New York's Gyms Morph Into All-Day Wellness Clubs
The high-end fitness club now comes with a spa, a cafe, and a co-working lounge — and a membership price to match.
The luxury gym in New York is no longer just a place to work out. A new generation of clubs bundles fitness with saunas, recovery lounges, cafes, and co-working space, aiming to become an all-day destination its members rarely leave.
The fictional club Atlas in Tribeca sells a lifestyle as much as a workout, with recovery suites and a members' restaurant. Its executives describe the model as capturing more of a member's day, and more of their spending.
The premium positioning has pushed monthly fees to eye-watering levels, drawing a clientele that treats the club as an extension of home and office. For competitors, the message is clear: the gym alone is no longer enough.
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