You’ve got a substantial gym. What was the thinking behind this when the hotel was being planned?
Wellness is a huge part of travel and we wanted to be able to offer our guests a space to keep up their daily fitness routine.
It’s often difficult to find a city hotel that offers a large wellness space as well as signature dining and spacious rooms. With Nobu Hotel London Portman Square it was important we offer guests all three, without compromise.
What spaces and equipment do you have?
The hotel has a 140sq m Nobu Gym and three treatment rooms. The gym is open 24/7 and has the latest Technogym equipment, including running and rowing machines, free weights and bikes. We also offer guests a customised workout-tracking app and PT.
The treatment rooms offer a menu that’s been specially curated by Nobu to mirror the brand’s core beliefs and we’re fortunate to have an in-house physiotherapist who gives guests in-depth assessments and can also outline personalised treatment plans.
Guests can also purchase cold-pressed juices and smoothies, as well as snacks that can be enjoyed on the Wellness Centre’s outdoor terrace.
Tell us about your Pilates offering
The Nobu Wellness & Fitness space is also home to Nobu Pilates – a global brand first for Nobu Hospitality and we’re very fortunate Nobu Hotel London Portman Square is its home.
Nobu Pilates is headed up by creative director Marsha Lindsay and is a fresh new take on Pilates, offering guests a mix of classes in two light-filled studios. The classes use a variety of equipment, including Pilates reformers, cadillac, stability chairs and barrels.
There are three different 55-minute classes on offer, each devised by Marsha, called Power, Precision and Pure. Power classes offer a high-energy, full-body, HIIT style workout incorporating jump-board choreography and up-tempo moves designed to build strength, length and endurance.
Precision classes offer a complete body workout with time spent on specific muscle groups to sculpt, strengthen and tone the overall physique to deliver fast results for strength and overall fitness.
Pure classes make use of all the equipment, acting as an education in good posture and solid core. They’re designed so guests leave feeling balanced, lighter and lengthened.
Marsha also offers Prescribed classes for those who want a targeted workout in a one-to-one setting. Bespoke workouts are designed, combining all three Nobu Pilates pillars to meet individual requirements and personal goals.
How does the wellness offering reflect Nobu’s brand values?
Nobu’s roots are in Japanese culture and one of our core values is based on the Japanese notion of “omotenashi” which means the very best of service and hospitality.
In everything we do, we aim to bring our guests the highest level of service and hospitality experience, and Nobu Wellness & Fitness is a key part of that overall experience for our guests. Nobu Pilates specifically takes inspiration from Nobu’s key principles of passion, integrity and growth.
Do you have a local membership in addition to serving hotel guests?
We’re part of London’s Marylebone neighbourhood so it was important to create a high-end gym space that offers as much value to the local community as it does to hotel guests.
How do you motivate hotel guests to come to the gym?
Wellbeing is a key part of the Nobu experience and we encourage guests to visit as part of their stay with us. We always contact guests ahead of their visit, as well as doing follow-ups.
Nobu Pilates in particular has been developed to help guests build the foundations for a healthy, energised and balanced life and we enjoy seeing repeat customers and locals making Nobu Pilates part of their weekly routine.
What’s the split between guests and locals?
We have a large proportion of external visitors through all the areas of the hotel, including the gym and restaurants. As hotel occupancy has improved following the challenges of the pandemic, the balance between guests and locals is returning, but the gym is still largely used by non-residents which is great, as it generates a more cosmopolitan profile for the space.
How many members do you have and how much is membership?
Gym membership has grown steadily, but membership numbers aren’t a major focus in terms of metrics, so we’re growing it carefully to ensure good levels of service for everyone. Membership is £1,800 a year.
Nobu Pilates has grown in popularity over the last year and we’re seeing a number of repeat guests, as well as new customers.
Nobu Pilates classes start at £35 and bundles of 10 can be booked for £310.
Tell us about the physiotherapy options
It’s important to be able to offer guests a 360-degree approach to wellness, and this includes professional services such as physiotherapy.
Our resident physiotherapist offers clients an active rehabilitation approach with close guidance, education and progression to help them prevent or overcome injury. Clients are also encouraged to work closely with a Nobu Pilates instructor and/or a personal trainer to progress their recovery and help maintain their overall fitness and wellness. We offer competitive prices, with each session costing £180.
What spa treatments are on offer?
We offer a selection of luxury treatments that have been specially curated to mirror the brand’s core beliefs. All these use products from Ayurvedic skincare brand Mauli and British men’s grooming brand Gentleman’s Tonic.
Nobu Zen is the signature massage, starting from £165 and tailored to each guest, using a range of different massage techniques and a personalised blend of oils.
The Devi Supreme Skin Radiance is also popular – it’s a transformative treatment that focuses on rejuvenation and facial massage using Mauli products. Then we have men’s treatments, such as The Ultimate Tonic, that focuses on the mind and body and includes a body massage, scalp massage and facial.
What tech are you using?
All equipment in the gym is by Technogym. We wanted a high-end gym solution that guests would instantly recognise and Technogym fits that bill.
One of the most popular pieces of equipment is the Technogym Bike; it’s an impressive piece of tech that comes with the Technogym Trainers’ on-demand classes, Technogym Outdoors and Total Body Workouts. Whether a beginner or an advanced user, our guests are able to enjoy a guided, engaging and motivational fitness experience.
We’re continuing to look at ways we can innovate the wellness journey for guests while continuing to inspire them to maintain their health and fitness whenever they travel. With the help of our ongoing partnership with Technogym we’re excited to see how the use of tech in gyms develops over the next few years.
What are the challenges and solutions of managing a 24-hour operation?
People’s lives are increasingly busy, with packed schedules and we felt it was important to keeping our gym open 24/7, to accommodate guests whenever they might want to work out. We did the same with our in-room dining, allowing people to order 24hrs – it’s about being able to adapt to our guests’ lives to ensure a seamless experience.
How many staff do you have?
Our employee level has increased steadily as we’ve become busier, however, it isn’t a fixed number and is adapted to guests attendance.
Do you collaborate with wellness teams in other Nobu hotels around the world?
We’re looking at ways we can introduce Nobu Hotels and other cities around the world to Nobu Pilates – we have such a unique offering that Londoners are loving and we’re looking forward to seeing how this might grow over the next few years.
Do you think offering more rounded wellness services is the way forward for the health and fitness sector?
Wellness doesn’t start and end with the gym – it’s a part of our everyday lives, and the hospitality industry must evolve with the ongoing trends and developments within the health and fitness sector. For many of our guests, fitness and wellness is an integral part of their everyday routine, so it’s important we’re able to offer a rounded wellness service – a space to workout, a space to recharge and relax, a space to eat healthily and – should guests need it – a space for rehabilitation.
