Mala McAlpin Luxury and attention to detail – how best to describe Sydney’s latest fitness and wellness offering
Introducing the latest fitness and wellness hub to hit Sydney’s CBD – SOMA Collection, a state of the art wellbeing centre located inside the iconic Chifley Tower that merges fitness and spa solutions in the most luxurious of ways.
Co-founders Simon Anderson and Franco Atashi saw a gap in the Sydney market and a demand for an exclusive space that engages consumers with a holistic wellness offering. Fast forward to the centre’s opening in September this year and their 100-per-week fitness classes are already overflowing. SOMA’ multi-faceted facilities include the gym, with the very latest cutting edge Technogym equipment and a combination of strength and conditioning training, group circuit training and free-weights personal training, plus Pilates studios (for classes including mat and reformer, Yin Yoga, Power Yoga, even Broga for the gents), spa and consultation rooms, relaxation lounge, and well-appointment change rooms including Bluetooth-enabled infrared saunas. Inside the luxe spa treatment rooms, a range of specialised massages, facials and beauty therapy is on offer.
The SOMA team has worked alongside renowned Surry Hills interior design studio Giant to create its indulgent and peaceful atmosphere. A mix of warm and comfortable materials, dark timbers and leathers have been used alongside brass features, linen drapes and the centre’s signature deep blue to provide a soft, calm and glowing vibe.
The best way to describe SOMA is well-thought-out – it’s very clear that the brand’s founders have considered every minute of the client journey and gone the extra mile to ensure the highest quality and attention to detail. The lighting is warm and more subdued than your standard starkly-lit fitness centre, there is a stretching nook (complete with bar and fit balls) inside the gym for those that need a minute of peaceful cool-down, and the relaxation lounge is fitted with powerpoints and USB cables at each seat for those wanting to recharge or get some work done.
The dressing rooms are not only large and comfortable, but supplied with Dyson hairdryers and GHD straighteners, hairspray, deodorant, sanitary products, even Listerine and shot glasses for good hygiene – every little luxury a corporate professional might need before heading back to the office, as this is predominantly the clientele this location caters to best.
There is also a visible encouragement of sustainable practices – 3 varieties of automatic-open bins are located in the lounge to ensure proper recycling, paper cups adorn the water fountains, and there is even a water-saving tip erected beside the taps inside each shower cubicle.
Another focus for the centre is giving back. As part of their dedication to raising awareness about mental health, SOMA supports charities like R U OK Day and Movember, with 50% of all profits from Broga casual visits during November donated to support Movember. Only Australian brands are stocked, including PE Nation activewear, clean body care brand Leif, Rachel Finch’s Kissed Earth, and Coco Luxe coconut waters. There is even a concierge service and social events like Friday afternoon ‘party pump’ followed by networking drinks, in order to foster a sense of community.
“We have carefully thought of every customer touch point with our brand – and that’s what sets us apart. It’s the little things like the phone charging ports available while you wait for your studio class or the option to play whatever music you please while you indulge in the infrared sauna.”
“Quality and care is what defines us. Every body and mind is different, so creating a fitness program for the individual shouldn’t be the exception, it should be the rule.” says co-founder Franco Atashi.
“We’re hoping to create an oasis for executives. When work gets stressful, they can come in and unwind. No matter what style of workout or experience they’re looking for, they’ll find it all under one roof.”
