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 Morley<br/><br/><br/>Today 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.