Aman Group Unveils Atma Brand Focused on Wellness
Aman Group officially confirms its third hotel brand, Atma, focused on sports and wellness with Novak Djokovic, opening in Miami in 2031.
Stock photo for illustration only, not from the actual event
- Aman Group launches Atma, its third hotel brand centered around sports, wellness, and performance living.
- The first property is slated for completion in 2031 within a waterfront tower in Miami's Brickell district.
- Tennis champion Novak Djokovic joins as a global partner to lead longevity and nutrition programming.
Aman Group has officially confirmed the launch of Atma, its third ultra-luxury hospitality brand, validating earlier reporting by Skift in January. The inaugural property will combine a luxury hotel, branded residences, and a private members club, situated along the Brickell waterfront in Miami, Florida.
The Atma brand is built around sports, wellness, and what the company terms "performance living," targeting travelers focused on longevity and active health. The Miami project is anchored in a planned 1,049-foot tower featuring an extensive 120,000-square-foot spa and wellness center equipped with top-tier athletic facilities.
Stock photo for illustration only, not from the actual event
A major highlight of the brand rollout is the partnership with tennis champion Novak Djokovic, who serves as a "global partner." He will help guide the brand's focus on nutrition, longevity, and wellness programming. The sprawling wellness facility will include indoor tennis, squash, and padel courts, a thermal spa, and a medical wellness center.
Branded residences within the tower will range from one-bedroom units to six-bedroom penthouses, with owners granted priority nomination for the invitation-only Atma Club. The development is a collaboration between OKO Group, led by Aman Chairman and CEO Vlad Doronin, and Oak Row Equities.
"Aman has confirmed what the paper trail suggested to Skift in January."
Skift
The introduction of Atma underscores the broader hospitality trend of luxury operators pivoting toward wellness tourism and longevity-focused real estate. By partnering with elite athletes like Novak Djokovic, luxury brands aim to capture the surging demand for performance-driven travel. However, observers will likely watch closely regarding execution timelines, given the slow rollout pace of Aman's second brand, Janu.
Aman did not disclose the specific room count, financial terms, or funding details for the project. The announcement also arrives against the backdrop of a slow development pace for its second brand, Janu, which debuted in 2020 but has only opened one property, Janu Tokyo, to date.
Source: Skift
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