Sheraton Hotels & Resorts Worldwide today announced the official launch of its signature fitness program in Latin America - “Sheraton Fitness Programmed by Core Performance(R).” Sheraton Hotels and its owners are investing $120 million to roll-out 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. In celebration of the roll-out of the new program across the brand’s 28 hotels in Latin America, Sheraton’s Global Brand Leader, Hoyt Harper hosted a kick-off fitness event at the Sheraton Rio Hotel & Resort.
Core Performance, developed by Athletes’ Performance, the global leader in performance training, nutrition, and physical therapy and Sheraton are proud to announce the Latin America roll-out of its signature fitness offering. This alliance marks the first time that Core Performance is partnering with a hotel company to create customized training and nutrition programs for travelers. As part of the brand’s $6 billion global revitalization, more than 130 hotels feature the new fitness offering. All Sheraton Hotels around the world will feature Sheraton Fitness by end of 2011.
“We are thrilled to launch our new fitness program across Latin America,” said Hoyt Harper. “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 multitude of programs and services to help guests enhance their overall fitness regimen and performance before, during and after their stay.”
New Program Meets Travelers Fitness Needs on the Road
The statistics are conclusive. Travelers require programs specifically designed for their health and fitness needs on the road:
25 percent of business travelers experience physical stress while flying
40 percent of business travelers skip breakfast
Lack of sleep has led 23% of travelers to fall asleep in a meeting and 14% to miss a meeting or a flight
Travelers who exercise are more alert and perform at a higher level
With these stats in mind, Mark Verstegen, Founder of Core Performance and Athletes’ Performance, designed a holistic program exclusively for Sheraton guests, which 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. So whether you work out every day or just want to take advantage of the nutrition programs and health tips, “Sheraton Fitness Programmed by Core Performance” will help guests feel and perform better.
New Fitness Program Goes Beyond the Gym
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:
First Class Gyms Designed for the Top Performers in Life: 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.
Healthy Dining: Core Performance nutritionists worked with Sheraton Buenos Aires and Sheraton Rio Hotel & Resort to create healthier dining options for both in-room dining menus and hotel restaurants.
Guest Room Workouts:
Guests can also train like a pro in the privacy of their room. Guests can access 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 can also order a complimentary “workout in a bag”—including workout cards, workout mat, foam rolls, resistance band and massage stick—to be delivered to their room.
Online Training, After Check-Out:
Guests can access Sheraton Fitness online at Sheratonfitness.com, which features online training programs created by Core Performance and health/nutrition tips. This allows guests to download workouts and follow the Core Performance programs both at home and on the road - eliminating any disruption to their fitness regimen. Core Performance is also offering guests a free three-week trial to the online training at CorePerformance.com, which provides customized training regimes based on guests’ goals.