21. Hospitality Fitness Offerings: From Dead Space to Revenue Generating Business Units with Matt Morley

"Perhaps a complete regime is as much about giving back as you take out. And what does that equate to beyond just your standard spa?... There's a world of trends and movement happening out there, and that idea of cross-fertilisation and taking some of the ideas from innovative, dedicated, smaller brands in corollary sectors, and using that to create your own unique blend of health and wellness in the hotel space. It takes some bravery to do it, to stand out, but I think it's those early adopters who do take a chance, who are basically rewriting the rule book. And I think that's where we're at now." - Matt MorleyToday I’d like to talk about fitness offerings in hotels. We all know that a luxury hotel can’t really get away without a fitness facility that is open 24 hours a day. And the problem with fitness facilities in hotels is that they tend to be these huge cost centres that require a high capital outlay, and now, with all the advances in technology, most equipment become dated after about 3-4 years, if not earlier. So, the question is how can you make money from your fitness offerings? How can hoteliers optimise the revenue generation capacity of these once heavy cost centres. To shed some light on this subject, I couldn’t have thought of a better person that the fitness specialist and wellness designer Matt Morley.________Are you ready to take wellness to the next level?Here are 2 ways I can help:1️⃣  WHO: Wellness directors who want to join 1% of wellness leaders📌 WHAT: The Wellness Asset AcademyA 10-week online group programme where I guide you through my 7-step ESSENCE framework. Achieve higher pay and secure a genuine seat at the hotel’s big table—so wellness is no longer the most neglected area in the hotel.→  Join the waitlist here.2️⃣  WHO: Owners of small, independent hotels with a strong wellbeing focus📌 WHAT: Asset Builder MentorshipExclusive 6-month 1:1 mentorship programme to master creating a wellness asset, build a proud team, and deliver transformative experiences for your guests.→  Become a steward of true hospitality.💡 Why work with me?I know what works with wellness and I also know what doesn’t. I’ve made the mistakes so you don’t need to – saving you thousands of dollars on bad decisions.✅ #1 best-selling author, global wellness expert ✅ 40+ projects in 20+ countries across Europe, Middle East and Asia Pacific ✅ Top brands: Abadía Retuerta, Four Seasons Hotels & Resorts, Accor, Six Senses Resorts & Spas ✅ Interviewed over 150+ hoteliers worldwide