Morrow is Allen Law’s S$201 million dollar bet on the longevity economy

Allen Law, the hotelier-turned-entrepreneur best known for founding Park Hotel Group, is charting a new course with Morrow, a wellness and lifestyle venture positioned at the intersection of healthcare, technology, and community living.

The 38,000 sq ft flagship, set to open in Singapore later this year, is described as a longevity hub — something akin to a cross between a wellness club, gym, and clinic. It will offer personalised health assessments, AI-driven lifestyle plans, and ongoing coaching support. Rather than focusing on treating illness, Morrow aims to help individuals make healthier decisions in their daily lives, with the goal of delaying or preventing the onset of chronic conditions.

Law has pledged US$156 million (S$201 million) to expand the concept over the next five years, beginning with an initial US$15.6 million (S$20.1 million) investment in the Singapore flagship. The centre will be located within the 80,000 sq ft Longevity World at 10 Coleman Street and will open in Q4 of 2025. Early bookings will open in September.

The budding longevity market

The launch comes after UBS’ analysis this year of a budding longevity marketing. UBS has described this market as one shaped by aging populations and longer lifespans, creating opportunities for businesses in healthcare, consumer services, and technology that support people in living longer, healthier lives.

“The World Health Organization estimates that one in six people will be aged over 60 by 2032,” said Law.

“This necessitates a new focus on optimising lifelong wellbeing and vitality. Morrow will promote a model of ‘lifelong health’—where wellbeing is maintained and restored through science, human connection, and innovation. We’re planning to transform how people live, age, recover, and thrive—no matter their background or starting point.”

Morrow’s customer journey begins with a diagnostic assessment to determine an individual’s current and ideal health states. From there, a personalised plan is created and supported by technologies such as AI, wearables, and monitoring systems, which track progress and suggest adjustments. Alongside the technology, Morrow will provide shared consultations, group activities, and community-based initiatives.

The company’s leadership emphasises that it does not intend for Morrow to be a luxury reserved for the wealthy, but rather a model of preventive healthcare that can be made available to a broader base of clients.

“It is essential for the world to transition toward a model of sustainable healthcare, with an emphasis on prevention,” said Miina Öhman, a member of Morrow’s leadership team, and a founding member and President of the Singaporean Society of Lifestyle Medicine. “This demands that we bring lifestyle interventions and the support for health behaviour change to the forefront of care for everybody, not just for the ultra-wealthy.”

The larger issues

Still, questions remain about how Morrow’s blend of AI, lifestyle monitoring, and community programming will be received. While the company’s vision reflects a progressive approach to preventive care, its promise of constant monitoring edges into territory that feels closer to dystopian science fiction than patient-first healthcare.

Law himself enters this venture with industry experience, including MOVE Repeat, a local fitness lifestyle brand that he co-founded, and REVL, a fitness studio brand that he is chair person of.

For now, Morrow reflects both the potential and the uncertainties of the longevity economy. It gestures toward a future in which health is managed proactively rather than reactively, but also highlights unresolved questions around accessibility and the potential invasiveness of constant monitoring.

Its success may ultimately depend less on the novelty of its technology than on whether it can present its innovation with trust, care, and genuine inclusivity.