A Meeting of Two Figures in Sustainable Performance
Fernando Alonso has been named Global Ambassador for SHA, bringing together one of the most enduring athletes in elite sport and a group recognised as a world leader in medical longevity, wellness and health and performance optimisation. The announcement was made in Madrid on 10 September 2026.
The choice of the Spanish driver is no accident. SHA says it wants to draw on figures whose careers concretely embody the principles underpinning its philosophy: health managed and optimised proactively, in the service of performance that endures over time.
A Career Built for Longevity
A two-time Formula 1 World Champion, Fernando Alonso has amassed 32 Grand Prix wins, 106 podiums, 22 pole positions and more than 2,300 career points across 438 Grands Prix. According to SHA, this longevity at the highest level of motorsport represents a rare example of performance sustained over more than two decades of competition.
In 2020, a machine-learning analysis carried out jointly by Formula 1 and AWS compared drivers’ qualifying performances since 1983 in order to neutralise differences linked to cars and teams. The study ranked Fernando Alonso as the fifth-fastest driver in the sport’s history.
Fernando Alonso says that competing at the highest level for so long has taught him that performance starts with health. He notes that it is not just about what happens on the track, but also about how a driver prepares, recovers and takes care of himself every day, adding that SHA’s approach to health, longevity and performance reflects the way he has approached performance throughout his career.
SHA, an Established Player in Integrative Longevity
SHA positions itself as a global leader in integrative longevity, combining medical science, holistic health and lifestyle optimisation within a personalised, measurable and ongoing approach. For nearly two decades, the group has developed the SHA Method®, which combines science, nature and lifestyle to help clients extend their healthy life expectancy.
The hospitality sector is increasingly embracing this longevity-focused approach, driven by brands that combine medical expertise with high-end hospitality experiences.
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This trend is reflected in a growing number of partnerships between major brands and sporting or scientific figures, each seeking to add credibility to its positioning with an international clientele increasingly informed about health and longevity issues.
The Strategic Stakes of the Partnership
For SHA, this partnership consolidates a position already well established in the health and longevity optimisation segment, while strengthening its appeal among elite athletes and those pursuing high performance. The group emphasises a core conviction: sustainable performance requires long-term investment in health.
Alejandro Bataller, Managing Partner of SHA and AB Living Group, says the group chose Fernando Alonso because few people illustrate as clearly as he does the link between longevity and performance. According to Bataller, competing at the highest level for more than two decades demands discipline, resilience and a constant commitment to health, recovery and optimisation, which he says makes Alonso a natural partner for SHA and for its vision of helping everyone optimise their health and perform at their best for longer.
The group presents Fernando Alonso as a global ambassador for its vision: to live longer, better and at the peak of one’s capabilities. This partnership forms part of a broader strategy to strengthen the SHA brand within the longevity segment, at a time when this positioning is gaining importance across the international wellness and hospitality industry.
At a glance by The Hospitality Tribune
Fernando Alonso named SHA Global Ambassador
Announcement made in Madrid on September 10, 2026
Two-time F1 World Champion: 32 Grand Prix wins, 106 podiums, 22 pole positions, 438 races
Ranked 5th fastest driver in F1 history in a 2020 F1/AWS machine-learning qualifying analysis
SHA: global leader in integrative longevity, combining medical science, wellness and lifestyle optimization for nearly two decades
Partnership aims to strengthen SHA’s positioning with elite athletes and high-performance seekers
