The two-time Formula 1 World Champion has joined medical wellness group SHA as its new Global Brand Ambassador, bringing more than two decades of elite-level performance to the world of longevity.
At 45, Fernando Alonso is still competing in one of the world’s most demanding sports, more than two decades after winning his first Formula 1 World Championship. Now, the Aston Martin driver is bringing that experience to the world of longevity as Global Brand Ambassador for SHA.
The partnership puts the focus on the role health and recovery have played in Alonso’s unusually long career at the highest level of motorsport. Since making his F1 debut in 2001, he has amassed 32 Grand Prix victories and 106 podium finishes.
SHA, which operates medical wellness destinations in Spain and Mexico, takes a science-led approach to preventative medicine, combining advanced diagnostics, nutrition and treatments designed around long-term health and performance.
“To compete at the highest level for this long, I’ve learned that performance starts with health,” says Alonso. “It is not only about what happens on the track, but how you prepare, recover and look after yourself every day. SHA’s method when it comes to health, longevity and performance reflects how I have approached performance throughout my career.”
Alonso’s achievements also extend well beyond Formula 1. The Spaniard has twice won the 24 Hours of Le Mans and claimed victory at the 24 Hours of Daytona, while also competing in the Indianapolis 500 and Dakar Rally.
“We chose Fernando Alonso because few people demonstrate the connection between longevity and performance as clearly as he does,” says Alejandro Bataller, managing partner of SHA and AB Living Group. “Competing at the highest level for more than two decades requires discipline, resilience and a continuous commitment to health, recovery and optimisation. This makes Fernando a natural partner for SHA and our vision of helping people optimise their health and perform at their best for longer.”
The appointment comes as longevity continues to reshape the luxury wellness sector, with greater emphasis on diagnostics, prevention and personalised medicine. For SHA, Alonso provides a compelling embodiment of that philosophy: an athlete still competing at the highest level more than 20 years after winning his first Formula 1 World Championship.
