Three phases, each a decision.
The Long Hotel is built in three phases, each with its own scope, budget, and go/no-go gate at the end. Phase 01 investigates whether the proposition is viable; Phase 02 launches the core programme; Phase 03 extends it once reputation and cash flow are established. The plan is not committed in full — at each gate the business decides whether to continue, pause, or rescope.
Investigation & feasibility.
A disciplined three-month discovery period to validate the proposition's key assumptions before any major capital is committed. Low-cost, information-generating work across clinical, regulatory, commercial, and brand streams. The output is either a clear go-ahead for Phase 02, a rescope, or a considered decision not to proceed.
Clinical
Scope the clinical partnership with Medilab and formalise Dr Prasanna's role across the programme. Review which diagnostic and therapeutic elements can be delivered under each regulatory framework. Define the bloodwork tier integration (Tier 1 through Tier 4 per the Medilab partnership page) and the operational geography of how guests access bloodwork — whether at Strive (Medilab's home venue) or via on-site mobile collection.
Regulatory
Confirm the legal structure for delivering healthcare diagnostics and Ayurvedic treatments under Jersey and UK frameworks. Secure insurance path for programme activities.
Commercial
Validate the commercial assumptions underpinning the Phase 02 investment case. Audit the Ayush customer list, test pricing sensitivity with a small sample of existing spa guests, confirm the persona-weighted guest mix.
Marketing & Brand
Brand foundations only — voice, visual system, domain, and a holding website that is good enough for PR seeding but not yet the full launch site. Full marketing build waits for Phase 02 go-ahead.
Launch build and first year.
The core of the work. Nine months of pre-launch build across all six operating departments — clinical, people, operations, technology, marketing, and commercial — followed by twelve months of live operation with active course-correction. The build covers the minimum-viable premium renovation (eighteen spa rooms, Kitchari, hotel gym fit-out, main reception and lobby lounge, lobby cafe, wellness reception, hallways, signage), the launch product portfolio (the sleep report MVP and the FITVO refurbishment), the Medilab partnership operationalisation for bloodwork-at-every-tier, and the marketing engine activation. Phase 02 ends at the eighteen-month mark with the decision gate documented on the Marketing page — go, rescope, or pause.
Clinical
Build the clinical delivery infrastructure across multiple workstreams: bloodwork tier deployment via the Medilab partnership (Tier 1 through Tier 4), DEXA installation and Medilab data integration, Ayush therapist training on programme protocols, clinical documentation and intake protocols, and a four-week soft launch with ten invited guests before public launch.
People & HR
Recruit and onboard the three incremental hires detailed on the Forecast page: the Programme Health Coach & Nutritionist (preferred candidate Jessica Pinel of Humankynd Nutrition), the Junior Ayurvedic Doctor (reporting to Dr Prasanna), and the Lido Programme Nurse (0.6 FTE via service contract through Lido Medical Centre — delivering DEXA scans and diagnostic work in the Lido-designated room). Confirm Dr Prasanna's reassignment from Spa Manager to Spa & Clinical Director within his existing salaried role. Operationalise the Medilab partnership for bloodwork delivery, sample collection logistics, and result reporting into the guest record.
Operations
The minimum-viable premium renovation across all programme-facing spaces — eighteen spa rooms, Kitchari restaurant, hotel gym fit-out, main hotel reception with lobby lounge and new cafe, consolidated wellness reception, ground-floor and first-floor wellness-journey hallways, plus Long Hotel signage and wayfinding. In parallel: Eight Sleep installation across eighteen programme beds, booking and scheduling infrastructure, and operational protocols. The renovation is sequenced to launch the programme-facing spaces first and the public spaces (reception, cafe, hallways) ready for launch month.
Technology
Two parallel software workstreams. The product side: iPad rollout for in-room programme content, Eight Sleep integration into the operations dashboard, sleep reporting software MVP build (Terra-based auto-report for every programme guest), CRM migration and guest data infrastructure, website build, plus the FITVO refurbishment as a free top-of-funnel marketing tool. The operational side: the bespoke SaaS replacement covered on the Software page (PMS, restaurant, scheduling, accounting modules) is a Phase 02 commitment but typically begins in parallel with renovation rather than blocking launch — first modules ship around launch month, full replacement completes through Y1.
