Crossfit hotel for eurostars
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The document proposes a concept for a themed CrossFit hotel called Hotel Fran in Madrid, Spain. Some key details include: - Hotel Fran would provide a 360-degree CrossFit experience for guests with CrossFit-inspired amenities, design, and programming. - The target market would be upscale lifestyle travelers, corporate guests, hardcore CrossFitters, and health-conscious visitors. - The hotel aims to leverage the growing CrossFit brand and community as well as Madrid's popularity for conferences and business travel. - Challenges include the lack of experience in themed hotels, high costs, and competitive hotel market in Madrid. The proposal evaluates strengths, weaknesses, opportunities, and threats.
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Crossfit hotel for eurostars
- 1. Themed Hotel Project for Eurostars March 2015, Madrid
- 2. When I was a kid, I wanted to be older… This shit was not what I expected
- 3. What to Expect ? • Themed sport 101 • Themed sport in-depth • SWOT • Hotel - Concept • Hotel - Design • Marketing & Promotion • Q&A
- 4. y the end… ü Some/all of you would like to stay in my hotelB ü $ome of you would help to make it happen
- 6. What about the shadow over there? Everything the light touches is the gym That’s the CrossFit box We must never go there, Simba
- 9. unless you puke, faint or die, KEEP GOING
- 12. Meet the Girls…
- 13. “We’re doing Rachel today!” CrossFit has what are called “benchmark workouts” which are named a7er girls or heroes – fallen military personnel.
- 16. CrossFit Timeline 1974 Former gymnast Greg Glassman took his first training job as a gymnastic coach at the Y.W.C.A. in Pasadena, California. 1974 – 1989 These were the beginning years of Glassman’s career. During these years, the fundamentals of CrossFit and its type of fitness training began to take shape. 1995 Greg’s first gym was established in 1995 in Santa Cruz, California. The method of personal training for groups began to take off.
- 17. CrossFit Timeline 2000 The company CrossFit Inc. was founded. The first affiliate gym was opened in Seattle. 2001 The website (www.crossfit.com) was officially launched. 2005 Crossfit had 15 affiliate gyms in total. That number would grow dramatically in the coming years. 2005 – 2014 Now 9 years later there are over 11,000 affiliates worldwide. Est. $2 Billion net Income.
- 18. The CrossFit Games • Just like any official sport, CrossFit has its official championship system or The Games. The Games are the world’s premier test to find the Fittest on Earth™. They are world-renowned as a grueling test for the world’s toughest athletes and a thrilling experience for spectators. • Since its inception in 2007, the CrossFit Games have become “one of the fastest growing sports in America” according to Forbes.
- 19. The Games Prize Money
- 20. The Game$ Prize Money 2015 Total Payout $2,000,000 (by Reebok) "We're committed to the long term growth of CrossFit and the CrossFit Games. This increased investment is going directly to the athletes who make the sport great.” - Reebok Vice President
- 21. The "Open" has continued to increase its registrations each year since it began in 2011, increasing 8-fold over a 3year span. • 2011: 26,000 • 2012: 55,000 (111% increase) • 2013: 138,000 (151% increase) • 2014: 204,000 (48% increase) Participation!
- 25. #
- 26. #Proliferation
- 27. Google Trend - Crossfit
- 31. Household Income
- 34. CrossFit has become the most divisive workout fad in history in part because true believers are so gung-ho. That has led critics to charge that it has become a cult-like organisation.
- 36. Comm unity
- 37. Despite its astronomical growth, CrossFit competitions today still have a much more intimate atmosphere than those seen in most other sports. It’s that sense of shared suffering that facilitates a unique connection among all CrossFit athletes, from the seasoned elite to the newbie just trying to get in better shape.
- 38. “The difference between the CrossFit Games athlete and every other athlete is humility,” Though their skill levels vary wildly, each is working on turning their weaknesses into strengths in a sport where no one is the best at everything.
