Maybourne, Virtusan Launch London Longevity Club

Luxury hospitality is digging deeper into longevity.

What’s happening: Surrenne, a fitness, wellness and longevity club, is coming to Knightsbridge, London.

Set to open in April 2024, with other international properties to follow, the project is laying the groundwork to scale.

A tie-up between the Maybourne Hotel Group and well-being platform Virtusan, it counts neuroscientist Dr Andrew Huberman and longevity expert Dr David Sinclair on its advisory board and secured rights to debut the UK’s first Tracy Anderson studio.

Inside Track

Surrenne envisions a “new paradigm in longevity and human optimisation” across 2K square metres and four floors of facilities.

• Longevity: Diagnostics and consultations across methylation testing, blood sugar, hormone balance, metabolism, cognition and more
• Fitness: A 22m lap pool, wild swimming sessions in Hyde Park, “state-of-the-art” gym, low-impact Tracy Anderson classes and EMS yoga and Pilates
• Wellness and recovery: Massage therapy, spa, snow room, hyperbaric and cold water therapy and a Hyperice-fitted suite
• Nutrition: Cafe with a “micronutrient-rich” menu by nutritionist Rosemary Ferguson

The collection of services is conceptualised to be “transformational”, says Inge Theron, Maybourne’s creative director:

“Every treatment, product and ritual is a bespoke symphony of potent plants and pioneering technologies, to create truly transcendental states of being.”

High-priced lifestyle. Membership runs £10K a year – with the club also accessible to guests of The Emory and The Berkeley. Wooing longevity-obsessed Londoners, Surrenne’s in-hotel health and fitness concept echoes Pillar Wellbeing’s model at Raffles – which, with a yearly £6.5K fee, targets the same affluent locale.

But… while the capital’s high net worths (HNW) cash in, longevity hubs are reaching the high street around London, like Milton Keynes’ Longevity, which has seven sites in the works.

Takeaway: Globally, the $63B longevity market should hit $183B by 2030 as demand grows from healthspan-conscious consumers. But, creating equitable concepts that scale is important, being inclusive of the 80% of older people that will be living in low- and middle-income countries by 2050.