includes mindfulness and self-compassion specialist, Dr Shauna Shapiro; professor of neurobiology and podcaster, Dr Andrew Huberman; and Harvard professor of genetics, Dr David Sinclair.
“Partnering with Virtusan unlocked its thought leadership to ensure the decisions we make are validated,” says Theron. “Surrenne has tapped these experts to create one of the most robust offerings in the world.”
Other specialists on board include fitness pioneer Tracy Anderson, nutritionist and functional medicine practitioner, Rosemary Ferguson and skincare guru and plastic surgeon, Dr Lara Devgan.
A medical basis
In-house programming extends from the medical – with options such as microbiome analysis, chiropractic and epigenetic testing – to wellness treatments, such as FaceGym workouts and cryo facials.
Members can peruse an extensive menu of services, ranging from GP consultations, MRIs and blood tests to mammograms, with advanced medical interventions – including brain scans, carotid artery ultrasounds, AI mole mapping and liver function tests – available via Surrenne’s partner, OneWelbeck (www.onewelbeck.com).
“Surrenne transcends the traditional spa experience,” says Theron. “Along with their day-to-day wellness routine, members can seamlessly access life-saving diagnostic tests. Then, thanks to our partnership with OneWelbeck, we can expedite referrals to specialists within 48 hours, empowering guests to stay ahead in their health journey.”
The wellness menu
Theron believes Surrenne offers one of the most impressive wellness menus in the UK, saying: “We cater for everyone, from those seeking immediate relief to those invested in long-term wellness.
“Whether you prefer holistic therapies such as fork tuning, deep tissue massages, ashiatsu or a rebirth with salt and honey, we have it. I even created a 21-step scalp massage inspired by my time in Korea,” she explains.
When it comes to treatments, Surrenne launched with an exclusive partnership and facial featuring Stella by Stella McCartney, marking the eco-conscious brand's debut as part of a pop-up exclusive to Surrenne. Theron says this offering catered to a younger clientele, as well as those committed to sustainability.
The menu also includes advanced facial technology, encompassing Geneo, EMS by Miha Bodytec (www.miha-bodytec.com), radiofrequency, ultrasound, lasers, currents and light therapies, as well as treatments using products from plastic surgeon, Dr Lara Devgan and rituals from Theron's facial fitness brand, FaceGym.
Theron also wants to roll out retreats, saying: “We would send guests wearables, connect with their doctor and arrange for blood tests in their home city, so when they stay with us, we have their results and personalised plans ready.”
Additionally, she wants to foster a sense of community among members, with plans for a 12-month schedule of events, including brand residences and expert workshops. This summer outdoor programmes including wild swimming in The Serpentine (www.hcmmag.com/serpentine), while running clubs will also be introduced.
Customer base
While a significant portion of Surrenne’s early members were female Tracy Anderson devotees, more men are now joining. The typical member profile ranges from affluent locals to businesspeople, elite athletes and longevity enthusiasts.
"Many of our members are well-versed in longevity and already have a team of doctors and specialists, but because we're brand-agnostic, our head of medical collaborates with their specialists to complement their existing health journey," explains Theron.
"Despite initial apprehensions around pricing, membership provides access to almost £60,000 (US$76,500, €70,100) worth of treatments and diagnostics every year," she says.
According to Theron, membership models are transforming the wellness industry, as they provide the capital for investment, enabling the operator to enhance the facility and experience.
Hotels and healthcare
Hoteliers are recognising that hotel wellness destinations can be a major USP and cash generator. "Today, many affluent guests choose their destinations not only for comfortable amenities and F&B, but also for access to healthcare, personalised programming and tools for improving wellbeing,” says Theron.
“I’m excited by the convergence of scientific rigour and accessibility which is enabling people to integrate wellness into their everyday lives” she continues. “I expect a fusion of curiosity and commercial insight to fundamentally transform the landscape for wellness businesses.”
