"Imagine rallying with Maria Sharapova on Greece's Peloponnese peninsula, cycling the switchbacks of Aspen with Bob "Bobke" Roll, or hanging five with Laird Hamilton on Oʻahu. Professional athlete-led experiences are on the rise at luxury hotels across the globe, from conventional recreations like the respective camps at Amanzoe, The Little Nell and The Ritz-Carlton O'ahu, Turtle Bay to more niche programs like trail running with extreme sportswoman Anne-Marie Flammersfeld at Kulm Hotel St. Moritz or fencing with six-time world champion Valentina Vezzali at Sardinia's Forte Village Resort."
""Athletic programming adds vibrancy and structure to leisure travel, offering a rhythm that guests increasingly crave," says Ashley Smith, director of sales and marketing at Rosewood Little Dix Bay and lead planner for the Virgin Gorda resort's Little Dix Bay Tennis Cup. Hosted by professional tennis players Sloane Stephens and Genie Bouchard, the forthcoming event this December will mark the second annual Cup after a successful debut last spring. "We see the [rising] trend [of professional athlete programming] as a reflection of a broader shift toward intentional, community-driven experiences," says Smith, noting the social aspect to sharing a court with a tennis icon while connecting with like-minded guests to promote "wellness, but also connection, purpose, and play.""
Luxury hotels worldwide are expanding professional athlete-led experiences, from mainstream camps at Amanzoe, The Little Nell and The Ritz-Carlton O'ahu, Turtle Bay to niche offerings such as trail running with Anne-Marie Flammersfeld and fencing with Valentina Vezzali. Athletic programming adds vibrancy and structure to leisure travel and provides a rhythm that many guests increasingly crave. Events hosted by professional athletes create social, community-driven connections while promoting wellness, purpose, and play. Sports clinics and athlete-led activities also tap into sports fandom, personal development, and social-media storytelling to engage guests in health-conscious, skill-focused experiences.
Read at Conde Nast Traveler
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