Sporty & Rich re-imagines wellness hospitality with first residency

US – Popular lifestyle brand Sporty & Rich is launching its first hotel residency, in partnership with The Pridwin Hotel & Cottages on New York’s Shelter Island, to create a branded wellness and retail experience. The exclusive residency, which runs from until 1 September, is a strategic move that establishes the brand’s physical presence and blurs the lines between fashion, wellness and hospitality.

The collaboration boasts a range of wellness events including tennis clinics and Forma Pilates sessions. The courts at The Pridwin will undergo a visual transformation with branded umbrellas, custom signage and logo-wrapped nets.

This partnership solidifies Sporty & Rich’s role in the health-as-luxury movement and also shows how brands can tap into the Sports Tourism Market to create unique, in-person experiences that enhance customer engagement and build a community around wellness and sport. 

Our Remixing the Country Club microtrend report previously looked at how brands are reimagining country clubs as inclusive spaces, and are using nostalgia, sports fandom and wellness to meet Gen Z’s desire for connection and authenticity.