Forget the traditional gym. At The Social Hub Belfiore, working out is just one part of the picture.
On the top floor of the hybrid hospitality hub in the San Jacopino neighbourhood and a short tram ride from Santa Maria Novella railway station, JIM is the hotel’s newly relaunched fitness and wellness space, conceived around a broader idea of wellbeing that encompasses movement, recovery, mental health and, perhaps most importantly, human connection.
The concept is said to look for a type of wellness that isn’t simply measured by reps or weights, but by laughter, connection and community. The result is a space that feels as much like a social club as a gym, with playful design details and plenty of places to pause, chat and recharge.
Red flooring marked with white lines, recalling a clay tennis court, leads to a green door opening onto a bar-like lounge. A toy-soldier boxing bag, wearing a giglio-emblazoned glove and a “hug me” rosette, stands guard at the entrance. A faux trophy cabinet nods to sporting achievement, while a wall covered in basketballs functions more as a graphic installation than a call to the court.
Elsewhere, Komoder massage chairs scan the body and target tired muscles, while deep Wimbledon-green sofas edged in leather create a more relaxed setting for conversation. Healthy snacks can be picked up from sleek vending machines, reinforcing the idea that JIM is as much about what happens before and after a workout as the exercise itself.
The different areas have been designed to accommodate the varied needs of the 500-plus members and hotel guests who have already signed up: some come to train, others to recover, socialize, work or simply spend time somewhere that encourages a healthier rhythm to the day.
The main gym is the most energetic of the spaces. Floor-to-ceiling windows flood the vast industrial-vibe attic with light and frame views across Florence, while TechnoGym machines manufactured in nearby Emilia-Romagna cater to upper-, lower- and full-body training. Kettlebells, weights, gym balls and mats fill out the equipment, while a DJ console hints at JIM’s deliberately social approach to fitness. During live sessions, the music rises along with the intensity. For those taking their training more seriously, a resident supervisor is joined by a certified HYROX trainer, who runs preparation sessions for the fast-growing global indoor fitness competition. The format combines eight one-kilometre runs with eight functional workout stations, making it as much a test of endurance as strength.
But JIM is not all about pushing harder.
In The Studio, the atmosphere shifts completely. Natural light, mirrors and ambient music create a calmer environment for yoga and Reformer Pilates, with mats and machines ready for slower, more mindful forms of movement. The room also expands the definition of wellness beyond the physical. In partnership with Italian market leader Serenis, it hosts sessions focused on mental coaching, couples’ therapy and nutritional support.
Then comes the sauna zone, where a circular Finnish sauna glows pink beside tropical rain and cool-mist showers. A mirrored ceiling and glitterball lend the social area a touch of disco glamour, turning the post-workout wind-down into another opportunity to linger. Spacious, design-led changing rooms continue the hotel-meets-wellness aesthetic, with Xenology bath products and Dyson hairdryers and straighteners adding a little extra comfort.
Membership starts at €121 for 12 months, with 24-hour access to the fitness facilities, summer access to the 50-metre rooftop pool, fitness classes and events, as well as coworking spaces. Monthly memberships are also available, while a dedicated app keeps members informed about the weekly programme.
JIM is part of The Social Hub’s wider push towards a more holistic interpretation of hospitality and wellbeing. The concept was first introduced at its Barcelona property, followed by Glasgow and now Florence. At Belfiore, creating the space meant converting 11 hotel rooms, taking the property from 550 to 539 rooms. The change reflects a broader shift in the way people think about fitness. JIM is not primarily about performance, personal bests or achieving a particular physique. Its proposition is deliberately broader: move your body, take care of your mind, recover properly, meet people and enjoy being there. In other words, wellness at 360 degrees, with the gym only one piece of the bigger picture.
