Afunctional medicine clinic, scientific advisory board and the UK’s first Tracy Anderson fitness studio combined with a multisensory spa, 24k gold ceilings, snow showers and mushroom sculptures. These are just some of the standout features of Surrenne, the hot new health and wellness club being heralded as London’s next-generation longevity space.

The 2,000sq m private members wellness enclave covers four floors beneath The Emory, the new all-suite hotel in Knightsbridge, which is owned by the Qatari Investment Authority and managed by The Maybourne Hotel Group, which also operates Claridges.

Leading the charge in conceptualising Surrenne is Inge Theron, founder of spa design firm Inge Theron and Associates. Theron also serves as Maybourne’s creative director of spa and wellness across the group’s five other properties in Europe and the US (see p78). She reveals Maybourne has ambitions to own the longevity market and has big plans for the Surrenne brand.

Commercial concept
“Surrenne represents a paradigm shift in wellness,” Theron says. “We’ve considered every detail, meaning it’s at the forefront of science, diagnostics and functional medicine, as well as fitness and holistic wellness and preventative medicine.”

Theron is working on a handful of new projects for Maybourne. Each will have a Surrenne and in every case, its core principles of a guest-centric, science-first, evidence-based and results-driven customer journey will shine through, but with a holistic influence.

“The wellness industry is now on the frontline of health and preventing people from getting sick,” she says. “My job at Maybourne has been to create an instantly recognisable take on longevity that the company can own and roll out around the world.”

Capped at 100 members, annual membership for the London club costs £10,000 (US$12,662, €11,752), with an additional £5,000 (S$6,331, €5,876) joining fee. Hotel guests – both at The Emory and Maybourne’s adjacent hotel, The Berkeley – who aren’t members can also use the facilities on a 24/7 basis.

For members, the essence of Surrenne lies in meeting them where they are on their wellness journey with expert guidance. This starts with a clinical check-up by 3 Peaks Health, a health and lifespan company led by CEO Dr Mark Mihail, who also serves as Surrenne’s medical director.

Insights gleaned from the checks serve as the foundation for personalised plans created by a team of nutritionists, physicians and head of fitness, Simon Inman, who previously helmed the gym at the Dorchester.

“We’re looking at creating journeys that feel incredibly meaningful,” says Theron, “and we’re focusing on small behavioural changes that happen every time members come into a club, which add up to a huge improvement in the long term. Our job is to send guests back into the world feeling better than when they walked in.”

Multisensory environments
Spaces in Surrenne have been designed so just being in them improves people’s wellbeing and she’s partnered with wellness innovation consultancy White Mirror (p84) to do this. The sensory aspects they’ve curated include a ‘golden lightscape’ with circadian lighting, an ever-evolving soundscape driven by AI and a bespoke smellscape – all, says Theron, are proven to enhance wellbeing.

“We’ve got the data that shows how fragrances influence neural pathways and what’s been so interesting is that the scent has been so well received because it makes people feel good,” she says. “What captivates me most about Surrenne is the moment you step inside, your nervous system naturally begins to unwind.”

Storytelling
Theron’s inspiration for these immersive experiences stems from her previous collaboration with Hollywood film director Baz Luhrmann at Miami’s dramatic Faena Hotel (see www.spabusiness.com/faenamiami).

“Baz taught me to use design as a medium for storytelling,” she says. “He always encouraged me to envision the guest experience – close your eyes, step out of the elevator, what do you smell, hear, see? He instilled in me the importance of crafting moments,” says Theron.

“Now, we’re bringing storytelling into wellness – you need to be confident in what it means to you as a brand and how you want to express that across touchpoints in a consistent and considered way. You can’t build a brand or convince a client of your authority without a compelling story.”

With regards to interiors, Theron worked with star designer Remi Tessier to counterbalance the club’s clinical offering. “Through luxurious interiors and wellness-centric environmental details, Surrenne exudes a delicious, inviting warmth akin to a second home,” she says.

A medical basis
In-house programming includes a medical emphasis with options such as microbiome analysis, chiropractic and epigenetic testing.

Members can peruse an extensive menu of services, ranging from GP consultations, MRIs and blood tests to mammograms with advanced medical interventions – including brain scans, carotid artery ultrasounds, AI mole mapping and liver function tests – available via Surrenne’s partner, OneWelbeck.

“Surrenne transcends the traditional spa experience,” says Theron. “Along with their day-to-day wellness routine, members can seamlessly access life-saving diagnostic tests. Then, thanks to our partnership with OneWelbeck, we can expedite referrals to specialists within 48 hours, empowering guests to stay ahead in their health journey.”

Impressive wellness menu
Theron believes Surrenne offers one of the most impressive wellness menus in the UK, saying: “We cater for everyone, from those seeking immediate relief to those invested in long-term wellness.”

The spa launched, for example, with the world’s first facial by fashion icon Stella McCartney (see p77). The menu also includes a Korean-inspired 21-step scalp massage and tech-driven GeneoX facial, as well as treatments using products from celebrity plastic surgeon Dr Lara Devgan and Theron’s own facial fitness brand, FaceGym, which she says caters to male clients.

Theron also wants to roll out retreats, saying: “We would send guests wearables, connect with their doctor and arrange for blood tests in their home city, so when they stay with us, we have their results and personalised plans ready.”

Additionally, she has plans for a 12-month schedule of events to help build a sense of community.

Customer base
While a significant portion of Surrenne’s early members were female Tracy Anderson devotees, men quickly followed. The typical member profile ranges from affluent locals to business people, elite athletes and longevity enthusiasts.

“Many of our members are well-versed in longevity and already have a team of doctors and specialists, but because we’re brand-agnostic, our head of medical collaborates with their specialists to complement their existing health journey,” says Theron.

“Despite initial apprehensions around pricing, membership provides access to almost £60,000 (US$76,500, €70,100) worth of treatments and diagnostics a year.” In a testament to this, demand has been “through the roof” and all 100 spaces were snapped up in eight weeks.

According to Theron, membership models are poised to transform the wellness industry as they provide the capital necessary for investment, ultimately enabling the operator to enhance the facility and experience.

Hotels and healthcare
Hoteliers are recognising that hotel wellness destinations can be a major USP and cash generator. “Today, many affluent guests choose their destinations not only for comfortable amenities and F&B but also for access to healthcare, personalised programming and tools for improving wellbeing,” says Theron.

“I’m excited by the convergence of scientific rigour and accessibility, which is enabling people to integrate wellness into their everyday lives,” she continues. “I expect a fusion of curiosity and commercial insight to fundamentally transform the landscape for wellness businesses.”

• Megan Whitby gives her impressions of Surrenne, visiting a week after it opened, on p80