Fontainebleau built its Las Vegas identity on nightlife. But when the property opened in 2023, the fitness center made a serious statement...one that's drawn early morning sets from Tom Brady and Mark Wahlberg's legendary 4am sessions. I spent two hours on this floor. Here's what impressed me, and what other operators need to learn from.
- Type
- Full Service Hotel
- Location
- Las Vegas, Nevada
14,000Square feet
3,644Keys
$400Avg per night
65%Peak 5-7:30am
A 14,000 SF Rockwell Group hotel gym on the Strip that absorbs 65% of its daily use between 5am and 7:30am, with Tom Brady and Mark Wahlberg on the floor.
What's inside
- Woodway
- Keiser
- Life Fitness
- Atlantis
- Escape
- Watson
What they got right
- 65% of daily utilization is concentrated between 5am and 7:30am and the space absorbs it. That's a layout and programming win most hotels miss.
- Genuinely caters to a wide spectrum of guests: beginners up to advanced athletes, with everything you'd expect plus extra pieces that you'd see in pro or performance facilities.
- A large dedicated studio space acts as a pressure valve during peak hours and a revenue opportunity for events and activations.
Love & Miss
- Love
- For a hotel gym, the sheer variety of ways to engage is great. This space meets guests wherever they are and that's how a hotel should design their gyms.
- Miss
- Massive miss with no leg extension machine. And generally poor Life Fitness machine selection. You have to nail the fundamentals before adding the more novel things.
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