It was definitely a positive season for Bagno Saint Tropez in Fregene, according to the beach club’s managers, who outlined the results of a summer that saw the number and scope of collaborations grow, but above all consolidate a hospitality model that has represented a turning point for Rome’s coastline. The beach club, founded in 2024 and awarded Best New National Entry 2025 and Best Beach Club in Lazio 2026 by the Guide to Italy’s Best Beach Clubs, has become a landmark destination, capable of attracting an increasingly diverse and international clientele.

Among the most significant initiatives is certainly the one developed with St. Regis in Rome, through the creation of a dedicated service that allows hotel guests to spend a day at the beach while maintaining the hospitality standards they are accustomed to. The initiative was also developed together with Primerent, a company specializing in luxury car rentals: clients can arrive in Rome, stay at the St. Regis, and reach Fregene with a service tailored to their needs.

The collaboration was accompanied by welcome kits in the hotel’s rooms, featuring personalized Bagno Saint Tropez x St. Regis Rome beach towels and bags, introducing guests directly to the possibility of enjoying the beach service. According to the managers, the results exceeded expectations.

The value of this initiative lies primarily in its ability to attract international clientele: tourists accustomed to frequenting beach clubs around the world who expect a certain level of service, from dedicated staff to umbrellas, beach towels, pillows, welcome kits, and bottled water. The feedback from clients has been very positive and confirmed the soundness of the decision. For a young establishment like Bagno Saint Tropez, meeting the standards of a major international brand was initially a significant challenge. The test was passed and the collaboration has evolved into a long-term project.

The relationship has become even closer because St. Regis in Rome has brought Bagno Saint Tropez inside the hotel itself. General Manager Giuseppe De Martino chose to brand certain hotel spaces with the colors and distinctive elements of the Fregene establishment. White and red stripes characterize the tents and columns, with vintage elements inspired by the lifeguard world.

Partnerships have become one of the defining elements of the Bagno Saint Tropez project. Diverse collaborations, but built following a precise guiding principle: the search for partners capable of sharing the same vision of style, hospitality, and experience. Over time, this model has led partners themselves to collaborate and, in some cases, develop partnerships with each other, creating around the beach club a network of brands united by shared values and sensibilities.

Another key aspect of the season was family and children’s activities. The Kids Club at Bagno Saint Tropez confirmed itself as one of the most requested services by families and now welcomes numerous children. This year, the entire play and leisure area was developed in collaboration with Engel & Völkers Italia, another major partner of Bagno Saint Tropez. A genuine wooden playhouse was built for the Kids Club, complete with gadgets, colors, and materials for creative activities. The project extended to other spaces and activities in the play area, from SUP to the ping pong table created by Ethimo, as well as playing cards and backgammon.

An offering that addresses a specific need: allowing parents to have lunch, relax, and enjoy their day at the beach knowing their children are in a safe and organized environment, like home. A concept particularly aligned with Engel & Völkers‘ vision, which has built its “All Roads Lead Home” campaign with Alessandro Tersigni precisely on the value of home as a safe and welcoming place. In this case too, the partnership was marked by a significant event: Engel & Völkers Italia organized a corporate meeting at Bagno Saint Tropez with approximately 400 guests.

The partnership strategy also extends to the wine world. The Piazzetta San Greg, created in collaboration with Feudi di San Gregorio, exclusively offers a selection of the company’s wines. San Greg is the most appreciated wine on the beach, according to the managers, highlighting not only the aesthetic impact of the iconic striped bottle designed by Massimo Vignelli, but also client appreciation. Completing the project are Polarbox thermal containers with their characteristic retro design, which have become a further distinctive element of the beach experience.

On the service front, Bagno Saint Tropez also modified this year the ordering system on the beach. The digital ordering system, deemed impractical and impersonal, was abandoned, returning service to the staff, who reach clients directly in the front rows to collect orders. A more traditional approach, but also more coherent with the hospitality concept pursued by the establishment.

Another historic partner of significance to this project is Ethimo, whose outdoor furnishings characterize the square, the pool, and the premium front rows on the beach.

The season was also characterized by a program of events and musical performances that brought international artists to Fregene, from Alessandro Ristori, an Italian artist among the protagonists of the new Dolce Vita, to DJ Anthony, resident at Zuma Cannes, further expanding the beach club’s offerings.

Is it the end of the season? Not at all. The establishment will remain open in autumn and winter too, transforming Fregene into a destination to enjoy year-round.

In October it will be open daily, while from November it will operate Friday through Monday, lunch only. A choice that also appeals to an increasingly interested clientele wanting to enjoy the coastline outside summer season, choosing Fregene for a peaceful lunch away from the city. The calendar will continue through winter, with a special Christmas project designed for both adults and children, and opening planned for lunch during all holidays, including New Year’s Eve and Epiphany.