The champion as host: how Aman turns an ambassador into an experience

Aman does not only put Novak Djokovic in its campaigns. It sells his time: a three-night retreat at Amanjena in Marrakech, with limited places and fixed dates. This is how the group built a repeatable product from an ambassador contract, and what it could mean for its residences and members’ club.

Three nights, limited places, no published price

From 17 to 20 December 2026, Djokovic will host “Stillness and Strength” at Amanjena, outside Marrakech. According to Aman, the programme combines tennis masterclasses led by Djokovic on the resort’s clay courts with daily mindfulness, meditation and breathwork sessions guided by Amanjena’s wellness specialists. A 60-minute Beldi Hammam and a 60-minute Therapeutic Argan Massage are included, and Djokovic personally curates the daily menus. He is joined by members of his personal tennis team.

Aman says places are strictly limited and advance reservations are required. Its release gives neither a price nor the number of places.

A sequence of products, not a single event

On 2 September 2024 Aman named Djokovic its first Global Wellness Advisor under a multi-year partnership. The announcement already listed what would follow: events for Aman Club and Residence owners, annual hosted retreats and programmes available to guests year-round.

The first product was the Detoxification Programme, available year-round at a collection of Aman resorts. The second was Mobility and Recovery, which began as an in-person retreat at Amanyara in Turks and Caicos on 21–23 November 2025 and was launched at five Aman retreats in 2026. Stillness and Strength at Amanjena is the third product and the second in-person retreat. Aman groups the programmes under the name Longevity Pathways by Novak Djokovic. Each uses the same person at a different level of scarcity: a programme that runs all year, a retreat on fixed dates, and a rollout across several resorts.

What the guest is actually paying for

An ambassador usually lends a face to a brand. Here the guest buys hours with the person and content that comes from him: a masterclass and menus he designed. This is our reading of the structure rather than a figure Aman has published. The resort already has the courts, the spa and the wellness team, so the new input is the champion’s time, and his calendar caps it. That cap is what makes the places “limited”.

Aman has not published a price for Amanjena. As an indication of ticket size, a UK luxury travel operator’s guide, priced in June 2026, listed Amanyara from £16,065 per person for seven nights for a 1 November 2026 departure, with the activities of the three-day Mobility and Recovery retreat among the inclusions. That is the price of a seven-night stay, not of the retreat alone.

A template, not a one-off

Maria Sharapova became Aman’s Global Wellness Ambassador in 2023 and hosted a three-night retreat at Amanzoe in Greece on 23–26 September 2024. Two former world number ones, two three-night retreats, the same structure. When Aman announced Djokovic, CEO Vlad Doronin said his resilience and adaptability had kept him at the top of tennis for over a decade, and the group has since built the retreat format around him.

What to check before booking

Three things are not clear from Aman’s release. The first is whether Djokovic leads each session himself or his team does, since the release says he is joined by members of his personal tennis team. The second is the price and the number of places. The third is the exact dates: Aman’s release gives 17–20 December, and the booking page should be the final reference.