A third brand built around performance
After Aman and Janu, Aman Group is adding a third brand to its portfolio. ATMA, a Sanskrit term referring to “spirit” or the “true self”, is positioned on what the group calls performance living: ultra-luxury hospitality structured around wellness, sport and recovery.
The concept combines advanced wellness programmes, high-end sports facilities, nutrition-led dining, architecture and experiential entertainment. The brand is intended to roll out in both urban settings and remote destinations.
The group says it is drawing on its 38 years of experience to build this new offering. It is aimed at a clientele seeking to optimise their health and performance, going beyond a simple relaxing stay.
Novak Djokovic at the heart of the programmes
The multi-year relationship forged with Novak Djokovic forms the foundation of the brand. The Serbian player, who holds 24 Grand Slam titles, will lead ATMA’s programmes dedicated to longevity, nutrition, racquet sports and wellness, drawing on the methods developed over the course of his career.
The partnership extends a collaboration begun in 2024, when Djokovic became Aman’s first Global Wellness Advisor. The group is thus moving from an advisory role across its existing properties to a brand designed with the athlete from the outset.
ATMA Miami, a tower on Biscayne Bay
The first destination will be located in Brickell, Miami’s financial district, on the edge of Biscayne Bay. The site will benefit from direct waterfront access via the Baywalk promenade and a private marina. The tower will rank among the tallest in the city.
The architecture has been entrusted to SHoP Architects, with interior design by Studio Paolo Ferrari. Curved balconies and floor-to-ceiling windows are intended to support occupants’ comfort and recovery, in line with a wellness-oriented design approach.
The choice of Brickell places ATMA in a district already highly sought after by luxury residential brands, such as the 619 Brickell tower by Nobu Hospitality, designed by Foster + Partners.
A wellness hub of more than 11,000 sq m
At the centre of the project, a spa and wellness centre of around 11,150 sq m will rank among the largest in Miami. Developed with Novak Djokovic, it will feature indoor padel, tennis and squash courts, a fitness centre, group and private training studios, mobility and conditioning labs, a wellness medicine centre and dedicated recovery spaces.
The offering will be complemented by nutrition-focused dining concepts, restaurants and bars, as well as entertainment and performance venues.
Branded residences and an invitation-only club
The residential component will comprise one- to five-bedroom apartments and six-bedroom penthouses, managed to Aman Group’s service standards. Residents will have access to exclusive amenities: a private pool, fitness centre, spa, lounge and co-working space.
They will also have priority access to the ATMA club, which is available by invitation only. The club will provide access to dining, wellness, sports and social spaces, with personalised services and programming.
The announcement does not specify the hotel’s number of keys, the number of residences or sales prices.
OKO Group and Oak Row Equities at the helm
ATMA Miami is being developed by OKO Group and Oak Row Equities. OKO Group, a Miami-based real estate development company, was founded by Vlad Doronin, who is also Chairman and CEO of Aman Group.
In December 2025, OKO Group and Oak Row Equities completed the acquisition of a waterfront assemblage of around 1.7 hectares in Brickell, on Brickell Bay Drive, for $520 million (around €450 million), with a view to developing a hotel and branded residences there. The ATMA announcement does not mention the project’s exact address.
LTH Analysis | Aman takes on the performance segment
Analysis – With ATMA, Aman is not merely strengthening its spa offering. The group is creating a standalone brand in a segment where health, sport and longevity are becoming the very reason for the stay or the residential purchase.
Analysis – The positioning echoes that of SIRO, Kerzner International’s brand centred on sport and recovery, whose international development is accelerating and which is also planning a Brickell address by 2030. Miami is thus becoming a head-to-head battleground between two high-end wellness concepts.
Analysis – The business model relies heavily on real estate. As with Janu Al Marjan Island in Ras Al Khaimah, Aman combines hotel operation with the sale of branded residences, reinforced here by a private club that creates a lasting bond with owners.
Analysis – The involvement of OKO Group, Vlad Doronin’s company, illustrates the integration between real estate development and the hotel brand. It comes in a district undergoing major transformation, where the Mandarin Oriental on Brickell Key was demolished in April 2026 to make way for a mixed-use project.
Analysis – Several parameters remain to be documented: the investment amount, hotel capacity, number of residences, sales prices and the rollout timetable for other ATMA destinations. The launch is part of a busy run of announcements for the group, following Amanolu in the Maldives, expected in 2028.
At a glance by The Hospitality Tribune
Aman Group launches ATMA, a performance-living brand with Novak Djokovic
Brand: ATMA, Aman Group’s third brand after Aman and Janu, focused on advanced wellness and sport
Partner: multi-year global partnership with Novak Djokovic, leading longevity, nutrition and racquet-sports programmes
First destination: ATMA Miami, Brickell, Biscayne Bay – hotel, branded residences and invitation-only ATMA club
Wellness hub: 120,000 sq ft (c. 11,150 sq m) spa and wellness centre with indoor padel, tennis and squash courts
Team: SHoP Architects, Studio Paolo Ferrari (interiors), developed by OKO Group and Oak Row Equities
Completion: scheduled for 2031