Marketing & Brand
Pre-launch PR seeding from month three onwards, content production building through months four to eight (with the Medilab bloodwork commitment and the clinical-grade longevity positioning as central narrative anchors), Jersey HNWI launch event at the launch month, and sustained marketing activity through year one. Year-one marketing budget £127,000 across PR, content, paid social, and press fam trips.
Commercial
Financial controls, budget tracking, KPI monitoring, and the two decision gates at months nine (soft launch review) and eighteen (Phase 02 outcome review).
Clinical extension & programme expansion.
Only begun if Phase 02 achieves or exceeds its targets. Phase 03 is the deeper clinical chapter — the Long Reset (a fourteen-day Ayurveda-informed clinical protocol), the introduction of marma therapy, LED red-light beds, continuous metabolic monitoring, and the Long View at scale — alongside two further programme expansions: the fertility programmes (Long Cycle, Long Build, Long Beginning) launched in partnership with the Fertility Health Hub, and the nutrition-and-bloodwork companion app developed in partnership with Medilab. Estimated start: year three.
The Long Reset — an Ayurveda-informed clinical protocol.
The central commercial and clinical expansion in Phase 03 is a fourteen-day clinical protocol, the Long Reset, extending the Long Week and Long View programmes. It is not classical panchakarma. It is an Ayurveda-informed structured reset — drawing on traditional Ayurvedic bodywork, diet, and herbal support, and bookended with modern clinical measurement so the change across a stay is a number rather than an impression. Dr Prasanna leads the Ayurvedic components; a second qualified clinician hired in Phase 03 leads the measurement and medical oversight side.
A deliberate reduction in inflammatory load through dietary simplification, extended overnight fasting windows, and targeted herbal support. Measured against a pre- and post-stay biomarker panel: high-sensitivity CRP, fasting glucose, HbA1c, ApoB, liver enzymes, full lipid panel.
The gut treated as the central system in both Ayurvedic (agni) and modern functional-medicine frameworks. Kitchari-based monodiet, digestive bitters, triphala and classical Ayurvedic carminatives, removal of inflammatory foods, and a structured reintroduction protocol post-stay.
Deliberate downregulation of a chronically-activated nervous system. Daily abhyanga (oil massage), shirodhara, marma therapy, contrast heat protocols, and structured breath work. Measured against resting HRV, sleep architecture, and resting heart rate captured by the continuous monitoring from Phase 02.
Pre-stay labs drawn two weeks before arrival, in-stay markers captured on arrival day and mid-protocol, post-stay labs drawn on departure, and a four-week follow-up panel by mail-in test kit. The guest leaves with a dated record of what actually shifted.
Preparation & lightening
Days 1 to 4 · purvakarma in Ayurvedic framing
The opening phase lightens digestive load and begins the nervous system downshift before any deeper work. Four days of intentional simplification, delivered as pleasantly as the protocol allows.
Kitchari monodiet. All meals are kitchari — rice, split mung dal, ghee, digestive spices — prepared fresh three times daily by the Kitchari kitchen. Simple food, deeply satisfying, culturally interesting to guests. The monodiet is the single strongest intervention in the whole protocol: it reduces inflammatory load, rests the gut, and begins metabolic reset without the deprivation guests associate with juice cleanses or water fasts.
Extended overnight fasting window. Dinner concludes by 6pm, breakfast at 8am — a fourteen-hour overnight fast, lengthening across the week for guests cleared for it. Those who opt into the fasting-mimicking track (see below) follow a tighter caloric envelope across days 2 and 3.
Daily bodywork. Morning abhyanga (full-body warm oil massage) with oil determined by their dosha at intake. Afternoon swedana (herbal steam) for fifteen to thirty minutes, lengthening across the week. The oil-plus-steam sequence is both the classical Ayurvedic preparation for deeper work and a genuinely pleasant daily practice guests look forward to.
Gentle digestive herbal support. Dr Prasanna prescribes a personalised herbal regimen at intake — typically triphala in the evening, a warming digestive formula before meals, and, for guests who accept and tolerate dairy, a small morning dose (10–20ml) of medicated ghee as a digestive tonic. This is a fraction of the classical snehana dose and framed as a targeted addition rather than a central elimination mechanism. Vegan and dairy-intolerant guests receive an equivalent sesame-oil-based protocol without loss of clinical depth.
