The Pilates-inspired boutique fitness brand will anchor the new 200E20TH building that’s opening in one of New York City’s top neighborhoods
Boutique fitness giant Solidcore is carving out a new lane, becoming the kind of real estate add-on luxury developers use to entice residents.
The L Catterton-backed brand is opening a new flagship studio in Gramercy Park at the base of 200E20TH, a new condominium designed by architecture and design firm CetraRuddy that includes the Sky Garden Penthouse, listed for $7.35 million.
“At 200E20TH, we’ve created a boutique residential experience defined by masterful design, inspiring living spaces and curated amenities that elevate the everyday experience,” head of development Yoel Shargian said. “Adding Solidcore to our ground floor is the perfect final piece, expanding our lifestyle offering for residents and to the street level.”
The 2,629-square-foot studio is slated to open in early spring.
“Gramercy is a dynamic, close-knit neighborhood, and this location gives us the opportunity to create a welcoming space that supports community and consistency,” Solidcore senior director of real estate and growth Josh Rainey added. “The studio is designed to meet members at every fitness level and bring our training closer to the people we serve.”
It’s not the first time Solidcore has taken its elevated, Pilates-inspired model to luxury residential spaces.
In 2024, the brand became the first retail tenant to sign a lease at The Novus, a luxury residential tower in Durham, North Carolina.
Solidcore also has a presence at Avec on H Street, an upscale residential building in Washington, as well as in Los Angeles at The Residences at West Edge. The brand recently joined One Riverside, a mixed-use project near a luxury apartment community in Jacksonville, Florida.
Others are taking a similar approach. Pilates brand Btone Fitness recently opened its 30th studio in Somerville, Massachusetts, at the new Guild apartments.
Pilates franchise JetSet Pilates has been outspoken about its growth strategy, finding a home inside some of the most design-forward developments, such as Miami’s Mr. C Residences, a waterfront property in Coconut Grove, Nashville’s revitalized Moore Building and D.C.’s Union Market.
And it’s not just fitness. Real estate firm Rudin announced a new lease with Hamptons BioMed, which will bring its first Biomedical Longevity Clinic to the ground floor of 211 East 70th Street, a luxury residential community in NYC’s Upper East Side.