- 41. C CC C Let the $elling begin… • Cult-like (Passion & Loyalty, less price sensitive) • Community - CrossFit has built-in teamwork, camaraderie, and competition. (Word of mouth) • Cost - Premium Pricing - CrossFit boxes can be 2-3 times the monthly cost of a commercial gym, and this is just for the group classes, not use of the facilities. (Purchasing power) • Contrarian - Open-minded Trendsetters Early adopters / novelty seekers
- 43. Concept!
- 49. CrossFit
- 50. The Fittest on Earth
- 51. CrossFit, Forging Elite Fitness, The Sport of Fitness and Fittest on Earth are registered trademarks or trademarks of CrossFit Inc. in the U.S. and/or other countries.
- 52. The world’s fittest hotel
- 53. Elite service for the elite minds
- 54. Hotel Fran is a high-end hotel that departs from the traditional code of luxury.
- 55. inspired by the core value of CrossFit and the CrossFit lifestyle, we are committed to provide every guest with the ultimate 360-degree CrossFit experience through unique design, practical amenities with forward-thinking technology and outstanding personalised service.
- 56. arget Market T• Upscale Lifestyle + Design Hotel • Corporate and leisure FITs (Frequent Individual Travellers) with the relatively higher accommodation budget • Hardcore CrossFitters • Savvy and health conscious travellers
- 57. The 360° CrossFit Experience EatXFit DrinkXFit SleepXFit BreatheXFit LiveXFit Be CrossFit
- 59. • No more compromise. Eat, work, train, rest, tavel, We help to Keep your routines on the go. • Home away from home, Box away from box. • The ultimate 360° CrossFit experience.
- 61. trengths S • High Brand Recogni1on in Europe • Industrial/Opera1onal Know-‐how • Global Presence (74 in 26 ci1es, 10 countries) • Goodwill from employees and customers • Guest database, records, touch points • Top-‐notch facili1es and services • Experienced sales/management team in Sports market
- 62. trengths S• Loca1on (Business district, not in the touristy neighborhood, yet close to the centre and well connected by public transporta1on) • Strong and well-‐established business rela1onship / Supply chain network • Reputed parent group (Hotusa) adds to brand value
- 63. eaknesses w• Limited brand recogni1on outside Europe • Lacking experience in themed/ bou1que hotels • Lacking business rela1onship with the fitness industry • Staff recrui1ng, training and reten1on • High investment/cost, low margin during the ini1al period
- 64. O pportunities • Reduced airport fees -‐ Aeropuertos Españoles y Navegación Aérea (AENA) announcement • Untapped Market / Specific Niche No CrossFit themed hotel in the WORLD No Spor1ng themed hotel in Spain • CrossFit is a rapid-‐growth highly marketable industry
- 65. O pportunities • Increasing demand for novelty hotels • Technological advances open up new territories for tailored customer service and marke1ng • Highly tech-‐savvy and educated target market
- 66. O pportunities • Growing trend for lucraHve health-‐ conscious travellers On average, wellness-‐minded travellers spend 130% more than the average global tourist, while domes7c wellness tourists spend nearly 150% more than the average domes7c traveller.
- 67. O pportunities • Madrid being an interna1onal HUB for conferences. Madrid ranked 2nd MICE tourism des7na7on in Europe by the Interna7onal Congress and Conven7on Associa7on (ICCA) with 186 mee7ngs held in 2014.
- 68. O pportunities 50% of the confirmed events take place in hotels, conference centres and special venues that are members of the Madrid Conven1on Bureau (MCB). In addi1on, the MCB has won 57 bids for interna1onal conferences, which will be held between 2014 and 2019 and which will mean over 50,500 new business tourists for the city of Madrid.
- 69. hreats • Stagnated economic growth • Red tape – Ability to obtain license, permits and approval from local authori7es • High dependence on another industry • Increasingly intense compeHHon Tradi7onal hotels offer wellness programmes (Eg, beJer gym facili7es, wider choice of menu) targe7ng health-‐conscious travellers.
- 70. hreats • Increasingly intense compeHHon Large hotel chains have con1nued to increase their presence in Madrid, already accoun1ng for 82% of the total supply. New hotel openings have included Ibis, IHG’s Indigo and Holiday Inn brands, Palladium Hotel Group and three new ‘Innside’ hotels by Melia. The first Four Seasons hotel in Spain is set to open in 2016.
