Hidden on the 30th floor of Dubai’s most anticipated and coveted hotel openings of the year, The One&Only One Za'abeel with the most jaw dropping views of the Dubai skyline, lies a new groundbreaking fitness and wellness concept, stylishly called SIRO. Equipped with MRI-like infrared detox domes, touchless vibroacoustic water therapy beds, cryo chambers and Himalayan pink salt rooms, at SIRO exercise and recovery aren’t just ways of life; they are deeply intertwined with technology, biohacking, and an added layer of luxury that makes fitness feel like the ultimate privilege. With an unwavering focus on self-optimization, the hotel perfectly blends the five elements of biohacking—physical performance, nutrition, recovery, sleep, and mindfulness—to birth a new gym-spa-hotel hybrid that is redefining "fitness." Walking into SIRO feels almost extraterrestrial, where every subject is on a mission:to get in the best possible shape of their lives.
Marking a first for the region and tapping into the exploding wellness tourism market that has grown from $439 billion in 2012 to $651 billion in 2022, SIRO is at the forefront of a global wellness tourism revolution. Projected to exceed $1 trillion by 2024 and $1.4 trillion by 2027, according to the Global Wellness Institute’s latest research, wellness tourism is quickly becoming a powerful, enduring travel trend that is witnessing exponential growth. Conceptualized and owned by the Kerzner Group (the one’s behind One&Only and Atlantis), SIRO pushes the boundaries of traditional wellness and travel to offer a transformative holistic experience that caters to the growing demand for health focused vacations, staycations, and daily life. With plans to soon open similar outposts in Mexico, Saudi Arabia, and Montenegro, SIRO Dubai stands as a flagship example of a place where luxury, wellness, and recovery coexist harmoniously.
Staying at SIRO
This theme of luxury, wellness, and recovery is not just theoretical but is deeply ingrained in every consumer touchpoint at SIRO. It starts with the accommodation, where every room might look understatedly bare but is scientifically infused with technology, emotion, and intentional design. The rooms feature projector screens with on-demand workouts, guided meditations, and sleep inducing videos. Each of the 132 rooms—including the six Fitness suites and six Recovery Suites are meticulously designed to enhance both performance and overall well-being in unprecedented ways. Equipped with a Swedish Ladder (so you can literally do pull ups in your sleep); an anti-gravity chair (because regular chairs are just not good for our backs); a ceiling fan (because athletes much prefer to sleep with a fan than air conditioning); and an active recovery closet, fitted with state-of-the-art resistance bands, bosu balls, and foam rollers. Mattresses and pillows are thermoregulated to optimize sleep and body temperature while remote controlled blackout blinds ensure you wake up in natural synchronization with your circadian rhythm and keep jet lag at bay.
But it doesn’t stop there. The mini-bar might look ordinary at first glance, but it too has been SIRO-fied. Regular soft drinks and sugary beverages are swapped out for clean protein shakes and vegetable and fruit juices, and crisps and high-sodium snacks are replaced by protein bars, nuts, and hydration sticks. While all these amenities are methodically thought through to support and optimize physical performance, the six Fitness & Recovery Suites take your stay to the next level. These ultra-luxury suites double up as your own private gym, kitted out with Technogym workout equipment including a Woodway Treadmill, A punching bag for boxing workouts, a dumbbell rack, a spin bike, and multiple screens with guided workouts all developed in-house. And if that’s not enough to impress you, the suites also have their own Recovery Rooms where you can indulge in sports massages, facials, bubble baths, and ice baths whenever you want.
The Recovery Lab
Whether you’re a guest at SIRO, a member, or just visiting to experience the world-class wellness facilities, the Recovery Lab is a powerhouse for internal and external healing. Thoughtfully designed and equipped with one of a kind treatment rooms, the amenities include a Himalayan pink salt room, multiple cold plunges, precision engineered infrared saunas and steam, and cryotherapy chambers, as well as multiple quiet rooms furnished with supremely comfortable massage chairs for meditation, reading, and deep relaxation. While these facilities are enough to promote recovery and relaxation, SIRO adds a scientific layer to the recovery process with pioneering detoxification and relaxation machines (the first of their kind in the region), like The Triple Detox Infrared Dome that promotes intense detoxification, Welnamis—a next level wellness touchless treatment experience that features a water cushion bed and a headset delivering special sound wave brain frequencies to address concerns like stress release, sleep issues, mindfulness, and awareness—as well as cryo- based skin workouts that promise to sculpt, tone, and lift facial muscles.
Hyper-Personalised Nutrition
Just as vital as recovery, at SIRO, nutrition is an integral part of wellness, supporting physical performance and recovery. From a one-of-a-kind modular kitchen concept that is delivered daily to members through a vending machine—featuring personalized dishes that are designed to meet individual dietary needs and preferences—to a state of the art Refuel Bar offering a tempting menu of healthy post workout shakes, nourishing snacks, and refreshments, there is no excuse for poor nutrition at SIRO. And if you’re still confused about what you should be eating, in-house nutritionist consultations are available to guide and help you develop your own personalized nutrition plan that is hyper-focused on your body type, activity level, dietary restrictions, and overall fitness goals.
A Collaborative Collective
Apart from a laser-focused approach towards fitness and recovery, SIRO also lends itself as an inspiring co-working space or home away from home, where members and guests can work, workout, recover, relax, and network with like-minded people. As consumers across the region seek out spacesthey can work from, exercise from, and socialize at, SIRO serves as the perfect place for collaborative workshops, innovative partnerships, pop-ups, and events—like their on-going permanent partnerships with brands like Pangaia, Castore, and Proverb, among others that are soon to launch.
A Lesson in Holistic Beauty and Wellness
Through this groundbreaking approach that whole heartedly celebrates every element of beauty and wellness, SIRO offers a masterclass in blending luxury with convenience and functionality. Digitally driven while pre-empting every need and desire of its consumer, SIRO carefully marries cutting-edge technology with personalized beauty and wellness experiences. For other wellness and beauty brands looking to enter this space or improve their existing offerings, SIRO highlights the importance of looking outside traditional offerings to create holistic, multidimensional experiences that combine innovation with consumer-centric design. By fostering a space that meets the functional needs of its consumer while also becoming a space for collaboration, socialization, and relaxation, SIRO doesn’t only cater to the needs of its consumer today but is five steps ahead in anticipating the evolving needs of the consumer of tomorrow.
