Themed Hotel Project for Eurostars

March 2015, Madrid

When I was a kid, I wanted to be older… This shit was not what I

expected  

What to Expect ? •  Themed sport 101

•  Themed sport in-depth

•  SWOT

•  Hotel - Concept

•  Hotel - Design

•  Marketing & Promotion

•  Q&A

y the end…

ü Some/all of you

would like to stay

in my hotel B ü $ome of you

would help to

make it

happen

What about the shadow over there? Everything the light touches is the gym

That’s the CrossFit box We must never go there, Simba

unless you

puke, faint or die,

KEEP GOING

CrossFit has its

own language

Meet the Girls…

“We’re doing Rachel today!” 

CrossFit  has  what  are  called  “benchmark  workouts”  

which  are  named  a7er  girls  or  heroes  –  fallen  military  

personnel.    

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.

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.

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.

The Games Prize Money

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

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)

Pa

rt

icip

at

ion!

#

#Proliferation

Google Trend - Crossfit

CrossFit Demographic

Household Income

Unique Marketablitie$

Fitness Company

Grassroots Movement

Nascent Sport Fad Cult

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.  

Comm

unity

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.

“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.

CCCC

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

Co

nc

ep

t!

Naming!! !Logo!

#Fran One Round For Time

CrossFit

The Fittest on Earth

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.

The world’s fittest hotel

Elite service for the elite minds

Hotel Fran is a high-end hotel

that departs from the traditional code of luxury.

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.

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

The 360° CrossFit Experience

EatXFit DrinkXFit SleepXFit

BreatheXFit LiveXFit

Be CrossFit

Die-hard XFitter

Die-hard XFitter

Die-hard XFitter

Die-hard XFitter

I AM CrossFit.

•  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.  

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  

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  

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  

Opportunities

•  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    

Opportunities

•  Increasing  demand  for  novelty  hotels  

•  Technological  advances  open  up  new  territories  for  tailored  customer  service  and  marke1ng    

•  Highly  tech-­‐savvy  and  educated  target  market  

Opportunities

•  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.    

Opportunities

•  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.  

Opportunities

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.  

hreats T •  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.  

hreats T •  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.    

Design Matters …

Wellness on-the-go

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.

#lofty

#box

#contemporary

#Eco-minimalism

From the moment you walk in feel it in the air…  

Uni form

uniform

#workoutzone

#workoutzone

#workoutzone

#workoutzone

#nakedworkout #dreamcometrue

#Furniture #Mobility #Multi-functional

Games On 24/7

USB outlets

website website 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

Savile Row Style

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

heck-in

Microchipped Room Keys Track daily movement

Data synced to hotel app Uploaded to guest database

C

If �

rope�

is �

your�

thing  

Climb as you wish.

Single no more?

If you like we can put rings on it.

Dip

as yo

u wish

Our mattresses are squat-proof

Liftable Décor

At Fran, please feel free to lift anything but our staff.

Themed

Door

Hanger

Fridge

Space

for

Medication

Toiletry Supplies

Complimentary Gear Lending Scheme

#charger

#laptop #e-reader

#adapter

#digitalsavers

ovelty Gears

ovelty Gears

ovelty Gears

ovelty Gears

wireless jump rope

Seat Menu

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

•  Loyalty  Programme  •  Smart  Control  •  Purchases  •  Promo/Coupon  •  Local  Guide  •  Review/Feedback  

•  Hotel  Info  •  Virtual  Tour  •  Reserva1on  •  Express  Check-­‐in/out  

•  Concierge  •  Room  Service  

•  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  

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.

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.

Local Regional

Injury Accident Tragedy Support

WHO doesn’t like #selfies ?!

Comm unity

#everydayChampions #espersonal

       Guests  are

   

encouraged  

to  take  selfies

 

from  their  favorite

 spot  in  

Fran  then  sha

re  on  the  

virtual  Fran  s

elfie  wall  and

 

other  SMN  via  A

ppFran.  

Each  year,  th

e  most  voted  

selfie  will  win  

an  exclusive  

weekend  get

away  at  

HotelFran.  

FRAN!

O The 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.

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.

FRAN!

#gamification

#interaction #participation

#entertainment

#loyalty

#Belonging

COMMUNITY

Recap!

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

•  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

+

+

•  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

•  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

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.  

•  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)

Our will attend all dietary requirements

#Fresh #WholeFood #Organic #Fair-trade #Locally-sourced #EthicalFarming #Grass-fed #Free-range

•  Food and drinks will be served in bespoke tableware and glassware to provide guests the ultimate CrossFit experience.

•  Tabata kitchen will serve fresh bacon as well as bacon snacks

•  Bacon themed dishes and artisan drinks on offer at RX and Filthy Fifty

Publica1ons  

World WOD Web •  Mobility WOD •  Breaking Muscle •  Mentality WOD •  Rx Review •  Tabata Time •  CrossFit Athlete Inside •  Catalyst Athlete •  Box Ally •  WOD shop •  WOD Toys

•  The Box Magazine

•  WOD Talk Magazine

•  BoxLife Magazine

•  Box Pro

•  CrossFit Kids

•  Reps!

•  Sweat RX

•  Rx

Mag@zines

CrossFit

Hey Girl, I

can snatch Ryan Gosling

with ONE arm

Gym

Buddy ?

vents &Catering

E

edding Reception W

Wedding Packages

Tailored to your dream of nuptial perfection

Wedding Invitations

Games

Games

Photo shoot

Photo shoot

Cro

ssFi

t Birt

hda

y Pa

rty

Cro

ssFi

t Birt

hda

y Pa

rty

Catering

Cro

ssFi

t Birt

hda

y Pa

rty

CrossFit Baby Shower

•  Christmas

•  New Year’s Day

•  Halloween

•  Easter

•  Valentine’s Day

•  Thanks giving

•  National Day

•  The Games

C

Something to take home?

merch

Branded  Merchandise  

•  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

Best  Extra  Virgin  Olive  oil  

75% of emotions are generated by scent

A power boosting fragrance to express CrossFitters energetic lifestyle with vibrant colours, glam sports apparel, a ‘smash-any-challenge’ attitude.

ZARA for Fran

One more thing

CrossFit - The

Apple of Sports

Elitism

+ Community

 

HotelFran

360° CrossFit

experience

+ Elite Wellness

on-the-go

Wish you a nice stay