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Investment: Boutique operator Solidcore accelerates expansion plans with custom concept

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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The openings are part of Solidcore's commitment to open 100 studios in US markets by the end of 2020
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Company profile: Willmott Dixon
Willmott Dixon delivers the social infrastructure that people depend on in their daily lives. We partner with our customers to focus on the services they want to provide, not just the building we construct, and we are committed to achieving a higher social purpose through our work.
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Boutique operator Solidcore accelerates expansion plans
US-based boutique fitness operator Solidcore has revealed plans for five new clubs the booming New York market.
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