This August, leading Australian wellness brand KIC launches an exclusive in-room experience at W Melbourne, bringing movement, mindset and recovery into the privacy of the hotel suite. The collaboration marks KIC’s first partnership in hospitality, and coincides with National Wellness Month.
The partnership taps into a broader shift underway across luxury travel: guests are increasingly trading over-consumption for intention, seeking experiences that support their wellbeing rather than disrupt it.
Janey Martino, CEO of KIC, explains this was a natural progression for the brand, noting how often the KIC community use the platform when travelling. “KIC has grown into a wellness ecosystem built around making movement and mindfulness accessible, especially when people are on the move or away from home. The natural next step was to show up when those routines usually fall away, and we believe travel is one of the biggest.”
“Sleep shifts, the schedule goes out the window, and the things that keep us grounded at home are the first to get left behind, often when we need them most,” says Martino. “You don’t have to find a class or leave your room – you can move on your own terms, in your own time. That’s always been the heart of KIC: no judgement, just meeting people where they are,” she adds.
From 3 August, the ‘Wellness Suite Package’ will be available across selected suites at W Melbourne, with guests receiving:
- Unlimited on-demand access to KIC’s full class library – pilates, strength, yoga, mindset and meditation practices – streamed directly to the in-room TV throughout their stay
- A KIC Pilates Starter Kit, yoga mat, provided for in-suite use
- A complimentary three-month KICApp membership, extending the experience well beyond checkout.
- A wellness amenity in room upon arrival
For Andrea Brown, Director of Marketing at W Melbourne, the partnership speaks to where luxury hospitality is heading. “Luxury hospitality today is about creating experiences that are personal and genuinely enhance the way our guests feel during their stay,” she says.
“We know wellness is no longer viewed as an added extra, it’s an expectation, whether guests are travelling for business or leisure,” Brown adds. “By bringing wellness into the convenience of the room, we’re making it easier for guests to maintain the everyday routines that help them feel their best. The partnership adds another layer to the hotel experience by blending luxury, lifestyle and wellbeing.”
The W Melbourne x KIC Wellness Stay is available across selected suites, with bookings open online from 3 August.
KIC is a leading Australian wellness brand dedicated to helping women build sustainable movement, mindset and nourishment rituals. Co-founded by Steph Claire Smith and Laura Henshaw in 2015, KIC has evolved from a highly successful digital platform into a wellness ecosystem with the opening of its first physical space, KICStudio in Cremorne, Melbourne, and the expansion of its KICShop retail arm. By championing experience over outcome, KIC empowers its community of over 2.8 million people in over 120 countries to move for how they feel, fostering physical strength, emotional awareness, and meaningful connection.
The KICApp offers one of Australia’s most comprehensive wellness platforms – including Pilates, strength training, HIIT, yoga, mobility and low-impact workouts, structured run programs from 3km to marathon distance, gym-based programming, KICBump pre and postnatal content, breathwork, mindset and nourishment support.
About W Melbourne
Born from the social electricity of New York City, W Hotels has been at the forefront of lifestyle hospitality for over two decades. Known for bold design, elevated nightlife and boundary-pushing hospitality, W Melbourne is a destination for those who want to experience the city at its most creative and culturally alive.
nicole@kicwellness.com
KIC
