From premium cardio and strength equipment to Hyrox training, the East Sussex resort’s health club transformation is meant to meet evolving expectations of wellness-minded guests
East Sussex National Resort has overhauled its health club, teaming up with Matrix Fitness to outfit the facility with 50 stations featuring the equipment leader’s touch-screen cardio machines and Ultra strength systems. The luxury resort also upgraded its spin studio with 15 Matrix CXP bikes and debuted a dedicated Hyrox Studio.
The move comes as Matrix Fitness expands its footprint in the luxury hospitality sector, recently appointing Clint Judd as strategic account manager to lead high-end partnerships with hotel groups, spas and cruise lines. Earlier this year, the commercial fitness equipment leader was also named the official partner of the International Luxury Hotel Association (ILHA).
For East Sussex National, part of the Countrywide Hotels portfolio, the investment is part of a broader strategy to elevate the member experience and cater to a wider range of wellness goals.
“We’re proud of the variety we offer, we have something for everyone, all ages, abilities and goals,” East Sussex National Spa and Health Club manager Phil Sanders said. “With over 40 instructor-led classes per week, we are a diverse, inclusive and comprehensive wellness service that caters to all fitness needs.”
Sanders added that the partnership marks the beginning of a major transformation for the upscale resort, elevating its wellness offerings to boost member retention and deepen guest loyalty while introducing new options for younger consumers.
“In the hospitality industry, a gym or health club is a critical amenity that influences booking decisions,” Sanders continued. “Our updated offerings ensure we remain diverse and top-class. Having worked with Matrix Fitness before, I know their equipment is exceptional, and their aftercare service is unrivalled. For them, it’s more than just selling equipment—it’s about building lasting partnerships. I look forward to continuing this collaboration.”
It’s a focus shared by Matrix Fitness, making the collaboration a strategic fit as the shift toward health-conscious lifestyles continues to reshape tourism from all angles.
“Modern, versatile gym designs and member-focused fitness offerings are increasingly essential in hospitality,” Matrix Fitness UK hospitality specialist Craig Fawcett said. “The team at East Sussex National has created a standout approach that perfectly complements the premium resort, offering a wellness journey tailored to all abilities and goals.”
