XO Athletic Club powered by BXR London introduces a new approach to training at XO Cape Arnna, bringing performance, recovery and resort living together. Ahead of the August retreat with Faisal Abdalla, Alex Nicholl, Director of BXR London and Sweat by BXR, talks about the beginnings of the partnership, the thinking behind BXR and the habits that support long-term performance.
1. How did the collaboration between XO Cape Arnna and BXR London begin?
The partnership began through a shared belief that luxury hospitality and high-performance training no longer need to exist separately.
When we first visited XO Cape Arnna, what stood out wasn’t just the quality of the resort, but the ambition behind it. There was a genuine desire to create something different. Rather than simply adding a gym to a luxury hotel, the team wanted to build an environment where performance, wellbeing and hospitality could coexist at the highest level.
The conversations evolved naturally from there. We realised we shared many of the same values around excellence, guest experience and creating meaningful experiences. That ultimately led to the vision of XO Athletic Club powered by BXR London.
2. BXR has long stood at the intersection of discipline and lifestyle. When you first imagined the brand, what kind of world were you trying to build, and how has that vision matured over time?
From the beginning, BXR was never simply about fitness.
We wanted to create an environment where people could pursue performance seriously without sacrificing lifestyle. Traditionally, high-performance training was often associated with intimidating spaces or elite athletes, while luxury environments were viewed as places of relaxation rather than progression.
Our vision was to bring those worlds together.
Over time that vision has matured beyond the walls of a gym. Today, performance means more than training. It encompasses recovery, nutrition, sleep, mindset, community and environment. We are increasingly focused on helping people perform better in every aspect of life, not just in sport.
3. XO Athletic Club powered by BXR London marks a new chapter for both brands. What was it about XO Cape Arnna, its setting and its philosophy that made the partnership feel like a natural fit?
There was a very clear alignment from the outset.
XO Cape Arnna is a destination built around quality, attention to detail and exceptional experiences. Those principles are very similar to the way we think about training and coaching at BXR.
What made it particularly exciting was the opportunity to create something from the ground up. For the first time, we have been able to help design a purpose-built performance environment within a luxury resort setting, rather than adapting to an existing space.
The setting itself is also extraordinary. The combination of coastline, nature and world-class hospitality creates the ideal backdrop for both training and recovery.
4. There is something undeniably powerful about training by the Mediterranean. In your experience, how does place shape not only physical performance, but also state of mind?
Environment has a huge influence on performance.
When people step away from their normal routines and daily pressures, they become more present, more focused and often more open to positive change. Training outdoors, seeing the sea, spending time in nature and enjoying natural light all contribute to a different mental state.
People often arrive looking for physical improvements, but leave having experienced a mental reset as well. That combination is incredibly powerful.
Performance isn’t just about what happens during a workout. It’s also about the environment that surrounds it.
5. BXR is celebrated for its layered approach to training, where boxing, strength, conditioning, mobility and recovery coexist. Why do you believe this kind of integration defines modern performance?
Because performance is multidimensional.
No serious athlete focuses on only one element, and increasingly neither do everyday individuals. Strength without mobility creates limitations. Intensity without recovery eventually leads to burnout. Endurance without resilience can increase injury risk.
The most effective approach is one that recognises how these different disciplines support each other.
Modern performance is about building a complete human being rather than simply improving one metric. That is why our programmes integrate multiple training methodologies alongside recovery and regeneration.
6. The performance retreat at XO Cape Arnna is both immersive and intentional. What kind of shift, physically or mentally, do you hope guests leave with?
I hope guests leave with a renewed sense of confidence in their own potential.
Physically, we want people to feel stronger, fitter and more capable. Mentally, we want them to reconnect with what consistent training, quality recovery and purposeful routines can achieve.
The retreat is designed to demonstrate what happens when all of the elements of performance come together in the right environment.
If someone leaves feeling energised, motivated and inspired to continue that journey when they return home, then we have achieved our goal.
7. Many people associate elite training with intensity alone. What do they often misunderstand about what it really takes to perform at a high level?
The biggest misconception is that more is always better.
The reality is that high performance is built on consistency rather than extremes. The best athletes in the world understand the importance of recovery, sleep, nutrition and intelligent programming.
It’s not about how hard you can push yourself for one day. It’s about how effectively you can train, recover and improve over months and years.
Discipline is often quieter than people expect. It is found in the habits that nobody sees.
8. This August, XO Cape Arnna will host a performance retreat with Faisal Abdalla. What makes this kind of experience different from a conventional fitness holiday?
A conventional fitness holiday often revolves around standalone classes or workouts.
This retreat is built around a structured performance journey. Every session has a purpose and every element of the programme is designed to complement the others.
Having Faisal involved adds another dimension. He brings exceptional energy, coaching expertise and a deep understanding of how to motivate people to perform at their best.
Combined with XO Cape Arnna’s hospitality, recovery facilities and surroundings, the result is something far more immersive than a traditional fitness escape.
9. Recovery is treated as a discipline in its own right at BXR. How do you personally navigate the balance between pushing limits and allowing space to reset?
I’ve learned over the years that recovery is not the reward for training. It is part of the training.
There was a time when I believed progress came purely from working harder. Experience has taught me that sustainable performance comes from understanding when to push and when to recover.
That balance looks different for everyone, but for me it means prioritising sleep, managing stress, staying active and creating moments where both the body and mind can recharge.
The goal isn’t simply to perform well today. It’s to be able to keep performing well for years.
10. “Train like a champion” is often spoken about, but rarely defined. Beyond the physical, what does it truly mean to you?
To train like a champion is ultimately a mindset.
It means showing up consistently, even when motivation is absent. It means taking responsibility for your own progress. It means embracing challenges rather than avoiding them.
Most importantly, it means pursuing excellence regardless of whether anyone is watching.
Champions are not defined by trophies alone. They are defined by the standards they set for themselves every day.
11. As luxury and performance continue to converge, how do you see the future of this space evolving, and where does XO Athletic Club position itself within it?
I believe we are witnessing a fundamental shift in how people define luxury.
Increasingly, people value experiences that leave them feeling better, stronger and healthier. Time, wellbeing and personal growth are becoming some of the most sought-after forms of luxury.
The future will belong to destinations that can combine exceptional hospitality with meaningful performance and wellness experiences.
XO Athletic Club sits at the centre of that evolution. Together with XO Cape Arnna, we are creating a destination where guests don’t have to choose between luxury and progression. They can experience both simultaneously.
The result is a new category of travel, one where performance becomes part of the holiday experience rather than something left behind at home. This vision aligns with the broader partnership to create a purpose-built performance ecosystem within a five-star resort environment on the Turkish Riviera.
