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20 May 2019

Boutique operator Solidcore accelerates expansion plans
BY Tom Walker

The openings are part of Solidcore's commitment to open 100 studios in US markets by the end of 2020

The openings are part of Solidcore's commitment to open 100 studios in US markets by the end of 2020

US-based boutique fitness operator Solidcore has revealed plans for five new clubs the booming New York market.

Adding to its existing NY flagship studio in Chelsea, the new locations will be located in SoHo, NoMad (North of Madison Square Park), Williamsburg, Hell's Kitchen and NoLIta (North of Little Italy).

The SoHo club is set to open this week, followed by the NoMad location in June. The last one to open will be Solidcore NoLITa in November 2019.

In total, the five new locations will add 12,733sq ft of floorspace to the operator's estate.

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.

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.

The studio, concept and machine are the creation of Anne Mahlum, an entrepreneur, philanthropist and athlete who founded [solidcore] 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".

"In New York and across the country, our expanding clientele have fallen in love with our rigorous fitness programme, commitment to quality and their customer experience," Mahlum said.

"We are thrilled to be expanding our presence in the New York market."



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