JetSet Pilates and other boutique brands are merging fitness with luxury real estate, opening studios inside mixed-use developments
Boutique fitness and luxury real estate are officially sharing the same floor plan.
JetSet Pilates, the Miami-born Reformer concept, is expanding through upscale residential and mixed-use projects, bringing its signature Reformer workouts to the places its clientele already live, shop and socialize.
“At JetSet, we’re intentional about where we open,” JetSet Pilates vice president of real estate and construction Michael Zennedjian said. “Our goal is to place studios in spaces that naturally reflect our clients’ lifestyles, whether it’s beside a five-star hotel, within a luxury condominium tower or inside a mixed-use development known for wellness and design. Each location feels distinctly local, yet unmistakably JetSet.”
The boutique fitness franchise has opened inside some of the country’s most design-forward developments, from Nashville’s revitalized Moore Building to D.C.’s Union Market and Miami’s Mr. C Residences, a waterfront property in Coconut Grove. In Fort Lauderdale, a studio has opened at EON Squared, joining sites in Raleigh’s Park Central at North Hills and New York’s SoHo.
The real estate strategy builds on serious growth momentum. Last month, JetSet celebrated the sale of more than 200 studios since launching its franchise model in 2022. The brand now counts nearly 40 locations open across the U.S. and Australia, with another 15 slated to debut by year’s end.
“Reaching 200+ units sold is a milestone built by our franchise partners, instructors, leadership team and members who keep choosing JetSet’s efficient, results-driven training,” JetSet Franchising chief strategy officer Natalie Straub said. “As we scale, we’re staying disciplined: opening strong studios in great markets, deepening support for our owners, and doubling down on a best-in-class member experience.”
The Allure of Mixed-Use Developments for Fitness Brands
Other boutique brands have forged a similar path. Studio Three, backed by real estate firm BlitzLake, has expanded through mixed-use developments that merge fitness with luxury living. The company’s Miami studio is located inside Artem, an 11-story apartment community and brings its interval, cycle and yoga concepts under one roof. The brand also has a presence in Chicago and Austin.
In Durham, North Carolina, indoor cycling brand Revel has joined Solidcore as an anchor tenant at The Novus, a newer luxury residential tower developed by Austin Lawrence Partners and Global Holdings. More recently, on Manhattan’s Upper East Side, The Formula X Meredith (a low-impact, Pilates-inspired method founded in the Hamptons) has signed a ten-year lease to join The Harper, a new luxury condominium at 310 East 86th Street.
Even fitness equipment brands are getting in on the action.
Last year, Technogym partnered with real estate firm Live Work Learn Play to integrate its connected wellness ecosystem into large-scale, mixed-use developments across North America. Meanwhile, connected fitness tech giant Peloton is scaling its own version of the wellness real estate play. The company’s new Pro Series line marks its most aggressive move yet into commercial and residential markets, bringing upgraded versions of its signature Bike, Tread and Row machines to hotels, corporate wellness centers and residential buildings.
The company has also launched Peloton Spaces, a co-branded amenity program that installs Peloton-branded corners in partner properties, from the University of Texas at Austin to communities like Utah City.
