In an era where wellness and sustainability are becoming paramount, Sam Nazarian, the chairman and CEO of SBE, has partnered with motivational speaker and life coach Tony Robbins to introduce a visionary concept: The Estate. This ambitious hotel brand transcends traditional hospitality by focusing on preventative medicine and longevity, creating a holistic approach to health and lifestyle. This collaboration aims not only to provide luxurious accommodations but also to enhance the overall well-being of its guests through innovative health services.
At the core of The Estate’s mission is a strategic partnership with Fountain Life, a prominent company co-founded by Robbins that specializes in advanced disease detection and prevention techniques. Fountain Life operates centers in key U.S. locations, including Florida, Texas, and New York, offering cutting-edge health diagnostic services such as full-body MRI scans, AI-powered coronary CT scans, genome sequencing, and comprehensive blood diagnostics. This integration of preventative healthcare measures into the hospitality experience is designed to cater to the modern traveler’s desire for wellness, emphasizing a proactive approach to health management.
The ambitious plans for The Estate include establishing a network of 15 hotels and residences along with 10 urban preventative-medicine centers by the year 2030. The inaugural hotels are set to open in notable locations such as St. Kitts, the United Kingdom, northern Italy, and Montreux, Switzerland, with the first properties debuting in 2026. Additionally, expansion aspirations include plans for Miami and the Gulf Cooperation Council region, indicating a strategic focus on affluent markets that value wellness tourism. The brand forecasts its inaugural longevity and preventative-medicine center will launch in Los Angeles at Century Plaza in the latter part of next year, underscoring the brand’s commitment to urban environments.
To further augment its wellness offerings, The Estate plans to collaborate with the Swiss medi-spa brand Clinique La Prairie, renowned for its expertise in rejuvenation and integrative health services. This partnership is aimed at enhancing the guest experience by providing exclusive access to luxurious wellness treatments and cutting-edge therapies. Notably, the venture is bolstered by the support of notable figures, including Grammy-winning artist Marc Anthony, who recently became an equity partner with SBE, and business magnate Richard Attias. Their involvement not only lends credibility and visibility to the brand but also signifies a larger trend in the hospitality industry, where health and wellness are becoming central to service offerings.
The launch of The Estate follows SBE’s introduction of the HQ lifestyle brand in collaboration with Wyndham Hotels & Resorts earlier this year, reflecting a strategic pivot towards experiences that resonate with contemporary wellness seekers. With an emphasis on preventative health measures integrated into luxurious accommodations, The Estate is poised to redefine the landscape of luxury travel and wellness. As the hospitality industry continues to adapt, this innovative concept may soon emerge as a blueprint for future developments, where health, luxury, and the pursuit of longevity converge for an unparalleled travel experience.
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