Ford – Simplicity Fitness Program Press Release


Contact:  Keeley Ast

480-220-1061 | |@thesaguaroaz


Holistic Health & Fitness Coach Teams Up with the Saguaro Scottsdale Hotel  

 To Develop a Unique Health and Wellness Program for Hotel Guests,

Local Residents and Models

Scottsdale, AZ – February 4, 2014 — Give those unwanted pounds and unhealthy habits the southwestern-style boot in 2014, at the Saguaro Scottsdale hotel, a Sydell Group and Joie de Vivre collaboration, where Ford model and creator of Simplicity Fitness, Danny Collier, have joined forces to create Simplicity Fitness at the Saguaro Scottsdale.  This partnership offers hotel guests, local residents and Ford models a variety of dynamic fitness and wellness programs; including boot camps, clean nutrition coaching, personal training, TRX, yoga classes and more.

 Simplicity Fitness at the Saguaro Scottsdale places an equal emphasis on creating a fit body, a fit mind and a fit heart.  “We provide unique training and wellness programming to help you achieve sustainable transformation in how you feel, how you look and ultimately, how you live,” said Danny.

“By embracing the simplicity of life, we’ve created a catalyst for optimal health.  We train functionally, mostly outdoors and with minimal equipment;  we promote a clean, natural diet; and we offer yoga classes to help manage stress by focusing on the simple, pristine present moment.”

This positive lifestyle program embraces all of the qualities The Saguaro is known for: uncomplicated fun, playfulness, authenticity, casual spirit and Technicolor.  The classes will be held on the covered poolside patio, surrounded by the hotel’s exterior bright color palette, which was inspired by the local desert’s indigenous flowers.


About the Ford – Simplicity Fitness program…

A certified personal trainer and nutrition coach, Danny works with clients in Phoenix, Los Angeles and New York, in addition to modeling. With Danny’s dual careers, he is all too aware of the modeling industry’s negative health issues, such as eating disorders and poor body image, and has created an innovative health and wellness program in conjunction with the Ford/Robert Black Agency to help combat these issues.

The Ford-Simplicity Fitness Program is a unique holistic health and wellness initiative specifically designed to help models/aspiring models meet the physical and psychological demands this competitive industry often requires, but in a healthy and sustainable way,” said Danny.

The program will kick off with a customized boot camp focusing on decreasing body fat and toning muscles, aptly called BURN.  Featuring high-intensity, interval training on and off the TRX Suspension and Rip Trainers, the program will build a strong foundation by teaching the importance of core stability, functional movement and muscle integration, before advancing training techniques. In only six weeks, boot campers will train smarter, be functionally stronger and have a better understanding of how to meet and to maintain the physical requirements to be a successful model.  The program also includes clean nutrition coaching, meal plans, weekly yoga classes and sponsor give-aways.


For the inaugural program, beginning February 3rd, Danny has limited the boot camp to three female and three male Ford models and will post their progress online via The Simplicity Fitness Facebook and Instagram pages to substantiate the significant progress achievable in six short weeks. Ongoing Boot Camps will continue thereafter on a regular basis.

About Simplicity Fitness at the Saguaro Scottsdale

“With an integration of  functional training, clean nutrition and wellness practices, the benefits of healthier lifestyle choices are universal, so I have developed an ongoing program of classes at the Saguaro Scottsdale that are open to both hotel guests and local residents,” said Danny.  Drop in classes are just $20 per class and are offered for both TRX Training and Hatha yoga.


Beginning February 24th, six-week Boot Camps are open to ALL, with the option of 12 sessions ($250) or 18 sessions ($300).  Similar in scope to the Ford models’ program, the Boot Camps will be customized to best suit the goals of the participants and will be limited to 15 participants per camp and will be offered consistently throughout the year.


For more information, including membership packages, current class schedules, class descriptions and registration, please visit:


Hatha Yoga Happy Hour …

A kick-off complimentary Hatha yoga class will be offered poolside, on Saturday, February 22nd at 5 p.m., with happy hour specials offered afterwards.  Guests are required to bring their own mats.


