Life Time at Penn 1 Opens With Boutique Studios & Recovery Focus
In early 2024, Life Time will add to the NYC facility with seven indoor pickleball courts and small group spaces
Life Time has opened the doors to its Penn 1 facility in New York City, completing phase one of the two-part project. The initial focus is on delivering boutique studios for group, mind-body and cycle programs.
The 54,000-square-foot destination adjacent to Madison Square Garden brings Life Time’s famed luxurious athletic country club concept to office staff, commuters and residents. In addition to boutique studios, Penn 1 offers cardiovascular, functional and strength training equipment, personal training, a recovery area, saunas, and a juice bar featuring Life Time’s nutritional products.
Aside from the Penn 1 project, Life Time is planning to take over New York with three new destinations next year, including The Brooklyn Tower, Atlantic Avenue at Brooklyn Crossing and Park Avenue South in Manhattan.
“It’s been a thrill to see the continued redevelopment of the Penn District with Vornado Realty Trust, and for Life Time to open phase one of our project with newly designed spaces and experiences for our exclusive, high-impact classes and offerings,” said Parham Javaheri, Life Time’s chief property development officer.
Javaheri added that Life Time is excited to open its indoor pickleball club, complete with seven courts and small group training spaces, which is slated to open in early 2024.
“It will truly add to Life Time’s growing footprint in New York City,” Javaheri said.
Life Time is filling a great need in the pickleball industry, especially in light of a recent report that revealed New York is one of the states with the lowest court coverage, with just one dedicated court per 1,000 pickleball players. With pickleball in high demand, interested players must join a waitlist to gain court access at Penn 1.
Life Time hasn’t forgotten about group fitness either. The athletic country club operator has seen a sizable uptick in interest for its group sessions and credits the variety of its class offerings as one of the primary reasons consumers join and remain as members. New Yorkers can expect dedicated spaces for Life Time’s Alpha, GTX and Ultra Fit small group training when phase two is complete, along with a lounge and bar areas.
The luxury lifestyle operator reported solid second-quarter results, seeing strong membership growth without marketing, promotions or sales efforts. Life Time founder and CEO Bahram Akradi recently told investors that he attributes the brand’s growing popularity due to its emphasis on “desirability” at its clubs.
