As wellness real estate gains momentum, Solid Core moves into The Novus, a luxury residential building in Durham, North Carolina
Solidcore, the Pilates-inspired strength training fitness brand, is moving to The Novus, a luxury residential tower in Durham, North Carolina.
The approach, founded by Anne Mahlam, will be the first retail tenant to sign a lease for the luxury 27-storey tower, which is scheduled to open in the first quarter of 2025. The latest deal comes amid growing interest in wellness-focused real estate.
“The arrival of Solidcore further strengthens The Novus’ continued influence in downtown Durham,” said Austin Hills of private real estate developer Austin Lawrence Partners. “We are proud to introduce a nationally recognized and innovative fitness retailer that has taken the nation by storm. The signing of this lease further enhances our lifestyle offering at The Novus. It will serve the needs of downtown Durham’s vibrant community.”
Novus Studio marks Solidcore’s sixth location in North Carolina, and its newest location in Durham provides convenient access for residents of the luxury building. The tower features 54 condominiums with private balconies and city views, 76% of which are already sold. Residents also have access to a fitness center, spa suite, steam room, cold plunge and hot tub, coworking space, pickleball court, putting green, and more.
“With our recent opening at Raleigh Iron Works, Novus of Durham complements our growing community in the Research Triangle and continues our commitment to bring the world’s most innovative workouts to diverse communities across North Carolina.” “This is a further demonstration of our commitment,” said Joshua Rainey, Director of Real Estate at SolidCore. Said. “We look forward to the development team announcing further tenant agreements, which will be a strong addition to the people of downtown.”
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 around 30 studios across the country in 2025.
The Global Wellness Institute has long predicted a rise in wellness real estate due to increased interest in health and wellness. Pause Studio and Pure Barre are two brands that have jumped into the world of mixed-use real estate in Oakland, Florida, occupying the ground floor of a luxury condominium.