Alcohol, caffeine, and intensity suspended across the full fourteen days. Guests are briefed at booking.
Depth & reset
Days 5 to 9 · the clinical core
The middle five days are where the measurable work happens. Three parallel streams run in sequence across this window.
Guests cleared by the second clinician at intake can opt into a three-day fasting-mimicking protocol — calorie-restricted, plant-forward, specific macronutrient ratios — drawing on the published clinical literature from the Longo lab at USC. Delivered as a bespoke kitchari variant with reduced ghee and rice, higher herbal content. Guests not suited to fasting (underweight, certain medical histories, specific medications) continue on standard kitchari monodiet across these days. The track is chosen clinically, not by guest preference alone.
One structured day of herbal-assisted elimination, drawing on the classical virechana tradition in a gentler form suited to the modern guest. Dr Prasanna administers a mild herbal purgative at breakfast — typically a therapeutic dose of triphala or a castor-oil-based preparation — producing three to five bowel movements over the morning rather than the fifteen-plus of classical virechana. The guest rests in their suite; light rice porridge and warm electrolyte-balanced water throughout. The day is positioned as a digestive reset, not a dramatic detox event.
The preparation room for this day is the guest's own programme suite, which is why the two upgraded en-suite rooms in the Phase 03 fit-out list below are required. Private, well-ventilated, dignified throughout.
Marma therapy is the single new Ayurvedic treatment added in Phase 03 — not currently delivered at Ayush Spa. The body has 107 named marma points (vital energy points described in Ayurvedic anatomy), worked through varied pressure, oil application, heat, or breath. In the Long Reset, marma sessions are matched to the protocol phase: calming work across the purgation day and surrounding nights, activating work during the restoration phase.
Marma requires specialist training beyond generalist Ayurvedic bodywork. Dr Prasanna is already qualified. Two existing Ayush therapists would undertake formal training in India (approximately six weeks) before the Long Reset opens at capacity.
Already offered at Ayush Spa as a standalone treatment. Within the Long Reset, nasya is delivered as part of the integrated sequence — medicated oil instilled into the nostrils following a short facial oil massage and localised steam. Indicated for the conditions classical Ayurveda places "above the clavicle": sinus congestion, headache, cognitive cloudiness, upper respiratory presentations.
Herbal steam and traditional sauna paired with cold plunge or cold shower, structured across the middle window. Draws on the Ayurvedic framing of swedana and the modern literature on heat-shock proteins and cardiovascular adaptation — Finnish longitudinal data on regular sauna use is among the better-evidenced wellness interventions available, with documented reductions in cardiovascular and all-cause mortality at four-plus sessions per week. Highly tolerable, pleasant for most guests, and produces measurable changes in resting cardiovascular markers across a fortnight.
Restoration & reintegration
Days 10 to 14, plus four-week follow-up · pashchat karma
Classical texts treat the restoration phase as equal in importance to the elimination phase itself. The principle carries across to the Long Reset. Rushing back into ordinary eating undoes much of what the middle window achieves.
Graduated reintroduction. Days 10 to 11: fuller kitchari with steamed vegetables and small quantities of ghee. Days 12 to 13: introduction of gently cooked proteins (typically white fish or well-cooked dal) alongside continued Ayurvedic principles. Day 14: the full Kitchari restaurant menu plus a structured debrief with the health coach and the post-stay clinician.
Take-home protocol. A four-week continuation plan covering diet, sleep, movement and herbal support. Written, not verbal — the guest leaves with a physical booklet and a shared digital copy on the longitudinal health record.
Post-stay follow-up. Virtual consultations at weeks two and four, mail-in biomarker panel at week four, and an eight-week check-in with the health coach. Builds on the existing Long View follow-up infrastructure, extended to cover every Long Reset guest.
A doctor with a functional-medicine or lifestyle-medicine orientation, responsible for intake screening, biomarker interpretation, oversight of the fasting-mimicking track, and the medical side of the protocol. Works alongside Dr Prasanna rather than replacing him. Recruitment, credentialing, onboarding estimated at six to nine months.
