Investment: Boutique operator Solidcore accelerates expansion plans with custom concept
by Tom Walker | 20 May 2019
US-based boutique fitness operator Solidcore has revealed plans for five new clubs for New York City.
Adding to its existing NYC flagship studio in Chelsea, the new locations will be situated in SoHo, NoMad (North of Madison Square Park), Williamsburg, Hell's Kitchen and NoLIta (North of Little Italy).
The openings are part of Solidcore's commitment to open 100 studios in US markets by the end of 2020. It currently has 46 studios in 15 states.
The studio, concept and machine used by Solidcore are the creation of Anne Mahlum, an entrepreneur, philanthropist and athlete who founded the business and serves as its CEO.
Mahlum said the chain has looked to establish sites in smaller markets – including Bismarck, Pittsburgh, Madison, and Ann Arbor – which are generally ignored by what she described as the "hip, cool brands".
The SoHo club is set to open this week, followed by the NoMad location in June. The last to open will be Solidcore NoLITa in November 2019.
In total, the five new NYC locations will add 12,733sq ft of floorspace to the operator's estate.
Solidcore offers members a mix of pilates and bootcamp-style fitness classes.
The 50-minute, high-intensity, full-body workout looks to utilise a patented machine created specifically for the training.
Solidcore New York Chelsea SoHo pilates
US-based boutique fitness operator Solidcore has revealed plans for five new clubs for New York City. Adding to its existing NYC flagship studio in Chelsea, the new locations will be situated in SoHo, NoMad (North of Madison Square Park), Williamsburg, Hell's Kitchen and NoLIta (North of Little Italy). The openings are part of Solidcore's commitment to open 100 studios in US markets by the end of 2020. It currently has
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