- 72. Design Matters …
- 76. Hotel Fran recognizes its environmental responsibility and is committed to improving its performance towards a sustainable future through continually improving our performance in key impact areas. We ensure environment initiatives impact the guest experience in a positive way and support initiatives in both local and global communities.
- 84. From the moment you walk in feel it in the air…
- 88. Uni form
- 89. uniform
- 90. #workoutzone
- 91. #workoutzone
- 92. #workoutzone
- 93. #workoutzone
- 96. Games On 24/7
- 97. USB outlets
- 98. websitewebsite development way beyond basic design: • Multi Device Display through Responsive Design • Intuitive User-Interface • Conversion Driven Navigation • Rich Content and Visuals • Brand Matching Look and Feel • Social Media Interaction • Blog Functionality • Best Practices in SEO (search engine optimization) • Open-Source CMS (content management system) • Analytics Tracking
- 99. Savile Row Style
- 100. Reserv@tion • Select in-room workout kit (Balance / Strength / Recovery) • Select water (structured / mineral / purified) • Select top three favorite WODs • Booking confirmation email will also include a link for guests to download the Hotel App
- 101. heck-in Microchipped Room Keys Track daily movement Data synced to hotel app Uploaded to guest database C
- 103. Climb as you wish.
- 104. Single no more?
- 105. If you like we can put rings on it.
- 106. Dipasyouwish
- 107. Our mattresses are squat-proof
- 108. Liftable Décor
- 109. At Fran, please feel free to lift anything but our staff.
- 110. Themed Door Hanger
- 113. Toiletry Supplies
- 116. ovelty Gears
- 117. ovelty Gears
- 118. ovelty Gears
- 119. ovelty Gears wireless jump rope
- 121. Seat Menu
- 122. Seats itting is just as important as sleeping. At HotelFran, not only do we have pillow menu, a Seat Menu is also available to ensure maximum comfort. S
- 130. • Loyalty Programme • Smart Control • Purchases • Promo/Coupon • Local Guide • Review/Feedback • Hotel Info • Virtual Tour • Reserva1on • Express Check-‐in/ out • Concierge • Room Service
- 131. • QR Scan • Music Streaming • Local XFit Affiliate Directory • Local XFit Calendar • Selfie Wall / SMN Sharing • WOD Feed • WOD Log • XFit Menu of the Day • Dona1on • LeaderBoard
- 132. This almighty App Fran will feature a built-in QR code reader that guests can use around the hotel to unlock special digital experiences related to that particular hotel location.
- 134. Design - Public Space • Interactive plasma displays throughout the hotel showing images of remarkable CrossFit athletes and events. Guests can either use the touch screen or scan the QR code to learn about the anecdote behind each image on their mobile devices. • Plasma screens in the lobby area displaying real-time CrossFit Leaderboard data.
- 137. Local Regional
- 139. WHO doesn’t like #selfies ?!
- 140. Comm unity
- 143. Guests are encouraged to take selfies from their favorite spot in Fran then share on the virtual Fran selfie wall and other SMN via AppFran. Each year, the most voted selfie will win an exclusive weekend getaway at HotelFran.
- 149. FRAN!
- 150. OThe FRAN pen Once the app is activated, guests are automatically registered in the game “Fran Open”. Guests upload their WOD scores on to the virtual FranOpen leaderboard which allows them to compete with other guests across all Fran Hotels around the world.
- 151. O The FRAN pen Scores will be accumulated every time they stay at a Fran Hotel. Score / Ranking • Individual • Team - Based on the hotel location, guests will also score for the city/country as part of the team which consists of all guests who are staying at the same hotel. Guests can see their contribution to the team / city.
- 153. Recap!
