Two-time Formula 1 World Champion Fernando Alonso has been named Global Brand Ambassador for SHA, uniting elite sport with the brand’s science-led approach to longevity, wellness, recovery and performance optimisation.
Fernando Alonso has spent more than two decades proving that elite performance is as much about endurance as speed. Now, the two-time Formula 1 World Champion is bringing that philosophy to SHA, joining the international medical longevity and wellness brand as its new Global Brand Ambassador.
The partnership brings together one of Formula 1’s most enduring competitors with a brand focused on preventative health, advanced diagnostics, recovery and long-term performance.
Across 438 Grand Prix entries, Alonso has amassed 32 Formula 1 victories, 106 podiums, 22 pole positions and more than 2,300 career points. His ability to remain competitive into his 40s makes him a natural fit for SHA’s belief that longevity is not simply about living longer, but maintaining the health and capability to perform at your best for longer.
Fernando Alonso and the Science of Longevity
For Alonso, maintaining performance at the highest level has required a relentless focus on preparation, recovery and health.
“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.”
That mindset closely reflects the SHA Method, which combines medical science with anti-inflammatory nutrition, natural therapies, advanced diagnostics and personalised lifestyle programmes.
The aim is not simply to address health concerns as they arise, but to optimise wellbeing proactively, extending healthspan and supporting sustained physical and cognitive performance.
Formula 1 Performance Built to Last
Alonso’s longevity is particularly remarkable because his career has remained defined by outright speed.
In 2020, a Formula 1 and AWS machine-learning analysis comparing qualifying performances from 1983 onwards ranked Alonso fifth-fastest in Formula 1 history, attempting to account for differences in cars and teams to assess underlying driver performance.
More than two decades after his Formula 1 debut, he continues to operate in a sport where reaction time, cardiovascular fitness, concentration and recovery are pushed to extraordinary limits.
It is precisely that combination of longevity, resilience and sustained performance that attracted SHA.
“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.”
SHA Strengthens Its Position in Medical Longevity
The appointment comes as medical longevity and performance optimisation become increasingly central to the luxury wellness industry.
Rather than focusing purely on relaxation, the modern longevity movement is placing greater emphasis on preventative medicine, biomarkers, diagnostics, personalised nutrition, recovery and extending the years in which people remain healthy and active.
SHA has spent almost two decades developing its approach within this space, combining medical expertise with holistic therapies and lifestyle optimisation.
Alonso now becomes one of the clearest expressions of that philosophy.
His career demonstrates that longevity at the highest level does not happen by accident. It requires constant adaptation, disciplined recovery and an understanding that performance is ultimately built upon health.
For SHA, Fernando Alonso represents more than a high-profile ambassador. He embodies the brand’s central belief: longevity is not simply about adding years to life, but about maintaining the strength, health and performance to make those years count.
