Fitness, on-demand gym with personal trainer in the hotel also for Milanese people

The first on-demand gym in a hotel, designed by Bulb, a Milanese startup, has recently debuted at the Best Western Hotel Madison, a few steps from the central station. It is a new hospitality model that transforms the common areas of the hotel into digital hubs for wellness, also open to the city: the fitness space is also open to Milanese citizens, with a pay-per-use formula .

According to the McKinsey report “Time to Move – Sporting Goods 2024”, 75% of global consumers consider physical activity a fundamental part of their lifestyle. The wellness & fitness sector is growing annually between 5% and 8% and is estimated to reach almost 1,000 billion dollars by 2028, driven by digitalization, personalization and attention to mental and physical health.

The gym at the Hotel Madison accessible on demand via the Bulb app

Bulb, a startup operating in the on-demand fitness sector, has officially entered the world of hospitality, inaugurating its first partnership with the Best Western Hotel Madison in Milan. The goal: to offer guests a new-generation, smart and autonomous wellness experience. The technologically advanced fitness areas of the hotels will be entirely managed via app and also accessible to external customers, without subscription constraints.

Thanks to proprietary technology and a digital booking system, users can choose the time, type of training and, if desired, a personal trainer directly from the app, activating the space with one click from their smartphone. The experience is designed to offer maximum convenience and control: you can book your session from home or from your hotel room, ensuring access to a private environment, monitoring attendance in real time.

Camilla Doni and Danilo Mazzacuva

Bulb was born in 2021 from an idea by Danilo Mazzacuva and Umberto Pilagatti who, after twenty years of experience in the world of fitness, chose to give life to the first start-up in Italy and Europe that offers a new way of experiencing training. Designed in 2020, it is in the post-pandemic that the idea of ​​creating an equipped space to support Personal Trainers was born, reducing fixed costs and business risk. Addressing both a B2B audience (trainers, yoga or pilates teachers and professionals in the wellness and healthcare sector) and all fitness enthusiasts, the goal is to allow everyone to work and practice sports in an easy, autonomous and fast way.

The new fitness area of ​​the Best Western Hotel Madison (Doni Hotels group), a 4-star hotel with 106 rooms, in Milan was designed to be sustainable and functional with integrated home automation, modular equipment , immersive environments and an original mural dedicated to urban movement. The project is part of a larger renovation of the common spaces, with areas for events, to respond to an increasingly flexible and dynamic clientele.