EXCLUSIVE: Chelsea Piers Fitness’ Latest Location Combines Design, Recovery and a Love for New York City All in One Place

by · WWD
Chelsea Piers Fitness Flatiron front desk.Marcus Stevens

Chelsea Piers Fitness is headed to Flatiron.

The new 60,000-square-foot gym will open on Thursday at the One Madison building on the corner of 23rd Street and Park Avenue. Depending on the club and tier, Chelsea Piers Fitness memberships cost between $220 and $290 monthly. According to the team, Flatiron, Chelsea Piers Fitness’ fifth location, has been years in the making. 

Chelsea Piers Fitness FlatironMarcus Stevens

“Chelsea Piers is defined by unique spaces,” said chief operating officer Sam Bernstein, noting key elements of this location include 25-foot-high ceilings on the ground floor, stained glass windows and a 6,000-square-foot lounge and coworking space. “We need spaces that are distinctive, unique and really feel like a true amenity for our members, so that was [the] nexus of our conversations with [real estate investment trust] SL Green.” 

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Chelsea Piers Fitness FlatironMarcus Stevens

Aside from the iconic building, also home to IBM’s offices, Flatiron was a prime area for the company. 

“It’s going to be the most central,” Bernstein said. “It’s at the convergence of a dense residential community and a highly active office community.” 

As with other Chelsea Piers locations, design is at the forefront. Flatiron, in particular, is an homage to New York City. The team at interior design and architecture firm Dan Fink Studio were inspired by iconic landmarks like Grand Central Station and the New York Public Library. In addition, the team commissioned works from New York-based artists. 

“We did a large mural by an artist named Duke Riley. He’s actually a tattoo artist, so he does it at a smaller scale and then we had it blown up,” said cofounder and chief executive officer David Tewksbury. “We also commissioned a New York painter, David Row, to do three large oil paintings that hang in the main member lounge.” 

Chelsea Piers Fitness FlatironMarcus Stevens

Throughout the entire club, there are more artistic moments of surprise-and-delight, including a photography series of pop icons like Whitney Houston, Jay-Z, Lady Gaga and more, as well as a red color palette inspired by the ceiling at the original Chelsea Piers Fitness location.

While Chelsea Piers Fitness is, of course, home to typical strength and cardio equipment and 120-plus weekly classes (cycling, yoga, barre, pilates mat, pilates reformer, running, strength and HIIT), it’s more than just a gym, the founders said. 

“Chelsea Piers Fitness is a place where you come to stay and so building in the artwork, building in the lounge spaces, this is all designed to make it a place where people feel like they have a third space, a home away from home,” Bernstein said. 

Tewksbury added: “Our clubs are built and programmed to foster not just community but communities.” 

Chelsea Piers Fitness FlatironMarcus Stevens

For example, smaller groups of yogis, triathletes and others typically form. In addition, Chelsea Piers Fitness hosts an array of events each month in and outside of the clubs, many in partnership with other local businesses. And it’s not all fitness related — there are cooking classes, artist talks and more. 

Furthermore, Chelsea Piers Fitness is also tapping into larger wellness trends, notably recovery, with a contrast therapy suite. 

“Recovery has become a huge part of the fitness menu and it’s something that is here to stay,” Bernstein said, adding the original Chelsea Piers Fitness location will also be outfitted with a cold plunge, sauna and hot tub. “We already do steam and sauna within all our locker rooms across all our clubs, but adding a little bit of an extra emphasis on recovery to us is important.” 

While this marks the fifth Chelsea Piers Fitness location, more are on the way.

“Our expansion plans [are] to be at probably eight clubs open within the next 30 months, so three more,” Tewksbury said.

While the brand declined to share specific revenue figures, the team said it had doubled its presence in New York City over the past 15 months. With this, the brand said its overall business would be double its size from 2022.