- SIRO Hotels, Homes and Fitness Labs has named fitness entrepreneur Kayla Itsines and retired MLB outfielder Jason Heyward as its newest Team SIRO brand ambassadors.
- Itsines will anchor wellness content built around strength, recovery, longevity and women's health, extending her programming into SIRO's fitness ecosystem.
- Heyward will front "Champions Dinner" conversations and leadership sessions, advising on content about preparation, resilience and recovery.
- Both join SIRO's existing ambassador roster, which includes Olympic swimming champion Adam Peaty and Serie A club AC Milan, as the brand builds toward its Americas debut with SIRO Brickell, Miami in 2030.
SIRO Hotels, Homes and Fitness Labs has added two new faces to Team SIRO: fitness entrepreneur Kayla Itsines and 16-year MLB veteran Jason Heyward.
Itsines, the sole owner of SWEAT and one of the most recognized names in global fitness, will collaborate with SIRO on wellness experiences and content focused on strength, recovery and sustainable habits, with an emphasis on women’s health and longevity.
Heyward’s path to SIRO came organically. After learning about the brand’s hotels in Dubai and Montenegro, the former Atlanta Braves, Cubs, Cardinals, Dodgers, Astros and Padres outfielder, who won two World Series titles (Cubs, 2016; Dodgers, 2024) before retiring this past March, was drawn to its focus on fitness and recovery. He’ll host Champions Dinner conversations and advise on content exploring elite performance.
“Kayla and Jason each embody different yet complementary dimensions of the SIRO philosophy,” said Celine Assimon, Chief Commercial Officer at Kerzner International, adding that the pair “capture the breadth of the SIRO mindset.”
The signings extend a pattern of hospitality brands leaning on athletes and wellness figures to sell lifestyle rather than just rooms: Kylian Mbappé became Fairmont’s first-ever Wellness Ambassador and Deepika Padukone fronts Hilton’s “It Matters Where You Stay” campaign.
SIRO, for its part, previously built its ambassador roster around Peaty and AC Milan, its official hotel partner at SIRO One Za’abeel in Dubai.
Takeaways
This isn’t just a logo swap, it’s SIRO signaling who it wants its community to look like: not just elite athletes, but everyday people chasing performance.
Pairing a women’s fitness mogul with a decorated ballplayer also broadens SIRO’s appeal beyond the gym-bro athlete archetype that dominates most fitness-hospitality marketing.
Could this be the start of SIRO building out a “class programming” content pipeline the way Equinox or Peloton have with their own trainers?