- 154. Design - Public Space • Hotel will have environmentally sustainable features Guests will be encouraged to recycle • Water fountains and fresh lemon wedges throughout the hotel • Well-‐designed, bright staircases/ inspira1onal CrossFit quotes • Pull-‐up bars / Handles / Grips / Boxes throughout • Guest rooms will be named aher WODs • A marketplace will have healthy snacks such as raw almonds, beef jerky and kale chips
- 155. • Guest rooms have in-‐room training zones with fitness equipment for guests who prefer exercising alone or just need a brief workout. • Each room will have a HotelFran WOD Handbook, featuring Fran staff demonstra1ng signature CrossFit WODs in Madrid must-‐see places, such as Plaza de Mayor, Sol and Re1ro. An interac1ve version with link to GoogleMap will also be available via AppFran. Design - Room
- 156. + +
- 157. • AppFran will have suggested WOD. A WOD printout could be delivered in the morning with newspapers upon request. • Guests could post their WOD scores on SMNs and compare/compete with other guest. • Space in refrigerators for guests to store medica1on. • Wall sockets will have both AC and USB outlets • Bathrooms have bright ligh1ng and spa-‐like showers • Toiletry (Organic CrossFit brand) Design - Room
- 159. • To maximize space, furniture will be designed with higher mobility and for mul1ple uses. Eg. Guests can use blocks for silng as well as pushups. • All bed linens will be made of natural fibers that are organically cer1fied. • An ergonomic chair of choice will be provided. • SMART Control Room via mobile device • Sound proof walls + Blackout curtains Design - Room
- 160. BoxFran (Fitness Centre) • BoxFran (gym) will be equipped with state-‐of-‐ the-‐art CrossFit gears from Rogue. • Each guest will be offered a free 30-‐minute personal training session, body composi1on analysis and basic fitness assessments. • On-‐site Cer1fied CrossFit coach, nutri1onist and physiotherapist.
- 161. • Open 24/7, the gym works around your schedule, whether you like to get up and go or fit in a late-‐night session. Whenever the mood strikes. • Workshops on training and nutri1on will be held on a regular basis. Free for Eurostars/ HotelFran members. BoxFran (Fitness Centre)
- 166. Our will attend all dietary requirements
- 177. • Food and drinks will be served in bespoke tableware and glassware to provide guests the ultimate CrossFit experience.
- 181. • Tabata kitchen will serve fresh bacon as well as bacon snacks • Bacon themed dishes and artisan drinks on offer at RX and Filthy Fifty
- 189. Publica1ons
- 190. World WOD Web • Mobility WOD • Breaking Muscle • Mentality WOD • Rx Review • Tabata Time • CrossFit Athlete Inside • Catalyst Athlete • Box Ally • WOD shop • WOD Toys
- 191. • The Box Magazine • WOD Talk Magazine • BoxLife Magazine • Box Pro • CrossFit Kids • Reps! • Sweat RX • Rx Mag@zines CrossFit
- 195. Hey Girl, I can snatch Ryan Gosling with ONE arm
- 202. Gym Buddy?
- 210. vents &Catering E
- 211. edding ReceptionW
- 212. Wedding Packages Tailored to your dream of nuptial perfection
- 213. Wedding Invitations
- 214. Games
- 215. Games
- 216. Photo shoot
- 217. Photo shoot
- 225. CrossFit Baby Shower
- 226. • Christmas • New Year’s Day • Halloween • Easter • Valentine’s Day • Thanks giving • National Day • The Games
- 230. C
- 239. Something to take home?
- 240. merch
- 242. Branded Merchandise
- 245. • AppFran will have music streaming func1on that features mixes by the best DJs curated by THE best club on earth – Space Ibiza. • CDs will be sold at hotel marketplace. • Soundtracks can also be purchased on iTunes. randed Music B
- 248. Best Extra Virgin Olive oil
- 249. 75% of emotions are generated by scent
- 250. A power boosting fragrance to express CrossFitters energetic lifestyle with vibrant colours, glam sports apparel, a ‘smash-any- challenge’ attitude.
- 251. ZARA for Fran
- 252. One more thing
- 253. CrossFit - The Apple of Sports Elitism + Community HotelFran 360° CrossFit experience + Elite Wellness on-the-go
- 254. ish you a nice stay