Press

The biggest threat to gym operators was once the couch or the club across the street. Now it

might be the fancy apartment building down the block

The fitness and wellness industry knows how to compete.

High-end operators like Life Time still command waitlists. Pilates studios, some charging upward of

$300 a month for access, are packed while low-price gyms continue to surge.

However, a new competitor is emerging, one that doesn’t offer memberships. It just needs a lease or

a deed.

Consider the numbers: The U.S. wellness economy hit $2.1 trillion in 2024, according to new Global

Wellness Institute data, with wellness real estate (defined as construction that intentionally

incorporates wellness elements into design, amenities and programming) posting an 18.8%

compound annual growth rate between 2019 and 2024.

In New York City, that competition is already taking shape. Here’s what five luxury residential buildings

are building and why fitness operators should be paying attention.

Resort Living, Brooklyn Edition

A view and a fitness regimen are what residents can find at One Williamsburg Wharf, a new, resort style residential building along Williamsburg’s East River shoreline.

The development offers an indoor-outdoor fitness center with river views of New York City, Peloton

bikes, pro-grade cardio and strength equipment and integrated TRX systems for both indoor and

outdoor training.

A dedicated yoga and meditation studio is available, as well as areas zoned for cardio, strength and

functional training. Additionally, there is an outdoor fitness terrace with athletic turf and weatherproof

equipment for open-air workouts and group fitness.

Residents have access to personal training and wellness services through LIVunLtd and can also take

advantage of an oversized elevated terrace overlooking the waterfront.

There’s more in the pipeline, too. The development is bringing in The Goods Mart, a neighborhood

convenience store known for better-for-you snacks.

“It’s rare to experience this kind of integrated indoor and outdoor environment within a single New York City development, where work, movement and wellness exist in a seamless rhythm, creating a true retreat along Williamsburg’s iconic waterfront,” said Danielle Naftali, Naftali Group executive vice

president of marketing and sales.

Naftali added that the group expects demand for an elevated residential wellness experience to

continue, especially in major luxury condo markets like New York and South Florida.

“Dynamic city and waterfront views will always matter to luxury buyers, but increasingly, they are also

seeking unique, curated wellness offerings at home,” she said.