Reforming Pilates Signs 10-Year Lease for Third Manhattan Studio in Murray Hill

Reforming Pilates Signs 10-Year Lease for Third Manhattan Studio in Murray Hill

Fitness operator Reforming Pilates has committed to a decade-long lease at 233 East 34th Street, where it will open a 2,500-square-foot studio in Manhattan’s Murray Hill neighborhood. The agreement marks the brand’s third New York City location, according to Meridian Capital Group, which advised the landlord.

Reforming Pilates, which runs both reformer-equipment and heated mat classes, already operates Manhattan studios at 109 West 17th Street in the Flatiron District and 1305 Second Avenue on the Upper East Side. The South Florida-based company also runs eight additional locations across Florida.

Founder Genevieve Ross described the neighborhood as personally meaningful, noting in a statement that the area represented an early chapter of her own New York experience and calling Murray Hill one of the strongest places for a brand to establish itself in the city.

Deal Terms and Market Context

Asking rent for the space was not disclosed. For reference, CBRE data put the average asking rent for retail space in nearby Herald Square at $394 per square foot in the second quarter of 2026. CBRE Group shares recently traded at $146.01, up 2.82% from a prior close of $142.00, with a market capitalization of roughly $43.7 billion.

Meridian’s Noam Aziz, Carson Shahrabani and Max Freudenberger represented the property owner. Freudenberger said Murray Hill’s customer base is shifting toward health and wellness, a trend he argued is opening opportunities for operators focused on fitness-oriented concepts.

Jeff Jacobson of Masonre acted for the tenant. He said the studio required a ground-floor space that could match the quality of its existing Upper East Side and Flatiron locations, describing the deal as visible, purpose-built and long-term.

What to watch

• Timing of the Murray Hill studio’s buildout and opening, which has not been announced.
• Whether Reforming Pilates pursues further Manhattan expansion beyond its three current sites.
• Future leasing data on Murray Hill retail rents, including quarterly updates from CBRE and other brokerages tracking the corridor.
• Upcoming earnings from CBRE Group, which may provide broader color on retail leasing demand in New York.

Source: original release