11 августа 2025 г.
Business insights
Hotels
London’s Meliá White House introduces new fitness space for flagship property
A new 24-hour Technogym-powered fitness space redefines wellness at Meliá’s London flagship, blending digital innovation with luxury hospitality.
Opened in 1999, Meliá White House is the flagship property in the Spanish group’s 450-strong portfolio, offering 580 bedrooms and 112 residential apartments on London’s Regent’s Park. Today, the hotel retains 112 traditional residences alongside its hotel space and The Level, a premium resort-style offering.
General Manager Jakob Gowin explains how Meliá worked with Technogym to create a 24-hour fitness space that places wellness at the heart of the Meliá White House experience. The brief for the new gym space was to create a modern, digital-rich experience suitable for corporate guests, leisure visitors, guests at The Level, and those long-term apartment residents. The gym will also drive new revenue by being open to public membership for the first time.
General Manager Jakob Gowin explains how Meliá worked with Technogym to create a 24-hour fitness space that places wellness at the heart of the Meliá White House experience. The brief for the new gym space was to create a modern, digital-rich experience suitable for corporate guests, leisure visitors, guests at The Level, and those long-term apartment residents. The gym will also drive new revenue by being open to public membership for the first time.
Built in 1936, the Art Deco-designed Meliá White House has a lot of versatile space, so the gym could be extended to create a modern fitness offer that combines gym, classes and in-room wellness all supported by the digital ecosystem of the Technogym App.
Meliá worked with Technogym to increase the existing gym space by a third, opening up space for a separate yoga studio for on-demand classes. The project was enhanced with the latest content-rich, multifunctional Technogym equipment, making the gym an attractive prospect for guests, apartment residents, and external members.
Two Technogym Visio digital touchpoints were installed – one in the studio and one on the main gym floor – giving gym users the choice of scheduled or streamed classes, and a diverse selection of guided workouts. The digital experience continues in the gym, with users able to access content, training plans, and coaching by scanning the QR code on Technogym products including Excite cardio range and Technogym Bike.
“One of the most exciting elements is the Technogym App with our branding and messaging.” said Jakob. “Guests can use the app during training, to check for classes and equipment availability, and guests at The Level can even check our wellness menus and order in-room Technogym equipment. The digital ecosystem is a differentiator that adds true value.”
Meliá worked with Technogym to increase the existing gym space by a third, opening up space for a separate yoga studio for on-demand classes. The project was enhanced with the latest content-rich, multifunctional Technogym equipment, making the gym an attractive prospect for guests, apartment residents, and external members.
Two Technogym Visio digital touchpoints were installed – one in the studio and one on the main gym floor – giving gym users the choice of scheduled or streamed classes, and a diverse selection of guided workouts. The digital experience continues in the gym, with users able to access content, training plans, and coaching by scanning the QR code on Technogym products including Excite cardio range and Technogym Bike.
“One of the most exciting elements is the Technogym App with our branding and messaging.” said Jakob. “Guests can use the app during training, to check for classes and equipment availability, and guests at The Level can even check our wellness menus and order in-room Technogym equipment. The digital ecosystem is a differentiator that adds true value.”
Creating a quality guest experience to boost repeatability
The hospitality industry can no longer rely just on brand loyalty, and guest experience is a key driver of repeatability. The new gym, with its high-tech but user-friendly equipment, is helping to create a standout guest experience.
“We want all our users – guests, apartment residents, and external member – to have everything they need for a complete and motivating workout,” said Jakob. “Feedback has been overwhelmingly positive, with regular gym goers commenting that they can tell the space was designed by people who love gym training. That’s a great compliment!”
The new gym will now be used to drive ancillary revenue in a competitive market, generating revenue that didn’t previously exist. Meliá White House is confident that introducing external membership will create a great ROI story.
“We want all our users – guests, apartment residents, and external member – to have everything they need for a complete and motivating workout,” said Jakob. “Feedback has been overwhelmingly positive, with regular gym goers commenting that they can tell the space was designed by people who love gym training. That’s a great compliment!”
The new gym will now be used to drive ancillary revenue in a competitive market, generating revenue that didn’t previously exist. Meliá White House is confident that introducing external membership will create a great ROI story.
Technogym brought their broad experience across fitness clubs and gyms to advise Meliá White House on how to create and present a sensitive offer that leaves room for guests and residents whilst welcoming members. The Meliá team can then use the usage data from their Technogym equipment to highlight the most appropriate opportunities for external membership.
Meliá White House will continue to lean on Technogym’s advice and insights to maintain a cutting-edge wellness offer. The breadth of data from the equipment, Visio, and Technogym App will also help the team make informed decisions as user numbers increase.
“Technogym are creative, collaborative, and put forward a 360 solution that made my life a lot easier,” said Jakob. “They are generous with their knowledge of trends and gym memberships, and have huge amounts of data and stats to help us create our offer. Everyone was working from a shared vision.”
Meliá White House will continue to lean on Technogym’s advice and insights to maintain a cutting-edge wellness offer. The breadth of data from the equipment, Visio, and Technogym App will also help the team make informed decisions as user numbers increase.
“Technogym are creative, collaborative, and put forward a 360 solution that made my life a lot easier,” said Jakob. “They are generous with their knowledge of trends and gym memberships, and have huge amounts of data and stats to help us create our offer. Everyone was working from a shared vision.”
When Meliá White House launched their new gym space, they called on Technogym to help with marketing and industry connections. Technogym Educators held a series of in-person workshops for the Meliá White House and apartment residents, helping everyone make the most of the digital connectivity.
The new gym at Meliá White House is ultra-modern and welcoming, with everything users need to get a complete workout. It’s already welcoming guests from the hotel and The Level, and apartment residents, and will soon be available to a limited number of external members.
The new gym at Meliá White House is ultra-modern and welcoming, with everything users need to get a complete workout. It’s already welcoming guests from the hotel and The Level, and apartment residents, and will soon be available to a limited number of external members.
