Chris Penn reveals details of sports hotel brand

13 March 2017 by
Chris Penn reveals details of sports hotel brand

Former managing director of the Ace Hotel London Shoreditch is to launch a hotel business focusing on sports performance and wellness.

Chris Penn, who left Ace in September last year, revealed details of the brand called Steel Hotels at the International Hotel Investment Forum in Berlin last week.

He said that the guest will be at the centre of the constantly evolving concept.
By catering to the amateur and corporate sports performance market, Penn hopes the brand will become the trusted partner of sportspeople throughout the UK, focusing particularly on swimming, cycling and running.

While capital for the project has been forthcoming, finding the right asset has been the challenge. Penn said that he is seeking an asset of around 150 rooms, located within a rural location within an hour and a half of London. The second phase of the brand would looking at urban centres.

An average stay at Steel Hotels is expected to be around three days, with professional athlete camp programmes providing an opportunity for extended stays.

Penn, winner of 2015 Extra Mile Catey after swimming the English Channel to raise funds for Hospitality Action, joined Ace Hotel London Shoreditch in 2013. His first general manager role was at Flemings Mayfair, having previously worked at the Cavendish and the Stafford, both in London, and Historic House Hotels' Hartwell House near Aylesbury.

Chris Penn to leave Ace Hotel and build own hotel >>

Ace Hotel London Shoreditch appoints Samantha Fulton as GM >>

The Caterer interview: Chris Penn, managing director of the Ace Hotel London Shoreditch >>

Hotelier Chris Penn swims English Channel in 14 hours >>

Videos from The Caterer archives

Are you looking for a new role? See all the current hospitality vacancies available with The Caterer Jobs

TagsTrends and Hotels
The Caterer Breakfast Briefing Email

Start the working day with The Caterer’s free breakfast briefing email

Sign Up and manage your preferences below

Check mark icon
Thank you

You have successfully signed up for the Caterer Breakfast Briefing Email and will hear from us soon!

Jacobs Media Group is honoured to be the recipient of the 2020 Queen's Award for Enterprise.

The highest official awards for UK businesses since being established by royal warrant in 1965. Read more.


Ad Blocker detected

We have noticed you are using an adblocker and – although we support freedom of choice – we would like to ask you to enable ads on our site. They are an important revenue source which supports free access of our website's content, especially during the COVID-19 crisis.

trade tracker pixel tracking