A Milanese startup is reshaping wellness on the go, bringing on-demand fitness to the heart of Italian hospitality. BULB, a dynamic young innovator, has unveiled its first digital gym at the Best Western Hotel Madison in Milan, transforming the hotel’s common areas into a cutting-edge fitness hub open not only to guests but also to the city’s residents. In a world where 75% of consumers view physical activity as a cornerstone of their lifestyle, as noted in McKinsey’s “Time to Move – Sporting Goods 2024” report, the wellness and fitness sector is surging, with annual growth of 5% to 8% and a projected value nearing $1 trillion by 2028. Fuelled by digitalisation, personalisation, and a focus on mental and physical health, this trend finds a brilliantly innovative response in BULB, a true made-in-Italy gem. The partnership with the Best Western Hotel Madison, a historic Milanese hotel steps from the Central Station and part of the Doni Hotels group, marks BULB’s official foray into the hospitality sector. Through its proprietary technology, users can book workout sessions via an app, selecting their preferred time, workout type, and even a personal trainer with a single tap. The experience is seamless and autonomous: from their hotel room or before setting off, guests can reserve a private fitness space, monitor real-time occupancy, and tailor their routine, making wellness on the road an accessible luxury.
“We aim to bring our vision of wellness to the hotel industry, creating smart spaces where people can train with freedom and confidence,” says Danilo Mazzacuva, CEO and co-founder of BULB. The Best Western Hotel Madison, with over 100 rooms and recently revamped dining and meeting spaces, stands as a forward-thinking venue committed to sustainability and innovation. “Blending authentic hospitality with technology is our mission. Partnering with BULB makes the guest experience richer, with wellness at its core,” notes Camilla Doni, co-owner of the hotel and a member of the Doni Hotels group. The new fitness area, crafted with integrated smart technology, modular equipment, and a vibrant mural celebrating urban movement, is both sustainable and engaging. Open to Milanese locals through a straightforward pay-per-use model, it’s already proving its worth: while traditional hotel gyms attract fewer than 4% of guests, BULB’s spaces boast over 70% usage among high-spending clients, generating fresh revenue streams for hotels. With this venture, BULB not only showcases Italian innovation in hospitality but pioneers a scalable model that fuses technology, design, and human-centric care, making fitness an effortless, integrated experience wherever one roams.
