With a nightclub energy, modern amenities and an old-school training ethos for less than $200 per month, the Upper East Side newcomer believes it can attract New York gym-goers fed up with paying a premium
Workshoppe, a new luxury gym in New York City’s Upper East Side, is selling something radical in 2026: effort — without the status tax.
It almost sounds impossible at a time when high-end fitness operators are pouring money into biomarker testing, pharmaceuticals and a “see-and-be-seen” ethos. But Workshoppe is taking a different route: back to basics, without sacrificing style.
The mantra? Show up, lift heavy and do the work.
A Founder Who’s Seen It All
That philosophy may stem from founder Damon Risucci’s long history in the industry. He’s been in the fitness business since the 1990s — long enough to watch trends cycle through and grow wary of shiny new ideas that skip the fundamentals.
“I owned a business called Boom Fitness,” Risucci tells ATN. “We were in Manhattan, and we sold our business to Crunch. We worked a while in the Crunch business, and we (still) own one in Marlboro, New Jersey.”
But after years in the big-box gym biz, Risucci felt pulled back to where it all started.
“We wanted to go back to our roots in Manhattan and build something that definitely addressed some customer issues,” he says.
That idea became Workshoppe, a 17,000-square-foot club at 1120 Third Ave., between 65th and 66th streets, blending nightclub energy with serious training. The space, which officially opened last August, leans luxe, with immersive lighting, curated playlists and spa-level locker rooms featuring pink Himalayan salt saunas.
But Risucci is quick to shut down the idea that premium design should dilute the workout.
“I think first and foremost, luxury doesn’t mean that the workout is going to be lacking or not intense,” he says. “Having a high level of finish and a pretty space doesn’t necessarily mean that the workouts need to be compromised.”
“Something else we have executed effectively is just really getting a varied and different type of equipment,” he adds.
Hardware & Hardwork Over Hype
Workshoppe has leaned heavily into hardware, outfitting its floor with equipment from Panatta, Arsenal, Atlantis, Technogym and Primal.
“Since COVID, people have become equipment wonks,” Risucci says. “They’ve been looking at equipment on the internet that’s international. Things are coming from different parts of the world that are pushing the game.”
Classes are also a focal point at Workshoppe, with offerings that include hot yoga, hot Pilates, Les Mills Body Pump and boot camp, along with personal training and members-only wellness events.
Risucci suggests that while the U.S. has long led the fitness industry, American operators have grown “complacent” as gyms abroad raise the bar.
“Over the last maybe 15 years, it’s been getting a lot of traction in Europe and Asia,” he says. “There are some incredible gyms being built in the Middle East and Dubai and places like that. It’s really changing the way I think gyms are going to be designed in the U.S.”
While competitors race to layer in GLP-1s and gym-as-a-clinic offerings, Risucci is taking a more cautious view.
“I think Workshoppe is going to evolve in a lot of ways,” he says. “But I do think that a lot of these pharmaceuticals and a lot of those products — they come out, and then the bad news comes out behind them. And it happens almost every time.”
Instead, he’s bullish on something far less flashy.
“What is tried and true is putting in the hard work,” Risucci says. “We try to make it fun, cool and luxurious. We’re just trying to improve the atmosphere where you’re doing the hard work. The natural way has always been the best way, and you can always hang your hat on that.”
That doesn’t mean Workshoppe won’t evolve. Risucci says the brand could eventually explore offerings like meal planning to make it easier for members to eat well.
“I think nutritional products have a space there,” he says, “but I think our main focus for the next bunch of years is going to be to produce a space and an atmosphere and a vibe that people like to be in — and that’s going to be the engine that drives really good workouts.”
Luxury, Without the Markup
That back-to-basics philosophy extends to pricing. Workshoppe is intentionally undercutting its main luxury competitors, with memberships ranging from $150 to $175 a month, a figure Risucci says allows the club to deliver premium amenities without the premium markup.
Risucci says Workshoppe is already attracting a wide mix of members, skewing slightly more female, particularly women serious about strength training.
“I’m seeing heavier and heavier weights being moved around by women than ever before,” he says. “That’s a good thing, because from a health and fitness standpoint, it’s probably the best thing they could do with their time.”
There’s also a strong pull from Gen Z and Millennials, whom Risucci sees as the core of Workshoppe’s audience.
“This younger group — these Gen Zs and the millennials — they work out,” he says. “They don’t drink as much as the other generations did, but they work out. Working out is a part of their lifestyle. I don’t think they’re going to be able to go without the gym. So that is the core of our group.”
Built for Real Life
With that in mind, the club is designed around real-life schedules and for those who prefer flexibility.
Workshoppe operates 24 hours a day, Monday through Friday, opening at 5 a.m. Monday and closing at 11 p.m. Friday, with weekend hours from 7 a.m. to 8 p.m.
Its Upper East Side location also places it near major hospitals, restaurants and hotels.
“You have all these people who work evening shifts,” he says. “Medical and hospitality are high-stress jobs, and it’s really important for them to work out. So we’re hoping we can speak to them.”
Growth, Without Compromise
Looking ahead, Risucci sees growth, but not at the expense of the brand.
“We’ve been in discussions to expand,” he says. “But I don’t think we’re going to do a franchise model. Each Workshoppe is going to be carefully curated. There’s a lot more to it than building a cookie-cutter location.”
Real estate, he adds, will dictate the pace.
In five years, he hopes to have seven or eight locations, likely in “densely populated urban neighborhoods.”
For all the strategy and ambition, though, his motivation remains simple.
“I just enjoy making people happy,” Risucci says. “I like to walk in the gym and see people being happy. If there’s a problem, I’m focused on fixing it — so I can see more smiling faces. Everything else takes care of itself.”
