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Tony Robbins and Sam Nazarian unveil luxury hospitality group centred on preventative medicine, longevity and AI

18 Sep 2024 Lifestyle hospitality company Sbe has revealed more details about its ambitious new health and wellness lifestyle concept, The Estate, following its initial teaser in June.

The Estate will comprise a global network of luxury wellness resorts and residential properties driven by a commitment to functional and preventive medicine through diagnostics and therapeutics powered by longevity clinic operator Fountain Life.

In addition to cutting-edge medical care, each location will feature medi-wellness services and spa treatments by Clinique La Prairie, holistic therapies, sports and fitness programmes and a nutritious menu designed to work in harmony with medical diagnostics to promote self-healing.

The group also plans to create a network of urban longevity centres – also operated by Fountain Life – in major markets to allow for continued maintenance beyond the hotel experience.

The vision
The concept has been built by four industry veterans: hospitality visionary and Sbe founder Sam Nazarian; New York Times bestselling author and life and business strategist Tony Robbins; music icon Marc Anthony; and Richard Attias – renowned for uniting business, government and civil society to drive economic growth and innovation.

Nazarian and Robbins began developing the luxury hotel brand of the future concept pre-pandemic. They resolved to create a new omnichannel approach to longevity, meeting the customer wherever they are rather than being solely a destination offering.

Nazarian explains: “In 2006 I created SLS Hotels, a brand both relevant and disruptive for the emerging lifestyle industry. Then, lifestyle was ‘access’, now luxury is ‘longevity’. The Estate will lead with luxury.

“We’re not building medical hotels – we are building luxury hotels, residences and urban clinics that are differentiated by a commitment to changing people's lives.”

Sbe aims to use its expertise in hospitality to reframe the often-intimidating clinical process into a warm, inviting experience. The focus will be on identifying, preventing and treating conditions that reduce lifespan and diminish quality of life.

The pipeline
By 2030, The Estate plans to open 15 hotels and residences alongside 10 urban longevity centres. Sbe says each location will open in breathtaking locations and environments with a warm, responsive service ethos.

The first hotels and residences are slated to open in 2026 in St Kitts, the UK, Trento in Northern Italy, and Montreux, Switzerland. Miami and the Gulf Cooperation Council (GCC) countries will follow shortly after.

Residential sales for the St Kitts location will begin in Q3 2025.

The flagship Estate longevity centre
The first longevity centre will be open by the end of 2024 t Century Plaza in Los Angeles, an expansive development by the Reuben Brothers, that spans six acres.

Wellness for all
The Estate will, through the Sbe Foundation, ensure that underprivileged communities can access preventative diagnostics and treatments by working with partner charities.

About Sbe
Established in 2002 by founder and CEO Sam Nazarian, Sbe is a privately-held, lifestyle hospitality company that develops, manages and operates high-end hotels, restaurants, lounges and nightclubs.

About Fountain Life
Fountain Life brings together renowned scientists and physicians with advanced, AI-powered diagnostic tools to detect disease ahead of symptoms, boost longevity and performance and put health back in healthcare.

The goal of Fountain’s multi-modal diagnostic testing is to answer two key questions: First, is there anything going on in your body that you need to know about immediately? Second, what is likely to happen and how can you optimise your health for the future?

Well beyond the immediate benefit of identifying potentially life-threatening conditions in their early stages, Fountain’s longevity physicians lead a team that includes health coaches and nutritionists continually focused on members’ health indicators and providing the knowledge, coaching and therapeutics that can increase vitality and healthspan and turn back the clock on ageing.

Fountain’s multi-modal diagnostics include full body MRI /brain MRI (searching for cancer and aneurysms), low-dose lung CT, AI-enabled Coronary CT, DEXA Scan (bone density/body composition), epigenetics/genome sequencing/nutrigenomics, early cancer blood tests, advanced blood diagnostics, food intolerance and gut health.

Learn more about Fountain Life’s advanced biometric data gathering programme in Spa Business’ first-person report here.