Monte Marcella
Flanders Altitude Resort
- Business strategy
- Innovation consultancy
- Strategic design
- Service design
- Conceptual design
- Projectmanagement
How can an old, uninhabited family farmstead be revitalized? Years ago, Chris Mullie faced this question. Initially, he envisioned turning the deteriorated square farm into a large holiday home for groups. Yet, something was missing.
The ambition grew to transform the site more profoundly—ensuring economic viability while adding value to the surrounding area.
In 2021, the renewed challenge was brought to PARS PRO TOTO: What should be done? For whom? Why? What unique selling proposition (USP) could set it apart internationally?
PARS PRO TOTO proposed 10 scenarios for different target groups. Two focused on cycling, leveraging Flanders’ reputation as the “Home of Cycling.” Noting the lack of group accommodations for international cycling tourists, the team identified a niche.
One scenario included an extra dimension: altitude training. Combining the “Live High, Train Low” (LHTL) methodology with Flanders’ allure for global cycling enthusiasts inspired the concept of Monte Marcella:
“A premium cycling resort with innovative altitude rooms and tailored services for elite athletes and cycling enthusiasts.”
The resort officially opened during the Flemish Cycling Week in spring 2024, perfectly aligning with its mission to attract cycling enthusiasts and professionals to the heart of Flanders.
PARS PRO TOTO led the development phase as the creative director, coordinating a multidisciplinary team that combined expertise in hospitality and interior design (Creative Seed), architecture, technical engineering, landscape design, altitude technology, sports science, and hotel management.
Monte Marcella’s key feature is simulated altitude living, allowing the body to adapt to thinner air for improved fitness—a cornerstone of altitude training.
The LHTL methodology ensures athletes train at sea level while living at altitude for optimal performance. This proven practice, combined with Flanders’ cycling appeal, creates a unique offering:
- Elite athletes: Prepare for grand tours with advanced facilities.
- Cycling enthusiasts: Explore Flanders while experiencing professional-level training methods, a service offered nowhere else.
Monte Marcella makes world-class altitude training accessible to all.
The facilities at Monte Marcella are remarkable. Living at altitude extends beyond the bedrooms to common areas like the dining room, gym, cinema, and even gaming spaces. This mental well-being aspect is a game-changer. The customizable altitude settings further enhance fitness levels.”
Kristof De Kegel, Head of Performance, Alpecin-Deceuninck
Interesse in samenwerking?
Op zoek naar een betrouwbare partner voor groei en succes?
Benieuwd naar onze aanpak?