“The Saguaro Scottsdale’s collaboration with creative partners has much to do with our success, so we are  thrilled to be joining forces with Simplicity Fitness to bring this unique fitness and wellness program to our hotel guests,”  said Joe Iturri, General Manager. “Their vision for a more centered life, filled with passion, energy and focus, clearly aligns with the feel and vibe of the Saguaro hotel.”


About Danny Collier and Ford Models…

Danny’s holistic health and fitness philosophy focuses on three guiding principles: clean nutrition, functional movement and wellness.  “What most people don’t realize is the same lifestyle choices that prevent diseases like cancer, heart disease and diabetes, also holds the key to looking and feeling your absolute best,” said Danny.     

A model himself since 2002, Danny has traveled the world working with the likes of Armani, Gucci, St. John and Louis Vuitton.  However, he says modeling wasn’t all glitz and glamour.  “I was young and it was an opportunity to see the world.  It was exciting at first but eventually the lifestyle caught up with me.  Though I consider that time of my life to be a mostly positive one, I saw and experienced firsthand the toll the industry can have on your physical and emotional wellbeing.  What I came to realize is that most models don’t meet their full potential because of poor lifestyle choices and as a result, their careers are cut short.  This is due in part to the hectic nature of the industry and a lack of a real support system from virtually any agency in the business.  Sheree and I want Ford Robert Black to be the first agency to change that.”

The idea of a partnership originated when Danny signed back with Ford in 2012 after a 5-year hiatus from modeling.   “One of the first things he said when he walked into my office was that he wanted to work with the agency to transform the modeling industry,” said Ford RBA director, Sheree Hartwell.  “He shared his vision for creating a health and wellness program for the agency and I really liked what I heard.   His major selling point was that he not only talked the talk, but he walked the walk.  He’s in better shape and looks better now than he did at the peak of his modeling career in his early twenties.  I said, if you can teach our models how to look as healthy as you, I’m in!”

In addition to helping models increase their career longevity, the program will strive to improve the image of the fashion industry as a whole.  “I foresee other agencies in the U.S. and abroad adopting this program as well because it just makes sense,” continues Hartwell.  “By fostering a climate where vital and healthy bodies are lauded and encouraged, the Simplicity Fitness program will change some of the negative connotations associated with our industry and empower men and women, models and non-models, to make healthier lifestyle choices.”

About the Saguaro Scottsdale…

Produced by the Sydell Group, with Joie de Vivre Hotels and Stamberg Aferiat Architects, the Saguaro Scottsdale is a desert oasis in the heart of Old Town, where the Arts district and Civic Center Mall meet. The Saguaro welcomes guests with a buzzing pool scene, boutique spa and vibrant flavors from Iron Chef Jose Garces. Scottsdale is the place to go for art, shopping and nightlife in the Valley of the Sun, and the Saguaro promises uncomplicated fun with a splash of native color.

About Joie de Vivre…

Since its founding in San Francisco in 1987, Joie de Vivre has made curating authentically local and eclectic experiences its signature. Each one of Joie de Vivre’s more than 30 hotels is an original concept designed to reflect its location and engage the five senses. Today, the company manages the largest collection of boutique hotels and resorts in California and is expanding outside the state with new hotels in Honolulu, Chicago and Scottsdale, Arizona. Joie de Vivre is a Commune Hotels and Resorts brand.

About the Sydell Group…

The Sydell Group is a New York-based owner and developer of lifestyle hotels. Sydell’s core expertise is an ability to identify fresh talent within the hotel, food & beverage, and retail communities and align them with best in class development, management and financial discipline in the creation of compelling new business models in lifestyle hotels. The heart of the company lies in its collaborations.


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[Key Words]

Ford, models, Saguaro, hotel, fashion, fitness, health, wellness, whole foods, training