WHITE PLAINS, NEW YORK Sheraton Hotels & Resorts Worldwide and its owners are investing US$120 million to rollout its new fitness program that lets guests use the strategies developed by the leading experts in pro-athlete training to become the ultimate road warrior.
Core Performance and Sheraton announce the debut of Sheraton Fitness Programmed by Core Performance, an alliance in which the elite fitness firm will create customized training and nutrition programs for Sheraton guests. As part of the brand’s US$6 billion global revitalization, 60 hotels feature the new fitness offering with an additional 70 coming on board before the end of 2010. All Sheraton Hotels around the world will feature Sheraton Fitness by end of 2011.
Mark Verstegen, founder of Core Performance and Athletes’ Performance, designed a holistic program exclusively for Sheraton guests that is derived from the same training methodology used by professional athletes. The program helps travelers train and eat healthy on the road, as well as refresh, recharge and refocus their minds and bodies.
“Mark Verstegen’s Athletes’ Performance methodology has been used to train many of the world’s top athletes, and Sheraton is proud to partner with an organization that can bring this level of world-class fitness and nutrition expertise to our guests,” says Hoyt Harper, senior vice president of Sheraton Hotels & Resorts. “Fitness and travel go hand in hand, and we have heard from our guests that working out is a priority when they are on the road. Our collaboration with Mark Verstegen offers a bevy of programs and services to help guests enhance their overall fitness regimen and performance before, during and after their stay.”
Guests will experience the holistic Sheraton Fitness program through multiple touch-points during their stay that incorporates four fundamentals of optimal performance: mindset, nutrition, movement and recovery.
Core Performance has developed a state-of-the-art gym experience tailored specifically to the needs of frequent travelers. Since travelers have different needs when they are on the road, the new fitness centers feature time-efficient training programs—20- to 30-minute “themed” workouts designed by Core Performance to work with busy travel schedules. Core Performance nutritionists also are working with Sheraton to create healthier dining options for both in-room dining menus and hotel restaurants.
Guests can also train in the privacy of their guestrooms by accessing four 30-minute video-on-demand workouts at no charge and get nutritional or wellness tips through Starwood’s internal channel, Starwood Preferred Guest TV. Guests may order a complimentary “workout in a bag” that includes workout cards, workout mat, foam rolls, resistance band and massage stick, to be delivered to their room.
The program includes an online component. Guests can access SheratonFitness.com, which features online training programs created by Core Performance and health and nutrition tips. Core Performance is also offering Sheraton guests a free three-week trial to the online training at CorePerformance.com, which provides customized training regimens based on guests’ goals.
Sheraton is also unveiling a unique Fit Meetings component that allows corporate businesses to enhance performance at meetings. This concept includes healthy breaks, techniques to keep the mind and body sharp, and customizable group workout options. Fit Meetings is being piloted at nine hotels including Sheraton Seattle, Sheraton Waikiki, Sheraton Phoenix Convention Center, Sheraton New York Hotel & Towers, Sheraton Denver and Sheraton Dallas, and is expected to rollout brand-wide early next year.
All Sheraton Fitness facilities feature equipment from Life Fitness, the leading fitness equipment brand in the world and the leading supplier of health clubs, professional sports teams and university athletic programs.
To promote Sheraton’s new fitness program, Verstegen today is leading the world’s largest resistance-band strength training class, as certified by the Guinness Book of World Records, in the heart of midtown Manhattan in front of Sheraton New York Hotel & Towers.