Sam Nazarian and Tony Robbins are expected to launch a new wellness venture, the Estate, at Reuben Brothers’ Century Plaza in Los Angeles in the second half of next year. But the partners have their sights set beyond the United States, Bloomberg reported.
The duo plans 15 hotels and residences — plus 10 longevity centers — by 2030. They will begin with wellness-centric hotels, residences and preventative medicine centers in St. Kitts, the United Kingdom, Switzerland and northern Italy.
The northern part of St. Kitts will be home to a hotel with 100 suites, 90 residential units, four restaurants, an 18-hole golf course and a helipad, along with a 50,000-square-foot preventive medicine center and anti-aging medical spa.
Wellness is an estimated $5.6 trillion industry. Competitors in the space include the Well and Surrenne, though Nazarian considers the likes of Aman and Auberge as more direct competitors in the stratosphere of brands with nightly room rates in the four figures. Many luxury hotels and resorts are also partnering with wellness brands to offer guests such services as testing and blood panels.
Singer Marc Anthony and strategist Richard Attias are partners with the developer and the motivational speaker in the wellness venture. The concept will provide services focused on prevention, diagnostics and addressing various conditions, with the promise of improving quality of life and increasing lifespans.
“We think the consumer is going to demand that brands foundationally have a component of not just wellness but preventive medicine, so you can learn more about your health in a luxury environment,” Nazarian told Bloomberg.
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Membership at the standalone longevity center at Century Plaza will cost approximately $35,000 a year.
Nazarian is returning to his hotelier days, which appeared to come to an end in 2020 when he sold his remaining stake in SBE Entertainment’s hotel brands to the French hospitality company Accor. Mondrian, SLS, Hyde and Delano were among those that changed hands.