LONDON, United Kingdom – High-end boxing gym BXR has this month announced the launch of its first BXR Gym at prestigious five-star beach resort, Daios Cove, in Crete, Greece.
As part of the company’s pay-to-train Sweat by BXR boutique concept, the gym will be nestled on the northeast coast of the Greek island. Its launch continues a long-term collaboration between the two luxury brands.
The BXR Gym will include top-end Technogym and Life Fitness equipment and a specially designed outdoor functional training area.
An adjacent mind and body studio will offer yoga and Pilates sessions with uninterrupted beach views and guests at Daios Cove will have access to BXR’s bespoke fitness programming throughout the season.
On launching the first BXR Gym at Daios Cove, Founder Olia Sardarova said: “Following the successes of the previous BXR retreats at Daios Cove, and the apparent and clear synergies between our two brands, a permanent BXR location made perfect sense.”
She added: “We’re lucky to have found a partner in Daios Cove where founder, Dimitris Daios, and his inspiring team, share our values and vision for delivering the very best – and most unique – fitness and wellness experience in the industry.”
Wellness tourism recovery
Opening in April, the collaboration is part of Daios Cove’s new wellness offering that is being rolled out across the resort.
In a bid to reposition itself as the Mediterranean destination for “the best of beach, family, fitness and wellness”, it is also further evidence that the wellness tourism market is rebounding after the challenges of the past two years.
In December, the Global Wellness Institute reported that the world’s wellness tourism market had contracted dramatically, by 39.5% between 2019 and 2020, more than any other sector.
Largely due to the COVID-19 pandemic, the market shrunk to $436 billion, while wellness trips plummeted from 936 million to 601 million.
However, the same research predicted the industry would rapidly recover, projecting a 21% annual growth rate through to 2025 due to pent-up demand and shifting traveller values.
A recent survey by American Express backs this up, finding more than two thirds (68%) of world travellers are likely to plan their next trip around improving their wellbeing.
London’s highest gym
The Daios partnership follows the launch of BXR’s first international site in Doha, Qatar, last November.
BXR Doha, located in the iconic Burj Doha Tower, is the brand’s first stand-alone Sweat by BXR studio, which offers group training classes based on cardio, strength and conditioning, boxing skills and mobility.
The pay-to-train concept has also been rolled out at BXR’s flagship studio in Marylebone and at a site in Canary Wharf. Another Sweat by BXR site is under development in Dubai.
Founded in 2017 and backed by British heavyweight boxer Anthony Joshua, BXR now owns three sites across the capital, including the City of London’s highest gym on the 25th floor of 22 Bishopsgate, which opened this week.
To celebrate BXR City’s opening, the company is launching a new class concept called SweatCon next month. Designed by Master Trainer Faisal Abdalla, the workout is based around the SkiErg, AssaultBike and free weights and described as “a strength and metabolic conditioning class that brings a gritty, functional edge to a boutique environment”.
Later this year, BXR also plans to unveil a member’s gym and Sweat by BXR studio in one of the former engine rooms inside London’s iconic Battersea Power Station.
BXR Battersea is due to open in late 2022.