Higher occupancy rates and longer stays
Generate additional room bookings by becoming a premium destination for affluent and health-conscious consumer segments.
Active wellness tourism
A new dawn foryour Scottish estate.
NORTH/FIELD aims to bring a boutique fitness experience to one remarkable estate hotel. The concept is simple: You provide the building; we create and operate an iconic gym.
Learn more01
The opportunity
Why now
Fitness tourism is anew megatrend.
Tap into the surging popularity of active tourism by allowing NORTH/FIELD to build a unique training facility at your estate. As a tastefully designed, owner-operated boutique gym that caters to HYROX, CrossFit and functional fitness, NORTH/FIELD will give fitness-minded travellers a compelling reason to visit and return to your estate.
Fitness tourism is booming. Some 88% of surveyed luxury travellers say fitness is important to them on leisure trips, while active sports tourism – travel involving direct participation in sport – is forecast to grow by approximately 16% annually through 2032.
The HYROX subsegment is particularly compelling. Global participation in HYROX competitions has grown from just 90,000 athletes in 2022/23 to over 1.5 million in 2025/26 – a more than 16x increase in just three seasons. As an official HYROX Training Club, NORTH/FIELD will serve the rapidly expanding community of upwardly mobile athletes who train year-round and travel to compete – thus positioning your hotel as an early mover in this valuable and still underserved market.
NORTH/FIELD will also operate as a fully equipped strength and conditioning facility, making it highly appealing to both the CrossFit community as well as the broader pool of leisure travellers who merely wish to stay fit whilst on holiday. Hotel guests and local members will be able to participate in coached group classes or train independently, keeping the facility bustling throughout the day and establishing a genuine fitness community around the estate.
NORTH/FIELD will transform hotel fitness from a mere amenity into a core reason to visit. The result will be a distinctive destination experience that attracts affluent consumer subsegments while also supporting longer stays, greater on-site spending and repeat bookings.
An indicative exterior vision
A building with presence.
A destination with purpose.
We envision a judiciously upgraded estate building that salutes tradition while also embracing a dynamic new identity.
02 · A new role for an existing building
An inspiring space.A memorable experience.
In our vision, the ideal space for the gym is an underused stone barn, coach house, stable block, or other estate building whose scale and character make a memorable training centre possible.
While a range of building types are conceivable, an indoor area of at least 1,500 sq ft. is required. This will ensure sufficient space for group sessions with 10+ participants while also accommodating hotel guests who wish to train independently.
We envision the estate being responsible for any necessary structural works and/or upgrades to the building’s electrical, plumbing, heating and ventilation systems. NORTH/FIELD will spearhead interior design work and outfitting with high-end equipment. The aim is to create a visually striking training space that meets the highest standards in terms of both functionality and finish.
A substantial proportion of the floor area will be occupied by essential training equipment, including squat racks, pull-up rigs, SkiErgs and rowing machines. HYROX additionally requires a dedicated indoor track for sled pushes and pulls, making an efficient and spacious layout particularly important.
Alternative implementation concept
Train beneath the heavens.
No matter what the weather.
If no suitable existing structure is available, a purpose-built prefabricated glasshouse with traditional embellishments could provide an attractive alternative.
NORTH/FIELD is exploring procurement and design options for a suitable prefab structure.
03
The value proposition
More than an amenity
Benefits for your hotel.
Greater midweek and shoulder season demand
Retreat packages and other special formats can drive midweek and shoulder-season demand.
Increased food and beverage revenues
Guests attracted by the fitness experience are likely to spend more time on site, increasing demand for the hotel’s food and beverage offerings.
New guest segments
Fitness-oriented companies, clubs, and groups from the UK, Europe, and further afield.
Stronger storytelling
A visually distinctive experience with tremendous potential for social media marketing and collaborative partnerships.
Monetise underused buildings
Give an underutilised building a commercially productive role that enhances the overall guest experience.
fiona.currieNORTH/FIELD Scotland•••
4572733
Liked by jamestrains and others
fiona.currie A beautiful gym, amazing landscape and the loveliest Scottish welcome. What a place. ✨
molly.runs What a location—I can’t wait to visit! 🔥
jamestrains I’ve already booked for September.
northfield.scotland Great to have you here, Fiona. We look forward to welcoming you back!
View all 27 comments
The setting matters
Wild enough to escape.
Close enough for a short stay.
Our vision: Excellent local terrain for running and hiking within practical reach of Scotland’s major transport links.
05
The partnership
Complementary strengths
Operated together.
Designed to succeed.
The precise structure of the partnership is open to negotiation, with the aim of achieving a fair balance of risk and reward between the hotel and NORTH/FIELD. If the gym is to be housed in a new-build structure or a partially dilapidated building requiring substantial refurbishment, NORTH/FIELD would be open to contributing to the necessary investment, provided this contribution is appropriately reflected in its lease or ownership rights and/or entitlement to future revenue streams.
The estate brings
Place and hospitality
- A suitable building and necessary refurbishments to the building shell
- Rooms, food, service and guest experience
- Established booking and hospitality infrastructure
NORTH/FIELD brings
Concept and operations
- The overall fitness concept
- Interior design and all necessary equipment
- Fitness programming and coaching
- HYROX and CrossFit affiliation
- Insider access to the HYROX and CrossFit communities
- Targeted marketing campaigns