Partnership with a reference lab for pre-stay, in-stay and post-stay panels. Mail-in kit logistics for the four-week follow-up. Data integration into the longitudinal health record. Annual lab contract approximately £22,000 at target throughput.
Reliable supply of medicated oils, digestive herbs, and mild purgative formulations, sourced from a reputable Indian pharmacy with validated manufacturing. Cold-chain storage for the ghee-based preparations. Annual stock commitment approximately £12,000.
Two programme-wing suites upgraded with fully en-suite bathrooms and enhanced ventilation to support the single purgation day in comfort and privacy. Estimated fit-out: £22,000.
Formal marma training in India for two existing Ayush therapists (approximately six weeks, including return travel and accommodation). Estimated cost: £14,000.
Professional indemnity insurance uplift to cover the fasting-mimicking track and the expanded clinical protocol. Legal review of what is delivered under the Jersey healthcare framework versus what sits as Ayurvedic traditional practice. Estimated annual cost: £8,000.
It is not classical panchakarma. The classical five-action protocol — snehana, swedana, vamana, virechana, basti, delivered at full therapeutic dose — is not what we are offering, and we are explicit about that. Several of the classical procedures are either poorly suited to a modern residential hotel (vamana, classical-dose virechana), carry cultural barriers that would be disingenuous to minimise (basti), or sit on an evidence base that does not meet the standard a sophisticated guest expects.
It is not a detox in the wellness-industry sense. The language of "toxins being mobilised from fat tissue" appears often in panchakarma marketing. The clinical evidence for this specific mechanism is thin. The Long Reset is honest about what it is: a structured metabolic, digestive and nervous system reset, measurable through modern biomarkers, with real and consistent effects across a two-week window.
Basti (medicated enema), vamana (therapeutic emesis), and raktamokshana (bloodletting) are not offered in any form. Each is classical, each has its indications, and each is better delivered at a traditional Ayurvedic hospital for guests who specifically seek it — not within a longevity-hotel programme.
Clinical
Extended biomarker panel (inflammatory markers, hormone panels, advanced lipid), continuous glucose monitoring infrastructure, second clinician hire to enable Long View at capacity, research partnership with a UK clinical longevity centre.
Fertility programmes
Launch the three fertility programmes covered on the Fertility page — the Long Cycle, the Long Build, and the Long Beginning — in partnership with the Fertility Health Hub. Phase 03 is when the partnership is contractualised, the clinical protocols are operationalised under the Hub's regulatory wrapper, the Health Coach (Jessica Pinel) takes on the nutrition-and-coaching continuity work across both fertility and longevity tracks, and the marketing engine activates the fertility-specific channels. Fertility share of the total programme guest mix moves from 0% in Phase 02 to 8% in Year 2 of operation, ramping to 30% by Year 5 per the Forecast model.
Operations
Reintroduce LED red-light beds, expand to a sixteenth programme-dedicated room for Long View guests, and upgrade the Kitchari kitchen for extended-stay menu complexity. Plus the fit-out work supporting the Long Reset detailed above — two programme-wing suites upgraded with fully en-suite bathrooms and enhanced ventilation, and the supporting changes for the fasting-mimicking and contrast-heat protocols.
Technology
Build the longitudinal health record that persists across stays for returning-guest members. Integrate CGM data streams. Develop the nutrition-and-bloodwork companion app in partnership with Medilab — the post-stay product layer covered on the Software page. Medilab carries the regulatory framework on their side of the partnership; the hotel contributes the guest data flow and the product surface. Commercial terms (cost-share, IP ownership, data architecture) are negotiated in the first quarter, build proceeds across months four to ten, soft launch to existing programme guests in month eleven.
Commercial
Repricing the Long View for capacity, repricing the Long Reset as the new fourteen-day flagship offering, fertility programme pricing and packaging (three programmes per Fertility page), reviewing returning-guest membership pricing, capex tracking for Phase 03 investments across the three workstreams (Long Reset infrastructure, fertility launch, nutrition app), and the three decision gates (FHH partnership terms, Medilab app commercial structure, research partnership scoping).