23 октября 2025 г.
Business insights
Hotels
New premium wellness experience at The Belfry Hotel & Resort powered by Technogym
The prestigious resort, renowned for hosting The Ryder Cup more times than any other venue, has undergone a transformative multi-million pound investment across its leisure and hospitality facilities.
The Belfry's refurbishment project reflects the growing importance of wellness in the hospitality experience. Previously offering leisure and spa, the resort is adopting a new approach, separating its leisure facilities and adding new offerings that create a comprehensive wellness ecosystem.
Knowing that wellness tourism is a growing trend, Chris Eigelaar – Managing Director at The Belfry – worked to ensure that hotel guests and members are able to enjoy an extensive Technogym facility, four fitness studios, a multi-use sports hall, and swim facilities including lane swimming and a large family pool. The venue’s beautiful outdoor space is also brought into the wellness experience, with, the Woodland Adventures, a dedicated outdoor children’s play area, and rooftop fitness classes taking in the views.
Knowing that wellness tourism is a growing trend, Chris Eigelaar – Managing Director at The Belfry – worked to ensure that hotel guests and members are able to enjoy an extensive Technogym facility, four fitness studios, a multi-use sports hall, and swim facilities including lane swimming and a large family pool. The venue’s beautiful outdoor space is also brought into the wellness experience, with, the Woodland Adventures, a dedicated outdoor children’s play area, and rooftop fitness classes taking in the views.
Brand alignment with industry-leaders Technogym
Technogym were selected as the equipment partners for The Belfry’s new gym space, providing best-in-class equipment, a seamless digital ecosystem, and an AI-powered user journey along with training by Technogym Educators.
"It’s vital that we partner with other market leaders," said Chris. "Technogym are unmatched in their dedication to wellness innovation, and were the right choice to support our vision for an upgraded user journey across equipment, content, and experience.”
The Belfry's upgraded fitness facilities are zoned to cater for strength, cardio, small group training, and functional fitness, reflecting current fitness trends and requests from existing members. The cycle studio now offers Technogym Group Cycle as well as digital screens which allows users to track workouts during an instructor led class or on-demand virtual cycle.
The new gym features an extensive Technogym offering, including plated loaded Pure Strength, Skill Line and Excite+ cardio equipment, and extensive functional fitness equipment in the gym. Members can log in to track progress with Technogym App, get guidance on correct equipment use, and access personalised training plans. This intelligent functionality combined with Mywellness CRM adds value to the user experience and gathers valuable data to help The Belfry team offer an exceptional service as well as stay ahead of trends.
"It’s vital that we partner with other market leaders," said Chris. "Technogym are unmatched in their dedication to wellness innovation, and were the right choice to support our vision for an upgraded user journey across equipment, content, and experience.”
The Belfry's upgraded fitness facilities are zoned to cater for strength, cardio, small group training, and functional fitness, reflecting current fitness trends and requests from existing members. The cycle studio now offers Technogym Group Cycle as well as digital screens which allows users to track workouts during an instructor led class or on-demand virtual cycle.
The new gym features an extensive Technogym offering, including plated loaded Pure Strength, Skill Line and Excite+ cardio equipment, and extensive functional fitness equipment in the gym. Members can log in to track progress with Technogym App, get guidance on correct equipment use, and access personalised training plans. This intelligent functionality combined with Mywellness CRM adds value to the user experience and gathers valuable data to help The Belfry team offer an exceptional service as well as stay ahead of trends.
Enhancing the member journey with Technogym innovation
Central to The Belfry's upgraded wellness experience is Technogym Checkup, a one-of-a-kind assessment tool that uses AI to capture data and provide hyper-personalised insights across body composition, mobility, balance, cognitive skills, cardiovascular fitness, and strength. Technogym Checkup is integrated with Technogym Coach and Technogym App to give users training and wellness recommendations to target key areas of focus.
Technogym Checkup adds a USP to new member onboarding and offers guests an innovative experience, and is an example of how The Belfry is leveraging emerging technology meet evolving wellness expectations.
"We know hotel guests want experiential interaction," said Chris. "Whilst most people still value human interaction, the right choice of AI and tech can elevate the experience and give users more freedom. The Technogym ecosystem allows us to add valuable touchpoints to an exciting wellness offer.”
The Belfry's wellness vision extends beyond the new gym facilities. Their holistic approach incorporates nature, with studio floor-to-ceiling windows, roof spaces and patios, and outdoor fitness classes. This allows The Belfry to meet the growing demand for 360 degree wellness.
Technogym Checkup adds a USP to new member onboarding and offers guests an innovative experience, and is an example of how The Belfry is leveraging emerging technology meet evolving wellness expectations.
"We know hotel guests want experiential interaction," said Chris. "Whilst most people still value human interaction, the right choice of AI and tech can elevate the experience and give users more freedom. The Technogym ecosystem allows us to add valuable touchpoints to an exciting wellness offer.”
The Belfry's wellness vision extends beyond the new gym facilities. Their holistic approach incorporates nature, with studio floor-to-ceiling windows, roof spaces and patios, and outdoor fitness classes. This allows The Belfry to meet the growing demand for 360 degree wellness.
Balancing digital and human touchpoints
The Belfry's approach to the member journey reflects a balance between technological innovation and human connection. The digital journey begins with Technogym Checkup, which provides immediate personalised data and insights. This information feeds directly into customised training programmes that adapt to the individual's progress. The Belfry’s wellness staff offer expert support, but for members who prefer independent training, the ecosystem is sophisticated way to self-manage.
"Every detail of this major investment has been about making the guest journey as easy as possible," said Chris. "By combining the personal interaction of our team with the digital ecosystem from Technogym, we can now offer multiple touchpoints and a hyper-personalised experience.”
Following the successful launch of the new club, The Belfry’s wellness team are now shifting their focus to engagement, with the support of Technogym Educators activation days, education sessions, and ongoing staff training.
As a premier destination for luxury leisure, The Belfry is set to offer an unparalleled wellness experience that retains authentic human connection whilst leveraging the power of digital innovation.
"Every detail of this major investment has been about making the guest journey as easy as possible," said Chris. "By combining the personal interaction of our team with the digital ecosystem from Technogym, we can now offer multiple touchpoints and a hyper-personalised experience.”
Following the successful launch of the new club, The Belfry’s wellness team are now shifting their focus to engagement, with the support of Technogym Educators activation days, education sessions, and ongoing staff training.
As a premier destination for luxury leisure, The Belfry is set to offer an unparalleled wellness experience that retains authentic human connection whilst leveraging the power of digital innovation.
