Solidcore Signs Lease at Luxury Residential Building
Solidcore is moving into The Novus, a high-end residential building in Durham, North Carolina, as wellness real estate gains momentum
Solidcore, a Pilates-inspired strength training fitness brand, is moving into The Novus, a luxury residential tower in Durham, North Carolina.
The Anne Mahlum-founded method is the first retail tenant to sign a lease in the high-end 27-story tower with a slated opening in Q1 2025. The deal comes amid growing interest in wellness-focused real estate.
“The arrival of Solidcore builds on The Novus’s continued influence on the heart of Durham,” said Austin Hills of Austin Lawrence Partners, a private real estate development firm. “We’re proud to introduce a nationally-recognized, innovative fitness retailer that has taken the U.S. by storm. This lease signing further enriches our lifestyle offerings at The Novus and responds to the needs of downtown Durham’s thriving community.”
The Novus studio will be Solidcore’s sixth location in North Carolina, with its newest site in Durham offering convenient access for residents of the luxury building. The tower boasts 54 condos, private balconies, and city views—76% of which are already sold. Residents can also access a fitness center, spa suite, steam room, cold plunge and hot tubs, coworking spaces, a pickleball court, a putting green, and more.
“With our recent opening in Raleigh Iron Works, The Novus in Durham will complement our growing community in the Research Triangle and further represent our commitment to providing various communities in North Carolina with the world’s most transformative workout,” Solidcore’s director of real estate Joshua Rainey said. “We are eager for the development team to announce further tenancy, which will be a robust offering for the downtown population.”
L Catterton acquired a majority stake in the high-intensity, low-impact strength training brand in September. ATN learned that the brand is preparing to open approximately 30 studios nationwide in 2025.
The Global Wellness Institute has long predicted the rise of wellness real estate due to the rising interest in health and well-being. Pause Studio and Pure Barre are two brands that have dived into the world of mixed-use real estate in Oakland, Florida, moving into the ground floor of a luxury apartment building.