Imagine rallying with Maria Sharapova on Greece’s Peloponnese peninsula, cycling the switchbacks of Aspen with Bob “Bobke” Roll, or hanging five with Laird Hamilton on Oʻahu. Professional athlete-led experiences are on the rise at luxury hotels across the globe, from conventional recreations like the respective camps at Amanzoe, The Little Nell and The Ritz-Carlton O’ahu, Turtle Bay to more niche programs like trail running with extreme sportswoman Anne-Marie Flammersfeld at Kulm Hotel St. Moritz or fencing with six-time world champion Valentina Vezzali at Sardinia’s Forte Village Resort.
“Athletic programming adds vibrancy and structure to leisure travel, offering a rhythm that guests increasingly crave,” says Ashley Smith, director of sales and marketing at Rosewood Little Dix Bay and lead planner for the Virgin Gorda resort’s Little Dix Bay Tennis Cup. Hosted by professional tennis players Sloane Stephens and Genie Bouchard, the forthcoming event this December will mark the second annual Cup after a successful debut last spring. “We see the [rising] trend [of professional athlete programming] as a reflection of a broader shift toward intentional, community-driven experiences,” says Smith, noting the social aspect to sharing a court with a tennis icon while connecting with like-minded guests to promote “wellness, but also connection, purpose, and play.”
The sudden interest around professional athlete-led experiences also taps into cultural moments like sports fandom, personal development, and even social media. “People want wellness with a story,” says Karen Whitt from The Palms in Turks & Caicos. In July, the Grace Bay–front property hosted a NFL Football Clinic focused on agility drills, teamwork, and motivation. Led by current players like Cincinnati Bengals’ running back Chase Brown and Houston Texans’ wide receiver Tank Dell, Whitt says the program hit the sweet spot of being “health-conscious, cool, and unexpected.”
The growing demand for experiences that blend adventure and rejuvenation is a theme The Ritz-Carlton O‘ahu, Turtle Bay meets at their five-day Camp Laird where 20 guests will be coached by big wave surfer, Laird Hamilton. Located on the North Shore in front of surfers’ favorite break Turtle Bay Pool Bar, general manager Doug Chang says, “Rather than simply admiring the view, we offer guests the unforgettable opportunity to catch their first wave.”
These opportunities are especially great for families, adds Thaaif Ahmed, DOSM at Avani+ Fares Maldives Resort. The 176-key property debuted professional athlete offerings in 2023 as they recognized vacationers sought premium active experiences in addition to relaxation. This fall, they’ll host a four-day football camp led by former England striker Michael Owen who played for Liverpool, Real Madrid, Manchester United.
“Sport is increasingly seen as a form of holistic wellness, combining physical activity with mental resilience and community,” adds Anthony Gill, general manager of Patina Maldives, Fari Islands, which launched their football (soccer, to Americans) camp last year in partnership with Real Madrid consisting of multiple days of immersive training with former professionals complemented by performance menus and recovery treatments.
