Details have been revealed for the spa and wellness concept for The Newman in London – the first hotel to be operated by new hospitality management company, Kinsfolk and Co.

Slated to open in Q3 this year, the 81-key property will have an entire floor dedicated to wellness.

The 458sq m Nordic-inspired space has been developed in collaboration with spa consultancy, Raison d’Etre.

Wellness at The Newman will have four treatment rooms and a wet area with a Finnish sauna, ice lounge, Himalayan salt room, multi-sensory experience showers and a hydrotherapy plunge pool, in an area totalling 96sq m.

This wellness floor will also have a 37sq m fitness studio with salt walls and a 76sq m gym by Technogym. The fitness studio will be used for classes such as yoga and Pilates, while the gym offering will include personal training sessions.

Programming, by Raison d’Etre for The Newman, will be focused on a series of wellness pillars curated for the property – explore, engage and recover – depending on guests’ needs.

Raison d’Etre’s senior project manager, Michael Simonato, told Spa Business, “We believe wellness is an essential part of modern living, not a luxury.

“Our approach blends scientifically-proven therapies with restorative experiences designed to support recovery, vitality and resilience. We’ve created a nurturing sanctuary in the heart of the city, helping our guests reconnect with themselves and build sustainable wellbeing practices for everyday life.”

Personalised spa treatments will use products from skincare brands with a Nordic sensibility and embrace the spa’s core values of sustainability, personalisation and innovation. For example, Scandinavian clean beauty brand Nuori will offer treatments for the first time in a London hotel. Other skincare brands will include Moss of the Isles, a brand that uses natural ingredients from around the UK and Ireland and CBD brand Kloris.

The spa is also in partnership with Hyperice, which will provide tools such as its Normatec compression boots and Venom heat therapy belt. LED light therapy devices will be provided by Déesse Pro.

For guests that want to experience immersive wellness in their room, the penthouse suite has a private terrace and its own ice bath, sauna, shower, fire pit and space for spa treatments, yoga and other movement practices.

Suppliers of the saunas, pools and other wet facilities on the wellness floor and in the penthouse suite will be Klafs and its partner company Guncast Pools and Wellness.

The wellness facilities will be operated by Kinsfolk and Co’s team at The Newman.

The Nordic design for The Newman is by London-based studio Lind + Almond, with the designers taking inspiration from the 1920s ‘Swedish Grace Movement’, an elegant and romantic design era which followed The First World War. Wellness facilities will be warm and comfortable rather than stark and impersonal.

The tones, textures and patterns of the Swedish Grace Movement will be reflected in the design, with a particular nod to a celebrated textile designer of the era, Marta Fjetterström. Tapestries by London-born artist Christabel Balfour will complement the natural materials chosen for the interiors, such as oak, walnut, bronze, leather, antique brass and textured glass.

Kinsfolk and Co was established in 2023 as a new hospitality management company with an international outlook. Founded in London, the team has a vision to grow by delivering ‘thoughtful excellence’ using its understanding of both commercial and emotional values within hospitality.

“We’re launching The Newman to introduce a reimagined kind of hospitality experience to London, one that feels thoughtfully connected to its surroundings,” Paul Brackley, founder and CEO, Kinsfolk and Co, told Spa Business. “At Kinsfolk and Co, we see a gap in the market for high-end hotels that offer a local, neighbourhood-driven experience and The Newman has been designed to meet that demand.

“Wellness at The Newman is central to this vision, with the spa created to serve both our overnight guests and our Fitzrovia neighbours, with a deeply personalised approach to every guest’s unique wellness journey," he continued.

“By opening our wellness offering to the local community, as well as visitors from further afield, we aim to build strong, year-round engagement, supporting sustainable returns for the business as we grow.”

Brackley told Boutique Hotelier in 2023 that Kinsfolk and Co is aiming to open five hotels by 2028 in the US, Europe and the UK.