As wellness real estate gains momentum, Solidcore is coming to The Novus, a high-end residential tower in Durham, North Carolina
Solidcore, a Pilates-inspired strength training fitness brand, is moving into The Novus, a luxury residential tower in Durham, North Carolina.
Method, founded by Anne Mahlum, is the first retail tenant to sign a lease in the 27-story high-end tower, which is expected to open in the first quarter of 2025. The deal comes amid growing interest in wellness real estate.
“The arrival of Solidcore builds on The Novus’ continued impact on downtown Durham,” said Austin Hills of private real estate development firm Austin Lawrence Partners. “We are proud to launch a nationally recognized and innovative fitness retailer that has taken America by storm. This lease signing further enriches the lifestyle at The Novus and serves the needs of downtown Durham’s thriving community ”
The Novus studio will be Solidcore’s sixth location in North Carolina, with its newest location in Durham providing easy access to the luxury building’s residents. The tower has 54 apartments, private balconies and city views, 76% of which have been sold. Residents will also have access to a fitness center, spa suites, steam rooms, cold pools and hot tubs, co-working spaces, pickleball courts, putting greens and more.
“With the recent opening of our Raleigh Steel Works, Novus in Durham will complement our growing community in the Research Triangle and further exemplifies our commitment to delivering the world’s most advanced technologies to communities across North Carolina. transformative exerciseJoshua Rainey, Real Estate Director at Solidcore said. “We are keen for the development team to announce further tenancies which will strongly serve the city center population. “
L Catterton acquired a majority stake in the high-intensity, low-impact strength training brand in September. ATN has learned that the brand is preparing to open about 30 studios across the country in 2025.
The Global Wellness Institute has long predicted the rise of wellness real estate due to growing interest in health and well-being. Pause Studio and Pure Barre are two brands that have entered the mixed-use real estate space in Oakland, Florida, and moved into the ground floors of luxury apartment buildings.
