Aman Group has launched ATMA, a luxury hospitality brand developed around sport, recovery and wellness, with Novak Djokovic joining as global partner and Miami announced as its first destination.
The group announced the brand on November 10, extending its existing relationship with the tennis champion into a business focused on what it calls performance living. Djokovic will lead the development of longevity, nutrition, racquet-sport and wellness programming, according to the company.
The announcement puts the hospitality group behind Aman and Janu into a more explicitly sport-led segment of luxury travel. Rather than treating fitness facilities as an addition to a hotel stay, ATMA places training and recovery at the centre of its proposed guest experience.
Miami named as the first destination
In its launch announcement, Aman Group said ATMA Miami would occupy a seafront address in Brickell, the city’s financial district. The location on Brickell Bay Drive connects with the five-mile Baywalk waterfront, the company said.
The development is planned to include a 120,000-square-foot spa and wellness centre. Aman describes it as set to become one of the largest facilities of its kind in Miami, a company projection rather than an independently established ranking.
Plans include an indoor racquet club with tennis, padel and other sports courts, allowing year-round training. The company also lists a fitness centre, private and group training studios, mobility and conditioning labs, a medical wellness centre and dedicated recovery spaces.
These are announced plans, not a description of facilities already open to guests. An opening date and booking prices were not established in the accessible material used for this report.
Djokovic’s role goes beyond an ambassador title
The partnership assigns Djokovic a role in shaping the programmes that will underpin the brand. Aman says the Miami wellness facility is being designed in exclusive partnership with him for performance and recovery experiences throughout the day.
The group’s brand overview describes ATMA as combining racquet-sport facilities, advanced wellness, nutrition-led dining and architecture. It says the name draws on Sanskrit meanings associated with the spirit and the true self.
Nutrition is also part of the hospitality proposition. The Miami plans include wellness-oriented dining as well as signature restaurants, bars with live music and spaces for events and performances. The concept therefore combines structured wellbeing activities with the social elements of a luxury hotel.
Building on an existing Aman relationship
Djokovic became Aman’s global ambassador and wellness advisor in 2024, according to the company’s wellness overview. Its existing programmes offer a view of the approach that preceded ATMA, although they should not be mistaken for a final itinerary for the new brand.
At Amanpuri in Thailand, a three-day Mobility and Recovery programme includes a lifestyle consultation, body-composition analysis and tailored conditioning. A sample itinerary also lists thermal facilities and a choice of physiotherapy or acupuncture and cupping.
Aman explicitly states that Djokovic does not attend those curated programmes. His involvement in designing a retreat is therefore not a promise that guests will meet or train with him, a distinction travellers should retain when comparing celebrity-linked experiences.
A wellness business proposition, not proof of medical benefit
The Wall Street Journal’s report places Aman’s initiative within a broader shift toward wellness travel built around personalised diagnostics and programming. The full WSJ article could not be retrieved for this report, so its detailed findings are not reproduced here.
Aman’s descriptions of longevity and science-backed wellness explain how it is positioning the brand. They do not, by themselves, demonstrate that an ATMA stay extends life or treats a medical condition. The launch materials cited here do not establish clinical outcomes for the new destination.
For now, the confirmed development is a new hospitality brand, a defined programming partnership with Djokovic and plans for a substantial Miami wellness facility. Whether that proposition translates into a distinctive guest experience will become clearer as Aman publishes operational details and the destination moves toward opening.
